VP of Growth Marketing

About the role

The VP of Growth Marketing will lead the growth of ARMRA's sales channel, focusing on customer acquisition and performance marketing channels such as paid social, paid search, affiliate, TV, and podcast. They will also oversee acquisition channels like direct mail and outdoor advertising.

Responsibilities

• Growth Strategy & Revenue Ownership
• Own all revenue-driving initiatives across acquisition, retention, and eCommerce performance.
• Develop and execute a holistic growth strategy that scales revenue in a cost-efficient, brand-enhancing way.
• Drive customer growth through full-funnel planning, from awareness to conversion to loyalty.
• Build and manage monthly revenue forecasts, budgets, and KPIs, with a focus on performance and predictability.
• Acquisition & Paid Media Leadership
• Lead and scale multi-channel media strategy across paid social, paid search, podcast, affiliate, TV, DM, OOH and emerging channels.
• Partner with the creative and brand teams to test and optimize high-performing content, messaging, and audience segmentation to drive TAM.
• Own TTF planning and MMM strategy to guide channel mix and budget allocations.
• Lead daily, weekly, and monthly optimization of campaigns to hit aggressive revenue and CAC targets.
• Leadership & Collaboration
• Build and mentor a high-performing team of growth marketers and channel owners.
• Champion a test-and-learn culture grounded in data, velocity, and impact.
• Collaborate cross-functionally to align growth goals with brand, creative, community, product, and customer experience strategies.

Skills/Qualifications

• 12+ years of experience in DTC & CPG, and has played a key role in scaling a brand.
• Experience with subscription-focused growth.
• Analytically minded, and comfortable leveraging data to make decisions, and comfortable using quantitative capabilities.
• Able to think beyond paid media to drive growth, deep understanding of brand, CAC to LTV as core KPI.
• Exceptional organizational skills.
• Able to balance the creative art and analytical science of brand-building.
• Strong leadership and team management abilities, with a focus on developing high-performing teams.
• Comfortable in a dynamic, entrepreneurial culture that emphasizes autonomy, passion for the brand and an immense drive to grow the Company and achieve results.
• Deep understanding of ecommerce best practices, usability principles, and information architecture.
• Outstanding communication and interpersonal skills, with the ability to influence and collaborate with cross-functional teams.
• Excellent organization and teamwork skills.
• Detail and deadline-oriented.