Growth Lead - Moment by Cookpad

About Us 

Cookpad's mission is to "Make everyday cooking fun." We believe solving everyday cooking challenges worldwide will encourage more people to enjoy cooking, ultimately addressing larger societal issues. Cookpad operates three key services: the globally recognised recipe-sharing platform "Cookpad," the e-commerce service "Cookpad Mart" for easy access to fresh ingredients, and the coaching service "Moment" which helps users build cooking skills to cook like professionals.

Imagine helping people discover the true joy of cooking—not by following recipes, but by building real skills they can use anytime, anywhere. Moment is a smart, personal AI cooking coach that empowers busy people to cook confidently, creatively, and freely. With just a few coaching sessions, users gain lasting techniques that transform how they cook for life.

This isn’t just a product. It’s a movement to make everyone a creator in the kitchen.

We’re looking for people who believe in this vision and who want to bring this life-changing experience into homes around the world. If you believe cooking should be intuitive, joyful, and empowering, let’s build Moment together.

Opportunity 

After 2 years of user testing and validating product market fit, Cookpad is now ready to bring Moment to market.

This is where you come in........

This is the first Growth hire in this company. You will be brought on to build and lead this function. As Growth Lead, you will be responsible for driving the overall growth strategy to scale Moment sales. You will build the growth strategy, alongside our Growth advisors, and set day-to-day execution across the various growth levers. We anticipate these will begin with performance marketing across Meta & PPC, CRM, and CRO, alongside beginning to build our organic social channels (less of a priority).

You will be responsible for experimenting across these channels, driving new user acquisition. You will play a leading role across the entire growth loop, from activation to retention —to build a sustainable, data-driven engine for growing Moment sales.

This is a critical leadership role where you’ll have the opportunity to play a founder-like role in Moment’s early stage subscription growth.

Data-driven + experimental mindset and autonomous decision making is a must. 

We are open to hybrid working, including working from a London base.

Key Responsibilities

Growth Strategy & Execution:

• Own and lead the growth strategy for scaling Moment subscriptions, covering all stages of the growth loop: acquisition, activation, retention, referral, and revenue.
• Set the direction for performance marketing (paid social, paid search, etc.) and CRM (email marketing, push notifications, lifecycle marketing), ensuring alignment with overall business goals.
• Begin to build out a growth function underneath you as the levers start delivering, you will be responsible for building out the function in each lever, hiring to continue scaling.

Performance Marketing & CRM:

• Lead day-to-day performance marketing efforts, including campaign execution and scaling across Meta and Google. Accessing new audiences at a sustainable CPA, helping establish the right channel mix and budget allocation.
• Develop and implement the performance marketing strategy to access new audiences, categories (e.g. busy parents, passionate home-cooks), demographics, and territories (Japan, Italy etc)
• Drive the email and push notification strategy, optimizing lifecycle campaigns to engage users, reduce churn, and increase lifetime value, alongside campaigns. Manage welcome journeys, winbacks, and re-engagement efforts to drive both acquisition and repeat engagement, retention, and lifetime value. This will include end-to-end ownership of strategic and technical workflows.

Cross-Functional Collaboration:

• Collaborate with the product team to ensure smooth onboarding experiences, optimise conversion funnels, and identify opportunities to improve customer retention through product enhancements.
• Communicate growth insights, data, and results to senior leadership, providing strategic recommendations based on key metrics and growth trends.

Data-Driven Growth & Optimization:

• Build the growth model for Moment, identifying rate-limiting bottlenecks to be addressed. On an ongoing basis analyse key performance metrics (CPI, CAC, LTV, engagement rates) to guide decision-making, ensuring that growth strategies are continuously optimised based on data insights.
• Analyse CAC across paid, working closely with the CEO and Finance Director to ensure that this remains at a scalable and commercially viable level
• Lead A/B testing initiatives and experimentation roadmaps across landing pages, user funnels, and campaigns to drive conversion rate optimization (CRO).Develop messaging and creative tests to reach and convert the right audiences, as well as tactical optimisations to make our channels work harder for us.
• Develop and monitor dashboards to track growth KPIs and report regularly on the progress of acquisition, activation, and retention efforts.
• Use data and experimentation to assess and pursue our most efficient routes to drive Premium subscribers

Holistic Growth Leadership:

• Oversee and guide the entire growth loop—from customer acquisition through to retention and referral, ensuring a cohesive and effective strategy across all touchpoints.
• Ensure that all efforts (paid, organic, CRM, CRO) are aligned to deliver consistent, efficient, and impactful growth across Moment.
• Lead new channel exploration and testing to unlock additional growth opportunities and refine the overall growth strategy.

• 4+ years of proven experience in growth marketing roles, with a proven track record of success in user acquisition and retention in a direct-to-consumer (D2C) environment (preferably with physical subscription products).
• Expertise in performance marketing (paid social, paid search, display), with hands-on experience running campaigns on platforms such as Meta, Google, TikTok, and others.
• Strong experience with Klaviyo and a deep understanding of lifecycle marketing, segmentation, and customer retention strategies.
• You’re happy doing both day-to-day execution & strategic thinking. You'll be the first growth member on our marketing team, which means you’re willing to get stuck in and get your hands dirty, whilst also building the future direction of the team
• You're confident using data to drive key marketing decisions, whether it's to understand users or explore if your campaigns and efforts are delivering value. 
• You have a deep understanding of A/B testing and growth experimentation frameworks that you can apply across multiple channels and touchpoints
• Hands-on, creative thinker with a growth mindset, always seeking innovative ways to achieve business objectives
• Understanding of how paid traffic and organic traffic work together to drive the business forward and understanding of performance marketing attribution
• Highly collaborative and able to work effectively in a fast-paced, dynamic environment.
• You have experience working with SEO teams.

Nice to have

• Entrepreneurial background. You will be growing this growth function from scratch, you will need to feel comfortable operating with autonomy. 
• High exposure to executive teams. You will be working very closely with the CEO in order to build out this function.

Please attached a cover letter outlining why you are interested in this role, and why you believe you’d be a great fit.

• Competitive remuneration
• The chance to work in a fast-paced, highly ambitious team using cutting edge technologies
• International focus

Equal Opportunity

The Cookpad team is made up of an incredible, diverse range of people. We are proud to be an equal opportunity employer. We do not discriminate based on race, ethnicity, colour, ancestry, national origin, religion, sex, sexual orientation, gender identity, age, disability, veteran status, genetic information, marital status or any other legally protected status.

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