Director, Performance Marketing & Growth Strategy ($140K - $150K)

We are a new surf brand founded by Jamie O’Brien, one of the best all-around surfers on any board, dedicated to high-quality soft-top and hybrid surfboards and surf apparel, everything you need for a fun day in the surf. Rooted in authenticity, we’re seeking someone who embodies the wave-riding lifestyle to lead our marketing and social media efforts.

Role Overview

Own profitable growth across FunDay’s DTC site and eRetail channels. Build and run the plan that connects paid acquisition, retention, site conversion, and marketplace demand to hit revenue and contribution margin goals. Lead a cross-functional operating rhythm that aligns marketing, site, marketplaces, merchandising, supply, and CX.

Core Responsibilities

DTC Growth Ownership

• Build the DTC growth plan tied to launch calendar, inventory, and margin targets.
• Orchestrate paid social, search, programmatic, email, SMS, SEO, and CRO.
• Stand up a testing engine for creative, audiences, offers, and landing pages.

eRetail and Marketplaces

• Own Amazon and priority retail.com channels such as Target, Instacart.
• Manage assortment, pricing, promos, media, reviews, and retail readiness.
• Coordinate brand stores, PDP optimization, and retail media with sell-in goals.

Forecasting and Budgeting

• Build weekly and monthly forecasts across DTC and eRetail.
• Set CAC, payback, MER, and contribution margin guardrails by channel.
• Run scenario plans for launches, promos, and supply constraints.

Measurement and KPIs

• Define and maintain a clean measurement framework.
• Track CAC, LTV, ROAS, MER, CVR, AOV, retention, inventory turns, and OOS loss.
• Diagnose variances and deploy fixes with speed.

Creative and Site Performance

• Give clear feedback on ads, hooks, formats, and PDP content.
• Improve onsite flows from ad to cart to checkout.
• Partner with product and web to raise CTR, CVR, and repeat rate.

Creator, Affiliate, and Community

• Launch and scale affiliates and creator seeding that drive profitable demand.
• Integrate TikTok Shop and social commerce with DTC and eRetail plans.

Operating Rhythm and Cross Functional Leadership

• Run a weekly growth stand up across media, creative, site, marketplaces, analytics, CX, and ops.
• Align demand plans with supply, fulfillment, and customer service readiness.

Innovation and Advantage

• Monitor platform changes, privacy shifts, and AI tools that move unit economics.
• Pilot high leverage tactics that increase speed to insight and speed to market.

Required Experience

• 7+ years in growth or performance marketing for consumer brands with material DTC and marketplace revenue.
• Hands on depth across paid social, search, email and SMS, SEO, CRO, and Amazon retail media.
• Proven ability to build forecasts, cohort LTV, CAC and payback models, and manage to contribution margin.
• Strong leadership and communication. Comfortable driving decisions across marketing, ecommerce, marketplaces, and ops.
• Track record improving revenue, MER, ROAS, CVR, retention, and inventory turns.
• Highly organized operator who moves fast, prioritizes well, and iterates based on data.

Tools and Platforms

• Shopify, GA4, attribution platforms, product analytics
• Klaviyo or similar CRM
• Meta, Google, TikTok Ads Managers
• Amazon Seller Central and Amazon Ads
• Looker or similar BI. SQL or Python is a plus.

Success Metrics

• Sustained MER improvement with stable or lower CAC
• On target payback periods by channel and cohort
• Sell through against launch goals with minimal stockouts
• Rising repeat rate and LTV
• eRetail share gains in priority categories and keywords

Nice to Have

• Experience in action sports, outdoor, or youth culture
• TikTok Shop activation at scale
• Experience coordinating wholesale and retail media with DTC