Job Summary
The Director of Growth Marketing will own and scale Claire’s end-to-end digital growth ecosystem. This role plays an essential role in representing the voice of our consumer on our digital leadership team and aims to build lifelong relationships with her through fluency of our owned and paid communication channels.
This leader will be responsible for overseeing the strategy and measurement of all things paid media, CRM, lifecycle marketing, loyalty, and growth analytics, with a mandate to drive growth, build foundational capabilities, teams, tools, and operating rhythms.
This consumer-obsessed individual will translate data and insights to optimize segmentation, offer targeting, brand marketing messaging and continually refine our approach using deep understanding of impactful creative hooks, measurement, data and financial acumen. You will own the learning agenda to ensure continued optimization of touch points across all platforms and inspire all Claire’s girls with thoughtful messaging while delivering strong financial results and consumer lifetime value.
This role blends strategic vision with hands-on execution and is ideal for a builder who has scaled growth organizations at consumer-facing brands.
Key Responsibilities
Growth Strategy & Revenue Ownership
- Define and lead Claire’s digital growth strategy across acquisition, retention, and reactivation.
- Own performance against revenue, ROAS, CAC, LTV, and retention KPIs.
- ABT: Always be testing new segments, new creative hooks and smart optimizations that will deliver growth.
- Lead marketing technology requests and requirements for future Growth capability needs, stemming from opportunities identified through rigorous understanding of customer journey and current points of friction.
CRM, Lifecycle & Personalization
- Optimize and supercharge Claire’s CRM and lifecycle marketing engine.
- Own email and SMS messaging strategies, including segmentation, automation, and personalization.
- Develop customer journeys across acquisition, onboarding, retention, and re-engagement.
- Leverage data and analytics skills to deeply understand incrementality of communications and campaigns. Create reporting structure to communicate campaign success as it relates to incremental behavior, incremental revenue, and ROI of spend.
- Recommend segmentation, targeting, lifetime value, and personalization tactics to improve response & conversion and maximize marketing ROI.
- Accountable for customer file growth through strategic planning and execution while measuring effectiveness of campaigns, seeking areas of improvement and innovative thinking.
- Partner with data and technology teams to implement best-in-class CRM tools and CDP capabilities.
- Develop learning agenda to influence personalization testing in-line with overarching CRM strategy and company priorities.
Paid Media & Performance Marketing
- Oversee all paid media channels, including paid search, paid social, display, affiliates, and emerging platforms alongside agency partners and in-house team.
Loyalty & Customer Retention
- Lead the evolution of Claire’s loyalty program, with a focus on engagement, frequency, and lifetime value.
- Design loyalty mechanics that resonate with younger customers while driving measurable business impact.
- Integrate loyalty deeply into paid media, CRM, and onsite experiences.
- Accountable for loyalty KPIs & file growth through strategic planning and execution while measuring effectiveness of campaigns, seeking areas of improvement and innovative thinking.
Analytics, Insights & Infrastructure
- Define the growth analytics foundation, including dashboards, cohort analysis, and performance reporting.
- Translate data into actionable insights for executive leadership.
- Champion a culture of experimentation, measurement, and accountability.
Team Building & Leadership
- Build and lead a high-performing growth organization, including paid media, CRM, and analytics.
- Hire, mentor, and develop talent in a lean, high-impact environment.
- Model a “can-do” attitude by demonstrating willingness to get into the weeds and get the work done while the foundation is built.
- Establish operating processes, agency models, and internal workflows suitable for a scaling business.
Key requirements
- 8–10+ years of experience in digital growth, performance marketing, or lifecycle marketing. Preferably in a digital direct-to-consumer brand, with at least 3 years in a leadership role managing CRM programs E2E with proven growth track record
- Proven success scaling growth at a retail or consumer brand. Brick and mortar retail experience preferred.
- Strong quantitative background, with the ability to analyze data and solve complex problems to unlock CLTV
- A love of Gen A fashion & beauty trends, topics and interests to bring to life our brand in her inbox in partnership with our Brand Marketing partners.
- Deep expertise in paid media, CRM, and loyalty programs.
- Entrepreneurial - self starter and can work independently with minimal oversight
- Experience building teams, tools, and processes from early or transitional stages.
- Proven expertise in financial acumen with strong data analytics skills to assess the programs KPIs, forecast expected outcomes and partner with Finance on budgeting and profitability.
- Comfort navigating large company environment.
- Customer-obsession, entrepreneurial spirit, persistence, bias towards action and a well-rounded skill set.
