The OpportunityA new ecosystem at the intersection of wellness and technology, with a connected product, hardware and software, built to help people take an active role in their own health rather than simply measure it. The Director of Growth Marketing owns how we acquire members and how we keep them.
Your job is to build the growth engine and the team behind it. You'll set the channel mix and the testing plan, carry the acquisition number and the economics under it, own the site as a growth surface, and build the lifecycle program that makes the membership work. We are pre-launch, and the brand, the positioning, and the claims we can make are all still being built. You'll start from a business case and a target rather than from an account with history. It's a leadership role, and it's a building role.
ResponsibilitiesGrowth Strategy & Acquisition- Own the Acquisition Roadmap: Set the channel mix, the testing plan, and the sequence. Meta first, expanding across channels as we learn what works and where the audience actually is.
- Own CAC and Payback: Carry the acquisition number and the economics under it. Decide what we spend, where it goes, when to push, and when to stop.
- Build the Operating Model: Decide where media buying sits, agency or in house, and change it when the stage changes. Build the test and learn cadence that makes those decisions repeatable.
Team & Creative- Build the Team: Lead and grow the growth function, starting with the Creative Strategist and extending into lifecycle and media as the business supports it.
- Hold the Creative Pipeline to Performance: Creative diversity is now the primary lever on the platforms. Set what gets tested, how tests are structured, and what the results mean for what gets made next.
- Own Lifecycle and Retention: Build the onboarding, engagement, and renewal program that makes a membership business work, and bring in the specialist hire when the volume justifies it.
Site, Measurement & Economics- Own the Site as a Growth Surface: Own conversion, the offer, and the roadmap for what the site needs to do. Execution runs through a shared web resource, so clear specification and influence matter more than direct control.
- Direct the Measurement Stack: The infrastructure will be in place, including CAPI, tag management, and the CDP. Your job is to define what it has to answer and to turn what it says into decisions.
- Work the Economics: Model the relationship between CAC, payback, and lifetime value. Early cohort work is directional and shared with leadership until a dedicated analytics function is in place.
QualificationsWe are seeking a growth leader who has built an acquisition engine from zero and thinks in lifetime value rather than first-order return.
- Education: Bachelor's degree required.
- Experience: 8+ years in growth or performance marketing for consumer (B2C) brands, with hands-on direct-to-consumer (DTC) experience and time spent leading teams and agency partners.
- Built, Not Only Scaled: Has started an acquisition program rather than inherited one. Has set a first CAC target without historical data to anchor it, and been right enough to keep going.
- Thinks in Lifetime Value: Comfortable with CAC to LTV modeling, cohort behavior, and payback windows. Subscription, membership, replenishment, or any consumer business with real retention economics all count. An instinct for how value gets priced and packaged is a plus. What doesn't work here is optimizing to first-order ROAS.
- Strategic and in the Details: Not the person in Ads Manager every day, but close enough to the platform to spec a test, read the result, and know when an agency is wrong.
- Technically Fluent: Comfortable directing a martech and measurement stack without needing to implement it. Knows what to ask of it, and what to do with what comes back.
- Comfortable with Ambiguity: Can build while the brand, the positioning, and the claims framework are still being settled. Makes progress on partial information and changes direction when decisions land.
- Cross-Functional Collaboration: Partners closely with product marketing, brand and creative, product, ecommerce, CX, and finance.
Location: This is an on-site, office-based role in Tustin, CA.
Salary: Starting at 190K
Perks and Benefits- 100% covered Medical/Dental/Vision insurance for employee AND spouse + dependents!
- 401K with 4% employer match (eligible after 90 days of employment) and immediate 100% vesting
- Generous PTO policy + paid holidays
- Life Insurance
- Voluntary Life Insurance
- Disability Insurance
- Critical Illness Coverage
- Accident Insurance
- Healthcare FSA
- Dependent Care FSA
- Travel Assistance Program
- Employee Assistance Program (EAP)
- Fully stocked kitchen
