Head of Growth

About Our Company

M.M.LaFleur is a New York-based clothing brand celebrating women through thoughtfully designed pieces, personal styling, and engaging content. Founded in 2013 by Sarah LaFleur, a former management consultant, and Miyako Nakamura, the former head designer of Zac Posen, M.M. is known for introducing the concept of Power Casual™—the new way women are dressing for work and life. The brand’s award-winning digital magazine, The M Dash, offers readers everything from wardrobe advice, career tips, and interviews to reflections on the realities of being a working woman today. The company has built a lively community that gathers both in-person and digitally. M.M.LaFleur also partners with organizations focused on gender equality, such as Bottomless Closet, She Should Run, The Girl Scouts, and the International Rescue Committee. At the heart of the company is the belief that when women succeed, the world becomes a better place.

Who are we?

We're a group of go-getters who are passionate about reimagining the way women shop and dress for work. We get inspiration from our customers, and everything we design has a purpose and a human touch. We think big, but we sweat the details, and we take our work (but never ourselves) seriously. We’re steady but nimble, thanks to a whip-smart, energetic team that’s not afraid to be scrappy. We are perfectionists who sometimes spill on our clothes—we own our mistakes, turn challenges into growth, and evolve as we learn. We embrace ambiguity, celebrate weird ideas, and love a work in progress. We are kind but direct, and we practice Kizukai—a Japanese word that means “empathy in action.” We are incredibly proud of the team we’ve built, and we’re excited to continue evolving as we grow.

About this role

The Head

of Growth is responsible for leading the overarching performance marketing strategy and execution to drive the next stage of brand growth at M.M.LaFleur. This role will own the customer’s performance marketing journey from acquisition to retention to winback, and  drive the strategy and execution of all performance channels, including paid (search, display, social, affiliates, direct mail) and email. They will manage our relationship with our digital marketing agency to ensure coordinated strategies and target results. In addition, they will partner closely with the Directors of Brand & Integrated Marketing, E-commerce, and Retail to coordinate and execute strategies across marketing campaigns and sales channels. This role reports directly to the CFO and is responsible for leading, managing, and mentoring junior team members. 

Who are you?

• You have a genuine love for fashion and a passion for improving the lives of women

• You are deeply compassionate and are able to anticipate others’ needs (per our company motto of “Kizukai”)

• You are able to work efficiently under tight deadlines and manage multiple priorities at once

• You are highly independent and like operating with limited oversight

• You are highly curious and eager to learn
• You are highly analytical and enjoy creating insights from data

• You have a steadfast willingness and drive to “find a way”

• You have great communication and relationship-building skills

Oversee M.M.LaFleur’s digital marketing journey 

• Oversee the customer’s marketing journey, from acquisition to retention to winback, across all performance marketing channels, managing to Return on Ad Spend, and Lifetime Value, and: Customer Acquisition Cost targets. 
• Work with the Directors of E-commerce and Retail to grow the lifetime value of each customer by creating a delightful (and sticky) customer experience
• Partner with the Directors of Brand & Integrated Marketing, E-commerce, and Retail to develop strategies and execute customer marketing recommendations across all touchpoints
• Develop a sustainable and predictable revenue model in partnership with Finance leaders and continuously align the organization with that model
• Collaborate with the Analytics team to measure and report campaign and content performance against key KPIs and communicate regular hindsighting to stakeholders
• Have an eye towards innovation, seeking out opportunities for new tools, platforms, partners, outlets, or marketing trends to support our acquisition and retention goals

Manage team responsible for executing all paid media efforts

• Own the strategy, planning, and execution of M.M.’s paid search, paid social, display, affiliate, and direct mail channels, with the goal of growing traffic, increasing revenue, and driving new customer acquisition. 
• Oversee strategy and execution of Paid Search and Paid Social through digital marketing agency; manage strategy and execution of Display, Affiliate and Direct Mail channels with internal team
• Own paid media budget, allocating effectively across channels, engines, campaigns, and keywords
• Monitor and optimize channel KPIs (cost per click, click through rate, conversion, cost per acquisition, return on ad spend, etc.)
• Create and execute initiatives to scale the channels, including ad/keyword expansion and optimization across bids, partners, ad text, landing pages, creative, and audiences
• Analyze campaigns and translate findings into actionable recommendations and plans
• Partner with the Brand, Tech, and Analytics teams to support our SEO efforts
• Analyze campaigns and translate findings into actionable recommendations and plans

Manage team responsible for executing M.M.’s email and SMS programs

• Own the strategy, planning, and execution of M.M.’s email and SMS channels with the goal of increasing customer engagement and lifetime value

• Manage email and SMS development and deployment strategies
• Continuously test and improve the role of messaging, creative, placements, and offers within the email and SMS channels

• Report on key email and retention KPIs, including open rate, click through rate, unsubscribe rate, conversion, and dollars/send
• Lead post-mortems of specific email tests and provide go-forward recommendations

What skills do you have?

• Bachelor’s degree

• 10+ years of performance marketing experience, with deep expertise across paid search, social, and email in a direct-to-consumer/e-commerce business and/or agency

• Proven track record of scaling creative-based performance marketing

• Proven track record of executing email and SMS programs

• Excellent analytical and critical-thinking skills, with strong attention to detail

• Highly knowledgeable about industry best practices

• Preference for New York-based candidates 

If you are a New York City applicant:

• The estimated pay range for this role, based in New York City, is $165,000 - $180,000.
• This role will be eligible to participate in our company's equity program, 401k program, and benefits.

Our salary ranges are based on paying competitively for our size and industry, and are one part of many compensation, benefits and other reward opportunities we provide. 

Individual pay rate decisions are based on a number of factors, including qualifications for the role, experience level, skill set, and balancing internal equity relative to peers at the company.  

The range above is for the expectations as laid out in the job description, however we are often open to a wide variety of profiles, and recognize that the person we hire may be less experienced (or more senior) than this job description as posted. If that ends up being the case, the updated salary range will be communicated to you as a candidate.