Director of Growth and Performance Marketing

Crown Affair is a first of its kind haircare brand that empowers people to redefine their relationship with their hair through accessible luxury products. The Director of Growth and Performance Marketing is responsible for leading the growth strategy, media investment, forecasting, and performance measurement across various channels, partnering closely with cross-functional teams to optimize the customer journey.

Responsibilities:

• Own and manage all paid media and growth investments across the organization, viewing DTC, Sephora, Amazon, and emerging channels (e.g., TikTok Shop) as an interconnected portfolio
• Lead the bottoms-up forecasting, budget architecture, and allocation of media spend, moving the organization away from reactive, last-click DTC management toward disciplined, strategic investment
• Serve as the growth lead for our Amazon launch and scale-up, defining the investment framework and learning agenda for marketplace success
• Define the growth economics and channel role for creator-led acquisition (e.g., ShopMy, TikTok Shop), establishing the frameworks that brand and experience teams will operationalize
• Establish clear efficiency standards for each consumer channel, monitoring the right KPIs—including CAC, ROAS, payback, conversion, customer quality, and incremental contribution—and recommending optimizations accordingly
• Champion and further advance measurement practices, including Media Mix Modeling (MMM), geo-holdouts, and incrementality testing
• Prove and advocate for the impact of media beyond the DTC P&L, measuring how our digital investments drive Sephora and wholesale performance
• Use cohort analysis to prioritize customer quality over sheer acquisition volume, tracking repeat rates, LTV, and the downstream value of different traffic sources
• Build and lead a weekly/monthly operating rhythm that translates fragmented channel data into clear, actionable decisions for the executive team (what to scale, pause, test, or fix)
• Direct our external media and marketplace agencies, ensuring clear briefs, rigorous testing agendas, and strict commercial accountability
• Partner lock-step with the Director of Digital Experience: you define the growth priorities, segmentation strategy, and measurement inputs, while they operationalize the customer journey, site merchandising, and CRM/lifecycle execution
• Collaborate with Brand and Integrated Marketing to ensure performance investments are fueled by compelling creative and aligned with broader brand moments

Requirements:

• Extensive experience building or leading a multi-channel performance or growth function at a high-growth consumer, beauty, retail, or omnichannel brand
• Deep, hands-on experience with Media Mix Modeling (MMM), incrementality testing, and geo-holdouts; you treat modeling and experimentation as management tools, not just reporting exercises
• Strong ability to connect marketing plans to topline revenue, EBITA guardrails, payback periods, and scenario planning
• Experience managing growth investments on Amazon or similar commerce platforms, understanding the distinct economics of marketplace channels
• A track record of leading external media partners to deliver against rigorous commercial goals
• A proven ability to influence stakeholders, educate teams on measurement beyond last-click attribution, and hold the line against overly reactive channel management
• You excel in a matrixed environment, knowing how to set the commercial strategy and framework while trusting and supporting your peers in Experience and Brand to execute the vision