Growth Strategist (DTC Advertising & Conversion Optimization)

The Growth Strategist will own full-funnel growth strategy across paid acquisition and conversion optimization for a consumer brand specializing in sleep solutions, including the flagship blackout sleep tent and related products.

The brand, founded in 2016 and featured on Shark Tank, has helped over one million families sleep better at home and on the road. Products are sold directly-to-consumer (DTC) via Shopify, Amazon, and major retail partners.

Role Overview

The Growth Strategist will oversee full-funnel advertising strategy across Meta, Google (including PMax), and TikTok, while developing a structured testing program for the website and content. This is a strategy-and-testing role, not a hands-on media buying position. The role reports directly to the CMO and has authority over strategy.

Key Responsibilities

Full-Funnel Advertising Strategy

• Own full-funnel advertising strategy across Meta, Google (including PMax), and TikTok.
• Determine channel mix, budget allocation, audience architecture, and creative strategy for paid advertising.
• Set strategic direction and execute.

Conversion Optimization & Testing

• Build and manage a structured testing program for the website and content.
• Develop hypothesis-driven tests across landing pages, product detail pages (PDPs), offers, messaging, and creative concepts.
• Establish clear success criteria and proper measurement for tests.
• Document learnings from completed tests.
• Apply testing discipline to distinguish between a test and a tweak.

Measurement

• Separate branded harvest from real demand generation.
• Apply incrementality thinking rather than relying solely on platform-reported ROAS.
• Frame recommendations around MER (Marginal Efficiency of Revenue) and contribution margin.

Strategic Feedback & Recommendations

• Deliver actionable feedback in writing.
• Ensure audits, test readouts, and monthly reviews identify what is broken, the proposed fix, who is responsible, and how success will be measured.
• Provide clear, direct, and specific written strategy and feedback that can be acted on without follow-up calls.

Strategic Reviews

• Conduct a monthly strategic review with brand leadership.
• Review what was tested, what was learned, and what changed in the numbers.
• Determine where the next dollar of spend or hour of effort should go.

Qualifications

Experience

• 7+ years of experience in DTC growth, with senior ownership of both paid acquisition strategy and conversion optimization.
• Experience running full-funnel growth for DTC brands.
• Ideally, experience representing seven to eight figures in annual ad spend across the candidate’s career.
• A documented track record of two or three engagements or roles demonstrating before-and-after numbers, what was changed, and what could have been done differently.
• Experience demonstrating changes that moved revenue, contribution margin, or conversion rate in ways measured by someone else.

Skills

• Strong understanding of modern measurement, including post-iOS attribution, incrementality testing, and when MMM (Marketing Mix Modeling) is useful.
• Strong CRO (Conversion Rate Optimization) fundamentals, including research-backed hypotheses, statistical literacy, and judgment around when a test is not worth running.
• Strong creative and content judgment, with the ability to identify why an ad or page is not converting and precisely brief the required fix.
• Ability to develop full-funnel strategy across Meta, Google (including PMax), and TikTok.
• Ability to develop structured testing programs across landing pages, PDPs, offers, messaging, and creative concepts.
• Ability to provide clear, direct, and specific written strategy and feedback.
• Comfortable being challenged and challenging back, including when an opinion contradicts brand leadership.

What Success Looks Like

Within the first 90 days:

• Deliver a full-funnel audit covering ad accounts, site, and content, with prioritized fixes ranked by expected impact and effort.
• Have the top three prioritized fixes in motion.
• Establish a regular testing cadence with at least two completed tests and documented readouts, including unsuccessful tests.
• Provide brand leadership with a one-page explanation of why the budget is allocated the way it is.
• Drive at least one measurable improvement visible in conversion rate, MER, new-customer CAC (Customer Acquisition Cost), or contribution margin.