Director of Growth Marketing

Lulu and Georgia is a design-driven home brand on a mission to bring beauty home. We believe that thoughtfully designed spaces have the power to inspire and transform everyday living. Through distinctive product design and exclusive collaborations, we create collections that blend timeless sensibility with fresh perspective - offering pieces that feel personal, elevated, and intentionally curated.

The Director of Growth Marketing is responsible for leading Lulu and Georgia’s full-funnel growth strategy with a focus on incremental revenue, profitability, and disciplined budget allocation.

This role oversees acquisition and retention strategy, budget deployment, forecasting, and performance accountability across our performance marketing channels:

• Paid and Organic Social (Meta, Pinterest, TikTok)
• Paid Search & Shopping (Google, YouTube)
• Email/SMS Marketing
• Direct Mail
• SEO/GEO

The Director oversees a team of 8 (4 direct reports) and is responsible for building a high-performing, analytically rigorous organization that drives scalable and profitable growth.

This leader will balance strategic vision with operational depth - reallocating budgets with agility, improving incrementality measurement, and ensuring all channels contribute to sustainable, margin-conscious growth.

Exceptional cross-functional partnership with Creative, Brand Marketing, Buying/Planning and Ecommerce is critical to success in this role.

Responsibilities:

Growth Strategy & Budget Allocation

• Own overall growth and performance marketing strategy and revenue contribution
• Allocate and optimize a multi-million-dollar marketing budget
• Scale performance marketing channels responsibly while protecting contribution margin and profitability
• Establish frameworks for incrementality testing and performance validation
• Reallocate spend dynamically based on efficiency, marginal return, and growth opportunity
• Build annual, quarterly, and monthly forecasts aligned to company revenue and profit targets
• Proactively source and evaluate emerging channels, strategic partnerships, and technology solutions to unlock incremental growth

Team Leadership & Organizational Development

• Directly manage 4 leaders across channels while overseeing and mentoring a total team of 8
• Establish clear performance standards, accountability structures, and development plans
• Build a culture of collaboration, experimentation, financial rigor, and data-driven decision making

Creative & Brand Partnership

• Act as the strategic bridge between Marketing and Creative
• Translate performance insights into actionable creative direction
• Partner closely with Brand Marketing on campaigns, launches, and storytelling
• Align on promotional calendar and seasonal growth initiatives
• Ensure growth initiatives drive revenue while strengthening long-term brand equity

Channel Leadership & Optimization

• Drive channel-specific strategies across paid, owned, and organic channels, including segmentation, targeting and new channel discovery
• Own SEO strategy including technical, on-page, and content optimization
• Lead full-funnel optimization: prospecting → retargeting → retention → reactivation
• Constantly be searching for new partners, channels, or vendors that can drive scalability and performance

Measurement, Efficiency & Profitability

• Own achievement of demand revenue targets within approved marketing budget
• Establish clear incrementality and attribution frameworks
• Deliver executive-level reporting and insights
• Continuously test creative, audience, landing page, and offer strategies

Requirements:

• 10+ years of experience in growth, performance, or digital marketing leadership
• 3+ years managing multi-layered teams
• Demonstrated experience scaling paid channels profitably
• Strong understanding of incrementality testing and attribution modeling
• Deep expertise across paid media, lifecycle marketing, and SEO
• Strong financial acumen and forecasting ability
• Experience partnering closely with Creative, Brand, and Ecommerce teams
• Ability to balance brand storytelling with disciplined performance accountability
• Highly analytical, strategic thinker with strong executive presence
• Experience in home, lifestyle, or premium consumer brands preferred