Senior Manager Of Acquisition Marketing

Senior Manager of Acquisition

LAKE is looking for someone to lead and manage our acquisition marketing efforts. Our ideal candidate obsesses over digital marketing and driving performance, and takes pride in leading by example, collaborating with others, and being both analytical and tactical. Their natural curiosity keeps them looking for smarter, more efficient, and more productive ways to work. An avid technologist, this person loves to learn how they can use new features, platforms, and channels while improving strategy and execution.

PRIMARY RESPONSIBILITIES:

• Oversee spend, strategy, reporting, and optimization of all acquisition channels, including but not limited to Paid Social, Paid Search/Shopping, Display, Digital Video, Direct Mail, Audio, etc.
• Manage our performance agency, being the day-to-day contact while also directing and managing strategy.
• Manage the paid budget according to business goals and KPIs, being able to consult on incremental opportunities and manage up and cross-functionally as needed
• Know the Meta platform forwards and backwards. Understand its capabilities as it relates to optimization, attribution, and bidding.
• Responsible for test and learn roadmap in conjunction with agency for all platforms.
• Identify the measurement framework we should be using for attribution and budget allocation, and how we measure “success” across all tactics and strategies.
• Identify product priorities and content opportunities to engage our customer; work with creative team to bring these to life following data-driven best practices.
• Responsible for all reporting and analytics both in Google Analytics as well as in platform.
• Capable of recognizing and leveraging data and technology to pitch new ideas and initiatives for testing and driving performance.
• Understand growth marketing KPIs (CAC, LTV, etc.) and how to manage spend and channel strategy according to their input.
• Responsible for monitoring performance reporting to identify trends and opportunities within the acquisition portfolio.
• Maintain campaign and creative performance reports, including weekly and monthly reports that are reviewed by the leadership team.

REQUIRED SKILLS AND ABILITIES:

• Strong retail/fashion background and industry knowledge of customer acquisition
• Track record of strong analytical and strategic thinking skills at both smaller and mid-size DTC companies
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate
• Ability to make data-driven decisions
• Advanced Excel knowledge, including the ability to build models for forecasting and ROI
• Currently managing acquisition for a DTC brand, so already know the language and are familiar with the opportunities
• Strong communication and presentation skills
• Self-starter with the ability to lead cross-functional teams - excellent interpersonal and collaboration skills
• Critical thinker with the ability to evaluate potential partners and media plans, pushing back or evolving the plan as needed

EDUCATION AND EXPERIENCE:

• Bachelor’s degree
• 5+ years of Acquisition media experience, with experience in DTC ecommerce
• Extensive experience with Meta and Google advertising products and ad types
• Experience with A/B and multivariate experiments
• Experience with analytical and reporting tools, Google Analytics preferred
• 3+ years of experience managing retail media
• Experience managing a full-funnel media plan
• Experience RFPing partners and technology solutions
• Experience working with CDP or similar technology