Growth Marketing Director

About Tipsy Elves

Tipsy Elves (www.tipsyelves.com) makes the world’s most extraordinary apparel to make your life more fun. Founded in 2011, Tipsy Elves makes clothing for a variety of holidays and occasions, including Halloween, Christmas, Independence Day, PRIDE, St. Patrick’s Day, as well as vacation-wear, ski apparel, and golf clothing. At Tipsy Elves, we believe that fun is something that everyone deserves to experience so we create products that transform and equip you for unforgettably fun moments. Tipsy Elves is headquartered in downtown San Diego and with over $200 million in sales, it was recognized as one of San Diego’s fastest growing companies, ranking #258 in the Inc. 5000. Tipsy Elves has appeared on ABC’s “Shark Tank” and “Beyond The Tank” in 2013, 2014 and 2015. Check out our press reel here: www.tipsyelv.es/press-reel. 

Growth Marketing Director

Tipsy Elves is seeking a highly talented and experienced Growth Marketing Director to drive growth and lead our customer acquisition strategies across performance marketing, paid social, paid search, Amazon marketing, affiliate marketing, TV and SEO. We are looking for a hands-on leader who is obsessed with driving traffic and optimizing for conversion. You will also guide customer journey strategies to ensure optimal landing pages, maximum site engagement and generate the most efficient path to purchase.  

As our Growth Marketing Director, you will also be responsible for leading a team of agency partners and cross-functional in-house teams to deliver exceptional results and optimally spend our $15M+ annual advertising budget towards established ROAS and MER goals. Our Growth Marketing Director will also lead creative strategy, working closely with our talented creative team to continuously test and evaluate new ad creative formats. This candidate will have deep experience executing in-platform as well as leading and driving strategy for growing e-commerce businesses. You’ll partner closely with teams across the company including web, merchandising, analytics, retention, and creative.

Duties / Responsibilities:

• Own and lead the growth strategy and end-to-end execution across all acquisition channels, including Meta, Google & Bing Search and Shopping, TikTok, Organic Search / SEO, Affiliate, TV and Amazon ads.
• Manage all aspects of the customer acquisition process, including but not limited to coordinating with external agencies and consultants, vendor/tool selection, and creative strategy.
• Identify the most impactful paths to conversion for different audience groups and prioritize campaign performance, steering our $15M+ (and growing) annual advertising budget towards channels and campaigns that maximize MER and blended ROAS. 
• Serve as the primary decision maker for media spend strategy and mix, partnering closely with agency partners and consultants to constantly refine budgets and spend allocation.
• Develop monthly revenue and spend forecast by channel that aligns with broader company financial goals.
• Guide the creative strategy across all paid advertising channels, working closely with our talented creative team to continuously test and evaluate new creative types, ad angles, hooks, value props, and strategies across all paid channels for static and video ads alike.  
• Partner with consultants and agency partners that manage our Meta, TikTok, Google, Bing and Amazon advertising campaigns – evaluating performance, budget allocation, and communicating product trends, inventory updates and sales pacing to all stakeholders. 
• Own and manage the timing of campaign launches across all paid channels, aligning with our broader marketing calendar, product arrivals, and sales goals. 
• Identify marketing opportunities across the customer journey. Partner with Retention and Lifecycle Marketing Director to ensure an optimal CRO strategy is considered across acquisition, retention and remarketing strategies.  
• Oversee all Amazon advertising spend and strategy, working with consultants and in-house Amazon team to optimize existing campaigns and continuously test new creative formats and strategies.  
• Continuously evaluate owned channels to identify growth opportunities and work with ecommerce team on landing pages, CRO, upsell and cross sell strategies.
• Establish an experimentation-based approach to introducing and scaling new and/or underutilized marketing channels for customer acquisition.
• Develop, execute, and oversee A/B testing optimization strategies spanning creative assets, promo testing, landing pages, on-site overlays, targeting, and new advertising channels.
• Guide investment valuation framework for annual advertising spend, rooted in a bottom’s-up forecasting approach that considers multi-touch attribution, channel-specific profitability (MER and blended ROAS) and LTV.  
• Work with the brand marketing team to ensure brand strategy is executed cohesively to provide a successful brand experience across all paid channels. 
• Analyze and report on the performance of marketing campaigns and initiatives, using data and analytics to inform decision-making and optimize results.
• Work cross-departmentally with creative, retention, brand, and web teams to support acquisition efforts.  
• Manage our CRM audience lists to ensure that we’re building the most powerful segments for our digital acquisition efforts, and coordinate cross-functionally to leverage to its fullest extent.

