Barton Publishing
Vice President of Performance Marketing - Remote
Barton Publishing, Atlanta, Georgia, United States, 30383
Barton Publishing is a Christian-based leader in DTC nutritional supplements, with a 20-year track record of profitable growth. We’re seeking a hands-on VP of Performance Marketing with a proven track record in scaling direct response VSL funnels in paid media to own the customer lifecycle from acquisition to conversion to retention to drive profitable, sustainable growth. You’ll be 100% accountable for hitting KPI targets for ad spend, ROAS, LTV, and engagement. And you’ll enjoy full autonomy to build, shape, and cultivate a high-performance team to execute your strategy.
So, if you’re completely addicted to growth, love to be a hands-on doer, and you have the proven ability to develop strategy, build a team, deliver results and…
You LOVE both optimizing the big picture as well as the granular daily moving parts…You LOVE running growth experiments, optimizing funnels, and testing new creative…You LOVE developing GTM plans to crack open new ad platforms and audiences…You LOVE architecting teams, systems, and processes that can scale…You LOVE diving into data to detect patterns, gain insights, and turn those into action…
… then please keep reading as you may be the perfect fit.
What are the Key Points?Core Compensation: $200,000 – $250,000 (base + bonus)Location: 100% Remote in the USA (team of 18+)Benefits: Health Stipend/Dental/Vision/Disability/Life + 401k + Unlimited PTOHours: 8:30 a.m. to 5:30 p.m. CT (with some flexibility based on location)Culture: faith-based, family-focused, mission-driven#1 Objective: Hit growth targets consistently
What’s the Ideal Candidate Background?Hello, my name is Joe Barton, founder and CEO at Barton Publishing, and I need your help. When I founded Barton Publishing 20 years ago, my motivation was to help people find natural ways to overcome health challenges. It was driven by my frustration from seeing how many people were being shortchanged by the traditional pharmaceutical-led medical system whose one and only answer to every problem was drugs, drugs, and more drugs.
Having been the primary marketer from the outset, and now having achieved most of my original goals, it’s now time for new leadership to step in to take things to the next level. Our ultimate goal is to help 1 million people overcome their health challenges. But to do that, we need to begin scaling up. And that’s where you come in.
I’m looking for a proven DTC performance marketing leader to take over end-to-end marketing leadership – everything from acquisition to conversion to retention. Because we spend ~$1M / month on paid media through our agency, the ideal match is someone who has cut their teeth scaling VSL funnels on Meta and YouTube.
You know how to crack the code to get a new offer to work. And you have the discipline and rigor to know how to scale it in a sustainable way. You know everything from audience targeting to creative development to funnel split testing to maximizing LTV with multi-channel retention campaigns across web, email, SMS, and phone to the martech to support it all.
Just as importantly, you’re someone who sees their career as a way to serve others. Someone who loves to be fruitful, loves to do work that helps people, loves to deliver hope and healing, loves to ease their suffering, and aligning them with the life that was intended for them.
