Head of Growth Marketing

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