Manager, Growth Marketing

"About Beauty by Imagination:Beauty by Imagination is a global haircare company dedicated to boosting self-confidence with imaginative solutions for every hair moment. We are a platform company of diverse, market-leading brands, including Wet Brush, Goody, Bio Ionic, and Ouidad — all of which are driven to be the most trusted choice for happy, healthy hair. Our talented team is passionate about delivering high-performing products for consumers and salon professionals alike. Position Overview:The Manager of Performance Marketing will lead performance creative development and execute growth experimentation across multiple digital channels for our four-brand portfolio. This is a hands-on role requiring equal parts creative strategy and analytical rigor—you'll develop scroll-stopping creative concepts, implement systematic testing frameworks, and optimize paid advertising campaigns that drive measurable revenue growth. You'll manage paid media spend across brands for our DTC sites, leveraging AI-powered workflows and data-driven insights to achieve aggressive ROAS targets while scaling creative production efficiently. Key ResponsibilitiesCampaign Execution & Optimization Execute daily campaign management across Google Ads (Search, Shopping, Display, YouTube), Meta (Facebook, Instagram), TikTok, Pinterest, and Amazon AdvertisingImplement bid strategies, budget pacing, and real-time optimizations to achieve brand-specific ROAS targets across the portfolioMonitor campaign performance and make data-driven adjustments to capitalize on opportunities or mitigate issuesManage brand-specific budgets and allocation - optimize spend across four brands based on performance, seasonality, and growth objectivesCoordinate with Amazon management and DTC operations teams on campaign alignment, inventory considerations, and conversion optimizationPerformance Creative Development & Management Develop creative strategies based on performance data, audience insights, and platform-specific best practices for each of our four brands (Bio Ionic, Ouidad, Wet Brush, Goody)Lead creative testing frameworks - define hypotheses, create test roadmaps, and design creative variants that systematically improve performanceBuild and manage creative production workflows using AI-powered tools (Midjourney, DALL-E, generative video) and agency partners to rapidly produce static ads, video content, and UGC-style assets at scaleDevelop platform-specific creative optimized for Meta, TikTok, Amazon DSP/CTV, Google Display/YouTube, and PinterestAnalyze creative performance metrics (CTR, hook rate, watch time, conversion rate) to identify winning concepts and scale across channelsCreate and maintain creative libraries organized by brand, audience segment, creative concept, and performance benchmarks for rapid deploymentDirect UGC and creator content for paid media campaigns, including creator briefs, content direction, and performance analysisPartner with brand marketing teams to ensure performance creative maintains brand guidelines while optimizing aggressively for conversionTest and implement AI creative automation to increase asset production velocity from 10-20 variants per month to 50-100+ variantsScale winning creative across brands - identify high-performing concepts that can be adapted for other brands in the portfolioGrowth Experimentation & Testing Execute systematic A/B testing framework across ad creative, audiences, landing pages, bidding strategies, and new platform featuresImplement quarterly growth sprints focused on 15-30% revenue increases per channel through structured experimentationTest new audience segments and targeting strategies - identify untapped customer segments for each brandDocument test results and learnings - maintain testing repository with clear documentation of hypotheses, results, and scaling recommendationsIdentify and test new growth opportunities within existing platforms (new ad formats, beta features, audience expansion)Lead cross-brand learning initiatives - scale successful tests from one brand to others where applicableSupport new channel testing and expansion into emerging platforms and retail media networksPerformance Analytics & Reporting Track multi-brand portfolio performance using Google Analytics 4, Northbeam attribution platform, and platform-native dashboardsBuild and maintain weekly performance reports showing ROAS, CAC, conversion rates, and revenue by channel and brandAnalyze cross-channel attribution data to understand customer journey and multi-touch impact across the portfolioCollaborate with web analytics team on data infrastructure, dashboard development, and advanced analytics projectsMonitor competitive activity across all brands and adjust strategies to maintain market positionProvide daily budget pacing updates and flag performance issues requiring immediate attentionSupport incrementality testing and marketing mix modeling initiatives for portfolio optimization Required QualificationsExperience & Expertise5-7 years of performance marketing experience in DTC e-commerce, beauty/CPG, or consumer products industriesBeauty, personal care, or hair care industry experience required - understanding of ingredient sensitivities, diverse hair types, and education-heavy marketing approachesHands-on expertise managing campaigns across Google Ads, Meta, Amazon Advertising Proven track record managing $5M-$7M annual paid media budgets with demonstrated ROAS improvementPerformance creative development experience - portfolio showing ability to develop and test scroll-stopping direct response creativeExperience with TikTok Ads and social commerce platforms (TikTok Shop campaign management experience highly preferred)Strong analytical skills with proficiency in Google Analytics 4, attribution tools (Northbeam, Triple Whale, or similar)Amazon advertising experience preferred - Sponsored Products, Sponsored Brands, DSP knowledge preferredTechnical SkillsAdvanced Excel/Google Sheets - pivot tables, VLOOKUP, data visualization, forecasting models, and complex analysisCreative production tools - working knowledge of Canva, basic Adobe Creative Suite, or video editing toolsAI creative tools - familiarity with generative AI tools (Midjourney, DALL-E, ChatGPT) for scaling asset productionA/B testing methodologies and growth experimentation frameworks with documented resultsMulti-brand budget management and financial forecasting across distinct P&LsEducationBachelor's degree in Marketing, Business, Analytics, or related fieldPreferred QualificationsMulti-brand portfolio management experience with differentiated positioning strategiesAmazon DSP or programmatic advertising experience, especially video/CTV campaignsUGC and creator content direction experience with performance metricsExperience with emerging retail media networks (Ulta, Walmart Connect, Target Roundel, Walgreens)Advanced attribution modeling and marketing mix optimization experienceGoogle Ads, Meta Blueprint, or Amazon Advertising certificationsExperience supporting systematic growth experimentation programs with documented process improvementsAgency or freelance management experience for creative production at scaleKey CompetenciesCreative and analytical balance - ability to develop compelling creative while maintaining data-driven optimization disciplineMulti-brand strategic thinking - understanding how to differentiate campaigns while leveraging cross-brand efficienciesStrong project management - ability to manage multiple brand campaigns, creative projects, and priorities simultaneouslyDetail-oriented with excellent organizational abilities - critical for managing four distinct brand portfoliosSelf-starter who thrives in fast-paced growth environment with comfort in ambiguity and rapid iterationCollaborative team player - works effectively with Amazon management team, web analytics, DTC operations, and brand marketingGrowth mindset focused on continuous testing, learning, and optimizationStakeholder communication - ability to present performance insights to senior leadership and support board-level reporting"