Director of Growth and Lifecycle Marketing

Remote, based in the U.S.

You are a sales-minded, digital marketing savvy doer. You have a unique ability to disassociate yourself from biases and step in the customer’s shoes. What are their needs? What are their wants? What are they feeling? You’re able to elegantly bridge the gap between acquisition and retention, always thinking about the holistic experience. Willing to lead by doing and highly collaborative, you constantly ask the team, “How do we break this down? How can we test this?” You value and leverage both quantitative and qualitative data to help inform the conversations you foster and strategies you craft. And when there’s no clear path, you’re able to confidently shepherd the team forward.

Reporting to the VP of Marketing, this is a new role at Wild Alaskan due to the company’s growth. You’ll be expected to both drive digital growth and retention strategy, as well as execute tactically. As you help the business grow, you’ll also have the opportunity to build out a team.

CORE RESPONSIBILITIES

  • Bring a data-informed and test-first mindset that embodies our “personal fishmonger” approach from the first visit to the web site to our win back efforts and everything in between.
  • Translate the company’s overarching integrated marketing strategy into effective digital tactics while maintaining the utmost consideration for the brand.
  • Lead by doing and foster collaboration across teams by empowering others, as well as developing initiative plans with problem statements, goals, key metrics (increase AOV, increase win back rate by cohort, decrease time between orders, etc.), customer journey maps, strategy docs and more.
  • Constantly think about how we can improve the onboarding funnel and collaborate closely with creative, digital product and UI/UX to execute tests and full-blown improvements, new experiences.
  • Develop lifecycle marketing initiatives (e.g. loyalty program, recipe experience, member segmentation) and team up with creative, communications, digital product, member experience, member success and supply chain/operations to iterate on the member’s experience.
  • Partner with Member Success to understand where we’re falling short on our members’ expectations, including churn reasons, to inform and iterate on lifecycle marketing strategies and tactics.
  • Work closely with performance marketing and creative to ensure a cohesive journey from ad to landing page to website.
  • Manage relationships with growth-related partners (e.g. email marketing), and present opportunities to leadership to expand our partner network to help drive value for our members.
  • Lead all reporting on the performance of growth initiatives against hypotheses, goals and key metrics (Website and Sales Funnel Conversion Rate, AOV, Order Frequency, LTV by cohort, etc.) defined during the concepting phase.
  • Collaborate with the leadership team to develop a growth road map that has parity with the overall business strategy.
  • Work closely with the leadership team to continuously improve our internal processes and frameworks around cross-functional communication, idea generation, project execution and reporting.
  • Consistently evaluate how we can leverage existing tools to better inform our decision making and collaborate closely with business operations to test and roll out tools that can make us smarter and more productive cross-functionally.
  • Be a steward of the brand and ensure that all creative (videos, photos, landing pages, etc.) remains on-brand and relevant according to medium (email, offline, in-app, etc.).
  • Bring forth a constant hunger to learn and try new approaches, and identify areas where we can make strategic bets.
  • Other duties and special projects as assigned

QUALIFICATIONS

Requirements

  • Significant  experience in building customer journeys (web site, offline, email, text, etc.) for subscription businesses
  • You’re highly collaborative and have demonstrated the ability to lead cross-functional teams
  • Experience building a team and coaching direct reports
  • Strong analytical and critical thinking ability
  • Excellent written and verbal communication skills
  • Comfortable navigating analytics tools and building dashboards
  • Agile mindset with significant experience rolling out processes and frameworks to test, validate and adapt strategies and tactics based on performance
  • You’re meticulous and extremely organized
  • A willing teacher and strong desire to continue learning
  • Able to jump in and execute landing pages, email flows
  • Experience working closely with creative and digital product teams 
  • You've been close to core platforms like ESPs, chat tools, data analytics suites, and can navigate their individual quirks

Nice to Haves

  • Experience working in digital product, UI/UX, customer support and/or media buying
  • Copywriting experience
  • Past employment in food
  • Past experience using FullStory, Looker, Google Analytics, Klaviyo, Intercom and/or Sendgrid
  • Involvement at a rapidly growing start-up
  • Project management system experience in Asana

NEXT STEPS

At Wild Alaskan, we believe diversity of backgrounds and perspectives makes us stronger. As an equal opportunity employer, we prohibit any unlawful discrimination against a job applicant. We’re committed to creating a work environment that fosters growth, celebrates diversity and fundamentally makes all teammates feel welcome, accepted, nurtured and respected.

To apply for this opportunity, please send your résumé and a paragraph describing what excites you about this role to [email protected] with "Your Name | Director of Growth and Lifecycle Marketing" written in the subject line.