Growth Marketing Director

Unicity USA•Provo, UT

About The Position

nicity is a health intervention company that connects customers with products, an app, and a community through its Feel Great program. The company is hiring a Director of Growth to own the entire e-commerce funnel, including acquisition, conversion, first-purchase activation, retention, and long-term repeat revenue. The role leads the Web/CRO and Email/Lifecycle initiatives and is accountable for making them work as one connected system. This is a hands-on builder-operator position: the Director will set growth strategy and personally implement it through structured experimentation. The role will collaborate directly with the Director of Product and Tech Leads as the company redefines its tech stack. The Director will own funnel instrumentation and reporting, oversee the promotional and launch calendar, and manage and develop a team currently comprising four people across Web/CRO and Email/Lifecycle.

Requirements

At least 6 years of experience in growth, conversion rate optimization, lifecycle, or e-commerce.
At least 2 years of people leadership experience.
A substantial track record of designing and running experiments, including explaining hypotheses, results, and lessons from unsuccessful tests.
Full-funnel experience across both acquisition/conversion rate optimization and retention/lifecycle, with hands-on involvement.
Ability to perform analysis, estimate opportunity size before testing, and understand statistical significance.
Expected experience with GA4 or analytics and an experimentation tool such as Optimizely, VWO, Convert, or similar.
Enough HTML/CSS knowledge to unblock a test.
Hands-on experience with an email service provider or lifecycle platform such as Iterable, Klaviyo, or similar.
A hands-on leadership style that combines setting direction with reviewing test results in detail.

Nice To Haves

Experience at a high-performing direct-to-consumer or subscription brand.
SQL skills.
Genuine interest in metabolic health, fasting, or wellness.
Experience with affiliate-, influencer-, or referral-driven e-commerce.
Depth with Shopify or a comparable platform.
Subscription, re-order, or app-activation experience, especially connecting customers with a digital product.
Experience building a testing culture on a team.

Responsibilities

Own and optimize the connected full-funnel model, including conversion, average order value, activation, repeat rate, and customer lifetime value.
Build and run a high-velocity experimentation program across landing pages, product pages, checkout, onboarding, and lifecycle email and SMS.
Prioritize experiments by expected impact, ship tests weekly, and evaluate and communicate what did and did not work.
Maximize first-purchase conversion through improvements to page experience and offer structure.
Oversee email and SMS, onboarding, activation into the Feel Great app, reordering, winback, and reactivation to grow repeat revenue and customer lifetime value.
Deliver site pages, offers, and lifecycle flows for product launches and promotions, coordinating timelines across marketing and design.
Own tracking and reporting so the company has a shared weekly view of the funnel.
Turn funnel analysis into a prioritized hypothesis backlog and use qualitative inputs such as reviews, support tickets, surveys, and session replays to understand customer behavior.
Manage, coach, and develop the four current team members; hire to fill gaps; and establish the operating cadence for test reviews, roadmap planning, and reporting.
Collaborate with the Director of Product and Tech Leads to ensure the team has the tools needed to succeed.