Growth Marketing Manager (CPG Industry)

Job description

***This role is open to candidates based in LATAM, Africa, and Eastern Europe. Please note that as this role supports U.S.-based clients, candidates must be available to work during U.S. business hours aligned with the client’s time zone.*** Our client is a skincare brand inspired by Traditional Chinese Medicine, founded by twin sisters. The brand combines product efficacy with a holistic approach to skincare, offering products designed to support calm, balanced, healthy-looking skin. ## Role Overview The **Growth Marketing Manager (CPG Industry)** will own the development and execution of the company's growth strategy, building a repeatable engine for customer acquisition, conversion, and retention. This role focuses on scaling a consumer packaged goods (CPG) business while protecting margins, strengthening the brand, and increasing repeat purchases. The ideal candidate has successfully scaled a physical-product business, preferably in skincare, beauty, or personal care, and can demonstrate measurable commercial results. This individual will work closely with the founders while coordinating internal team members, agencies, and freelancers to execute growth initiatives and drive business performance. ## Location Fully Remote | 9:00 AM – 5:00 PM EST ## Key Responsibilities ### Growth Strategy & Revenue Ownership - Develop and execute a growth roadmap aligned with revenue, profitability, and customer retention goals. - Identify high-impact growth opportunities across customer acquisition, website conversion, lifecycle marketing, and channel expansion. - Manage growth budgets, forecasts, and resource allocation. - Establish priorities, measurable performance targets, and a consistent testing cadence. - Align marketing strategies with inventory availability, product launches, and operational capacity. ### Customer Acquisition & Performance Marketing - Lead customer acquisition initiatives across paid social, paid search, creator partnerships, affiliates, and other relevant channels. - Manage internal specialists and external partners while remaining actively involved in campaign execution. - Monitor customer acquisition cost (CAC), blended marketing efficiency, and contribution margin to guide spending decisions. - Identify opportunities to scale successful campaigns and improve underperforming channels. - Evaluate new acquisition channels through structured testing before committing significant resources. ### Creative Strategy & Brand Storytelling - Translate customer insights, product benefits, and brand positioning into compelling marketing concepts. - Collaborate with designers, creators, and copywriters to develop and test advertising creative. - Establish a repeatable process for testing messaging, offers, creative formats, and audience angles. - Ensure growth campaigns maintain consistent brand positioning and accurately communicate product benefits. ### eCommerce & Conversion Rate Optimization - Own the roadmap for improving the online shopping experience and conversion funnel. - Optimize product detail pages, landing pages, merchandising, bundles, and promotional offers. - Conduct structured tests to improve conversion rates, average order value, and revenue per visitor. - Identify and address friction points throughout the customer journey. ### Retention & Lifecycle Marketing - Develop customer lifecycle strategies across email, SMS, and other relevant touchpoints. - Improve customer onboarding, post-purchase education, replenishment, cross-selling, and win-back journeys. - Implement initiatives to increase repeat purchase rates and customer lifetime value. - Use customer feedback and purchase behavior to inform segmentation, messaging, and promotional offers. ### Analytics, Reporting & Team Leadership - Develop performance reporting across revenue, acquisition, conversion, retention, and profitability. - Validate tracking and interpret attribution data alongside blended business results. - Translate performance insights into actionable priorities and communicate recommendations to the founders. - Lead internal contributors, agencies, and freelancers with clear responsibilities and accountability. - Recommend additional hires and resources as the business grows. ## Qualifications ### Experience - Proven experience scaling a consumer packaged goods (CPG) business, with direct ownership of growth strategy and measurable commercial results. - Ability to demonstrate previous growth results, including the business's starting point, revenue growth achieved, timeframe, budgets managed, and personal contribution. - Strong experience in direct-to-consumer eCommerce and physical-product unit economics. - Demonstrated success across customer acquisition, conversion rate optimization, and customer retention. - Experience managing paid media budgets and making investment decisions based on CAC, customer lifetime value, marketing efficiency, and contribution margin. - Experience leading teams, agencies, or freelancers while remaining hands-on with execution. - Experience in skincare, beauty, personal care, or a closely related consumer category is strongly preferred. ### Skills - Ability to develop and execute growth strategies aligned with revenue, profitability, and retention objectives. - Strong understanding of paid media performance, customer acquisition economics, and marketing efficiency. - Ability to manage growth budgets, forecasts, and resource allocation. - Strong understanding of creative testing, customer research, and brand positioning. - Ability to identify and execute eCommerce conversion optimization opportunities. - Knowledge of lifecycle marketing strategies focused on repeat purchases and customer lifetime value. - Experience using Shopify, analytics platforms, and lifecycle marketing tools such as Klaviyo or comparable systems. - Ability to interpret tracking, attribution, and blended business performance data. - Strong analytical judgment and ability to prioritize initiatives in a lean, fast-moving business. - Ability to coordinate internal contributors and external partners while maintaining accountability for results. ### Preferred Experience & Skills - Experience growing a founder-led consumer brand through a significant stage of expansion. - Experience with creator-led growth, affiliate programs, or TikTok Shop. - Experience supporting retail, wholesale, or marketplace expansion. - Familiarity with skincare replenishment cycles and customer education. ## What Success Looks Like - A clear growth roadmap connects daily execution with revenue and profitability goals. - Customer acquisition scales while maintaining sustainable unit economics. - Improved advertising creative and website experiences increase conversion rates and average order value. - Lifecycle marketing initiatives increase repeat purchases and customer lifetime value. - Reliable reporting provides visibility into revenue, acquisition, conversion, retention, and profitability. - A consistent testing process identifies and scales successful growth initiatives. - Growth strategies remain aligned with inventory availability, margins, and operational capacity. ## Opportunity The **Growth Marketing Manager (CPG Industry)** will have the opportunity to take ownership of growth strategy and execution for a founder-led skincare brand, working directly with the founders to improve acquisition, conversion, retention, and profitability. ### **Application Process:** ### To be considered for this role these steps need to be followed: - Fill in the application form - Record a video showcasing your skill sets