POSITION TITLE: VP of Growth Marketing

DEPARTMENT: Marketing

LOCATION: Remote - U.S.

REPORTS TO: Chief Marketing Officer

SUMMARY:

Owlet is changing the world of parenting with meaningful products that truly make a difference for millions around the world by bringing joy, peace and sleep to the parenting journey. Owlet has helped more than a million parents keep their children safe. We are focused on helping parents take care of their little ones so we can keep every baby safe and healthy.

Owlet is seeking an innovative and experienced marketing leader to join the organization as the VP of Growth. This integral marketing leader will drive the strategy and success, globally, of Paid Acquisition, e-Commerce, Conversion Rate Optimization, and Lifecycle within the marketing team. This role requires close collaboration with the Sales organization and within the marketing team. The right candidate will be data-driven, strategic, analytical, results-oriented and a clear communicator with at least 8+ years of experience in digital or growth marketing. An ability to build strong relationships and execute in a fast-paced environment with strict deadlines is a must.

PRIMARY RESPONSIBILITIES:

Acquisition

• Lead an internal team and contractors across growth marketing channels including paid social (emphasis on Meta & Tiktok) and Paid Search marketing for Retail partners
• Drive analysis and optimization across growth marketing efforts and identify areas for new investment and efficiency opportunities.
• Identify the right KPIs for our business to ensure efficient sustainable growth including new customers, retention, revenue, and CPA.
• Share key insights to the leadership team for future betterment of the brand; optimize media mix based on insights.
• Partner with the Retail team on key acquisition initiatives that scale across online retailers.

e-Commerce

• Provide the strategy, analysis, and execution of the Forecast for the Owlet website
• Lead and collaborate with key stakeholders to meet revenue expectations on the Owlet website
• Provide strategy and execution of Conversion Rate Optimization and all ecommerce operational requirements of the DTC website. Shopify experience is required.
• Collaborate with key stakeholders across the international business to provide strategy and execution of international DTC websites
• Partner with the Retail team on key optimization initiatives that scale across online retailers (Amazon, Target, Walmart, Babylist, etc).
• Define and implement strategies for merchandising and optimizing the consumer journey
• Lead and execute the promotional planning process to drive favorable revenue outcomes while staying within the defined promotional funding targets.

Lifecycle

• Oversee the Lifecycle team to help drive growth in retention channels including email, SMS, on-site opportunities, and in-app messaging
• Provide guidance and oversight to the Lifecycle team to align on revenue and growth targets for the DTC website
• Oversee marketing automation platforms to enable cross-channel marketing opportunities, nurture campaigns, and in-app messaging
• Provide analyzation and reporting on performance to inform optimization opportunities

MarTech & Analytics

• Oversee website tracking, analytics, and optimization.
• Enable and optimize customer data platforms to enable key marketing priorities across channels
• Own marketing automation platforms to enable retention and owned channels to optimize campaigns

• Own analytics and dashboards of the full-funnel experience including insights and attribution performance
• Share key performance insights to the leadership team and optimize media mix based on analytics and performance metrics.
• Partner with cross-department leads to integrate marketing and sell-through metrics into company dashboards.

REQUIRED SKILLS & QUALIFICATIONS:

MUST HAVE:

• 8+ years of experience in digital marketing or growth.
• Experience driving growth for direct-to-consumer and retail channels.
• Advanced knowledge/experience with: Shopify, Meta, TikTok, Google Analytics, Google Ads, Triple Whale, Ahrefs, Klaviyo
• Proven experience and track record in driving CRO for a DTC site.

YOU HAVE:

• An obsessive eye for optimizing all digital marketing channels and strategy.
• An entrepreneurial mindset and the ability to identify big, out of the box ideas to push strategy.
• A “growth hacker” mentality that is able to creatively solve problems and quickly pivot the brand to new opportunities.
• Experience building a data platform, cohort audiences, and attribution within the marketing mix.
• The ability to clearly articulate plans and strategy across a plane of coworkers who may not speak the same digital language as you.

NICE TO HAVE:

• Experience in baby category or medical devices
• Experience with Amazon Ads, Criteo, Walmart Connect