Director Growth & Performance Marketing

Director, Growth & Performance Marketing

Reports to: VP of Digital

Team: Digital (Growth, Digital Experience)

Salary: $160,000 with discretionary bonus eligibility

Location: Remote, NY area preferred

Type: Fulltime

Required Work Authorization: USA

Where This Role Sits

The Director of Growth sits within Crown Affair’s Digital organization and reports to the fractional VP of Digital. As the commercial and measurement leader for cross-channel growth, this role partners closely with the Director of Digital Experience and works across Brand, Integrated Marketing, Sales/Retail, Finance, and agency partners.

The Director of Growth owns growth strategy, media investment, forecasting, and performance measurement across DTC, Sephora, Amazon, and emerging channels, while Digital Experience owns the operational execution of the post-click customer journey.

The Role

The Director of Growth is the senior commercial and measurement leader responsible for how Crown Affair invests to create demand across our entire selling ecosystem. Reporting to the VP of Digital, you will own growth strategy, media-investment allocation, forecasting, and measurement.

This role represents a critical shift in our operating model: you will hold the strategic and financial reins of growth—focusing on media mix, incrementality, and channel economics—while partnering closely with a peer Director of Digital Experience, who owns the day-to-day operationalization of the post-click journey (site, CRM, CRO, and loyalty). We are looking for a total-business growth leader who can advocate for media as a driver of retail halo, lead our measurement transformation, and build the evidence-led rhythms that guide our executive team.

What You'll Own

Growth strategy & Media Investment

• Own and manage all paid media and growth investments across the organization, viewing DTC, Sephora, Amazon, and emerging channels (e.g., TikTok Shop) as an interconnected portfolio.
• Lead the bottoms-up forecasting, budget architecture, and allocation of media spend, moving the organization away from reactive, last-click DTC management toward disciplined, strategic investment.
• Serve as the growth lead for our Amazon launch and scale-up, defining the investment framework and learning agenda for marketplace success.
• Define the growth economics and channel role for creator-led acquisition (e.g., ShopMy, TikTok Shop), establishing the frameworks that brand and experience teams will operationalize.

Measurement & Media Mix Modeling

• Establish clear efficiency standards for each consumer channel, monitoring the right KPIs—including CAC, ROAS, payback, conversion, customer quality, and incremental contribution—and recommending optimizations accordingly.
• Champion and further advance measurement practices, including Media Mix Modeling (MMM), geo-holdouts, and incrementality testing.
• Prove and advocate for the impact of media beyond the DTC P&L, measuring how our digital investments drive Sephora and wholesale performance.
• Use cohort analysis to prioritize customer quality over sheer acquisition volume, tracking repeat rates, LTV, and the downstream value of different traffic sources.

Cross-Functional Partnership

• Build and lead a weekly/monthly operating rhythm that translates fragmented channel data into clear, actionable decisions for the executive team (what to scale, pause, test, or fix).
• Direct our external media and marketplace agencies, ensuring clear briefs, rigorous testing agendas, and strict commercial accountability.
• Partner lock-step with the Director of Digital Experience: you define the growth priorities, segmentation strategy, and measurement inputs, while they operationalize the customer journey, site merchandising, and CRM/lifecycle execution.
• Collaborate with Brand and Integrated Marketing to ensure performance investments are fueled by compelling creative and aligned with broader brand moments.

What You Bring

• Omnichannel Growth Leadership: Extensive experience building or leading a multi-channel performance or growth function at a high-growth consumer, beauty, retail, or omnichannel brand.
• Measurement Expertise: Deep, hands-on experience with Media Mix Modeling (MMM), incrementality testing, and geo-holdouts; you treat modeling and experimentation as management tools, not just reporting exercises.
• Financial & Forecasting Fluency: Strong ability to connect marketing plans to topline revenue, EBITA guardrails, payback periods, and scenario planning.
• Marketplace Acumen: Experience managing growth investments on Amazon or similar commerce platforms, understanding the distinct economics of marketplace channels.
• Agency Management: A track record of leading external media partners to deliver against rigorous commercial goals.
• Strategic Change Leadership: A proven ability to influence stakeholders, educate teams on measurement beyond last-click attribution, and hold the line against overly reactive channel management.
• Collaborative Mindset: You excel in a matrixed environment, knowing how to set the commercial strategy and framework while trusting and supporting your peers in Experience and Brand to execute the vision.

About Crown Affair—

Crown Affair is a first of its kind haircare brand that empowers people to redefine their relationship with their hair through accessible luxury products, guidance, and community. We believe that loving your hair starts with understanding how to care for it. Each product we make is developed to work together with any or all of our other products, so that together they form more than a routine: it’s a ritual. We’ve partnered with dedicated craftsmen and chemists around the world to create thoughtfully sourced products you’ll love using each and every day.

The anticipated base salary range for this position is $160,000 Exact salary depends on several factors such as experience, skills, education, and budget. In addition, Crown Affair offers a variety of benefits to eligible team members, including health insurance coverage, paid leave programs, Unlimited PTO, paid holidays, and others.

• Crown Affair is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. Employment decisions are made without regard to race, color, religion, sex, sexual orientation, gender identity or expression, age, national origin, disability, veteran status, or any other characteristic protected by applicable law.