Director, Growth + Retention

More than just hair care, it’s a OUAI of life. Founded by celebrity stylist Jen Atkin, OUAI’s mission is to give you the confidence to win life your OUAI. OUAI (pronounced “way”) is a line of hair, body and fragrance products that are cruelty-, paraben-, & sulfate-free, safe for color treated hair and packed with good-for-you ingredients. OUAI’s fragrances have cult followings and transport you to the cities they were inspired by around the world. Shop theouai.com and join the community @theouai to be part of the conversation. OUAI evokes a cool and casual vibe that has attracted a roster of star clients and 2MM+ Instagram followers.  With its commitment to community, inclusivity and diversity, OUAI seeks to create positive change in society through its products, services, and community initiatives. OUAI is here to give you the confidence to win life your OUAI with products you can relate to, finally.

What’s it like to work here?

Our culture is driven by our brand ethos (fun, purposeful and approachable) and our 5 Culture Codes. (1.) We Aren’t Afraid to Go First. (2.) We Don’t Compete, We Collaborate. (3.) We Ask Questions to Find the Best Answers. (4.) We Keep it Real, No Matter What. (5.) We Work Hard and Live Well.

Our flexible trust-based culture is rooted in respect, empathy and compassion and is driven by employees who love doing great work and care deeply about the brand and each other.

The Role?

The Director of Growth + Retention is a critical people leader and strategist on our Digital team, leading efforts to recruit and retain customers for the brand. This will set a vision and a roadmap for all digital marketing channels, using performance marketing to scale customer and revenue growth. They will be responsible for the CRM strategy- turning newly acquired customers into brand loyalists and driving the overall lifetime value of a customer. The Director of Growth + Retention is a key cross-functional partner to Marketing & Sales in growth for the total OUAI brand, growing our revenue in a sustainable way, and building a three-year plan for our DTC brand flagship with our other DTC leaders.

Requirements

What You’ll Do:

• Create a three-year growth + retention vision for theOUAI.com, our brand flagship, that drives sustainable revenue growth and meaningful customer relationships
• Build annual digital media plan, establishing budget, storytelling calendar and KPI’s for success
• Partner with Sr. Director of DTC on annual forecast, creating a plan that delivers on revenue targets
• Build, accelerate and scale performance marketing to ensure it scales our impact and provides a competitive advantage
• Own the end-to-end strategy, execution, and experimentation of marketing campaigns driving customer acquisition to our flagship DTC website and revenue growth in our retail channels. 
• Strategize on creative testing roadmap, managing always-on A/B tests and sharing of results
• Create NPD launch strategies that drive out-the-door and sustain success for new products
• Deploy an always-on digital marketing strategy for core products that are the best at driving acquisition
• Report on performance weekly & monthly to cross functional teams and executive team
• Fuel revenue growth by driving traffic, finding new customers and converting them through a strategic performance marketing plan

• Find new viable growth channels for the brand, deploy media and report back and apply learnings
• Establish a robust customer retention plan that is both broad and hyper-targeted to key groups driving the lifetime value of our customers up
• Define vision and annual plan for email, SMS and other CRM channels to increase customer loyalty, product adoption and revenue generation
• Establish key metrics for success on CRM and provide regular updates to key stakeholders
• Make meaningful connections with our customers- surprise and delight them with on-brand, value add content that is humorous, culturally relevant and educational
• Partner with the Creative team and digital designers on compelling assets for all of our digital marketing touchpoints, innovating often
• Manage external vendors and agencies to ensure KPIs are being met while maintaining brand values, integrity and optimal customer experience
• Occasionally provide strategic guidance or executional support for other retailer digital marketing initiatives
• Run our affiliate marketing strategy, ensuring its driving growth
• Run our SEO strategy, ensuring its driving growth
• Run our email & SMS marketing strategy, ensuring its driving retention
• Serve as conduit between digital insights + broad business goals, unlocking how the wealth of digital data can drive larger business decisions
• Manage digital marketing P&L and Finance FP&A reporting and month close process
• Maintain strong relationships with our key media partners and stay ahead of new feature rollouts, test funds and other value adds we can obtain through them
• Manage, develop and inspire direct reports

What You’ll Bring:

• A bachelor's degree or equivalent experience.
• 10+ years’ experience in digital marketing with minimum 4+ ecommerce/DTC
• Beauty experience preferred.
• The two OUAI Culture Codes we hope you bring are:
• We Don't Compete We Collaborate -  Collaboration will be essential in order to develop and execute strategies for both customer acquisition and retention. It also involves aligning efforts across departments to drive sustainable revenue growth and meaningful customer relationships.
• We ask questions to find the best answers. Building strategy requires asking lots of questions to uncover opportunities. The role will also be leading a lot of testing to determine what approaches and messaging consumers respond to the best.
• Entrepreneurial, creative, and strategic.
• Data & insights driven approach to strategic decision making
• An inspiring leader and collaborator, excited to build the best digital experience and teams.
• Ego-less, collaborative approach to partner closely with the team and external partners.
• Outstanding communication skills; able to articulate a vision, strategy, or idea clearly.
• Balance of right-brain/left-brain, creative/analytical thinking, grounded in strategy and functionality.
• Forward-thinking approach to business.
• Hands-on, self-directed, team oriented.
• Interpersonal dexterity to thrive in a fast-paced, entrepreneurial environment.
• Desire to work in and promote a positive, collaborative, and inclusive environment.

Benefits

• Annual Base Salary Range is $160,000 - $180,000k (based on experience) + Bonus
• Medical + Dental + Vision
• Unlimited PTO
• 25+ Paid Holidays
• Matching 401k program
• Quarterly OUAI Product Stipend + Employee Discounts
• Flex Fridays
• Employee HSA and FSA
• Education reimbursement
• Hybrid work reimbursement
• Move Your OUAI (Exercise Reimbursement)