Beauty by Imagination (BBI) is hiring: Director, Growth Marketing in New York
Beauty by Imagination (BBI), New York, NY, US
Position Overview:
Lead unified growth marketing strategy across DTC, Amazon, Retail.com, and social commerce channels, managing $20-$25M in annual media spend. Drive customer acquisition, revenue growth, and ROAS optimization across all digital platforms while ensuring cohesive brand presence and efficient budget allocation. Responsible for scaling multi-channel commerce revenue through innovative performance marketing strategies and emerging platforms.
Essential Job Duties & Responsibilities:
Strategic Leadership (35%)
Develop and execute integrated media strategy across DTC, Amazon, Retail.com, and social commerce platforms
Create and manage performance forecasts, revenue goals, and budget planning across all channels
Drive cross-channel attribution modeling and optimization
Establish ROAS targets and efficiency metrics by channel
Lead agency relationships and vendor partnerships
Drive social commerce strategy across TikTok Shop, Instagram Shopping, and emerging platforms
Develop live shopping capabilities and programming calendar
Channel Management (35%)
Oversee paid media campaigns across all platforms:
DTC: Paid Search, Paid Social, Display
Amazon: Sponsored Products, Brands, DSP
Retail.com: Retail Media Networks (Ulta, Walmart, etc.)
Social Commerce: TikTok Shop, Instagram Shopping, Live Shopping
Manage budget allocation and optimization across channels
Drive testing and learning agenda across platforms
Optimize creative strategy and asset deployment
Oversee social commerce initiatives:
TikTok Shop campaign management and optimization
Live shopping event planning and execution
Creator partnerships for commerce
Coordinate cross-platform social content strategy
Develop and execute influencer commerce strategy
Analytics & Optimization (20%)
Lead cross-channel performance reporting and analysis
Develop attribution models for complex customer journeys including social commerce
Create predictive models for customer acquisition
Optimize channel mix based on ROAS and CAC targets
Drive incrementality testing across platforms
Build attribution models for social commerce conversions
Optimize creator performance and ROI
Track and improve live shopping metrics
Develop unified customer data strategy across platforms
Team Leadership (10%)
Build and develop high-performing marketing team
Foster cross-functional collaboration with brand teams
Drive innovation and best practice sharing
Manage external agency relationships
Oversee Social Commerce Manager and team
Coordinate creator relationships and partnerships
Lead training and development for emerging platforms
Required Skills/Qualifications:
- Deep expertise in performance marketing across DTC, Amazon, and retail media
- Strong analytical skills and data-driven decision making
- Experience managing $10M+ annual media budgets
- Track record of driving ROAS improvement at scale
- Understanding of multi-touch attribution
- Experience with beauty/personal care categories preferred
- Proven experience with TikTok Shop and social commerce platforms
- Understanding of creator economy and influencer marketing
- Experience managing live shopping events
- Track record of scaling social commerce revenue
- Proficiency with major advertising platforms:
- Meta Ads Manager
- Google Ads
- Amazon Ads Console
- TikTok Ads Manager
- Retail Media Platforms
Experience with analytics tools:
- Google Analytics
- Attribution platforms (i.e, Northbeam)
- Business intelligence tools
Education/Experience Requirements:
- Bachelor's degree required, MBA preferred
- 10+ years digital marketing experience
- 5+ years team management experience
- Proven track record in beauty/personal care DTC
- Demonstrated success in social commerce
- Experience managing creator partnerships
- Experience building and managing paid media programs driving to brick & mortar
Success Metrics:
ROAS improvement across channels
New customer acquisition targets
Revenue growth objectives
Channel efficiency metrics
Team development goals
Social commerce revenue targets
Live shopping event performance
Creator partnership ROI
Social platform ROAS
Cross-channel attribution improvements
Technical Proficiencies:
Media buying platforms
Analytics and BI tools
Attribution platforms
Social commerce platforms
CRM systems
Marketing automation tools
Content management systems