Director of Growth Marketing

Role SummaryThe Director of Growth Marketing owns Vetnique’s performance marketing and demand generation across retail media and digital channels. This leader sets the strategy, targets and budget plans for all paid media, from upper-funnel awareness and household penetration through lower-funnel conversion, with a primary focus on Amazon and retail media (Chewy, Walmart, Target) alongside Meta, Google, TikTok and D2C. They also own all branded media across Meta, TikTok, Google and YouTube, and serve as the primary liaison to Vetnique’s UK-based D2C team.This role is built for a hands-on leader who has directly managed paid media programs, not only overseen them. They know Amazon Ads and retail media networks deeply enough to set direction for agency partners, challenge their recommendations and hold them to results. They build and lead a test-and-learn culture, connect creative and messaging to each funnel stage, and turn data into clear decisions about where the next dollar should go.The Director of Growth Marketing reports to the VP of eCommerce & Performance Marketing and manages the Performance Marketing Manager.Key ResponsibilitiesPaid Media Strategy & PerformanceOwn the strategy, performance and ROAS, TACoS and CAC targets for all paid media across Amazon, Chewy, Walmart, Target and other retail media, as well as Meta, Google, YouTube and TikTok.Build and manage full-funnel media plans, budget pacing and allocation by channel and funnel stage to maximize profitable growth.Oversee agency execution of Amazon advertising programs, including Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP and Amazon Marketing Cloud (AMC), setting priorities and reviewing performance to ensure programs deliver against targets.Balance efficiency targets with investment in new-to-brand customers, household penetration and long-term category growth.Demand Generation & Funnel StrategyLead upper-funnel and demand generation strategy that builds awareness and consideration for Vetnique’s brands and feeds downstream conversion across retail and D2C.Own all branded media across Meta, TikTok, Google and YouTube, ensuring brand campaigns build awareness and consideration while supporting performance goals.Drive funnel-based creative strategy by deciding which content and messaging fit each funnel stage and channel, in partnership with the Brand and Creative teams.Brief and evaluate creative against performance objectives, and build a steady pipeline of new assets for testing.Align paid media with promotions, product launches and brand campaigns, partnering closely with the Senior Director of eCommerce and the Brand team.UK D2C CollaborationServe as the primary liaison to Vetnique’s UK-based D2C team, aligning paid media strategy, creative, messaging and learnings across markets.Share insights, test results and best practices with the UK team, and bring their learnings back to the US program.Coordinate on D2C campaigns, launches and budget priorities so US and UK efforts work together.Testing, Measurement & InsightsLead the testing roadmap across audiences, placements, bidding, creative and new channels, and scale what works.Use AMC, retail media reporting, platform analytics and attribution tools to measure incrementality and full-funnel impact.Own weekly and monthly performance reporting and scorecard measurables, including performance by funnel stage.Turn performance data into clear recommendations for the VP of eCommerce & Performance Marketing and the leadership team.Agency & Partner ManagementSet strategic direction for retail media and digital agency partners, and hold them accountable for performance, testing rigor and insights.Manage relationships with platform partners, including Amazon Ads, Chewy Ads, Walmart Connect and Target Roundel.Evaluate and recommend tools, technology and new media opportunities.Team LeadershipManage, coach and develop the Performance Marketing Manager, including day-to-day execution, creative optimization and reporting.Operate within Vetnique’s EOS framework: own quarterly Rocks, report on scorecard measurables and participate in the weekly L10.Culture Champion & Values-Driven LeaderModel, promote and reinforce Vetnique’s Core Values across the team and cross-functional partners:Be Unique – Encourage creativity and differentiated thinking in how we approach growthMake it Happen – Drive urgency, ownership and follow-through from planning to executionGo Further – Exceed expectations and continuously raise the barOne Pack Mindset – Foster collaboration, transparency and mutual supportUnleash Growth – Create space to learn, take risks and grow professionallyKeep It Fun – Contribute to a positive, energized environment that balances performance with personalityTools & PlatformsRetail media platforms: Chewy, Walmart Connect, Target RoundelRetail media management tools (e.g., xNurta)Meta Ads Manager, Google Ads (including YouTube), TikTok Ads ManagerGoogle Analytics 4 (GA4), ShopifyMicrosoft Office Suite, especially Excel, PowerPoint and TeamsEOS / Traction (Entrepreneurial Operating System)QualificationsRequired Bachelor’s degree is required. Marketing, Business, Analytics, or a related field preferred8+ years of performance marketing experience, including 3+ years leading paid media strategy for CPG or consumer brandsAmazon Ads console, Amazon DSP and Amazon Marketing Cloud (AMC)Deep experience managing Amazon advertising programs, including Sponsored Ads, DSP, and AMCExperience managing retail media programs such as Chewy, Walmart Connect, or Target RoundelProven ability to own paid media budgets and deliver against ROAS, TACoS, and CAC targetsTrack record building full-funnel strategies that drive awareness and conversionExperience leading agency partners and challenging strategy and recommendationsStrong analytical skills, including attribution, incrementality, and data-driven decision makingExperience managing branded media campaigns across Meta, TikTok, Google, and YouTubeExperience managing and developing direct reportsClear, confident communicator with experience presenting performance and recommendations to senior leadershipPreferred Experience working with global or cross-market teams; UK or international experience a plusExperience giving creative direction and building test-and-learn programsPet, animal health, or supplement industry experience