What are the responsibilities and job description for the Head of Growth Marketing position at Grandma Lucy's?
Head of Growth Marketing (Founding Role)
Location: In office
Reports to: Owners
About Grandma Lucy’s
At Grandma Lucy’s, we believe feeding your pets should feel like feeding family. We’ve been crafting high-quality, freeze-dried pet food and treats since 1999 — with the same warm, no-nonsense approach your actual grandma would approve of. We’re a trusted brand in pet specialty with strong products, loyal customers, and established retail distribution. What we’re ready for now is the next chapter: building a modern growth and marketing engine that makes Grandma Lucy’s more visible, more talked about, and easier to scale — without losing what makes us special.
About the Role
We’re hiring a Head of Growth Marketing to build and own the marketing function from the ground up.
This is a founding, hands-on role. You will be the sole owner of marketing initially — responsible for both strategy and execution across brand, content, digital growth, lifecycle marketing, and retail support.
This role must be equal parts strategist and executor. It is not corporate, siloed, or theoretical. You’ll move fluidly between brand storytelling, content creation, email cadence building, growth experimentation, sales support, and analytics — while building the systems that make it all repeatable.
This role is designed to evolve into a Director of Marketing as the company and team scale.
What You’ll Lead
Growth Strategy & Systems
- Design and operate repeatable growth systems that turn brand awareness into engagement, trial, and repeat purchase.
- Build lightweight experimentation frameworks to test content, channels, and messaging — and scale what works.
- Establish clear KPIs, dashboards, and learning loops to guide decisions and investment.
- Own the annual marketing roadmap and integrated marketing calendar.
Brand, Content & Creative
- Own Grandma Lucy’s brand voice, positioning, and creative standards across all marketing touch points.
- Develop and manage the content calendar across social, email, campaigns, and retail support.
- Personally create content where appropriate and manage freelancers or agencies as needed (copy, video, imagery).
- Balance brand storytelling with performance-driven content that actually sells.
Social, Influencer & Attention Growth
- Own social-first growth across all platforms, with a strong point of view on what earns attention.
- Build and manage creator and ambassador relationships to expand reach and credibility.
- Turn cultural moments, education, and product stories into consistent engagement.
Lifecycle, E-Commerce & Demand Support
- Lead lifecycle marketing across email and SMS to drive retention and repeat purchase.
- Support DTC, Ecomm and retail initiatives with coordinated marketing campaigns, content, and promotions.
- Partner closely with Sales to align marketing with retail moments, distributor priorities, and key accounts.
Retail & Sales Enablement
- Create sell-through campaigns that support brick-and-mortar retail and distributor partners.
- Build retailer toolkits, promo kits, sales sheets, social graphics, and launch support materials.
- Develop and manage new product launch plans across all channels.
Analytics, Budget & Reporting
- Own the marketing budget across advertising and creative spend.
- Build and maintain a monthly performance dashboard tracking key metrics such as traffic, engagement, CAC, conversion, retention, ROAS, and sales lift.
- Use data to inform decisions.
Build for Scale
- Create marketing processes, briefs, calendars, and documentation.
- Prepare the marketing function to scale into a Director-led organization over time.
- Act as a strategic thought partner to ownership on growth opportunities, messaging, and brand positioning.
Who You Are
- 5–9 years of experience in growth, digital, or brand marketing for consumer brands.
- Proven ability to execute hands-on while thinking strategically.
- Strong content instincts and creative sensibility — you understand how content drives growth.
- Comfortable with data, dashboards, and reporting.
- Experience managing agencies and freelancers.
- Thrives in a growing, entrepreneurial environment.
- Comfortable building from the ground up — scrappy, resourceful, and collaborative.
- Passion for pets and natural products a plus.