Manager, Growth Marketing

Beauty by Imagination (BBI); New York (NY); On-site; USD 90,000 - 130,000; Full time

Benefits offered by this job

Competitive salary

Growth opportunities

Health benefits

Job summary

A global haircare company is seeking a Manager of Performance Marketing in New York. In this role, you'll oversee creative development and growth experimentation across multiple digital channels for brands like Bio Ionic and Ouidad. Applicants should have 5-7 years of experience in performance marketing, particularly in the beauty sector. Strong analytical and creative skills are essential to optimize advertising campaigns and achieve high revenue targets. The position offers an opportunity to lead strategic initiatives in a fast-paced environment.

Qualifications

• 5-7 years of performance marketing experience in DTC e-commerce or consumer products industries.
• Experience in beauty, personal care, or hair care industry required.
• Proven track record managing substantial paid media budgets.

Responsibilities

• Lead performance marketing campaigns for multiple brands.
• Optimize paid advertising campaigns based on data-driven insights.
• Collaborate with brand marketing teams to ensure alignment on goals.

Skills

Performance marketing experience

Analytical skills

Creative strategy

Campaign management across digital channels

Education

Bachelor's degree in Marketing, Business, Analytics, or related field

Tools

Google Analytics 4

Excel/Google Sheets

Creative production tools (Canva, Adobe Creative Suite)

Performance advertising tools (Amazon Advertising, Google Ads)

Job description

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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 Responsibilities

Campaign Execution & Optimization

• Execute daily campaign management across Google Ads (Search, Shopping, Display, YouTube), Meta (Facebook, Instagram), TikTok, Pinterest, and Amazon Advertising
• Implement bid strategies, budget pacing, and real‑time optimizations to achieve brand‑specific ROAS targets across the portfolio
• Monitor campaign performance and make data‑driven adjustments to capitalize on opportunities or mitigate issues
• Manage brand‑specific budgets and allocation - optimize spend across four brands based on performance, seasonality, and growth objectives
• Coordinate with Amazon management and DTC operations teams on campaign alignment, inventory considerations, and conversion optimization

Performance 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 performance
• Build 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 scale
• Develop platform‑specific creative optimized for Meta, TikTok, Amazon DSP/CTV, Google Display/YouTube, and Pinterest
• Analyze creative performance metrics (CTR, hook rate, watch time, conversion rate) to identify winning concepts and scale across channels
• Create and maintain creative libraries organized by brand, audience segment, creative concept, and performance benchmarks for rapid deployment
• Direct UGC and creator content for paid media campaigns, including creator briefs, content direction, and performance analysis
• Partner with brand marketing teams to ensure performance creative maintains brand guidelines while optimizing aggressively for conversion
• Test and implement AI creative automation to increase asset production velocity from 10‑20 variants per month to 50‑100+ variants
• Scale winning creative across brands - identify high‑performing concepts that can be adapted for other brands in the portfolio
• Execute systematic A/B testing framework across ad creative, audiences, landing pages, bidding strategies, and new platform features
• Implement quarterly growth sprints focused on 15‑30% revenue increases per channel through structured experimentation
• Test new audience segments and targeting strategies - identify untapped customer segments for each brand
• Document test results and learnings - maintain testing repository with clear documentation of hypotheses, results, and scaling recommendations
• Identify 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 applicable
• Support new channel testing and expansion into emerging platforms and retail media networks

Performance Analytics & Reporting

• Track multi‑brand portfolio performance using Google Analytics 4, Northbeam attribution platform, and platform‑native dashboards
• Build and maintain weekly performance reports showing ROAS, CAC, conversion rates, and revenue by channel and brand
• Analyze cross‑channel attribution data to understand customer journey and multi‑touch impact across the portfolio
• Collaborate with web analytics team on data infrastructure, dashboard development, and advanced analytics projects
• Monitor competitive activity across all brands and adjust strategies to maintain market position
• Provide daily budget pacing updates and flag performance issues requiring immediate attention
• Support incrementality testing and marketing mix modeling initiatives for portfolio optimization

Required Qualifications

Experience & Expertise

• 5‑7 years of performance marketing experience in DTC e‑commerce, beauty/CPG, or consumer products industries
• Beauty, personal care, or hair care industry experience required - understanding of ingredient sensitivities, diverse hair types, and education‑heavy marketing approaches
• Hands‑on expertise managing campaigns across Google Ads, Meta, Amazon Advertising
• Proven track record managing $5M‑$7M annual paid media budgets with demonstrated ROAS improvement
• Performance creative development experience - portfolio showing ability to develop and test scroll‑stopping direct response creative
• Experience 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 preferred

Technical Skills

• Advanced Excel/Google Sheets - pivot tables, VLOOKUP, data visualization, forecasting models, and complex analysis
• Creative production tools - working knowledge of Canva, basic Adobe Creative Suite, or video editing tools
• AI creative tools - familiarity with generative AI tools (Midjourney, DALL‑E, ChatGPT) for scaling asset production
• A/B testing methodologies and growth experimentation frameworks with documented results
• Multi‑brand budget management and financial forecasting across distinct P&Ls

Education

• Bachelor's degree in Marketing, Business, Analytics, or related field

Preferred Qualifications

• Multi‑brand portfolio management experience with differentiated positioning strategies
• Amazon DSP or programmatic advertising experience, especially video/CTV campaigns
• UGC and creator content direction experience with performance metrics
• Experience with emerging retail media networks (Ulta, Walmart Connect, Target Roundel, Walgreens)
• Advanced attribution modeling and marketing mix optimization experience
• Google Ads, Meta Blueprint, or Amazon Advertising certifications
• Experience supporting systematic growth experimentation programs with documented process improvements
• Agency or freelance management experience for creative production at scale
• Creative and analytical balance - ability to develop compelling creative while maintaining data‑driven optimization discipline
• Multi‑brand strategic thinking - understanding how to differentiate campaigns while leveraging cross‑brand efficiencies
• Strong project management - ability to manage multiple brand campaigns, creative projects, and priorities simultaneously
• Detail‑oriented with excellent organizational abilities - critical for managing four distinct brand portfolios
• Self‑starter who thrives in fast‑paced growth environment with comfort in ambiguity and rapid iteration
• Collaborative team player - works effectively with Amazon management team, web analytics, DTC operations, and brand marketing
• Growth mindset focused on continuous testing, learning, and optimization
• Stakeholder communication - ability to present performance insights to senior leadership and support board‑level reporting