Director of Growth Marketing - job 1 of 2

The Director of Growth Marketing at Too Good To Go is responsible for leading a high-performing team aimed at driving user and partner acquisition across various markets. Key responsibilities include developing performance marketing strategies, managing digital advertising campaigns, and optimizing user acquisition tactics. Additionally, this role requires collaboration with different departments to ensure alignment with broader marketing strategies and leveraging data analytics for campaign performance.

To excel as the Director of Growth Marketing at Too Good To Go, candidates should possess extensive experience in digital marketing and demand generation, particularly in user acquisition and performance marketing. A proven record in a leadership role, along with strong analytical skills and proficiency with various marketing tools, is essential. Furthermore, the ability to engage and collaborate with cross-functional teams in a global context is also important for success in this role.

In the role of Director of Growth Marketing, you play a vital part in Too Good To Go's mission by driving user acquisition strategies that help reduce food waste. By optimizing marketing campaigns and enhancing our outreach, you directly support the company's goal of connecting surplus food businesses with consumers, ultimately leading to a significant positive impact on the environment.

The company culture at Too Good To Go is centered around values of collaboration, sustainability, and creativity. As the Director of Growth Marketing, you will lead a diverse team that fosters innovative thinking while maintaining a high-performance standard. The environment encourages personal and professional development, celebrating successes, and supporting work-life balance through flexible working arrangements.

The Director of Growth Marketing at Too Good To Go will implement a variety of growth strategies tailored to the unique characteristics of each market. These include optimizing digital ads across platforms like Meta and TikTok, utilizing SEO strategies, engaging with affiliates for lead generation, and leveraging data analytics to refine tactics. The goal is to create scalable pipelines of high-quality demand and leads for both B2C and B2B audiences.

When prioritizing growth marketing channels, I assess each channel's potential reach, cost-effectiveness, and alignment with our target audience. Utilizing data to evaluate past performance and emerging trends is essential. By approaching channel prioritization methodically, I can allocate our marketing budget where it offers the highest ROI while experimenting with newer channels to stay ahead.

Absolutely! In my previous role, I led a campaign that utilized a mix of PPC and social media ads to target a new demographic. By analyzing real-time data, I adjusted our strategies, which ultimately resulted in a 150% increase in user acquisition over three months. Sharing my strategic insights with my team during this process fostered collaboration and drive.

I measure the success of marketing campaigns through a combination of KPIs such as customer acquisition cost (CAC), conversion rates, and return on ad spend (ROAS). I also prioritize qualitative feedback to assess user experience with our ads. This dual approach provides a well-rounded understanding of campaign performance and insights for future improvements.

I have extensive experience with automation tools that streamline campaign management, from ad creation to performance tracking. Using platforms like HubSpot and Google Ads, I've automated repetitive processes that allow us to focus more on strategic planning and creative development. This not only enhances efficiency but also helps in making data-driven decisions for ongoing campaigns.

Cross-functional collaboration is essential for successful growth marketing. I make it a priority to establish regular check-ins with teams across Operations, Sales, and Data Analytics to sync on ongoing projects and gather insights. Building strong relationships with these teams fosters an environment of shared goals and drives collective results in our marketing initiatives.

Staying informed about marketing trends involves continuous learning through industry publications, webinars, and networking with other professionals. I also encourage my team to share insights regularly, fostering a culture of knowledge sharing. This proactive approach ensures we leverage the most effective strategies and remain competitive.

For B2B lead generation, I employ a blend of account-based marketing (ABM), targeted content marketing, and leveraging partnerships with affiliates. Tailoring our messaging to address specific pain points of businesses is key. I also utilize analytics to identify high-potential leads and create campaigns that resonate with them, driving more qualified leads into our pipeline.

Managing marketing budgets involves setting clear objectives and continuously analyzing campaign performance. I use historical data to project budget allocations dynamically and ensure optimal ROI by reallocating funds to high-performing channels as needed. This flexibility combined with forecasting prepares us to capitalize on successful initiatives.

Fostering innovation within my marketing team involves creating a safe space for idea-sharing and experimentation. I encourage my team members to brainstorm and test new strategies, and I recognize and reward innovative successes. By cultivating a culture of creativity, we can explore unique solutions that drive effective growth.

I have conducted numerous A/B tests across various campaign elements, from ad creatives to landing pages. By systematically testing different variations and analyzing results, I’m able to determine what resonates most with our audience. This data-guided method allows us to continuously improve our campaigns and achieve better performance metrics.