When we think of DTC brands, we think of paid social campaigns at scale: IG, TikTok, YouTube, and influencers. We can all agree that we’ve been the target and retarget of an ad that compelled us to momentarily pause our scrolling and watch.
CAC, ROAS, CPC are the language of DTC marketers. The underlying skill to achieving growth goals rests upon a marketer's experience managing killer budgets through tech platforms that reach a global audience.
Enter the rise of the VP Growth:
→ Performance Marketing
→ Paid Social
→ Customer Acquisition
→ Digital Marketing
.... It's all growth.
Our firm has had plenty of experience recruiting growth marketing leaders for DTC brands, and here are the top five skills and experiences necessary for any successful candidate to have:
1. Strategic Thinking
A VP of Growth Marketing should have a strong strategic mindset. This involves analyzing market trends, identifying growth opportunities, and developing effective strategies to drive customer acquisition, retention, and revenue growth.
2. Data-Driven Decision Making
A solid understanding of data analytics and metrics is crucial. The VP should be able to analyze performance data, identify actionable insights, and make data-driven decisions to optimize marketing campaigns, improve customer targeting, and maximize ROI.
3. Customer-Centric Mindset
Being customer-focused is essential. The VP should deeply understand the target audience's needs, preferences, and behaviours. This knowledge will guide the development of customer acquisition and retention strategies, as well as the creation of personalized marketing campaigns.
4. Multichannel Marketing Expertise
DTC companies often leverage multiple marketing channels, including digital advertising, social media, email marketing, influencer partnerships, and more. Therefore, the VP should have a comprehensive understanding of these channels and their respective best practices to create integrated marketing campaigns.
5. Performance Measurement and Reporting
The VP should establish key performance indicators (KPIs) and develop measurement frameworks to track marketing performance. Clear and concise reporting of marketing results to the executive team and stakeholders is essential for demonstrating the effectiveness of growth marketing efforts.
Looking for compensation insights for a DTC VP Growth hire? See our VP Growth salary insights taken from a real search for a cutting-edge D2C eCommerce company based in Vancouver with a robust digital presence.