How Will Your Time Be Spent?Here’s an approximate breakdown of how you’ll spend your time while taking full ownership of your ad spend, ROAS, LTV targets, and engagement targets:
25% Growth Strategy - Identifying new strategies to drive growth, whether on acquisition, conversion, or retention, with particular attention to audience and creative25% Data Analytics – Collaborating with our BI team to develop and analyze reports, detect patterns, gain actionable insights, and share findings with other teams to execute25% Testing Plans – Developing hypotheses to drive KPIs throughout the customer journey, whether CTR, CVR, AOV, and ROAS on front-end or LTV or engagement on back-end25% Managing – Working with direct reports to set unambiguous expectations, define clear KPIs, establish optimal working rhythms, and mentoring them to achieve their best potential
What Does Initial Success Look Like?While objectives will change over time as the business evolves, there is a specific set of initial objectives and challenges to tackle as follows:
Upgrade Funnels – While our funnels are converting well enough, we need a fresh set of eyes to deliver upgrades to UX/UI, CVR, and AOV for both primary purchase and upsellsStabilize Paid Media – Anybody who has scaled DTC offers on Meta and YouTube knows the challenge with constant changes to algorithms and compliance rules and we are no different; your goal is to scrutinize everything A-Z with our agency, from creative, to ad account configuration, to attribution, pixels, audience targeting, etc. and make the optimizations necessary to deliver stable, profitable spend that can be grown consistentlyOptimize Team – As a leader who has been there and done that in DTC scaling, we look forward to your insights on how to optimize our people, process, and systems to consistently deliver the high performance that our mission demands
Requirements7-10 Years of Proven DTC Track Record – Your resume is littered with measurable growth accomplishments that you were individually responsible for delivering from A-Z that demonstrate your ability to create something out of nothing AND scale what is working, ideally with VSL-based funnels, with bonus points for e-comm and Amazon exposurePaid Media Acquisition Expert – A master at scaling paid media to multiple 7-figure monthly budgets across Meta, YouTube, TikTok, and native to deliver on target ad spend with efficient ROAS, with ability to drive agency partners to deliver performanceConversion Optimization Expert – Excels at CRO, with deep experience formulating hypotheses and running experiments with value props, copy, design, UX, and technical optimizations to drive up CVR and AOV, optimizing post-purchase upsells, while memorializing learnings for allBack-end Retention Expert – Deep experience driving LTV with upselling and cross-selling, but also by maximizing retention with activation, engagement, winback campaigns and creating true lifetime relationships with customers via CRMData Driven – Extremely comfortable diving deep into analytics platforms, spreadsheets, etc., to detect patterns on which to capitalize while leveraging the latest in data scienceDriven to Excellence – A natural end-to-end ownership mentality with a relentless inner drive to excellence that other people find energizing, inspiring, and motivatingSystems-Oriented – Strong organizational skills and with a knack for creating order out of chaos with highly organized systems that deliver sustained successExceptional Communicator – A perceptive listener who quickly synthesizes info and can formulate a methodical action plan that can be clearly articulated verbally and in writingHumble Team Leader – Knows how to recruit, train, and build a world-class team in a player/coach mentality with an authentic, humble mindset
#J-18808-Ljbffr
So, if you’re completely addicted to growth, love to be a hands-on doer, and you have the proven ability to develop strategy, build a team, deliver results and…
You LOVE both optimizing the big picture as well as the granular daily moving parts…You LOVE running growth experiments, optimizing funnels, and testing new creative…You LOVE developing GTM plans to crack open new ad platforms and audiences…You LOVE architecting teams, systems, and processes that can scale…You LOVE diving into data to detect patterns, gain insights, and turn those into action…
… then please keep reading as you may be the perfect fit.
What are the Key Points?Core Compensation: $200,000 – $250,000 (base + bonus)Location: 100% Remote in the USA (team of 18+)Benefits: Health Stipend/Dental/Vision/Disability/Life + 401k + Unlimited PTOHours: 8:30 a.m. to 5:30 p.m. CT (with some flexibility based on location)Culture: faith-based, family-focused, mission-driven#1 Objective: Hit growth targets consistently
What’s the Ideal Candidate Background?Hello, my name is Joe Barton, founder and CEO at Barton Publishing, and I need your help. When I founded Barton Publishing 20 years ago, my motivation was to help people find natural ways to overcome health challenges. It was driven by my frustration from seeing how many people were being shortchanged by the traditional pharmaceutical-led medical system whose one and only answer to every problem was drugs, drugs, and more drugs.
Having been the primary marketer from the outset, and now having achieved most of my original goals, it’s now time for new leadership to step in to take things to the next level. Our ultimate goal is to help 1 million people overcome their health challenges. But to do that, we need to begin scaling up. And that’s where you come in.
