Growth Marketing Lead, Paid

Caraway Home • New York, NY

276d • $130,000 - $150,000 • Onsite

About The Position

We are seeking a detail-oriented and strategic Growth Marketing Lead, Paid to join our growing growth marketing team. This role reports to the Director of Growth, Paid and oversees our Growth Marketing Manager, Paid. They will be responsible for leading the day-to-day strategy and execution of Caraway's paid digital channels, including Meta, Google, TikTok, and emerging platforms. They will own the entire paid acquisition program, working alongside our team to drive profitable growth, optimize ad performance, and execute a robust testing roadmap that uncovers the most incremental opportunities across all digital channels. As the Growth Marketing Lead, Paid, you will play a critical role in the success of our digital acquisition efforts. You will own the strategy and execution of all paid channels, ensuring campaigns are optimized for efficiency and scale. You will manage budgets, oversee creative testing, and lead collaboration with external partners while working closely with our Growth Marketing Manager, Paid to drive incremental growth. You will work closely with cross-functional teams to align performance marketing efforts with Caraway's brand values, creative standards, and business goals. This role requires a mix of strategic vision and hands-on execution, partnering with our Growth Marketing Manager, Paid, our Paid Performance Creative Manager, and external partners to drive continuous optimization and scale. If you have a passion for growth marketing, thrive in a fast-paced environment, and are obsessed with testing and performance analytics, this could be the perfect role for you!

Requirements

• 6+ years of experience in paid acquisition across Meta, Google, YouTube, TikTok, and other digital channels in the DTC/Ecomm space.
• 2+ years of people management experience, with a track record of mentoring and developing high-performing teams.
• Excellent written and verbal communication skills, with the ability to effectively partner with vendors, agencies, and internal stakeholders.
• Strong analytical skills and data-driven mindset, capable of translating complex datasets into clear insights and actionable strategies.
• Exceptional organizational and project management skills, able to handle multiple campaigns, priorities, and deadlines independently.
• Proactive and self-sufficient—able to identify opportunities, take action without being told, and drive projects forward with minimal oversight.
• Strong sense of ownership and accountability, ensuring tasks stay on track and meet key deadlines without requiring follow-ups.
• Creative thinker who understands ad performance, can provide data-backed feedback to creative teams, and drive continuous iteration.
• Team player who collaborates effectively with cross-functional teams including Design, Brand Marketing, Finance, and Ops.
• A can-do attitude, comfortable wearing many hats and eager to jump in and problem-solve when needed.
• Detail-oriented and a fast learner, adaptable in a fast-paced, ever-changing digital marketing environment.

Responsibilities

• Own Caraway's paid acquisition program, overseeing all digital channels, including Meta, Google, YouTube, TikTok, and emerging platforms, to drive efficient customer acquisition at scale.
• Develop and execute digital acquisition strategies to support both evergreen growth and new product launches, ensuring alignment with broader business objectives.
• Continuously explore, test, and evaluate new paid acquisition opportunities to diversify and strengthen Caraway's marketing mix.
• Oversee the paid acquisition testing roadmap, running structured experiments across channels, audiences, creative, landing pages, and bidding strategies to maximize efficiency and incrementality.
• Measure and assess channel/tactic-level incrementality, working closely with internal stakeholders and external measurement partners to refine Caraway's attribution model.
• Optimize paid media budgets dynamically based on real-time performance data and business goals, ensuring spend is allocated efficiently.
• Develop frameworks for scaling high-performing tactics while phasing out ineffective ones.
• Help ensure Caraway hits revenue and efficiency targets by maintaining strong ROAS and incrementality across digital channels.
• Partner closely with creative teams to develop, test, and refine performance-driven ad concepts, ensuring alignment with Caraway's brand standards and audience insights.
• Guide creative partners in designing ads that convert—leveraging platform best practices, data-backed insights, and rigorous testing.
• Lead a structured creative testing program, analyzing results to inform future iterations and scaling the highest-performing concepts.
• Own business and channel-level reporting, synthesizing thousands of rows of platform data into key takeaways for relevant teams and stakeholders.
• Design and maintain dashboards to track campaign performance, customer acquisition trends, and efficiency metrics across all paid media channels.
• Proactively share insights with leadership to inform budget allocation, creative direction, and long-term growth strategies.
• Work closely with internal teams, including Design, Digital Product, Brand Marketing, Finance, and Ops, to ensure a seamless customer journey from ad click to purchase.
• Further build out Caraway's MarTech stack, identifying and implementing tools that improve targeting, tracking, and automation.
• Assist in the reporting, marketing, and measurement of new distribution channel partners (Retailer.com, Amazon, Brick & Mortar) to expand Caraway's growth strategy beyond DTC.
• Manage timelines and deliverables across multiple campaigns, ensuring seamless execution across platforms.
• Serve as the primary point of contact for paid media vendors and technology partners, negotiating contracts and optimizing relationships for long-term success.
• Manage and mentor a team, including direct reports and external partners, fostering growth and development.
• Oversee vendor and agency relationships, ensuring alignment with Caraway's performance goals and creative strategy.

Benefits

• Health, dental, and vision offerings for you and your dependents
• Equity for full time employees
• Unlimited PTO
• 11+ paid holidays
• 3 months Parental leave
• Fully Remote Company
• Company-sponsored monthly wellness stipend
• Company-sponsored monthly coworking stipend
• Pre-tax Commuter and FSA/Dependent Care FSA, and HSA options
• 401(k) plan
• High quality home and kitchen product + swag, F&F discounts

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Industry: Fabricated Metal Product Manufacturing