Qualifications / Skills

• 8+ years leading customer acquisition and growth marketing programs within a high-growth D2C e-commerce environment and at scale. 
• Strong experience managing campaigns across all performance marketing channels, including Meta, Google, Bing, TikTok and Amazon ads.  
• Advanced knowledge of SEO, SEM, CRO and lifecycle management.  
• 4+ years managing in-house teams and external agencies in a rapid growth and fast paced environment. Experience with building, developing, and leading collaborative and results-driven teams.
• Must possess expert knowledge of creative nuances and best practices of each channel (Meta, TikTok, YouTube, OTT), guiding creative strategy across all channels and working closely with in-house creative team to deliver top-performing video and static ads.
• Consumer marketing experience is a must. Shopify experience is a plus. 
• Live and breathe performance KPIs such as CPA, ROAS, LTV, conversion rate, and AOV.
• Experience and passionate opinions about attribution models and attribution technology (Triple Whale, Northbeam, etc). 
• Experience with influencer marketing, particularly with TikTok (including white-listing).
• Experience developing and launching linear TV campaigns is a plus.
• Ability to get into the weeds with your team without losing sight of the big picture.
• Experience running analytically-rigorous experiments and making data-driven decisions.
• Proven track record successfully managing and scaling a multi-million-dollar ($15M+) acquisition budget to deliver results.
• Strong technical acumen and hands-on experience with tools such as Google Analytics, Google Optimize, Triple Whale, etc.
• Ability to move quickly and fluidly between long-term strategic thinking and operating at the lowest level of detail.
• A high-energy doer who anticipates problems and doesn’t hesitate to jump in and solve them, making smart decisions backed by excellent judgment. 
• Passion for understanding consumer behavior and taking a few risks to explore new avenues to engage and delight customers.
• Growth obsessed self-starter who is hungry to learn and stays updated on industry trends, best practices, and recommendations.
• You inherently understand the Tipsy Elves brand and it resonates strongly with you.
• You have a balanced left-and-right brain: a great eye for branding and creative, and strong performance marketing & analytical skills.
• Top-notch analytical skills with a proven ability to work through data and attribution models to find opportunities and actionable insights.
• You thrive in a fast paced, high-growth environment. You are proactive, action-oriented and operate with a sense of urgency.
• Highly organized with a key attention to detail.

Additional Info:

• Starting Salary is $150,000+ (based on experience)
• Position is expected to start during Q1 2023

Benefits:

• This is a full time position, offering hybrid and remote flexibility, based in San Diego, CA.
• Parking or transportation reimbursement is available when in-office.
• Medical, Dental, Vision care, and Flexible Spending Account available.
• 401K with Match available.
• 30+ Vacation Days per year – 3 Weeks of PTO, 12 Paid Holidays Off and time off between Christmas and New Year’s, and Summer Fridays.
• Catered lunches, in-office massages during Q4. 
• Leadership & Development Training for all manager-level employees.
• Annual Product Allowance with additional coupons codes for Friends and Family.

Why Work at Tipsy Elves:

• Work in a fast paced and growth focused environment.
• Be a part of a company that embodies its values with a strong culture.
• Have the space to speak and be heard with regular support and strong communication with weekly 1 on 1 meetings, team surveys and feedback, biweekly leadership meetings and more.
• Join a community of hard working people that genuinely care about what they do.
• Grow through learning and development provided for every stage of your career including quarterly off-site events, and leadership conferences at ecom events (eg, Shop Talk).

Please apply here or send your Resume to [email protected]. We would love to hear why you would make a great addition to our Tipsy Elves team!

Want to learn more? Check us out at www.tipsyelves.com

Tipsy Elves is an Equal Opportunity Employer. In order to provide equal employment and advancement opportunities to all individuals, employment decisions will be based on merit, qualifications and abilities. We do not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, or any other characteristic protected by law.

Tipsy Elves