Senior Manager of Growth Marketing, Casper
$130-145k
Bed product retailer
Open for applications
Bed product retailer
501-1000 employees
Open for applications
$130-145k
501-1000 employees
Company mission
To improve the way the world sleeps, based on the conviction that sleep is a superpower.
Role
Who you are
- The ideal candidate will have a deep experience across online and offline media and be well versed in building out strategies and plans that have outsmarted the competition and unlocked unprecedented growth.
- The candidate should also be experienced in working with creative to ensure both media and creative messaging are working in lock step to drive the highest impact.
- This position requires data-driven decision making as well as close collaboration with internal and external partners to ensure the overall media mix is fully optimized
- Minimum 10 years of direct experience managing large multi-million dollar budgets across a wide spectrum of digital and offline media with a proven track record of achieving KPIs such as ROAS
- Prior experience working at an advertising agency preferred
- Ability to easily flex between being a strong strategic thought leader and getting into intricacies of platforms to ensure we are fully optimized
- Experience managing both internal team and agency partners
- Extensive knowledge of best practices as it relates to campaign set-up, structure, creative, bidding, bid modifiers, ad copy, extensions, shopping feed management, and landing page testing across digital media platforms
- Deep understanding of how to build out full funnel strategies and connect with our different personas in relevant and meaningful ways
- Management experience with a history of attracting, developing, and retaining great talent
- Familiarity with different attribution methodologies and measurement approaches (LTV, ROAS) as well as online-to-offline measurement with the ability to provide a strong POV on the optimal ways to measure digital media
- Experience using advertising management platforms such as Google AdWords, Search Ads 360, Campaign Manager, etc
- Stays on top of the competitive and cultural landscape with ability to quickly pivot as needed
- This role requires working onsite at our NYC office as a hybrid employee; however, we are also open to candidates based in Richmond, VA who can work out of our Richmond office
What the job involves
- Casper is seeking a Senior Manager of Growth Marketing to serve as a strategic leader, creative thinker and data-driven, media-buying expert who can help propel a fast-growing brand to its next chapter.
- In this role, alongside both an internal team and agency partners, you will be focused on expanding Casper’s customer base through the development and execution of digital and offline marketing strategies and plans that drive KPIs across the full marketing funnel
- Develop, execute and optimize paid media growth strategy to drive acquisition and awareness; ideal candidate will be dynamic and able to monitor and achieve key performance indicators that align with business objectives ranging from e-commerce revenue (top line and bottom line), maximizing retail and wholesale customer acquisition, and growing topline awareness
- Bring expertise across a breadth of digital and offline marketing channels including paid social, paid search, programmatic (display and video), affiliate, paid content, email newsletters, sponsored content, direct mail, podcast, TV/CTV and direct media buys/partnerships
- Establish channel forecasts and plan multi-million dollar budget recommendations across a diversified channel mix; leverage attribution and measurement tooling to ensure media investment is appropriately allocated, and ensure incrementality tests are regularly conducted for accurate value assessment
- Work in an agile and collaborative environment, managing both an internal team as well as agency partners who serve as a direct extension of the team; oversee all campaign launches and optimizations, extract insights from performance and creative reports that are meaningful and actionable
- Report out and collaborate cross-functionally with analytics, brand, and creative teams to ensure data accuracy, communicate insights/learnings, drive improved performance across creative channels, and collaborate on strategic initiatives
- Develop and implement testing strategies to improve KPIs including creative A/B testing, audience segmentation, ad placements, and retargeting strategy to maximise full-funnel performance
- Maintain relationships with key partners (Google, Meta, etc.), ensuring Casper is always following best practices and is able to access important alpha/beta opportunities; monitor industry trends and shifts in the competitive landscape
Our take
About a third of adults don't get enough quality sleep (less than seven hours a night) with severe health consequences. Casper, a mattress company, can't do much about steadily increasing workloads and sleep-disrupting social media alerts, but it can improve the quality of the sleep we get with its innovative range of sleep products.
Casper burst onto the market in 2014 as an innovator in sleep products. Mattresses were traditionally bulky and expensive but by taking advange of new polymer techologies, Casper could make a cheaper mattress that could easily be folded for delivery. This, paired with its web presence and creative, was an overnight success, rapidly achieving a $1 billion valuation, and spawning a small industry of rival "bed in a box" startups.
While ahead of the mattress industry on R&D and marketing, Casper has struggled financially since going public in early 2020 due to volatile market conditions. In 2021 it was acquired by a private equity firm and has recently divested itself of its Canadian operations as it refocuses on its core business in the US market.
Steph
Company Specialist at Welcome to the Jungle
Insights
-8% employee growth in 12 months
Company
Funding (last 2 of 6 rounds)
Mar 2019
$100m
SERIES D
Feb 2019
$1.1m
LATE VC
Total funding: $340.8m
Company benefits
- Unlimited vacation
- Bonus program
- Equity options
- Wellness programs
- Work from home opportunities
Company HQ
World Trade Center, New York, NY
Leadership
Emilie Arel
(President & CEO, not founder)Previously CEO of Quidsi and FULLBEAUTY Brands.
Salary benchmarks
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