Growth Marketing Manager, Emotional Support Pals

Position Summary

The Growth Marketing Manager, Emotional Support Pals, supports the Senior Director of Digital Growth and Social Commerce in driving brand momentum and go-to-market execution for Relatable's fastest-growing plush line. This role plays a key part in owning the organic social presence, managing agency and influencer relationships, and orchestrating multi-channel product launches across social, paid, and experiential platforms. The Growth Marketing Manager works cross-functionally with Brand, Product, and Performance Marketing teams to ensure coordinated, on-brand execution that drives both customer acquisition and community growth.

Responsibilities

Go-To-Market Strategy

• Own the GTM strategy and execution for new product launches across social, influencer, paid, and experiential channels, supporting both retail and owned platforms.
• Develop launch plans that align creative, timing, and channel activation to maximize brand awareness, customer acquisition, and retail performance.
• Approach every launch as a growth moment, ensuring all channels are coordinated and pulling in the same direction.
• Partner with the Senior Director to translate brand strategy into actionable, channel-specific execution plans.

Cross-Functional Collaboration

• Collaborate closely with Product, Brand, and Sales teams to align on launch timing, creative direction, and go-to-market priorities.
• Partner with the Brand and PR teams to ensure launches are delivered with a unified voice across owned, earned, and experiential channels.
• Coordinate with the Creative team to brief and manage asset development supporting both launches and evergreen marketing efforts.
• Contribute to in-person brand activations, pop-ups, and events that extend the brand presence into real-world consumer experiences.

Organic Social Media

• Manage the agency relationship in partnership with the Senior Director, including briefing, consolidated feedback, and content quality oversight.
• Maintain deep platform fluency across TikTok, Instagram, and YouTube, staying ahead of trends and translating cultural moments into brand-appropriate opportunities.
• Create social content independently as needed, including trend research, caption writing, story creation, and on-camera participation.
• Conduct social listening and ensure community feedback is documented and escalated appropriately.

Performance Marketing Collaboration

• Partner with the Senior Manager of Paid Social to provide creative direction, audience insights, and organic channel context that informs paid campaign strategy.
• Ensure alignment across organic, influencer, and paid channels on messaging, timing, and campaign objectives.
• Collaborate with the Influencer team on creator identification, briefing, and performance tracking with a focus on both brand alignment and commercial impact.
• Own TikTok Shop affiliate strategy, including campaign timing and execution designed to support launch momentum and create a halo effect for key retail partners.
• Contribute data-informed insights to strategic discussions, including creative testing, CAC analysis, and ROAS performance.

Qualifications

• 5–7 years of experience in growth marketing, social media, influencer marketing, or brand marketing, ideally at a digital agency or DTC brand.
• Proven experience owning or contributing significantly to go-to-market strategy for product launches.
• Experience managing an external agency or creative partner, with the ability to execute social independently when needed.
• Deep platform fluency on TikTok and Instagram, including a strong understanding of content performance, algorithm dynamics, and trend cycles.
• Strong influencer and creator instincts, with experience structuring partnerships that deliver both brand and commercial value.
• Performance marketing literacy, including familiarity with CAC, ROAS, creative testing frameworks, and paid media briefing.
• Hands-on experience with experiential marketing, brand activations, or live events.
• Excellent organizational, communication, and cross-functional collaboration skills.
• Results-oriented with a proactive approach and the ability to manage multiple priorities in a fast-paced environment.

Preferred Qualifications

• Experience with vendor and production management for events or brand activations.
• Experience building or managing a UGC or brand ambassador program.
• Familiarity with social listening tools such as Sprout Social or Brandwatch.
• Background in paid social or paid search.
• Personal connection to mental health, emotional wellbeing, or purpose-driven consumer brands.

Why Join Us?

🌟 Bring Trends to Life – We don’t just follow what’s next—we create it. Innovation and creativity are at the core of everything we do.

🎉 Energized Culture – Fast-paced, dynamic, and fueled by fresh ideas. Your impact is seen, heard, and celebrated.

💡 Radical Transparency – No guesswork. We believe in open dialogue, direct feedback, and shared success.

💰 Beyond Benefits – Competitive pay, standout perks, and real investment in your growth.

🚀 Push Boundaries – If you want to shape the future and turn ideas into reality, you belong here.

Benefits & Perks

• Healthcare, Vision, & Dental: Competitive / Best in Class Plans
• FSA & HSA Options: Pick what suits you (can’t do both).
• 401K with 3% Match: Eligible after 90 days.
• Financial Planning & Charity Match

Time Off

• PTO, Paid Holidays, Sick Days, Volunteer time, Summer Fridays

Wellness & Growth

• Classpass Membership
• Continuous Learning & Dedicated Learning Hours
• Remote & Hybrid Work Options

Extras

• Commuter Benefits
• Women In Toys Membership
• Parental Leave: After 1 year.

The Legal bits

The salary range for this role is $105,000.00- $135,000.00 annually, plus eligible for an annual target bonus prorated from the start date. This is the lowest to highest salary we in good faith, believe we would pay for this role at the time of this posting. An employee’s pay position within the wage range will be based on several factors including, but limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, sales or revenue-based metrics, and business or organizational needs. This compensation range may also be modified in the future.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by the Team member(s) assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of individuals in this position. Position Descriptions may be subject to change as the needs of the organization change.

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