Vice President, Customer Acquisition

📋 Description

• • Own the entire customer acquisition P&L for Sundays for Dogs, a fast-growing D2C pet nutrition brand. You will design, fund, and scale a multi-million-dollar media budget across paid social, paid search, CTV, linear TV, podcast, direct mail, affiliate, and emerging channels—balancing aggressive growth targets with disciplined unit-economics and LTV:CAC guardrails.
• • Architect and continuously refine a full-funnel growth strategy that moves prospects from first impression to first purchase and beyond. Map every stage—awareness, consideration, intent, trial, conversion—against quantitative KPIs (MER, CAC, payback, incrementality) and qualitative brand-health metrics (share-of-voice, sentiment, recall).
• • Build and lead a high-performing internal acquisition squad (media buyers, growth analysts, CRO strategists, SEO leads) while orchestrating best-in-class external agency and vendor partners. Establish quarterly OKRs, weekly sprint rituals, and rigorous test-and-learn agendas that deliver statistically significant lifts in ROAS and conversion.
• • Oversee end-to-end campaign execution: brief writing, creative trafficking, bid management, audience segmentation, landing-page QA, and post-campaign attribution. Implement advanced measurement frameworks including multi-touch attribution, MMM, lift studies, and incrementality tests to isolate true channel performance.
• • Drive relentless conversion-rate optimization across Sundaysfordogs.com and all campaign landing experiences. Launch high-velocity A/B and multivariate tests on headlines, CTAs, layouts, and offers; partner with brand and product teams to personalize journeys by cohort, geo, and dog-breed segment.
• • Champion SEO and Answer-Engine Optimization (AEO) to capture high-intent pet-parent queries. Own technical audits, content calendars, schema markup, and backlink strategies that compound organic traffic and reduce blended CAC over time.
• • Leverage AI and emerging martech to unlock efficiency—automated bidding, creative generation, predictive LTV models, and anomaly detection. Stay ahead of platform algorithm changes (Meta, Google, TikTok, Amazon) and translate updates into actionable playbooks within 48 hours.
• • Collaborate cross-functionally with Finance on forecasting and budget re-allocation; with Ops on inventory and promo calendars; with Brand on storytelling and creative guardrails; with Customer Service on post-purchase experience; and with Retention on lifecycle messaging to ensure seamless hand-offs.
• • Design promotional calendars that protect premium pricing while driving trial—bundles, limited-edition flavors, gift-with-purchase, and referral incentives. Model elasticity curves and redemption rates to safeguard margin.
• • Serve as the public face of Sundays’ growth story—presenting weekly to the exec team, monthly to the board, and quarterly at all-hands. Translate complex data into clear narratives that inspire investment, headcount, and roadmap prioritization.
• • Establish vendor governance: run RFPs, negotiate MSAs/SOWs, and maintain scorecards that reward performance. Sunset underperformers quickly and double-down on breakout partners.
• • Foster a culture of curiosity, candor, and customer obsession. Mentor rising marketers, codify playbooks, and institutionalize knowledge so the growth engine scales faster than any individual heroics.