Director of Performance Marketing

Company Overview

LUS Brands (“Love Ur Self”) is a Toronto-based DTC (direct-to-consumer) hair care brand that’s backed by Y Combinator, Sound Ventures, Comcast and other notable VCs and angel investors.

Since launching in 2017, we have shipped over 6 million bottles of our innovative hair care products to consumers with curly hair worldwide and earned thousands of 5-star reviews. Our mission is as simple as the products we create: to encourage people to genuinely love and accept themselves so that their unique beauty can shine through.

To learn more about us, visit lusbrands.com

Job Summary

We seek a dynamic and experienced Director of Performance Marketing to lead our digital marketing acquisition and retention efforts for Shopify and other e-commerce channels through paid media, email, SEO and affiliate marketing. This role is accountable for driving acquisition across our digital footprint while building product awareness online.

Responsibilities

Performance Marketing Channel Management:

• Expert paid media leader to develop and execute comprehensive paid media strategies across various platforms (Meta, Google, TikTok, Pinterest, Snapchat, etc.)
• Define digital marketing priorities, investment strategies, measurement requirements, and a go-to-market approach with an ability to focus on multiple media KPIs: Revenue, ROAS Acquisition, Traffic, Efficiency etc.
• Rigorous monitoring and analyzing campaign performance metrics to identify opportunities for improvement
• Oversee paid media budget of 20M USD to drive new customer acquisition
• Develop & maintain a digital marketing roadmap and establish a testing strategy to achieve business objectives
• Build and manage full funnel media planning across Canada and the US
• Oversee SEO strategy and programming to improve organic search rankings and drive high-quality traffic to the site
• Oversee email marketing program to drive new customer acquisition, retention, and reactivation
• Understands email marketing metrics, navigating the platform, overseeing key KPIs and optimizing automation workflows
• Refresh and reintroduce affiliate marketing strategy, roadmap and manage execution
• Stay up to date with industry trends and algorithm changes to ensure best practices
• Manage team of 3 performance marketers

Analytics and Reporting:

• Develop KPIs and performance metrics to measure the effectiveness of digital marketing efforts against business goals
• Build channel-specific goals and targets to drive awareness and conversion to support owned eCommerce business
• Provide regular reporting and insights to senior management on campaign performance and ROI
• Analyze and interpret trends to create innovation opportunities, compliance, privacy regulations and policies related to paid media and other digital channels

Team Leadership and Development:

• Strong leadership skills and ability to inspire and manage teams
• Ensure the team is focused on daily optimization across all ad sets
• Build and lead a high-performing digital marketing team
• Foster a culture of innovation, collaboration, and continuous learning

Requirements:

• 10-15 years of experience in marketing
• Proven experience as a digital marketing leader, ideally in a similar role managing digital growth for e-commerce businesses
• People management skills
• Expertise in paid media campaigns (Google Ads, Facebook Ads, TikTok etc.) and SEO strategies
• Experience with email marketing tools (Klaviyo, Salesforce Marketing Cloud) and proficiency in email marketing automation and segmentation techniques
• Experience in media planning and strategy
• Exceptionally Strong analytical skills and a data-driven mindset
• Experience with Shopify and Amazon e-commerce platforms
• Excellent communication and leadership skills
• Bachelor’s degree in Marketing, Business Administration, or a related field (Master’s degree preferred)
• Proven experience in running paid media campaigns (Google Ads, Facebook Ads, TikTok etc.) with large budgets