Mill is seeking an experienced and strategic Growth Marketing leader to oversee Mill's demand generation. In this role, you'll be responsible for delivering against Mill's demand generation and growth objectives for the year, the allocation and performance of a significant portion of Mill's direct media budget and the overarching channel strategy. This includes building out our paid media strategy across the funnel, channel approach, audience strategy, marketing-informed testing strategy, and measurement plan working closely with our product, analytics and creative teams. Mill is looking for an energetic, passionate growth leader excited to drive Mill's business through an exciting period of rapid scale, and inspired by a fast-paced, experimental and innovative approach to growth. This role reports directly to our Head of Marketing. What you'll do: Channel Strategy Determine Mill's growth strategy across paid marketing channels, inclusive of evergreen and experimental. Develop, create, test and implement comprehensive paid growth strategies, messaging and campaigns driving new customer acquisition at scale. Proactively define the appropriate annual and quarterly growth-related objectives and key results for direct area of ownership. Prioritize, surface, and articulate tradeoffs as well as risks/opportunities associated with different investment decisions. Oversee media channel strategy, execution, and scale of priority paid marketing channels, including Meta (Facebook, IG), Google SEM, YouTube, Audio/Podcast and Streaming/OTT. Establish a plan to evaluate new channels that could drive velocity like affiliate, influencer, referral or partner marketing. Manage the investment strategy between Mill's national efforts, and locally targeted campaigns with a focus on driving density, and expanding audience opportunities Leverage the insights from Mill's analytics team to make informed decisions about strategy, and ensure reporting is accurate, timely and actionable across marketing, and for the business overall Establish channel and cross-channel measurement roadmap inclusive of MarTech infrastructure (e.g. measurement pixels) and channel incrementality testing and marketing attribution to enable accountability of paid marketing impact, establish performance KPI targets (e.g. CPA guardrails), and improve decision making with marketing investment. Direct critical agency partners, in service of our strategy, including performance agencies, influencer agencies, SEO and affiliate resources and contractors Own the decision around third-party tools and attribution platforms. Determine when and where it is resourceful to use an agency partner vs manage in-house Partner closely with the creative and product teams on creative strategy, velocity, and the effective testing of creative concepts to optimize our channels and enable breakthrough campaigns and content for Mill. Raise the bar on media strategy and briefing to help inform creative strategy including building vision for full-funnel marketing and creative. Stay up to date with the latest trends, best practices, and advancements in the Growth industry, use your insights and experience to develop and grow the growth-oriented Marketing team at Mill, in pursuit of Mill's business goals Be a talent magnet, building a team of acquisition associates and further establishing Mill's reputation. Drive vision for paid social team and the broader growth team as we scale. Skills and Qualifications 10-12 years of experience in consumer marketing with a focus on high-growth companies Demonstrated track record of scaling businesses across a diverse portfolio of paid marketing channels and surfaces. Experience building full-funnel marketing and media strategies inclusive of campaigns, performance marketing, and success metrics. Extensive knowledge of advertising channels, including bidding strategy, campaign design, and algorithmic best practices A minimum of 4 years of people management experience Deep understanding of marketing measurement, attribution, and incrementality, to help inform channel level and cross-channel marketing goals and success metrics. Track record of forecasting budgets and acquisition targets, managing budget allocation decisions. Experience with new channel expansion and scaling, including establishing test & learn programs for new channels. Ability to move smoothly between high-level strategy and specific details Proven experience in leading work and managing cross-functional projects Consistently evaluates opportunities based on business impact and cost, can effectively prioritize based on opportunity size, and drive focus Strong analytical and reporting skills Knowledge of DSPs and martech stack technologies The estimated base salary range for this position is $158k to $202k, which does not include the value of benefits or a potential equity grant. A wide range of factors are considered in making compensation decisions, including but not limited to skill sets, market conditions, experience and training, licensure and certifications, and business and organizational needs. At Mill, it is not typical for an individual to be hired at or near the top of the range for their role.
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