VP, Growth Marketing

Key Responsibilities

• Develop and lead Kendra Scott's enterprise growth marketing strategy across acquisition, retention, loyalty, lifecycle, and performance marketing.
• Identify the biggest opportunities to accelerate customer and revenue growth across digital and retail channels.
• Build a clear growth roadmap grounded in customer insights, business priorities, and measurable outcomes.
• Establish a disciplined test-and-learn culture, continuously identifying new audiences, channels, partnerships, and growth opportunities.
• Balance short-term performance with long-term customer and brand value.
• Serve as a strategic advisor to senior leadership on customer growth, marketing investment, and emerging consumer trends.
• Own the strategy and performance of paid customer acquisition across channels including paid social, paid search, affiliate, display, video, and emerging platforms.
• Develop strategies to efficiently introduce Kendra Scott to new audiences and customer segments.
• Optimize marketing investment against key metrics, incrementality, conversion, and lifetime value.
• Partner with Brand and Creative teams to develop high-performing, brand-right creative and content.
• Continually evaluate channel mix and identify opportunities to diversify customer acquisition beyond traditional paid media.
• Ensure performance marketing supports both ecommerce growth and Kendra Scott's expanding retail footprint.
• Play a critical leadership role in the launch and implementation of Kendra Scott's new loyalty program, partnering cross-functionally to develop the go-to-market strategy, drive awareness and enrollment, and create a compelling member experience.
• Establish the growth strategy for loyalty following launch, with clear goals for member acquisition, engagement, purchase frequency, retention, and lifetime value.
• Lead strategies that increase customer retention, purchase frequency, engagement, and lifetime value across the broader Kendra Scott customer base.
• Own the vision and evolution of lifecycle marketing across email, SMS, personalization, CRM, and other direct customer channels.
• Integrate loyalty into the broader customer lifecycle, creating personalized journeys and differentiated experiences for members across digital and retail.
• Partner with Brand, Creative, Retail, Ecommerce, Technology, Analytics, and Merchandising to ensure loyalty comes to life as a distinctive and cohesive Kendra Scott experience.
• Develop sophisticated customer segmentation and personalization strategies informed by behavioral, transactional, and loyalty data.
• Establish a test-and-learn roadmap to continually evolve program benefits, communications, experiences, and engagement strategies.
• Build customer journeys that connect acquisition, conversion, retention, loyalty, and reactivation into one cohesive experience.
• Develop a deep understanding of Kendra Scott's customer: who she is today, how she behaves, what drives her relationship with the brand, and where the next generation of customers will come from.
• Partner with Analytics and Finance to establish clear measurement frameworks for marketing effectiveness and customer economics.
• Use cohort analysis, segmentation, attribution, incrementality testing, and lifetime-value modeling to inform decisions.
• Translate complex data into clear insights and actionable growth strategies for executive leadership.
• Build forecasting and reporting capabilities that improve visibility into customer and marketing performance.
• Partner closely with Technology and Digital teams to evolve the marketing technology ecosystem and unlock more sophisticated personalization and customer experiences.
• Identify opportunities to leverage AI, automation, predictive analytics, and emerging technology to improve marketing effectiveness and speed.
• Ensure customer data, platforms, and measurement capabilities support increasingly personalized and relevant experiences.
• Stay ahead of changes in consumer behavior, privacy, media platforms, and the evolving digital marketing landscape.
• Create clarity around priorities, accountability, measurement, and ways of working across the team.
• Collaborate with Ecommerce, Retail, Merchandising, Creative, Technology, Analytics, and Finance to deliver integrated growth initiatives.
• Develop strong agency, technology, and platform partnerships while determining which capabilities should be built internally.
• Champion a culture of curiosity, experimentation, accountability, and continuous improvement.

Qualifications

• 12+ years of progressive marketing experience with significant leadership responsibility in growth, performance, CRM/lifecycle, loyalty, or customer marketing.
• Proven success driving meaningful customer and revenue growth for a scaled consumer, retail, fashion, beauty, lifestyle, or digitally native brand.
• Experience launching, scaling, or significantly evolving a loyalty or membership program is strongly preferred.
• Demonstrated ability to translate a loyalty proposition into customer acquisition, engagement, retention, and incremental revenue.
• Demonstrated ability to build an integrated acquisition and retention strategy rather than operating individual marketing channels in isolation.
• Deep understanding of customer acquisition economics, retention, LTV, CAC, ROAS, incrementality, and marketing effectiveness.
• Strong experience across paid media, CRM, email/SMS, lifecycle marketing, personalization, and loyalty.
• Experience operating in an omnichannel environment, with an understanding of how digital marketing influences both ecommerce and store performance.
• Strong analytical orientation with the ability to move comfortably between customer insights, financial performance, creative strategy, and executive-level decision making.
• Experience leveraging modern marketing technology, customer data platforms, automation, and AI to accelerate growth.
• Proven ability to lead and develop high-performing teams while influencing across a complex, cross-functional organization.
• Strong executive presence and communication skills with the ability to simplify complex information and create alignment.
• A builder mentality: energized by growth, comfortable with ambiguity, and motivated by creating capabilities that may not exist today.