Head of Growth

Overlay•Oakland, CA

3d•$175,000 - $225,000•Onsite

About The Position

Overlay is building the world’s first intelligent makeup robot—reimagining beauty application through robotics, perception, and design. As a venture-backed, pre-launch startup, we’re defining a new category of personal robotics at the intersection of self-expression and engineering. Our system operates directly on the human face, requiring an unprecedented level of precision, safety, and real-world robustness. We’re a small, highly technical team working in person in Oakland—building something that does not yet exist, and making it real.

Requirements

7+ years of experience in growth marketing, with at least 2+ years managing people
Real consumer experience, ideally hardware. You've grown a consumer product and care about the physical-product journey.
Proficiency in the full-stack of marketing tools: You know what tools to use and how to use them—or you can figure it out quickly. You’re excited to try new tools to unlock more capabilities.
You've built or scaled a UGC or creator program for a consumer product.
Comfortable in Meta Ads Manager and/or TikTok Ads Manager.
You understand creative performance natively: hooks, retention curves, platform culture, format iteration for TikTok and IG.
You’re self-directed and don't wait to be told what to test next.
You are fast: you ship, learn, and iterate without overthinking it.
Must be AI pilled and able to bring AI deep into the workflow for content production, creative iteration, customer research, personalization, and ops to move faster and smarter than teams many times our size.
You've reached a premium, design-literate female customer before through brand, culture, or craft.

Nice To Haves

A genuine interest in makeup, skincare, beauty products, and its related subcultures.
You've taken a hardware or consumer-tech product through a pre-launch waitlist, pre-order, or crowdfunding moment and converted hype into demand.
You've grown an owned audience (newsletter, social following, community) from zero to a real, engaged base.
You've run offline as a growth channel: pop-ups, demos, dinners, or experiential activations that people filmed and shared.
You have a personal AI stack you actually use — for creative iteration, research, copy, or ops — and opinions about what's overhyped.
You can cut your own video or design your own assets well enough to ship a test without waiting on anyone.
You've worked at or around a startup pre-product, and you're comfortable with ambiguity, fast pivots, and a blank page.

Responsibilities

Own the growth strategy end to end. Define how we acquire, activate, and retain our primary and secondary customer profiles, then execute against it with urgency.
Protect and sharpen a distinctive, premium point of view across every touchpoint.
Build a fast, experimental content and creative operation spanning social, UGC, and original video — managing contractors and production partners.
Blend online and offline. Pair a strong social presence with offline moments including demos, activations, and experiences that make our customer feel something and want to share it.
Lead early qualitative and quantitative work to understand how our customer really feels about what we're building, so we can hone messaging tightly for launch.
Build an audience before launch. Explore how makeup and skincare content, education, and community can grow a loyal, engaged userbase ahead of our hardware launch so we ship to demand, not silence.
Grow a lean team over time and manage a flexible bench of contractors and creators, keeping quality high and the bar premium.
Create a team culture of relentless execution, experimentation, and curiosity (everything from trying new ad creative to trying new technology)
Be extremely data driven and be excellent at defining, setting, and reporting on full-funnel KPIs
Run weekly performance reviews: diagnose misses, identify what's working, and ship corrective action plans fast