Head of Growth Marketing
About this role
Role Overview
The Head of Growth will own Modern Animal’s acquisition engine and be accountable for efficiently driving new member growth at scale. This role oversees a seven-figure marketing budget, defines channel strategy, and ensures investments deliver against CAC and volume targets.
This is a highly analytical, business-critical role with end-to-end ownership of growth performance. You will operate as the central decision-maker across channel mix, budget allocation, and performance strategy, partnering closely with Creative, Lifecycle, Analytics, and Operations to align growth with market demand and clinic capacity.
While initially an individual contributor, this role will manage external agencies and build the foundation for a high-performing growth team, with plans to hire an internal team in the near term.
Key Responsibilities
Strategy & Performance
- Own acquisition strategy across all paid and performance channels (e.g., Google, Meta, Yelp, Direct Mail, OOH, emerging platforms)
- Drive channel mix and investment decisions to hit new member and CAC targets
- Continuously identify opportunities to scale, reallocate, or optimize spend based on performance and business needs
- Ensure growth efforts are aligned with regional dynamics, clinic capacity, and expansion priorities
- Own budget planning, pacing, and forecasting across daily, monthly, and quarterly horizons
- Partner with Finance and Marketing leadership to guide investment decisions and tradeoffs
- Manage external media buying agencies (Google, Meta), holding them accountable to performance, testing velocity, and reporting standards
Measurement, Insights & Optimization
- Define and monitor core growth KPIs (CAC, CVR, CPL, etc.)
- Partner with Analytics to understand attribution, channel incrementality, and performance drivers
- Surface actionable insights and recommendations to leadership regularly
- Continuously test and optimize across audiences, creative, landing experiences, and channel mix
Creative Testing Strategy
- Own the paid media creative strategy and testing roadmap
- Partner with Creative to develop high-performing, channel-specific assets
- Translate performance data into clear testing hypotheses and creative direction
- Ensure a consistent cadence of experimentation to drive incremental gains
Qualifications
- 6-10+ years of experience in growth marketing or paid media, ideally in a high-growth, multi-location or consumer services business
- Proven experience owning and optimizing seven figure paid media budgets and forecasts
- Deep hands-on knowledge of Google Ads and Meta Ads, including strategy, testing, and performance analysis
- Experience managing and scaling acquisition across multiple channels and geographies
- Strong analytical skills with the ability to translate data into clear decisions and recommendations
- Experience managing agency partners and holding them accountable to performance outcomes
- Familiarity with attribution models, incrementality testing, and performance measurement challenges
The pay range for this position is listed below; however, base pay offered may vary depending on job-related knowledge, skills, and experience. A sign-on bonus and equity grant units may be provided as part of the compensation package, in addition to a full range of medical, financial, and/or other benefits, dependent on the position offered. This information is provided per the California Pay Transparency Act. Base pay information is based on geographic location.
We believe an equitable and inclusive work environment and a diverse, empowered team are key to achieving our mission. We’re not looking for candidates who are “culture fits.” We’re looking for candidates who can expand our culture and challenge business as usual. We strive to foster an environment where all staff can bring their whole selves to work, by their own definition, and we strive to provide all candidates with an equitable and accessible recruitment process.
We provide equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity or expression, veteran status, or genetics.
In addition to federal law requirements, we comply with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
If we can offer accommodations for you in the recruitment process, or if you have feedback on how to make our recruiting more equitable or accessible, please let us know!
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