Director of Growth Marketing

About Cumulus

Does anyone drink hot coffee anymore? – The New York Times, September 2022

How we drink coffee has changed. The Cumulus Coffee Company, headquartered in New York, has created the first-ever solution for brewing premium cold brew at home in a matter of seconds at the push of a button. Through the use of cutting-edge technology coupled with world-class expertise in the science and craft of coffee, Cumulus has succeeded in streamlining, shortening, and consolidating the cold brewing process, and at the same time, has brought all the nuances and flavor variety of hot coffee to the cold coffee space in a way that has never been done before.

The company has raised over $20M in seed funding led by Valor Siren Ventures, with participation from investors including Maveron, Howard Schultz, Linden Ventures, Carter Reum, and Ryan Tedder. The Cumulus machine is currently available for pre-order and the team is rapidly growing to support the customer demand for this exciting product.

This is a unique opportunity to join an early stage business led by functional experts and supported by a world class investment team.

About The Role

As the Director of Growth Marketing, you will manage all aspects of the DTC revenue strategy and execution for the Cumulus brand. This person will own acquisition, conversion, and CRM, spanning across marketing channels. This role is equal parts art and science, blending the need for a rigorous data-oriented, test-and-learn approach across the entire customer journey with an eye for design and an understanding of the importance of premium brand expression. This key role will be responsible for growing online revenue, delivering great brand and customer experiences, and building robust analytical capabilities to maximize revenue, engagement, and retention.

Key Responsibilities

● Lead the growth strategy, execution and analysis across the Cumulus customer lifecycle to drive efficient acquisition, optimized conversion, subscription, and brand advocacy.

● Own all aspects of the performance marketing, eCommerce and CRM businesses, including business planning, content strategy & development, and a robust test methodology within and across channels, with close collaboration from key cross-functional stakeholders.

● Manage the performance and web agencies, and partnering closely with our creative partners to produce compelling content to meet key KPIs

● Oversee performance marketing, website, and CRM content to ensure brand alignment and elevate the customer experience

● Identify, enhance, and manage marketing tech stack to enable and enhance user experience, including performance marketing, analytics, subscription programs, loyalty, reviews, payments, and more.

● Define, test and roll out consumer lifecycle-based marketing strategies that support consumers along their customer journey with Cumulus, driving towards repeat purchase and subscription.

● Lead the build-out and optimization of the performance-marketing engine, instilling a test-and-learn approach to driving conversions and marketing efficiency.

● Oversee the briefing, development, and optimization of growth marketing creative, identifying new ways to capture attention and conversion while keeping to the premium nature of the Cumulus brand.

● Partner closely with supply chain, operations and coffee teams around the web and cross-channel merchandising and product storytelling to drive higher AOV, cross-sell, subscription and win-back.

● Continuously test new marketing channels, merchandising features, and other business opportunities to improve the customer experience and improve revenue/ EBITDA efficiently.

● Work cross-functionally with supply chain, technology, and operations to ensure seamless and intuitive shopping experience.

● Craft the creation of best-in-class, statistically significant measurement and reporting that contributes to a results-driven, test, learn, and optimization mindset.

● Utilize sales data, consumer insights, and analytics to build relevant digital experiences and evaluate overall performance.

Qualifications

● 7+ years of growth experience, preferably in DTC and/or F&B, with P&L responsibility and a track record of driving efficient growth across the customer lifecycle in a brand-focused environment

● Experience building out CRM capabilities, notably email/ SMS journey development, as well as e-commerce merchandising strategies.

● Ability to balance brand guidelines and performance best practices when developing effective creative assets.

● Knowledge of UX/UI, merchandising and commercial best practices that result in customer acquisition, upsell/loyalty, and retention.

● Experience in Shopify, FB Business Manager, and hands-on ESP knowledge (e.g. klaviyo) is a plus

● Solid analytic skills – metrics tracking, dashboard creation, and ability to extract insights

● data and calculate program performance.

● Strong verbal, visual, written communication, and editing skills.

● Strong independent decision-making, organizational, planning, and problem-solving skills.

● Track record of innovative strategic thinking combined with pragmatic, roll-up-the-sleeves execution and results delivery.

● Passion for coffee, bonus points if you like it cold!

Benefits

● Competitive salary and equity compensation

● High-quality Medical, Dental, and Vision Insurance

● 401(k)

● Life Insurance and Disability Coverage

● Flexible PTO policy

● Cumulus machine and coffee employee discounts

● This is a hybrid position based in NYC, in office days expected of 3-4 each week with management flexibility.

The Cumulus Coffee Company is an equal opportunity employer. Individuals seeking employment are considered without regards to race, sex, color, religion, national origin, age, disability, marital status, pregnancy, unemployment status, or sexual orientation.

The Cumulus Coffee Company