Overview

We are seeking a Director of Growth for Ancient Nutrition’s DTC business. This role will lead the DTC marketing strategy and execution, driving revenue growth through performance marketing and customer lifecycle optimization.

This individual will bring deep expertise in digital advertising, and working knowledge of lifecycle marketing (email and SMS) to accelerate revenue growth, improve customer lifetime value and scale the brand’s DTC business efficiently. They will espouse a strong testing and analytical mindset, and a passion for optimizing performance through data-driven decision-making. As a key member of the marketing leadership team, this role will oversee the strategy, execution and optimization of campaigns across all major performance channels, while partnering closely with analytics, creative and retention teams to maximize customer lifetime value and marketing efficiency.

Key Responsibilities

Growth Strategy & Leadership

• Own the DTC growth roadmap, overseeing pricing, acquisition, conversion, and retention strategies to drive revenue and profitability.

• Develop KPIs for revenue, CAC, ROAS, AOV, LTV, CVR, churn by reviewing historical information, revenue targets and P&Ls.

• Own media budgeting and promotional strategy to forecast revenue, review P&Ls, CAC, and new customer metrics

• Develop and manage a disciplined testing framework across channels, creative, and audiences to continuously improve performance.

• Partner with cross-functional teams (creative, site, product, analytics, operations, finance) to align growth initiatives with brand and business goals.

• Lead a performance marketing team by fostering a culture of testing, learning and iteration

• Report performance, insights, and growth opportunities to senior leadership, providing clear recommendations backed by data.

• Serve as a strategic thought leader for the DTC business, with ability to advise on cross-channel marketing plans across Brand and Marketplace advertising.
  
  

Digital Advertising (Acquisition & Growth)

• Develop and execute a performance roadmap to drive consistent growth in DTC revenue and contribution margin while developing and maintaining efficiency metrics (CAC, ROAS, MER).

• Lead all aspects of paid media strategy and execution across platforms including CTV, Meta, Google, YouTube, TikTok, Direct Mail and emerging channels.

• Implement a rigorous testing framework for creative, copy, audience segmentation, tagging, attribution and landing pages to drive efficient customer acquisition

• Partner with analytics to refine attribution models, develop dashboards and implement new tools to ensure clear visibility into performance drivers across channels

• Collaborate with creative, eCommerce, and product teams to align campaigns with launches, promotions, and brand initiatives and with Store teams on conversion rate optimizations
  
  

Lifecyle Marketing (Email & SMS)

• Oversee strategy and performance of lifecycle marketing programs that drive repeat purchases and increase LTV.

• Collaborate with the CRM team to enhance segmentation, automation, and personalization strategies.

• Work closely with the CRM and retention teams to ensure cohesive customer journeys and consistent messaging across acquisition and lifecycle touchpoints (email, SMS, loyalty, subscription programs, Direct Mail).

• Integrate learnings from paid channels into retention initiatives for cohesive messaging across the funnel.

• Partner with the Site team to align paid media strategies with launches, promotions, and site experience optimizations.
  
  

Qualifications

• 10+ years of experience in DTC performance marketing, with deep hands-on expertise in paid media and familiarity with email/SMS retention programs.

• Proven track record of scaling revenue through paid advertising while maintaining strong efficiency metrics (ROAS, CAC, LTV).

• Strong analytical skills with fluency in Google Analytics, Google Tag Manager, Tableau, Shopify, Data Studio, Excel/Sheets, GA4, and MMM, MTA and incrementality marketing analytics tools (e.g., Triple Whale, Northbeam, Haus, etc.).

• Strong financial skills including experience with P&Ls, forecast and revenue modelling

• Experience managing significant budgets and leading cross-functional, agency and internal media teams.

• Strong collaborator who can work cross-functionally with creative, eCommerce, and operations teams.

• Results-driven, highly organized, and passionate about testing and continuous optimization.

• Deep expertise with paid social, paid search, and performance-driven creative strategy.

• Entrepreneurial mindset with a strong sense of ownership, curiosity, and a relentless focus on results.