The eCommerce Acquisition Lead has experience growing direct-to-consumer brands through customer acquisition strategy and tactics, driving online sales, and showing positive return on marketing spend. Our Acquisition Lead should have the capacity to test, develop, and execute strategies that lower customer acquisition costs and improve LTV.

This person is responsible for overseeing, strategizing, executing, and partnering with other media buyers for paid media campaigns across all platforms for eCommerce-specific projects, with specific focus on search and social. The lead must work hand-in-hand with other lead roles (such as Conversion and Retention Leads) to achieve optimal results, and he/she is ultimately accountable for how we acquire new customers for our clients and at what cost. 

 

Responsibilities:

 

  • Analyze customer acquisition costs and lifetime value on behalf of our clients and identify opportunities to engage new customers, retarget potential customers, and re-engage past customers to fuel growth
  • Own Facebook and Google planning and buying including: campaign setup, daily optimizations and new campaign rollouts, UTM tagging, audience development, budget adjustments, and more
  • Define KPI baselines and goals, analyze paid platform results, and provide key takeaways to the team and clients
  • Reduce channel specific inefficiencies through qualitative and quantitative data analysis and optimization
  • Work directly with Creative Lead to determine what assets drive the best business results in an effort to produce more content with higher ROI
  • Work directly with Conversion Lead to determine what landing pages drive the best business results in an effort to produce more efficient landing pages
  • Mapping consumer journeys with the Retention Lead and developing journeys that provide a best-in-class customer experience focused on increasing customer LTV
  • Determine hero revenue-driving offers based on LTV analysis and cost per acquisition metrics to acquire high value customers
  • Own the end-to-end testing and optimization roadmap for our clients’ customers, including concepting, executing, and reporting out test results
  • Collaborate with internal teams to ensure consistent strategy, share knowledge and define processes through well-developed documentation and roadmapping
  • Manage internal and external resources to ensure that campaigns are executed accurately, effectively, and within budget
  • Serve as a subject matter expert and function as a center of excellence for customer retention best practices and compliance

 

Requirements:

 

  • 3+ years managing customer acquisition for a brand or agency; experience with DTC companies or subscription-based businesses a plus
  • Experience buying in-platform for Facebook Ad Manager and Google AdWords; YouTube and other channels are a plus
  • Experience leveraging data-driven research/analysis to drive strategic direction and optimize programs
  • Technical understanding of skills and tools including but not limited to: Google Analytics, Google Tag Manager
  • Ability to work independently and as part of a high-growth team, with the ability to lead multiple cross-functional teams
  • Strong analytical and communication skills

 



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