Director of Growth

About Alleyoop Alleyoop is one of the fastest-growing DTC beauty brands in the US, built on a single belief, great beauty should take less time, not more.Founded by Leila Kashani, Alleyoop designs multi-tasking, clean, and efficient products for women who refuse to compromise on quality, or their schedule. Every product is cruelty-free, vegan, plastic-neutral, and engineered to do more with less. From a DTC-first foundation, the brand has scaled across Ulta Beauty and Amazon, and is now entering one of its most exciting chapters yet, launching into a major national retailer and aggressively scaling across both retail and digital. If you want to join a brand at a genuine inflection point, this is the role. As Alleyoop enters this next phase of growth, paid acquisition becomes the primary driver of scale across both digital and retail expansion. You are the commercial engine behind every new customer Alleyoop acquires.You own paid acquisition across all performance channels, Meta first, but also TikTok Ads, Google, YouTube, affiliate, and whitelisting. This is not a channel specialist role. It is a cross-channel acquisition leadership role for someone who understands how to build and scale a paid media system that compounds over time. Meta is the primary lever. Your mandate is the full funnel, budget allocation, creative performance, unit economics, and channel diversification. What You Own • All paid acquisition channels — Meta, TikTok Ads (Spark Ads / whitelisting), Google, YouTube, Pinterest • Blended CAC, MER, LTV:CAC ratio, payback period, and contribution margin across all paid activity • Paid budget allocation — where spend goes, how fast it scales, and why • Creative performance direction — ensuring the pipeline produces content that converts, across every channel • Influencer whitelisting strategy and rights acquisition — a paid media function, not a creator relations one • Affiliate network management and paid affiliate strategy (including agency relationships) • CRO and Shopify performance — site conversion optimization and checkout performance • Channel diversification roadmap — scaling into new channels as performance justifies investment • Acquisition reporting and commercial forecasting for leadership Core Responsibilities • Own Meta end-to-end: account architecture, campaign structure, bid strategy, spend pacing, and efficiency management • Manage TikTok Ads as a performance channel alongside Meta — including Spark Ads and paid whitelisting amplification • Oversee Google (Search, Shopping, YouTube) and Pinterest, with full accountability for performance and budget • Set creative performance direction, work directly with the Graphic Designer and Video Editor to ensure assets are built for conversion • Manage the Influencer Whitelisting Agency and Affiliate Agency — hold partners to clear briefs and performance benchmarks • Manage the CRM Agency — ensure email and SMS strategy supports acquisition economics and repeat purchase • Oversee the Developer and the CRO + Shopify function — site speed, checkout flow, and conversion optimization • Maintain a high-velocity testing culture: hooks, formats, audiences, landing pages — always testing, always learning • Allocate and reallocate budget in real time based on performance data, LTV:CAC ratios, and contribution margin • Build decision-grade reporting: weekly dashboards covering ROAS, CAC, CVR, AOV, blended MER • Develop acquisition forecasting models to inform revenue planning and hiring decisions • Manage relationships with platform reps (Meta, TikTok, Google) and attribution tooling vendors • Work closely with the Director of Social Commerce to ensure UGC and creator content feeds into paid amplification What Good Looks Like • Paid spend increases week-over-week without material degradation in CAC or blended ROAS • Budget is always in the highest-performing channel — allocation decisions are data-driven and fast • Creative winners are identified quickly and scaled; the feedback loop between data and creative is tight • LTV:CAC ratio is protected and improving as the business scales — targeting 3:1 or better • All agencies (Whitelisting, Affiliate, CRM) are operating to clear KPIs with regular accountability reviews • The Shopify and CRO function is improving site conversion and reducing checkout friction quarter-over-quarter • Reporting is clear, honest, and drives better decisions — not a flattering view of performance Key Metrics You Own • CAC — blended and channel-level, the primary acquisition health indicator • LTV:CAC Ratio — target 3:1 or above • Payback Period — target recovery within 1–2 months given beauty margin profiles • Blended MER — marketing efficiency ratio across all paid spend • ROAS / CVR — channel and campaign level, monitored daily and weekly • Site CVR & AOV — key levers for improving unit economics without reducing spend Team You Manage You will own these responsibilities directly at the outset, delegating to specialists as the team grows. • Media Buyer Day-to-day campaign execution across Meta and TikTok Ads • Graphic Designer Paid creative asset production — briefed and directed by you for performance • Video Editor Paid video content — hooks, formats, and iterations driven by performance data • Developer — CRO + Shopify Management Site performance, checkout optimization, and Shopify improvements • Influencer Whitelisting Agency Managed with clear briefs, whitelisting volume targets, and ROAS accountability • Affiliate Agency Affiliate program operations, partner recruitment, and revenue tracking • CRM Agency Email and SMS — aligned to acquisition economics and retention strategy • Google Ads — External Channel / Agency • Shopify Checkout Optimization Tool • AI / SEO / GEO — Automation & Search Tooling Requirements • Cross-Channel Ownership — demonstrated experience owning paid acquisition across Meta, TikTok Ads, and Google. Able to allocate budgets, set strategy, and hold performance accountability across the full paid mix • Meta Mastery — deep knowledge of Meta ad account structure, Advantage+ Shopping, audience architecture, bid strategy, and scaling methodology • TikTok Ads Fluency — working knowledge of TikTok performance ad products, Spark Ads, whitelisting mechanics, and how paid TikTok integrates with organic creator strategy • Creative Intelligence — reads performance data and translates it into creative direction fast. Briefs fast, tests fast, iterates without ego • CRO & Shopify — comfortable owning site conversion and checkout optimization as part of the acquisition brief • Agency Management — experience managing external agencies to clear performance standards, not just account managing • Analytical Rigor — strong command of CAC, LTV:CAC, payback period, blended MER, CVR, AOV • Operational Speed — moves decisively, tests continuously, protects efficiency at scale Show more Show less - Seniority level Director Employment type Full-time Job function Marketing and Sales Industries Consumer Goods Referrals increase your chances of interviewing at Alleyoop by 2x See who you know