Director of Growth & Ecommerce

About Primally Pure

Primally Pure is a natural skincare company dedicated to promoting beauty through traditional methods and natural ingredients. They emphasize formulating products with minimal and superior natural components to ensure purity and effectiveness. The brand strives to enhance the health, confidence, and wellbeing of its community by offering non-toxic skincare solutions, education on clean living, and meaningful human connections.

Key Responsibilities

• Lead comprehensive paid media campaigns across multiple channels including Meta, Google, TikTok, Snapchat, Pinterest, Programmatic, YouTube, CTV, and emerging advertising platforms.
• Manage relationships with agency partners to guarantee strategic alignment, accountability, and ongoing campaign optimization.
• Allocate marketing budgets based on the incremental business impact rather than channel-specific performance alone.
• Drive efficiency in customer acquisition economics focusing on CAC, ROAS, contribution margins, and payback periods.
• Foster a culture of experimentation through testing of creatives, audiences, landing pages, and media mix optimization, including incrementality and attribution analyses.
• Analyze and differentiate marketing spends that generate new demand from those that capture existing market demand.
• Create and maintain performance marketing dashboards reporting on KPIs and test outcomes, providing actionable insights.
• Own and advance the ecommerce growth strategy and commercial results for the direct-to-consumer business segment.
• Develop and implement DTC promotional campaigns aligned with revenue, profit targets, new product launches, and brand initiatives.
• Collaborate with internal teams across Brand, Creative, Operations, and Customer Experience to optimize the customer journey and maximize metrics such as conversion rate, average order value, units per transaction, subscription growth, retention, and lifetime value.
• Manage website enhancements focused on improving both user experience and business outcomes.
• Deliver monthly and quarterly business updates analyzing performance, test results, and promotional effectiveness with recommendations for improvement.
• Coordinate with Operations and Finance to prepare revenue and production forecasts.
• Design retention lifecycle marketing strategies including onboarding, repeat purchases, subscriptions, loyalty, and customer win-back programs.
• Direct agency partners to enhance customer journeys through email, SMS, subscription services, and post-purchase experiences.
• Utilize customer data to identify opportunities to boost retention, engagement, and profitability.
• Maintain a balanced campaign calendar integrating Brand, Content, and Growth initiatives to foster audience loyalty and revenue growth.
• Track retention metrics such as repeat purchase rate, subscription retention, customer cohorts, and contribution margin.
• Evaluate and balance internal team capabilities with external agency contributions.
• Recruit, mentor, and grow a high-performing growth marketing team while establishing scalable operational processes.
• Promote a workplace culture centered on curiosity, accountability, continuous experimentation, and improvement.
• Collaborate cross-functionally with Operations, Product, Inventory Planning, Finance, Customer Experience, Brand, and Creative teams to ensure executable growth strategies.

Qualifications

• 8-10 years of progressive experience in growth marketing or ecommerce for consumer-facing brands, including at least 4 years in a leadership capacity.
• Proven ability to scale direct-to-consumer brands successfully.
• In-depth knowledge of paid social, paid search, lifecycle marketing, SEO, and ecommerce growth tactics.
• Strong expertise in marketing attribution, incrementality testing, media mix modeling, customer acquisition, and campaign measurement.
• Experience managing significant marketing budgets with accountability for revenue, CAC, ROAS, and profitability outcomes.
• Familiarity with Shopify Plus and modern ecommerce technology.
• Advanced analytical skills capable of translating data into actionable strategies.
• Proven success in leading agency collaborations and cross-team initiatives.
• Excellent executive communication and presentation skills.
• Preferred experience in beauty, skincare, health, wellness, consumer products, apparel, or subscription-based businesses.

Candidate Profile

• Comfortable setting overall business strategies as well as analyzing marketing campaign performance.
• Approaches decisions from a long-term business impact perspective rather than isolated channel views.
• Question assumptions and make data-driven decisions.
• Keenly experimental and continuously seeks new avenues for growth.
• Thrives in collaborative settings and fosters team alignment towards shared objectives.

Additional Information

Location: California (Required attendance at monthly in-person meetings at Murrieta headquarters and other key business meetings as necessary)

Salary: $185,000 to $200,000 per year plus bonus