Manager, Growth Marketing at Casper in Richmond, VA

Job description

• Looking for a job to get you out of bed?
• Casper is seeking a Manager of Growth Marketing to serve as a creative thinker and data-driven, media-buying expert who can help propel a fast-growing brand to its next chapter. In this role, alongside both an internal team and agency partners, you will be focused on expanding Casper’s customer base through the development and execution of digital and offline marketing strategies and plans that drive KPIs across the full marketing funnel.
• The ideal candidate will have experience across online and offline media and who can build out strategies and plans that outsmart the competition and unlock growth. The candidate should also be experienced in working with creative to ensure both media and creative messaging are working in lock step to drive the highest impact. This position requires data-driven decision making as well as close collaboration with internal and external partners to ensure the overall media mix is fully optimized.
• Casper (Casper.com) believes everyone should sleep better. That’s why we obsess over designing sleep products that actually make a difference—from the littlest dreamers and beyond. Including mattresses, pillows, and bedding, our entire collection is dreamed up and engineered in-house by our product and design teams. Sleepers can shop online, visit one of our 40+ retail locations across the United States, or find us through a growing network of trusted retail partners.

Responsibilities

• When youʼre not catching zzzʼs, this is what youʼll do...
• Co-develop, execute and optimize paid media growth strategy to drive acquisition and awareness; ideal candidate will be dynamic and able to monitor and achieve key performance indicators that align with business objectives ranging from e-commerce revenue (topline and bottom line), maximizing retail and wholesale customer acquisition, and growing topline awareness
• Bring expertise across a breadth of digital and offline marketing channels including paid social, paid search, programmatic (display and video), affiliate, paid content, email newsletters, sponsored content, direct mail, podcast, TV/CTV and direct media buys/partnerships
• Support creating channel forecasts, budget management, and media planning across a diversified channel mix; leverage attribution and measurement tooling to ensure media investment is appropriately allocated, and ensure incrementality tests are regularly conducted for accurate value assessment
• Manage day-to-day relationships with agency partners who serve as a direct extension of the team; oversee all campaign launches and optimizations, extract insights from performance and creative reports that are meaningful and actionable
• Report out and collaborate cross-functionally with analytics, brand, and creative teams to ensure data accuracy, communicate insights/learnings, drive improved performance across creative channels, and collaborate on strategic initiatives
• Ideate and implement testing strategies to improve KPIs including creative A/B testing, audience segmentation, ad placements, and retargeting strategy to maximize full-funnel performance
• Maintain relationships with key partners (Google, Meta, etc.), ensuring Casper is always following best practices and is able to access important alpha/beta opportunities; monitor industry trends and shifts in the competitive landscape

Requirements

• Minimum 5+ years of direct experience managing large multi-million dollar budgets across a wide spectrum of digital and offline media with a proven track record of achieving KPIs such as ROAS
• Prior experience working at an advertising agency preferred
• Ability to easily flex between being a strong strategic thought leader and getting into intricacies of platforms to ensure we are fully optimized
• Experience managing both internal team and agency partners
• Extensive knowledge of best practices as it relates to campaign set-up, structure, creative, bidding, bid modifiers, ad copy, extensions, shopping feed management, and landing page testing across digital media platforms
• Deep understanding of how to build out full funnel strategies and connect with our different personas in relevant and meaningful ways
• Management experience with a history of attracting, developing, and retaining great talent
• Familiarity with different attribution methodologies and measurement approaches (LTV, ROAS) as well as online-to-offline measurement with the ability to provide a strong POV on the optimal ways to measure digital media
• Experience using advertising management platforms such as Google AdWords, Search Ads 360, Campaign Manager, etc.
• Stays on top of the competitive and cultural landscape with ability to quickly pivot as needed
• Experience
• Required
• Direct experience managing large multi-million dollar budgets across a wide spectrum of digital and offline media with a proven track record of achieving KPIs such as ROAS

Skills

Required

• Data-driven decision making
• Strategic thought leadership
• Media planning and buying
• Budget management
• Campaign optimization
• Attribution methodologies (LTV, ROAS)
• Online-to-offline measurement
• Team management
• Agency management

Benefits

• We recognize that annual base salary is just one part of a total rewards package. In addition, we offer a comprehensive benefits package, wellbeing resources, and other perks including:
• Medical, vision, and dental insurance to help you with those coughs or cavities (too many waffles)...
• Paid Time Off. We believe in the power of rest so take the time you need to recharge.
• Employee Discount to use on whatever you like (with a few exceptions) and product discounts for friends and family!
• Dreaming of your next degree? After one year of service, we’ll help make that dream a little easier with tuition reimbursement.
• … and more!
• If you dream about this stuff this job is probably right for you. We look forward to learning more about you!
• Casper’s compensation philosophy ensures that the actual base salary is based on factors including but not limited to skills, education, experience, special training, time in position, and/or years of service.