Director, Growth

we're looking for a highly innovative, strategic, and data-driven Director, Growth to build and scale channels via flywheels and to drive sustainable, long-term growth for The Farmer's Dog. Reporting into our SVP of Acquisition, the Director of Growth role is designed to unify organic and paid search strategies to maximize visibility, drive traffic, and improve ROI.

You'll have the opportunity to take the foundation we have in place (including an existing team of high-performing operators) and evolve it to establish The Farmer's Dog as the leading trusted pet care brand and the best option for dogs.

What do we believe is important to achieve those goals? Where do we expect you to have an impact?

- Leadership: Defining the overall vision for both organic (SEO) and paid (SEM/PPC) search to deliver on customer acquisition objectives. Set clear expectations through OKRs, provide direct and empathetic feedback, and continuously redefine what best-in-class looks like.

- Integrated Search Management: Overseeing both channels to ensure a cohesive approach, such as using high-performing SEM keywords to inform SEO content strategies.

- Defensive Search: Own our core narrative around fresh dog food, nutrition, and differentiation across search engines, treating trust, education, and credibility as inputs to customer acquisition performance.

- AI Adaptation : Staying ahead of search engine algorithm updates and AI-driven search changes to maintain a competitive advantage, including AI-driven discovery, LLMs, and AI overviews in the SERP.

- Performance Tracking & Analytics: Monitoring key KPIs, analyzing data, and reporting on traffic, rankings, and conversions.

- Team Management & Development: Leading, mentoring, and scaling teams of SEO managers, specialists, and SEM experts.

- Budgeting & LTV Optimization: Managing substantial budgets and optimizing spend to drive LTV-positive growth.

- Test & Learn: Execute a rigorous test & learn experimentation plan with Analytics to connect advocacy efforts to conversion rate, CAC, trials, and subscription growth.

- Partnership: Partner with the Brand Content team to ensure authoritative, accurate, and compelling content consistently outranks negative or low-quality narratives.

- You have 7+ years of experience in digital marketing, with deep knowledge in Paid Search, SEO, AEO and PPC/SEM.

- You're an expert in tools like Google Ads, Google Search Ads 360, Google Analytics, Google Ads, SEMrush, Ahrefs, and Google Search Console.

- You have a technical understanding of search algorithms, PPC bid strategies, website architecture, and HTML.

- You have demonstrated your ability to build and manage both 0 →1 and large scale growth programs for consumer businesses (especially excited about you if you have demonstrated excellent execution of 1:1 at scale). You've done this in a holistic, customer-focused manner.

- You are an exceptional people manager. You expect a lot, but you support your team along the way. You empower your reports and create cultures and ceremonies/feedback loops so that everyone can and should operate with autonomy.

You encourage feedback and debate from your function and across all levels. You are passionate about developing talent.

- You lead through others - you don't need to be the one to 'do all the things' to have an outsized impact.

- You thrive in high pressure, high stakes environments. You have natural drive and you work hard. You maintain early stage startup intensity at any scale.

- You're not afraid to disagree, and yet you can also comfortably admit when you were wrong.

- You are skeptical, peek around corners effectively and continuously, and you are right the first time most of the time.

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically.

For this role the anticipated hiring base compensation range is USD annual and the compensation offered will include a robust market competitive package of base, bonus, and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer.

This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.