Overview:
Dropps is a direct-to-consumer business reinventing cleaning for good. We eliminate everything you don’t need and shouldn’t pay for, delivering high performance, sustainable cleaning products that make life simpler.
Job Summary:
The Senior Director of Growth, Ecommerce plays a pivotal role in driving all aspects of the ecommerce business, DTC, Amazon and other marketplaces, leading growth initiatives to scale the company to $100M in online sales. Responsible for developing and executing comprehensive growth strategies, this role focuses on driving revenue, customer acquisition, retention, and an enhanced customer journey. This role requires a leader who combines analytical excellence with creative flair, is resourceful and can adapt to the ever changing digital landscape.
They should be willing to make big bets while getting into the details with the team, drive work product and be well skilled in using output-based decision making through metrics such as revenue, CRO, ROAS, CVR, and AOV across advertising channels and the website. As the Senior Director of Growth, Ecommerce, you will need creative elements of the customer storytelling along with the analytics to ensure the digital customer experience is successful in demand creation and capture driving revenue and profitability.
Responsibilities:
Leadership and E-commerce Strategy:
- Manage the growth team, comprising both in-house and agency, contractors, tailored for optimal performance across marketing channels
- Own the entire Ecommerce P&L, including performance marketing strategy, driving content creation, managing media planning and execution, product catalog, merchandising strategies, and contribution performance
- Set growth and testing roadmap for team to ensure all ecommerce business is supported and hitting its revenue and profitability targets
- Proactively adjust strategies and priorities to meet evolving business needs and opportunity through both demand creation and demand capture
- Ensure the team is using strong project management practices including retrospective analysis for insights to improve programs
- Actively work as a partner to other teams to provide valuable insights and inputs for customer experience (CX), and brand messaging
- Partner with Finance and create annual and long-term business strategies and revenue plans for all revenue channels including providing key inputs to forecasting and demand planning
- Exhibit ecommerce data fluency, owns relevant metrics, and ensures channel decisions across all levels are supported by data
- Translate the Clean Clean Pioneer brand positioning and pillars into compelling growth marketing, content, & creative strategies min partnership with creative
- Possesses soft skills to drive performance results from various teams in a remote environment
Acquisition:
- Collaborate with internal stakeholder and key agencies to manage all paid marketing and media channels to drive new customer acquisition while optimizing ROAS, CAC, and LTV
- Track and analyze spend and performance closely, collaborating with finance to communicate acquisition forecasts and updates.
- Continuously refine paid media channels for funnel optimization and improve KPIs on a weekly and monthly basis
- Collaborate with the Brand Team and external vendors to optimize creative assets and the acquisition funnel across various channels
- Explore and manage new channels to support the growth strategy
Retention and Long-Term Growth:
- Develop a retention strategy to improve total active customers and enhance customer lifetime value (LTV) by increasing repeat purchases and reducing churn.
- Oversee email, direct mail, and SMS channels and collaborate with other teammates to implement cross functional retention initiatives.
- Conduct A/B experiments to optimize retention and LTV
- Advise on cross-functional strategies such as product innovation or merchandising from a customer retention and LTV perspective
Website:
- Lead the strategic roadmap for web presence, including content, merchandising, SEO, and UX/UI enhancements to maximize conversion rate (CR) and average order value (AoV)
- Optimize site navigation and path-to-purchase to improve customer experience and profitability via A/B testing
- Own and optimize product catalog and merchandising strategies for the website
Marketplaces:
- Serve as the channel lead for Amazon and other applicable marketplaces
- Work closely with agencies and in-house resources to ensure Amazon and other applicable marketplaces roadmap is maximizing scale within contribution goals, category rank, and consumer review targets
- Develop and manage projects to enhance marketplace site aesthetics, functionality and performance including conversion rate optimization
Requirements
- Dedication to Dropps’ Community Values
- 7-10+ years of experience in ecommerce, digital performance marketing, and growth marketing, preferably within a retail brand and agency experience
- Experience developing performance content internally and with agencies
- Proven track record of scaling ecommerce businesses from startup to $100M
- Extensive experience in paid social with e-commerce CPG brands
- Proficiency in analytics and attribution methodologies
- Proven appreciation for the creative elements
- Experience in team leadership, recruitment, and management in a high-growth environment
- Excellent communication skills and ability to influence stakeholders across the organization
- Willingness to travel internationally and adapt to changing startup conditions
- Experience with SEO and Shopify+ is a plus
Physical requirements (with or without reasonable accommodations):
- Ability to use common office equipment such as a computer, keyboard, mouse/touchpad, etc.
- Ability to visually interpret images, ability to communicate with team members, and attend virtual meetings
- Ability to travel
- This is a primarily stationary role at a desk (seated or standing, according to preference), so must be able to sustain sitting/standing for the majority of work time
Benefits:
- Medical and vision insurance with HRA
- 401K plan with matching and ESG funds option
- Unlimited vacation days
- Paid sick time off
- Work from home options
- Discounts on Dropps products
- Home office and internet stipends
Location:
Remote
Reports to:
CEO
Direct reports:
Growth Marketing Manager, Retention Marketing Manager, Digital Product Manager
Salary Range: $175,000 - $190,000Dropps is an equal-opportunity employer. We are proud to provide employment, training, and room for growth to all, regardless of race, religion, color, national origin, sex, disability, age, veteran status, and other protected status as required by applicable law. We thrive when our ideas are reinforced and challenged by new viewpoints and we recognize diversity at Dropps is essential to developing the best products on the market and being the happiest workplace in the world.