I’m looking for a proven DTC performance marketing leader to take over end-to-end marketing leadership – everything from acquisition to conversion to retention. Because we spend ~$1M / month on paid media through our agency, the ideal match is someone who has cut their teeth scaling VSL funnels on Meta and YouTube.
You know how to crack the code to get a new offer to work. And you have the discipline and rigor to know how to scale it in a sustainable way. You know everything from audience targeting to creative development to funnel split testing to maximizing LTV with multi-channel retention campaigns across web, email, SMS, and phone to the martech to support it all.
Just as importantly, you’re someone who sees their career as a way to serve others. Someone who loves to be fruitful, loves to do work that helps people, loves to deliver hope and healing, loves to ease their suffering, and aligning them with the life that was intended for them.
How Will Your Time Be Spent?Here’s an approximate breakdown of how you’ll spend your time while taking full ownership of your ad spend, ROAS, LTV targets, and engagement targets:
25% Growth Strategy - Identifying new strategies to drive growth, whether on acquisition, conversion, or retention, with particular attention to audience and creative25% Data Analytics – Collaborating with our BI team to develop and analyze reports, detect patterns, gain actionable insights, and share findings with other teams to execute25% Testing Plans – Developing hypotheses to drive KPIs throughout the customer journey, whether CTR, CVR, AOV, and ROAS on front-end or LTV or engagement on back-end25% Managing – Working with direct reports to set unambiguous expectations, define clear KPIs, establish optimal working rhythms, and mentoring them to achieve their best potential
What Does Initial Success Look Like?While objectives will change over time as the business evolves, there is a specific set of initial objectives and challenges to tackle as follows:
Upgrade Funnels – While our funnels are converting well enough, we need a fresh set of eyes to deliver upgrades to UX/UI, CVR, and AOV for both primary purchase and upsellsStabilize Paid Media – Anybody who has scaled DTC offers on Meta and YouTube knows the challenge with constant changes to algorithms and compliance rules and we are no different; your goal is to scrutinize everything A-Z with our agency, from creative, to ad account configuration, to attribution, pixels, audience targeting, etc. and make the optimizations necessary to deliver stable, profitable spend that can be grown consistentlyOptimize Team – As a leader who has been there and done that in DTC scaling, we look forward to your insights on how to optimize our people, process, and systems to consistently deliver the high performance that our mission demands
Requirements7-10 Years of Proven DTC Track Record – Your resume is littered with measurable growth accomplishments that you were individually responsible for delivering from A-Z that demonstrate your ability to create something out of nothing AND scale what is working, ideally with VSL-based funnels, with bonus points for e-comm and Amazon exposurePaid Media Acquisition Expert – A master at scaling paid media to multiple 7-figure monthly budgets across Meta, YouTube, TikTok, and native to deliver on target ad spend with efficient ROAS, with ability to drive agency partners to deliver performanceConversion Optimization Expert – Excels at CRO, with deep experience formulating hypotheses and running experiments with value props, copy, design, UX, and technical optimizations to drive up CVR and AOV, optimizing post-purchase upsells, while memorializing learnings for allBack-end Retention Expert – Deep experience driving LTV with upselling and cross-selling, but also by maximizing retention with activation, engagement, winback campaigns and creating true lifetime relationships with customers via CRMData Driven – Extremely comfortable diving deep into analytics platforms, spreadsheets, etc., to detect patterns on which to capitalize while leveraging the latest in data scienceDriven to Excellence – A natural end-to-end ownership mentality with a relentless inner drive to excellence that other people find energizing, inspiring, and motivatingSystems-Oriented – Strong organizational skills and with a knack for creating order out of chaos with highly organized systems that deliver sustained successExceptional Communicator – A perceptive listener who quickly synthesizes info and can formulate a methodical action plan that can be clearly articulated verbally and in writingHumble Team Leader – Knows how to recruit, train, and build a world-class team in a player/coach mentality with an authentic, humble mindset
#J-18808-Ljbffr