Growth Marketer

Petra Brands•Redlands, CA

56d•Remote

About The Position

We are seeking an experienced, data-driven Fractional Growth Marketer to accelerate the customer acquisition, retention, and omnichannel performance of our CPG/DTC brands, Fomin and House of Party. Contractor will align campaigns with retail marketing calendars, coordinate with internal teams, and produce measurable campaign dashboards aligned to Company goals.

Requirements

Experience: 3+ years of hands-on experience in a Growth Marketing, Performance Marketing, or Acquisition role, specifically within DTC E-commerce or CPG brands.
Channel Expertise: Proven success in managing and scaling paid channels (Meta Ads, Google Ads, TikTok/Pinterest Ads) and expertise in email/SMS marketing strategy and automation.
Data Proficiency: Highly analytical and data-driven, comfortable building and interpreting dashboards, defining attribution models, and using tools like Google Analytics 4 (GA4), Shopify, and CRM/BI systems.
Fractional Mindset: Demonstrated ability to drive strategic outcomes and manage multiple projects efficiently within a defined 20-25 hours per week engagement.
Market Knowledge: Deep understanding of the consumer and retail landscape, especially in the US and/or Canada.
Soft Skills: High level of autonomy, results-oriented, strong communication skills to convey complex ideas clearly to stakeholders.

Responsibilities

Omnichannel Strategy: The core objective is to design and execute a cohesive strategy that treats our retail and direct-to-consumer (DTC) channels as mutually reinforcing growth engines.
Unified Customer Journey: Design a comprehensive customer journey map that seamlessly bridges digital discovery (DTC and paid media) with the final point of purchase, whether online or in a physical retail store.
Retail Velocity Drivers: Identify and prioritize specific digital marketing levers that demonstrably influence in-store purchase intent and increase retail sales velocity (units/store/week).
DTC Incremental Growth: Develop and lead DTC-specific strategies aimed at achieving incremental sales and acquiring new, high-LTV customers efficiently.
Market Opportunity Sizing: Conduct analysis to size new audience segments, geographical regions (US/Canada), or emerging digital channels for immediate testing and potential market expansion.
Paid Media Management: Take ownership of all paid media campaigns (Meta, Google, TikTok, Pinterest, etc.), meticulously managing daily budgets and ensuring performance adheres to target CAC and ROAS goals.
Audience Segmentation: Conduct deep-dive analysis and continuous refinement of audience segmentation to target high-value cohorts and exclude non-performing demographics.
Budget & Allocation: Oversee the paid media budget, dynamically shifting spend between brands and channels based on real-time performance data and marginal ROI to maximize overall return.
Creative Testing Roadmaps: Work with the internal creative team or contractors to run structured testing on creative formats, calls-to-action (CTAs), and messaging for improved channel-specific efficiency.
Conversion Rate Optimization (CRO): Design, set up, and execute A/B and multivariate tests on DTC landing pages, product pages, and checkout flows to maximize site-wide conversion rates.
Documentation & Learnings: Document results, and key takeaways in the internal marketing playbook to create a searchable, scalable knowledge base.
Automated Flow Deployment: Define, build, and fully launch essential automated email/SMS flows, including Welcome, Abandoned Cart/Browse, and Post-Purchase sequences.
Customer Retention Strategy: Develop a robust customer segmentation model to deliver personalized messaging and offers that drive repeat purchases and increase purchase frequency.
Loyalty & Referral Programs: Research and recommend a viable customer loyalty or referral program strategy to organically incentivize word-of-mouth growth and brand advocacy.
Lapsed Customer Win-Back: Design and deploy re-engagement campaigns targeting lapsed customers to recapture lost revenue and reduce customer churn.
Retail Support Tool Pilot: Plan and execute a Retail Support Tool Pilot (e.g., Shopkick, MikMak, or similar platform) with a key retailer to effectively measure the impact of digital media on in-store sales lift.
Geo-Targeted UGC Program: Conceptualize and launch a retail + creator amplification program to generate User-Generated Content (UGC) that is geo-targeted to specific retail doors, driving immediate store visits and product pickup.
Promotional Monitoring: Monitor digital campaigns supporting retail promotions and provide rapid feedback to optimize messaging for in-store signage and displays.
Dashboard Establishment: Build and maintain standardized weekly/monthly performance dashboards to track progress against all core business metrics, clearly separating DTC and Retail performance.
Deep-Dive Velocity Analysis: Conduct detailed analysis of units/store/week data, cross-referencing this metric with geo-targeted campaign data to provide precise optimization strategies for retail partners.
Performance Reporting: Deliver a structured 3-month performance report summarizing insights by channel and retailer, complete with a clear set of recommendations for the next phase of growth.
Benchmark Definition: Define and track "Evergreen DTC Campaign Performance Benchmarks" and channel-specific efficiency targets to ensure all marketing activities are running at optimal levels.
Retail Calendar Integration: Proactively coordinate all marketing campaign launches with the official retail marketing calendars and internal sales goals to ensure seamless execution and eliminate channel conflict.
Sales Team Sync: Establish a weekly or bi-weekly sync with the sales and product teams to share growth insights, discuss inventory needs, and align on messaging for new product launches or seasonal campaigns.
Marketing Documentation: Serve as the owner of the shared internal marketing wiki/playbook, ensuring that all growth playbooks, performance benchmarks, and calendars are centralized, up-to-date, and accessible to leadership.