Vice President, Growth (Acquisition & Retention)
Toronto, Ontario / Remote US / Remote (Canada)
Marketing – Digital Marketing /
Full Time Permanent /
Remote
We’re looking for a VP of Growth (Acquisition + Retention) to lead our omni-channel retention and acquisition efforts for Knix and KT by Knix. This role is responsible for paid and permission-based marketing and is focused on maximizing reach, awareness, and engagement while maintaining an efficient CAC:LTV ratio. The VP of Growth will lead a talented group of marketers to achieve profitable scale, working towards doubling revenue over the next three years.
The Opportunity:
- Lead a marketing channel diversification strategy to improve reach, awareness, engagement and traffic, ultimately leading to high-value customer acquisition and sustained engagement across retail and online channels
- Align customer acquisition and retention plans to the P&L budget through forecasting and management of LTV, CAC, ROAS, new/repeat customer revenue, customer growth and sustained engagement rate
- Partner with FP&A to forecast, track and report on results, identifying opportunities for scale and/or improvement
- Lead and develop a team of performance marketing and lifecycle experts, driving a culture of continual analysis, testing, experimentation, optimization and accountability
- Work with Analytics on segmentation strategies and optimal categories/products through which to acquire new customers to optimize CAC:LTV
- Distill complex aggregate and channel-level data into overarching performance narratives to communicate business performance to business partners
- Refine attribution strategies, employing a mix of MMM, MTA and incrementality measurement to drive efficient growth
- Accelerate lifecycle personalization through the loyalty program and advanced segmentation to improve LTV
- Partner with Brand on awareness strategies to increase reach, awareness and market share through paid advertising
- Partner with Merchandising, Merch Planning and Brand to inform the product roadmap, investment and GTM plans
Qualifications:
- 15+ years experience in paid marketing and customer acquisition, ideally with omni-channel apparel brands with a strong online presence
- Direct experience managing multi-million dollar marketing budgets
- Experience with customer journey mapping and advanced segmentation strategies
- Successfully scaled full funnel media budgets across a number of platform channels including paid social, Google (Search, PMax, YouTube), TV (linear, streaming), audio (radio, podcasts, radio), forums (Reddit, Quora), direct mail, OOH, SEO and affiliate
- Experience with marcom and reporting technology such as Segment, Klaviyo, Attentive, GA4, Amplitude, Rockerbox, Measured and Looker
- Experience with attribution and mixed media models
- An adaptable leader with a collaborative and positive attitude, with a keen ability to build relationships across functions and at all levels of an organization
- Excellent analytical, critical thinking, and problem-solving skills with a test-and-learn mindset
- Agile decision-making and ability to formulate a strong POV and adjust plans strategically in a changing environment
