Overview

The Sill seeks a Director of Growth Marketing responsible for the company’s performance marketing strategy. A seasoned marketer, you will be responsible for significant revenue growth via customer acquisition and retention. 

Location

This role is located at The Sill’s headquarters in New York City.

Reporting

This role reports to the VP, Marketing and sits within our high-performing, metrics-driven marketing team. 

Role Description

As Director of Growth Marketing, you’ll combine analytical rigor with emotional intuition to deliver on a customer acquisition and retention strategy that builds meaningful brand awareness and drives conversion. To enable this, you will oversee the brand’s full funnel marketing efforts, with a primary focus on driving cost-effective campaigns across online and offline channels, including: programmatic display, paid social, retargeting, affiliates, SEM, SEO, content distribution, email, SMS, direct mail, streaming video/podcasts and OOH.

This role is an opportunity to build out and drive growth marketing for a consumer-loved brand and financially healthy start-up. We’re looking for a strong leader with an innovative mindset - one who will instill a customer-insights and data-obsessed culture within the team and throughout the organization. You’ll manage our stellar Senior Manager who continues to scale our performance marketing function, and own a potential transition of agency resources to in-house hires.

Areas of Responsibility

• Manage a multi-million dollar annual budget across a multi-channel marketing mix with a focus on scaling new customer acquisition, retention and revenue growth while achieving relevant company KPIs (revenue, CAC, LTV/CAC, ROAS, % new customers, repeat rate)
• Leverage expertise in attribution modeling to inform channel investment and assess spend efficacy
• Lead paid budgeting and monthly revenue forecasts, ensuring execution is successful against budget goals via a deep understanding of marketing’s relationship to overall financials
• Create The Sill’s go-forward performance marketing roadmap in partnership with The Sill’s Senior Lifecycle Marketing Manager - determine the optimal channel mix, creative message and budget allocation for all acquisition & retention campaigns via data-driven customer segmentation

To do this, you will:

• Partner with Brand, Creative and Merchandising to create full funnel campaigns, blending creativity and analytical skills to take a results-oriented, metrics-driven approach to campaign management
• Partner with our VP, Marketing to ensure Customer Insights inform audience selection and campaign development and in turn, leverage analytics to understand The Sill’s customer base and socialize learnings throughout the organization
• Build a strong relationship with our paid digital agency, leveraging their thought leadership to scale The Sill and regularly evaluating agency performance
• Act as a leader in communicating with platform account management teams to drive campaign strategy, performance and proper account setup and care, while providing them with the information & assets for nimble execution 
• With the agency, analyze campaigns, identify trends and proactively recommend opportunities for daily improvement
• Create and socialize dashboards that measure results on business-critical KPIs related to growth (volume, CAC, retention, LTV/payback) and own achievement of weekly and monthly KPIs
• Identify, test and scale new audiences as part of a broader data-driven testing roadmap that also pressure tests messaging, creative, frequency, channel mix, bid strategies, promotions and post-click landing experiences
• Identify and test into new channels, while cultivating relationships with existing marketing partners (Google, Facebook, etc.) to gain competitive advantage
• Effectively manage testing as a portion of overall budget in order to capitalize on marketing partners’ new product features as they are built
• Think outside of the box about innovative, non-traditional acquisition strategies that are uniquely suited for The Sill and nurture these strategies with a disciplined test, measure and scale process
• Work closely with our Engineering team to impact the prioritization of the tech, data science and product roadmaps for marketing related initiatives
• Educate the broader organization on growth/performance marketing in an effort to bridge cross-functional knowledge gaps

Qualifications & Key Traits

• 8+ years in an eCommerce performance-based marketing role, including campaign strategy/development, messaging, customer segmentation, lifecycle optimization, deliverability, and AB testing experience specifically in the DTC space
• 4+ years experience managing, mentoring and growing a team
• 4+ years experience managing digital agencies & growing accounts
• A proven track record of efficient growth in rapidly-scaling environments, and experience both bootstrapping and managing an annual budget of up to $5M
• Command of marketing technology and data analytics, including mastery of Google Analytics, Business Intelligence Tools, Customer Data Platforms (Segmentation), Excel and Data Visualization Tools
• You have an entrepreneurial spirit and crave a fast-paced environment where you can innovate and help build a disruptive business.
• You are a quantitative thinker who makes decisions based on data, and you have hands-on experience sourcing data for consumer insights to inform campaigns.
• You’re resourceful and spend company dollars like they’re your own, making you a strong steward of The Sill’s budget.
• You are a proven leader with exceptional project management skills and the ability to motivate cross functional teams.
• You are capable and willing to execute both strategically and tactically, and easily transition between macro- and micro-level thoughts, while managing multiple projects simultaneously.
• You are comfortable with self-direction and ambiguity, as well as being adaptable and willing to take on additional responsibility as necessary.
• You have a strong presence and can effectively communicate with cross-functional partners.
• You have the ability to clearly articulate and present ideas both in written and oral presentations.
• Passion for plants is a plus!

Benefits

• Company contribution to medical and dental 
• Company paid short term disability 
• Company paid life insurance 
• Unlimited discretionary time off 
• Company paid parental leave 
• Access to vision, 401k, long term disability and discounted gym memberships 
• Access to commuter benefits, HSA and other tax advantages 
• Company cell phone or stipend provided 
• Yearly stipend for Learning & Development opportunities

About The Sill

The Sill is the first digitally native, direct-to-consumer plant brand. Our mission is to bridge the gap between people and plants, because Plants Make People Happy. Founded in 2012, The Sill is Series A funded and headquartered in New York City’s Seaport District. We ship potted plants nationwide from TheSill.com and have planted The Sill brick-and-mortar stores in New York City, Los Angeles, and San Francisco. Learn more at www.thesill.com.