Senior Director, Growth

Who are we:
Caraway is a home goods brand on a mission to craft well-designed, non-toxic kitchenware that thoughtfully raises the standards of what you cook with. We’re passionate about creating elevated products, free of chemicals, that are better for you, your family, and the world. We prioritize a holistic approach to the creation of Caraway products. We partner with ethical manufacturers where their employees are safe, paid fairly, given benefits, and work regulated hours. Our eco-friendly manufacturing process releases less CO2 into the environment than traditional non-stick coatings and we engage in sustainable packaging practices, free of single-use plastics and ship in packaging made from recycled materials. We pride ourselves on continuously striving to do and be better - for you and the planet - every step of the process.

Since launching in November 2019, we’ve become one of the fastest growing digitally-native brands of the last decade and are now sold in retailers including Target, Bloomingdale’s, Crate & Barrel, Container Store, Costco, Zola, and many more.

We’ve amassed over 60,000+ five-star reviews from happy customers and hundreds of press hits from the likes of Vogue, Domino, Good Housekeeping, Food & Wine, Architectural Digest, PureWow, Fortune, CNN.

Caraway is a fully-remote company filled with motivated and hardworking innovators and doers. We’re continually developing programs to support our distributed team to ensure a successful remote experience. If you’re looking to join a brand that folks love, read on and apply!

The Opportunity:
Caraway is looking to hire a Senior Director of Growth to own the paid acquisition and retention functions at our brand. This person will oversee a team of 11, 3 direct reports and 8 indirect reports currently, to provide mentorship, coaching, and an environment to foster every team member to do the most rewarding and best work of their careers. This role will be responsible for media budget allocation, helping to scale existing channels, standing up new ones and enhancing all customer journeys and funnels to drive double digit growth for the business. This role will be responsible for helping to build national awareness of the Caraway brand, drive topline sales, generate positive EBIDTA and increase unit velocity across all key product lines. This role will work across multiple teams to build a world-class creative engine to fuel growth across multiple screens & surfaces. This role will push us in how we think about our business and analyze marketing’s impact on it. Our team is hungry, fast-moving, dynamic, data-obsessed and constantly experimenting to truly understand what works. We are looking for someone who is ready to take a 9-figure brand to the next level of growth and help Caraway become a generational brand with household level awareness.

Who You Are:
A seasoned digital & eCommerce expert who has led growth & retention functions at a fast-growing consumer business. You have deep expertise on multiple acquisition channels, know how to leverage retention channels like email & sms to increment LTV and are ruthlessly analytical in your constant pursuit of “truth” in data. You are comfortable collaborating with multiple cross functional teams in order to stand up comprehensive programs or tests. You love developing & mentoring team members and are constantly raising the standards for them and their work. You get things in motion and are able to navigate ambiguity and chart clear paths to completion with only an end goal as an input. You love this stuff. You listen to podcasts, read DTC Twitter, tell your friends about your latest incrementality test. You refresh Shopify habitually and do everything in your power to make that % YoY number green.

Responsibilities:

Leadership, Team Management & Coaching

• Everyone at Caraway is a player/coach, and in this role you’ll oversee a team of 11, including 3 direct reports, responsible for growth (offline channels, digital channels, influencer, affiliate, ambassador) and retention (email, SMS, customer accounts, loyalty) helping to not only drive strategy and push the team to execute driven by experiments & data, but also get your hands dirty and contribute in platforms when the moment calls

Ownership of Media Budget, Forecasts & Business KPIs

• Caraway will spend $xxmm in 2024 aiming to achieve $xxxmm in revenue. It’s your responsibility to allocate these investments in thoughtful and data-driven ways to drive top-line growth, balance bottom-line efficiency, and track performance across all key product lines. You’ll be expected to look across the entire marketing investment portfolio and make necessary adjustments to achieve our targets to ensure maximum impact & effectiveness. You’ll work closely with finance to craft forecasts and augment those at varying cadences to monitor the business at a macro level

Measurement & Analytics

• You will own revenue targets at a business level and for every product category, working with the growth & retention tools at your disposal in addition to partnering with digital product, creative & brand, finance, ops & more to achieve these. You will work closely with our incrementality testing partner Haus to design thoughtful experiments to determine investment levels, tactic choices & more across all channels to make decisions based on what’s incremental not incidental. You’ll push our team on what data sources & inputs to use to optimize the business on a daily, weekly, monthly basis and beyond

Building a Creative Engine

• You will work with internal growth team members, folks on creative, brand & content, external agencies & more to develop strategy for a best-in-class creative engine to feed all growth & retention touchpoints (ads, emails, landers & more), aiming to strike the perfect balance between performance and brand-building. You’ll track these investment decisions across creative types & product lines to determine ROI and provide feedback on ad performance to product, CX, digital product and more to better represent the business across other dimensions

Maximizing Caraway LTV

• You will partner with your retention team to analyze key touchpoints and insights across various customer journeys to make determinations on ideal timing, messaging types, products to surface and more to increment LTV. You’ll work with data & creative teams to update and optimize campaigns & flows to maximize contribution to the business

Leading GTM, Campaign Execution & Business-Wide Events

• Caraway launches multiple new products a year, has a few anchored sitewide events & is testing into brand-wide campaigns, as Senior Director of Growth you will work to bring these to life from inception, tapping key team members, documenting strategies, pitching ideas to leadership & helping to monitor success as we enter a new chapter of our company’s growth

Knowledge, Skills, and Abilities:

• 8+ years of experience in growth marketing or related roles, with a minimum of 4 years in a management role
• Experience managing multi-million dollar marketing budgets and ownership of revenue & efficiency related KPIs
• Experience scaling 6-figure+ influencer budgets, tapping creators of various sizes to promote and drive sales for the brand
• Experience working across retention channels & tactics to augment LTV and increase brand engagement
• Proven track record in managing diverse marketing teams and driving measurable success in growth, ideally within the DTC/e-commerce industry
• Deep expertise in paid social, paid search, offline, influencer & retention marketing to ensure you’re able to coach and lead internal teams running those functions
• Strong experience in launching and scaling new marketing channels, with a thorough understanding of associated measurement methodologies and performance metrics
• Proficient in advanced marketing analytics, comfortable with ingesting multiple inputs to triangulate performance and assess channel impact
• Experience with incrementality testing to gauge causal impact of various marketing efforts
• Exceptional leadership and communication skills - your team’s success is your success and you love mentoring and coaching team members
• Quick thinking, self-starting, relentlessly positive - we’re a startup, sh*t changes a LOT, we are quick to fail, quicker to learn and always look forward to raise the standards of our process, our teams & our business everyday

Nice to haves:

• Experience in DTC & eCommerce
• Experience with Looker, Heap & other tools leveraged internally for reporting

• Health, dental, and vision offerings for you and your dependents
• Equity for full time employees
• Unlimited PTO
• 11+ paid holidays
• 3 months Parental leave
• Fully Remote Company
• Company-sponsored monthly wellness stipend
• Company-sponsored monthly coworking stipend
• Pre-tax Commuter and FSA/Dependent Care FSA, and HSA options
• 401(k) plan
• High quality home and kitchen product + swag, F&F discounts

Caraway is an Equal Opportunity & Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status

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