Director, Growth & Commercial Marketing - Beverage Division

Job Purpose

As a strategic leader and hands-on operator, lead customer acquisition, performance marketing, and revenue-driving media strategy across retail, Amazon, and direct-to-consumer channels; Be responsible for building a scalable, data-driven growth engine that turns marketing investment into measurable business results — driving sales, retail velocity, ROAS, customer acquisition efficiency, and long-term customer value.

Essential Functions

• Own the overall growth marketing strategy across retail, Amazon, and DTC channels with accountability for revenue, sales growth, retail velocity, and customer acquisition outcomes

• Partner with Sales leadership to identify channel expansion opportunities, develop retailer growth plans, evaluate performance trends, and prioritize growth investments

• Develop channel-specific acquisition and commercialization strategies that drive incremental sales, repeat purchase, profitable customer growth, and retail sell-through

• Build scalable performance marketing frameworks that balance brand-building and demand capture while aligning with broader brand, retail, and commercial objectives

• Establish annual, quarterly, and monthly performance plans tied to growth targets and financial KPIs

• Lead strategy and execution across paid media channels including Meta, Google, YouTube, Programmatic, Amazon Ads, affiliate marketing, and retail media networks

• Manage media budget allocation and optimize campaigns to improve ROAS, CAC, MER, conversion rates, customer lifetime value, and overall return on investment

• Develop audience acquisition, segmentation, retargeting, and expansion strategies to increase efficiency and scale

• Lead retailer media, shopper marketing, and retail activation strategies in partnership with Sales, Trade Marketing, Marketing Operations, and retailer partners

• Own Amazon marketplace growth strategy including paid search, DSP, PDP optimization, A+ content, ratings and reviews, promotions, Subscribe & Save, attribution, search visibility, and conversion optimization

• Improve organic and paid conversion performance across Amazon and marketplace channels

• Serve as interim owner of consumer insights and marketing analytics, leveraging consumer, retailer, category, and competitive data to identify growth opportunities and support commercial decision-making

• Analyze household penetration, repeat purchase behavior, customer lifetime value, pricing elasticity, promotional effectiveness, and market trends to support portfolio optimization and innovation

• Identify whitespace opportunities for innovation, portfolio expansion, and new product development through consumer, retailer, and category analysis

• Build and maintain dashboards, attribution frameworks, and executive reporting that connect media investment to sales outcomes, retail movement, profitability, and business KPIs

• Monitor leading indicators and provide regular performance reporting, quarterly business reviews, and strategic recommendations

• Own the end-to-end testing and optimization roadmap across creative, messaging, offers, landing pages, audiences, conversion funnels, DTC experiences, and Amazon storefronts

• Identify, test, and scale high-performing growth levers through disciplined experimentation and conversion rate optimization

• Partner with creative, content, influencer, e-commerce, sales, brand, and innovation teams to scale effective assets, support launches, and translate insights into actionable marketing recommendations

• Manage agencies, platform partners, and external vendors with accountability for results

• Build repeatable processes for campaign planning, reporting, optimization, and testing while introducing tools and best practices that improve efficiency and speed to market

• Mentor team members and help establish a high-performance, results-oriented growth culture

Required Qualifications

• 7–12+ years in growth marketing, performance marketing, customer acquisition, or digital media leadership roles

• Proven track record managing and optimizing $1M+ monthly media budgets across multiple digital channels

• Deep expertise in Meta Ads, Google Ads, Amazon Ads, attribution platforms, and conversion analytics

• Strong experience in e-commerce, DTC, Amazon, and/or CPG retail media ecosystems

• Demonstrated success driving measurable improvements in ROAS, CAC, conversion rate, customer acquisition scale, and revenue growth

• Strong understanding of attribution, MMM, incrementality testing, and performance measurement

• Experience with GA4, Shopify Analytics, Amazon Brand Analytics, Triple Whale, Northbeam, Looker/Tableau, or similar tools

• Highly analytical with strong financial acumen and comfort managing growth against business targets

• Exceptional cross-functional communication and stakeholder management skills

• Hands-on operator with a startup mentality and bias for action

Preferred Qualifications

• HS Diploma required; Bachelor’s degree in Marketing, Business Administration, Data Analytics or related field preferred

• Experience in CPG, beverage, wellness, nutrition, or consumer packaged goods

• Experience launching or scaling emerging brands across retail and e-commerce channels

• Familiarity with Circana, Nielsen, Stackline, Helium 10, Pacvue, or similar retail sales platforms

• Understanding of omni-channel attribution and retail sales lift measurement