Head of Growth

About POPWTR

POPWTR is a pioneering sparkling water brand that delivers soda-like flavors without calories, sugar, or preservatives. Founded by experienced entrepreneur Yanni Hufnagel, the company aims to revolutionize the beverage market by merging sparkling water with soda categories. Their product is packaged in recyclable aluminum cans, enriched with seven essential vitamins and key electrolytes, and free from artificial colors and flavors. POPWTR's mission is to replace traditional soda with a healthier alternative.

Role Overview

The Head of Growth will spearhead all digital customer acquisition channels including the company website (Shopify), Amazon, TikTok Shop, Meta platforms, Google, influencer collaborations, social commerce, and emerging online marketplaces. This role requires driving brand visibility, engagement, customer acquisition, and revenue through strategic performance marketing, compelling content, social commerce, and creator-driven narratives.

Key Responsibilities

• Lead holistic growth strategies covering DTC, Amazon, TikTok Shop, social commerce, and other marketplaces.
• Manage paid advertising campaigns across Meta, TikTok, Google, and additional performance marketing platforms.
• Design and implement an effective content plan to increase brand awareness, impressions, engagement, and conversions across digital channels.
• Develop and expand a robust network of creators, athletes, entertainers, ambassadors, affiliates, and brand advocates to enhance storytelling and drive sales.
• Oversee Amazon marketplace strategies inclusive of listing optimization, advertising, and potential expansion.
• Collaborate with sales teams to reinforce retail launches, boost velocity, nurture retailer partnerships, and stimulate demand in physical retail outlets.
• Optimize the customer conversion funnel focusing on metrics such as CAC, LTV, ROAS, retention, impressions, engagement, and conversion rate.
• Create and implement data-driven testing protocols to consistently refine growth efforts.
• Work cross-functionally with brand, creative, sales, supply chain, and finance departments to ensure alignment on growth initiatives.
• Develop systems for analytics, dashboards, and reporting to support strategic decisions.
• Recruit, mentor, and lead a top-tier growth marketing team to support company scaling.
• Leverage AI and automation tools to enhance marketing productivity and organizational leverage.

Qualifications

• At least 5 to 8 years of experience in growth or performance marketing leadership roles within fast-growing consumer brands, DTC companies, or startups.
• Demonstrable success in scaling paid user acquisition campaigns on Meta, TikTok, Google, YouTube, and other emerging platforms.
• Experience designing and growing sophisticated content strategies and ecosystems involving creators, influencers, affiliates, ambassadors, and social commerce to drive brand engagement, retail demand, and revenue.
• Deep knowledge of Amazon, TikTok Shop, retail media, and omnichannel commerce dynamics.
• Strong analytical abilities paired with effective problem-solving and communication skills.
• Highly data-driven with a commitment to experimentation and continuous optimization.
• Capability to think strategically while remaining hands-on in a fast-paced high-growth environment.
• Track record of building and managing high-performing teams alongside external agencies and partners.
• Entrepreneurial mindset with dedication to advancing responsible and sustainable growth.

Personal Attributes

Candidates should be team-oriented, hardworking, highly organized, resourceful, and thrive in dynamic environments. Intellectual curiosity, competitive drive, and a passion for building an iconic consumer brand are important. Successful candidates will share in the company's financial success through multimillionaire wealth creation.

Compensation and Benefits

• Competitive base salary complemented by performance bonuses.
• Stock options providing equity participation.
• Comprehensive medical, dental, and vision insurance coverage.