Marketing Acquisition Lead

Yami; Brea (CA); On-site; USD 110,000 - 170,000; Full time

Job summary

Yami in the United States is seeking a growth-led senior role focused on social and creator partnerships to drive new customer acquisition across EN, JP, and KR markets. You’ll shape the content strategy, test hypotheses, and scale programs that deliver measurable revenue, not just followers.

You’ll launch Instagram Shopping, establish a content calendar, and set baselines for new customer conversion, collaborating closely with merchandising, site ops and CRM to ensure integrated growth.

Qualifications

• 4+ years in social, content or creator-led growth, including leadership experience.
• Genuinely native to the platforms; current on what works on TikTok and other social channels.
• Proven track record building organic social or creator programs that drive revenue, not just followers.
• Hands-on affiliate marketing experience: creator commissions, publisher partnerships, TikTok Shop or equivalent.
• Comfort building measurement where none exists: UTM taxonomy, channel attribution, basic cohort analysis.
• Strong product/culture sense; ability to select content that resonates with customers.
• Partnership instincts: align with merchandising, site ops and CRM.

Responsibilities

• Own new customer volume and CAC across EN, JP, and KR sites, and manage content strategy.
• Oversee the content engine and the rationale behind each post and hypothesis tested.
• Develop creator and affiliate partnerships; source, negotiate, and scale effective programs.
• Run a weekly product discovery pipeline connecting trends to shippable inventory.
• Establish attribution and UTM discipline to trace where customers originate.
• Turn on Instagram Shopping and product tagging to create path to purchase.
• Set a content calendar balancing evergreen plays with trend capture; drive conversion targets.

Job description

Founded in 2013, Yami’s mission is to bring the world closer for everyone to experience and enjoy. We make it easy to discover exciting flavors and trending products from Asia. We connect customers with authentic food, beauty, home, and wellness experiences through our e-commerce platform and mobile apps.

What you'll own

• New customer volume, qualified UV and CAC across EN, JP and KR sites
• The content engine: what we post, why, and what hypothesis each piece is testing
• Creator and affiliate partnerships — sourcing, negotiating, and scaling what works
• A weekly product discovery pipeline that connects trends to inventory we can actually sell
• The attribution layer: UTM discipline, social-to-site tracking, and a defensible answer to “where did this customer come from”

What you'll do first

• Build the measurement foundation — UTM governance and social-to-site attribution, working with our data team. Today we can't trace external content to on-site conversion, and nothing else you do is provable until we can.
• Turn on Instagram Shopping and product tagging so content has a path to purchase
• Establish a content calendar with a clear split between evergreen category plays and trend capture
• Set a baseline and a target for new customer conversion, then move it

What we're looking for

• 4+ years in social, content or creator-led growth, including experience leading or mentoring others
• You are genuinely native to the platforms. You know what's working on TikTok this month, not last year. You can tell the difference between a trend worth chasing and one that's already over.
• Proven track record building organic social or creator programs that drove measurable revenue — not follower counts
• Hands-on affiliate marketing experience: creator commissions, publisher partnerships, TikTok Shop or equivalent
• Comfort building measurement where none exists — UTM taxonomy, channel attribution, basic cohort analysis
• Strong taste in product and culture. Much of this job is choosing what to put in front of people.
• Partnership instincts: this only works if it's tightly coupled to merchandising, site operations and CRM

Nice to have

• Experience at a consumer brand or e-commerce company that grew primarily through social and creators rather than paid media
• Food, beauty, or Asian consumer category experience
• Japanese or Korean market exposure
• Reddit or community-led growth experience
• You don't need deep paid media expertise — that sits with our central performance team. You do need to know enough to brief them well.

Why this role is interesting

Most social roles report into a brand team and get measured on reach. This one reports into a market P&L and gets measured on customers. You'll have real budget, a team, and a category — Asian food and beauty — that is genuinely having a cultural moment in the US. The demand is there. What's missing is the system that turns attention into customers. That's what you'd build.