Follain leads the movement toward healthier personal care by curating only the best (healthy, proven, pure, pleasing) products on follain.com and in a growing number of stores across the country. Together we’re making widespread change in the wildly unregulated and unhealthy beauty industry. We’re currently building a whole new Follain experience – online and in-stores. Want to be part of our mission to change the world?

Follain is looking for a passionate, data-driven Director of Customer Acquisition to drive the overall strategy and execution of paid acquisition channels. This is a unique opportunity for a motivated, analytical leader with strong quantitative skills and an entrepreneurial spirit to contribute in a very significant way to a growing organization. The right individual will be relentless in the pursuit of growth, thrive in scrappy environments, and seek creative solutions to find customers new to Follain and new to clean beauty.

Responsibilities

• Define, develop and execute overall customer acquisition marketing strategy and all growth KPIs to drive aggressive top line results
• Manage & continually optimize all paid channels, including Facebook, Instagram, YouTube, Influencer, Direct Mail, and additional paid media channels
• Rigorously drive growth through a data-driven approach to prioritization, analysis and road-mapping
• Own, negotiate and optimize all marketing vendor relationships
• Move fast and learn quickly, through disciplined test-and-learn methodology to achieve desired results; implement rigorous testing programs across media channels (creative, audience, etc)
• Report weekly and monthly on progress against goals and KPIs
• Work with merchandising to develop new customer product propositions and assist with forecasting demand
• Act as a key internal leader to deliver on fast moving, high impact cross-functional projects
• Leverage technology to enhance business goals; identify areas for improvement and drive implementation

Requirements

• 6+ years of experience working in a high-growth environment, with strong experience owning a multi-million dollar paid marketing budget
• Diverse online/offline channel experience (strategy through execution), including paid social, SEM, direct mail, TV, podcasts, sponsored content, influencers, and beyond
• Relentless test & learn mentality - ability to size up tests and sell internally; quickly act and iterate on wins to scale fast
• Ability to plan strategically, while staying on top of tactical execution
• Deep understanding of acquisition metrics including CAC, LTV, ROAS, CPL, etc.
• Self-starter approach with constant drive toward improvement and optimization
• Ability to pivot plans quickly utilizing data insights
• Familiarity with various attribution models and means of tracking performance (including offline channels)
• A technical and analytical mindset, with an appreciation for brand
• Some media agency experience a plus