Director of Growth, Marketing

Summary

The Director of Growth owns the acquisition and scaling of new customers through paid and partnership channels, with a focus on driving efficient, repeatable growth. This role is responsible for managing and allocating significant marketing spend ($20M+), optimizing channel performance, and developing scalable acquisition strategies. You bring a strong testing mindset, analytical rigor, and creative problem-solving ability, and are comfortable getting in the weeds to drive performance. You will lead and build a high-performing team, manage external partners and agencies, and identify new channels and opportunities to unlock the next phase of growth. The Director of Growth reports to the VP of Marketing.

This role is based out of our headquarters in Dripping Springs, TX (Austin, TX metro).

Who We Are

Heart & Soil redefines premium nutrition by offering the world's highest form of nutrition through its desiccated organ supplements. Our mission is to inspire and guide people towards radical health and vitality by providing convenient access to the nutrient benefits of organs. Our ingredients are sourced from grass-fed and finished regenerative farms and we do not include any fillers in our supplements.

We are committed to providing real, Animal-based forms of nutrition to our customers. We are a small team passionate about a cause bigger than ourselves, bringing radical health to others and ending unnecessary chronic disease.

Who You Are

You are a highly analytical and driven operator with a strong bias toward testing, iteration, and performance improvement. You combine data-driven decision making with a sharp creative eye, allowing you to identify and scale ideas that drive efficient customer acquisition. You are comfortable getting in the weeds across channels, campaigns, and creative, while also thinking strategically about how to allocate large budgets and unlock new growth opportunities. You are a strong leader and builder who can hire, develop, and manage high-performing teams and external partners, and you operate effectively in a cross-functional environment alongside Brand and Retention to drive business outcomes.

Core Ownership

• Paid Media (Paid Social, Google, YouTube etc.): You own the strategy and performance of all paid media channels, including budget allocation, channel mix, and optimization across a large and growing spend base. Your focus is on scaling customer acquisition while maintaining strong efficiency metrics (CAC, ROAS, aMER). You are expected to operate both strategically and tactically, getting into campaign-level detail when needed to drive results.

• Creative Strategy (Paid): You own the creative testing strategy for paid channels, managing the team to build a structured testing roadmap, develop new concepts, and identify scalable creative winners. While Brand owns overall creative direction, you are responsible for translating that into high-performing paid assets and iterating based on performance data. You bring a strong creative eye and will partner closely with the creative team to maintain a consistent pipeline of new ideas.

• Influencer, Affiliate & Partnerships: You own the strategy and performance of influencer, affiliate, and broader partnership channels as core acquisition drivers. This includes managing large relationships, structuring deals, and thinking cross-functionally about how partnerships can be leveraged across paid, organic, and lifecycle channels. Your goal is to scale these channels into meaningful contributors to new customer growth while maintaining efficiency.

• Channel Expansion & Testing Roadmap: You own the identification, testing, and scaling of new acquisition channels and strategies beyond the current mix (e.g., CTV, direct mail, billboards, emerging platforms). You are responsible for building and executing a forward-looking testing roadmap, prioritizing high-impact opportunities, and validating new growth levers. This requires both analytical rigor and creative thinking to uncover and scale new ideas.

• Acquisition Performance & Efficiency: You own the volume and efficiency of new customer acquisition across all growth channels. This includes managing CAC, ROAS, and overall spend efficiency, as well as forecasting and budget allocation decisions. Your responsibility is to ensure growth is both scalable and financially sustainable.

Responsibilities

• Channel Strategy & Execution: You are responsible for developing and executing the acquisition strategy across all paid and partnership channels, including hands-on involvement in campaign performance when needed. You continuously test, optimize, and scale campaigns, ensuring each channel contributes effectively to new customer growth. You operate with a strong bias toward experimentation and performance improvement.

• Team Leadership & Management: You are responsible for hiring, building, and leading the growth team, including media buyers, creative strategists, and partnerships team members. You set clear priorities, mentor team members, and create a culture of accountability, speed, and continuous improvement. You also manage external agencies and partners, ensuring they are aligned and performing at a high level.

• KPIs & Reporting: You own acquisition KPIs including new customer volume, CAC, ROAS, and overall spend efficiency. You are responsible for forecasting performance, allocating budget, and reporting on results with clear, data-driven insights. You identify opportunities for improvement and adjust strategy quickly based on performance.

• Cross-Functional Collaboration: You partner closely with the Director of Brand Marketing to align on creative direction and messaging, ensuring paid efforts are consistent with brand positioning. You work with the Director of Retention & Lifecycle to ensure traffic converts effectively through optimized funnels and offers. You play a key role in campaign execution by scaling concepts through paid channels and providing performance insights back to the broader marketing team.

KPIs & Success Metrics

• Primary KPIs

  • New Customer Acquisition (Volume & Growth)

  • Blended ROAS, CAC, aMER, Paid aMER

• Secondary KPIs

  • Channel specific performance

  • Partnership Performance (Influencer, Affiliate, Strategic Partners)

  • Creative Performance (Hook, Hold, CTR, CVR, Hit Rate)

  • New Customer Quality (Conversion Rate, Subscription Rate, LTV Indicators)

What Success Looks Like

• New customer acquisition grows consistently through scalable and repeatable channels.

• CAC, aMER and overall efficiency is maintained or improved as we scale budgets.

• Paid channels are driven by a strong and consistent pipeline of high-performing creative.

• New channels and growth opportunities are continuously tested, validated, and scaled.

• Influencer, affiliate, and partnership channels become meaningful and efficient growth drivers.

• Brand, Growth, and Retention are tightly aligned, resulting in traffic that converts efficiently and drives long-term value.

What You'll Get

• Impactful Role: Join a passionate team at a crucial stage to influence the health of millions

• Growth Opportunities: Advancement based on exceptional performance

• Competitive Compensation: Attractive salary and comprehensive benefits including health, vision, dental, 401K matching, PTO, parental leave, and more

• Lifetime Gym membership, Annual Tribe Trips

• HQ amenities (onsite gym, sauna, cold plunges, full kitchen)