Director, Growth Hacking

Director, Growth Hacking

Location: Remote

Reports to: Head of Consumer Marketing

Direct Reports: Social Strategy, Digital Content/Video & ASO

The Role:

The Director of Growth Hacking for LTK is responsible for driving strategies to exponentially increase new registered shoppers and to drive new/repeat daily active users from organic referral sources. This marketing leader is responsible for both conceptualization and end-to-end execution of growth hacks with the objective of driving shoppers to and through LTK properties. This role has a concentrated focus on app store optimization, search engine optimization and social platform referral traffic. The Director of Growth Hacking will work collaboratively with the Influencer Platform Marketing team, the Consumer Product Team, the Insights team and the wider Consumer Marketing team to develop and deliver against growth strategies that elevate LTK’s ranking with the Apple App Store, drive shopper incrementality and throttle virality of social campaigns/mentions/traffic. 

The ideal candidate will have a passion for, and proven track record of delivering bar-raising, innovative growth strategies, concurrent and rapid testing approaches and mitigating risk while launching new initiatives. This Growth lead has successfully increased brand presence within the App Store, Google and Social platforms; quickly gaining brand awareness across digital platforms that directly drives increased referral traffic, new users and daily active users. This role has supervisory responsibilities, and should have strong emotional intelligence to train and mentor teams.

The primary goals of this position are:

• Increased DAUs & New Registered Users
• Increased App Store Ranking; Search & Browse Inclusion
• Increased organic search inclusion within web search engines
• Increased social platform referral traffic, mentions and hashtag trends
• GMV contribution by way 

Key Responsibilities and Accountabilities:

• Drives efficient customer acquisition with a focus on low CPA growth. Accountable for new shopper acquisition across organic channels; with a keen understanding of paid programs and collaboration with the paid acquisition team to achieve a halo-impact and a low aggregate CPA for new user registrations.
• Lead app store optimization, including page management, search optimization strategies, featured placement management and browse/category inclusion
• Leverage data insights to drive acquisition tactics- driving new registered users through organic channels at-scale; staying on top of emerging platforms, competitive growth and testing new opportunities with mitigated risk
• Lead social referral traffic growth; with a deep understanding of both LTK market share, handle growth and wider creator/shopper handle mentions. Grow mentions of LTK, LTK hashtag use, click-outs to LTK app/mobile web and drive overall LTK reach within existing and new social channels.
• Test new and creative ways to grow new users, daily active users and link producing influencers; partnering with the wider IP/CP business units to conceptualize, launch and iterate upon testing approaches.
• Provide clear and regular reporting on growth performance, collaborate closely with the wider marketing and product growth squads to maximize channel performance in near real-time.
• Develop an intimate understanding of the LTK shopper and wider retail category; partnering closely with the Sr Director of Growth/Omni-Channel Marketing to develop deeper consumer segmentation and prospective segments; delivering acquisition approaches against both.
• Drive web optimization in partnership with the Product Team; leading search engine optimization, landing page development and new user registration optimization.
• Simplify and succinctly convey complex information and ideas within all levels of the organization; back ideas and initiatives with a data-driven approach.
• Immediate US growth focus, and mindful of global growth; addressing localization needs for advancing adoption by market.

Professional Characteristics:

• Seasoned digital marketing expert with predominant subject matter expertise in ASO, SEO and driving social referral traffic.
• Growth hacker mindset, with a passion for driving testing strategies from concept to execution. 
• A self-starter, bar-raiser and natural collaborator, this role drives complex strategies effectively across the org, and champions new ideas. 
• Able to perform granular performance analytics, with understanding of multi-touch attribution modeling and experience sharing insights across interdisciplinary teams. Ability to build new solutions from the ground up, identifying and filling gaps.
• Strong emotional intelligence to build strategies under-pressure while educating and leading teams. 

Requirements:

• Bachelor’s Degree in Business, Marketing or Communications; MBA preferred but not required
• 8+ years of experience directly managing growth strategies across organic channels, including social platforms, app store and search platforms; proven track record of ASO and SEO success
• Rich understanding of data, experienced at running concurrent a/b tests, while producing results and reiterating upon learnings
• Experience working with Apple App Store, gaining featured placements and adapting both app/web properties to drive new registration conversion
• Keen understanding of driving social presence for growth results; translating social mentions and reach into referral traffic that converts into both new users and repeat daily active users
• Versed in consumer segmentation, with the ability to develop strategies at the individual segment level; including keyword research/tactics and landing page development
• Strong analytics and business acumen leveraging results to make recommendations for future actions, while being a calculated risk-taker that is not afraid to test new creative ways to drive growth
• Proven track record leading user growth, including utilizing performance marketing and analytics to optimize and pivot strategies in real-time
• Ability to multitask, prioritize and meet deadlines in a dynamic fast-paced environment
• Bias to action, being familiar with methods and approaches needed to get things done in a collaborative, lean and fast-moving environment
• Strong collaboration and team building skills; an approachable leader with exceptional communication skills
• Respond effectively to complex and ambiguous problems; thriving on the opportunity to own, innovate, create and re-evaluate
• Natural bar-raiser; a “can-do” attitude, proactive, curious are absolute musts