Senior Growth Marketing Leader

Company Overview

Premium Invention is a fast-growing international eCommerce brand headquartered in Vancouver, Canada. We design and sell premium solar-powered security cameras and accessories for off-grid and remote properties, primarily serving customers in the United States and other Western markets.

We are expanding our product line aggressively and are looking for a senior growth marketing leader to own customer acquisition and retention strategy.

Role Summary

This is a senior, strategy-led growth role.

You are responsible for driving profitable customer acquisition and maximizing customer lifetime value through:

• Paid advertising strategy and execution across all channels
• Email marketing and retention systems
• Customer journey optimization and analytics
• New product launch acquisition strategy

This is not an executor role and not a task-based role.

You are expected to:

• Think strategically about channel mix and budget allocation
• Identify opportunities and problems before they impact performance
• Proactively test new channels and optimization approaches
• Lead growth decisions from strategy → testing → scaling
• Make autonomous decisions on advertising spend and channel prioritization

You will work with our Product Marketing Manager (who owns landing pages and conversion) and Designer (who creates ad assets), but you own acquisition strategy, budget decisions, and revenue growth through marketing channels.

All major budget increases will be discussed with the CEO initially, but you are expected to lead the strategic thinking and recommendations.

Core Responsibilities

1. Paid Advertising Strategy & Execution

• Develop and execute paid acquisition strategy across Meta, Google Ads, and emerging channels
• Manage monthly advertising budget allocation based on performance data and product priorities
• Scale profitable campaigns while maintaining or improving ROAS targets
• Create testing frameworks to rapidly validate new products as they launch monthly
• Conduct audience research to identify and target high-value customer segments
• Analyze performance metrics (ROAS, CAC, LTV, conversion rates) and optimize campaigns accordingly
• Brief Designer on creative needs based on performance data and campaign requirements
• Monitor competitive landscape and platform changes to identify new opportunities
• Build relationships with ad platform representatives for optimization support

2. Email Marketing & Retention Strategy

• Design and implement comprehensive email marketing infrastructure from ground up
• Build automated email flows: welcome series, cart abandonment, post-purchase, win-back campaigns
• Develop promotional calendar aligned with product launches and seasonal opportunities
• Create segmentation strategy based on customer behavior and purchase patterns
• Write and optimize email copy and calls-to-action for maximum engagement
• Implement list growth strategies and monitor deliverability metrics
• Target 15-20% of total revenue attribution to email channel
• Develop strategies to increase repeat purchase rates and customer lifetime value

3. Customer Journey Optimization & Analytics

• Own end-to-end funnel analysis from ad impression through repeat purchase
• Identify friction points and conversion barriers at each stage
• Provide data-driven recommendations to Product Marketing Manager for landing page and checkout improvements
• Implement tracking and attribution systems to measure channel performance accurately
• Build performance dashboards for real-time monitoring
• Analyze customer cohorts to understand LTV patterns by source and product
• Forecast revenue impact of budget changes and optimization initiatives
• Deliver weekly performance reports with clear insights and recommendations

4. New Product Launch Strategy (Acquisition Focus)

• Develop paid acquisition strategy for each monthly product launch
• Create testing roadmaps for messaging angles, creative approaches, and audience targeting
• Establish validation criteria and acquisition KPIs for new products
• Scale winning campaigns quickly while cutting underperforming tests
• Document learnings to refine acquisition playbook over time

5. Budget Management & Channel Expansion

• Own monthly budget planning and allocation across all channels and products
• Set ROAS targets by channel and product lifecycle stage
• Make real-time reallocation decisions based on performance
• Research and test new acquisition channels (TikTok, Pinterest, native ads, etc.)
• Assess geographic expansion opportunities beyond US/Canada
• Ensure efficient capital deployment to maximize return on ad spend

6. Ownership, Reporting & Leadership

• Operate with high autonomy and accountability
• Identify optimization opportunities without being told
• Present clear strategic recommendations backed by data
• Own growth outcomes, not just campaign execution
• Act as the internal authority for customer acquisition decisions

What Success Looks Like

• Consistently profitable customer acquisition at scale
• ROAS targets maintained or improved as budget increases
• Successful paid acquisition strategy for monthly product launches
• Email channel generating 30%+ of total revenue
• Clear, confident growth decisions backed by data and strategic thinking
• Autonomous operation requiring minimal CEO oversight

Non-Negotiables

• 5-7+ years managing paid advertising for DTC e-commerce brands (in-house experience required)
• Proven track record scaling ad accounts to €40,000+ monthly spend profitably
• Strong strategic thinking and independent decision-making ability
• Deep expertise with Meta Ads Manager and Google Ads platforms
• Experience building email marketing programs that drive significant revenue
• Advanced analytical skills and ability to work with complex data
• Strong understanding of US and Canadian consumer markets
• Excellent English communication (written and spoken)
• Self-directed work style with ability to operate without close supervision
• Proven ability to build marketing systems from ground up

Strongly Preferred

• Experience marketing technical products, security cameras, or outdoor equipment
• Background with Amazon Advertising
• Experience launching new products and understanding go-to-market dynamics
• History of owning growth decisions end-to-end
• Comfortable challenging assumptions and making contrarian bets based on data
• Experience managing contractors or junior team members

Perks

• Very competitive salary and negotiable based on experience
• Fully remote with flexibility to work anywhere
• Direct impact on company revenue and growth trajectory
• Autonomy to make strategic decisions and own your domain
• Opportunity to scale with the company and build a team