Director, Growth & Performance Marketing

Who We Are Halfday was founded in 2021 to reimagine the functional beverage category. Inspired by our co-founder’s personal battle with digestive illness, we set out to make digestive health more approachable by bringing prebiotic fiber to iced tea. We believe functional doesn’t have to mean clinical — it can be delicious, craveable, and part of everyday life. Backed by tier-one institutional investors, Halfday is a fast-growing, better-for-you brand currently top-ranked in its sub-category in the natural channel. We are in the middle of a step-change distribution year, going nationwide across the largest US retailers — including Walmart and Target. Built on grit and long-term thinking, we are scaling with a focus on disciplined execution to become a category-defining player. This is one of a small, senior marketing team we are building to turn that distribution into demand. You will report to the VP of Marketing and work as part of a lean group that sets the strategy and ships the work. Role Overview If awareness is Halfday’s constraint, this role is how we make awareness pay. You will own the performance and learning loop across paid media, e-commerce, and lifecycle — the engine that turns demand into efficient trial and repeat. You will run paid social and search, Shopify / DTC, Amazon, and TikTok Shop; set the strategy and measurement for our largest retail-media platforms (Amazon Ads, Walmart Connect, Target Roundel); and own the weekly performance readout that keeps marketing accountable. You will set strategy, brief and hold agencies accountable, and stay close enough to the accounts to challenge what isn’t working — without pausing the business. Job Responsibilities - Paid Media & Performance: Own Meta, TikTok, Google, paid social flights, and creative testing — the core demand and test-and-learn engine, with agency support as needed. E-Commerce: Drive Shopify / DTC, Amazon, and TikTok Shop performance, conversion-rate optimization, subscription, and marketplace velocity. Lifecycle: Own Klaviyo email / SMS flows, retention, repeat purchase, and owned-channel revenue contribution. Retail Media Strategy: Set strategy and measurement for the largest retail-media platforms — Amazon Ads, Walmart Connect, and Instacart as it scales — and manage the agencies that execute them, aligning spend to incrementally and velocity. Retail & Shopper runs small, account-tactical retail media inside this framework and supplies shopper and coupon data. Measurement Hub: Own weekly performance reporting, lift analysis, contribution-margin readouts, CAC / LTV, and ROAS, routing learnings to Brand, Retail, Sales, and Finance. Agency Accountability: Manage performance, retail media, Amazon, SEO, and media partners against clear briefs, budgets, and decision thresholds. Qualifications- Experience: 6–8+ years in growth, performance, retail media, or e-commerce marketing — ideally CPG/beverage or a high-growth consumer brand. Channel Depth: Direct experience with Meta, TikTok, Google, Amazon, and retail-media strategy; able to manage agencies and challenge channel assumptions. Hands-on Target Roundel and Walmart Connect experience is a strong plus. Analytical Rigor: Fluent in CAC, LTV, ROAS, payback, incrementality, and weekly performance reporting; comfortable with contribution-margin thinking and tools such as GA4, Triple Whale, or Northbeam. Retail Connection: Able to connect digital performance to retail objectives — velocity, trial, and repeat — not just online revenue. Leadership Style: A scrappy, hands-on builder comfortable improving the system with agencies already in place, without pausing the business. Tools: Shopify; Klaviyo (+ SMS); Meta / Google / TikTok Ads; TikTok Shop; Amazon Seller Central + Ads / DSP; Target Roundel; Walmart Connect; GA4; attribution tools; Excel modeling. Location Remote (US). Denver / Mountain Time preferred. Approximately 10–20% travel. Featured Benefits Medical insurance, Vision insurance, Dental insurance, 401(k), Paid maternity leave, Paid paternity leave, & Disability insurance. Show more Show less - Seniority level Director Employment type Full-time Job function Marketing and Sales Industries Food and Beverage Manufacturing Referrals increase your chances of interviewing at Halfday Iced Tea by 2x See who you know