- Own top-line revenue and growth
- Develop and execute demand generation strategy across all categories and channels
- Manage forecasting, targets, and performance reporting
- Optimize CAC, LTV, ROAS, conversion, retention, and cohort health
- Oversee budget for TOF and growth amplification
- Define TOF strategy and targets, including paid prospecting and awareness
- Manage paid social, paid search (non-brand), and upper-funnel video
- Conduct media planning, spend allocation, reach & frequency
- Monitor cost per session and consideration metrics
- Ensure funnel health from impression to conversion
- Prioritize digital product roadmap for revenue impact
- Improve website and digital product performance
- Optimize digital merchandising, pricing, and offer presentation
- Drive conversion rate optimization (CRO)
- Implement personalization and segmentation strategies
- Increase experimentation velocity and learning loops, including A/B and multivariate testing
- Provide tertiary management of the engineering team
- Partner with the CBO on brand meaning, creative, product design, and People functions
- Collaborate with Brand Creative to translate brand expression into scalable experiences
- Work with retail on multi-channel strategy and marketing-in-retail
- Scale brand and product marketing initiatives through paid amplification
- Enable Brand Marketing and GTM without redefining narrative or positioning
- Ensure growth velocity without eroding trust or experience quality
A/B testing