Senior Director of Performance and Growth Marketing, 23andMe

• We’re seeking a Senior Director of Performance and Growth Marketing who is part scientist, part strategist, and part scrappy growth hacker
• You live and breathe experimentation, velocity, and measurable impact
• You know how to build momentum with tiny budgets, test your way to insights, and harness data, AI, and emerging channels to reach new audiences efficiently
• 10–12+ years of highly relevant experience, with at least 3-5 years operating as a hands-on executive who successfully architected and efficiently scaled a multi-channel performance engine in a high-growth, resource-constrained D2C or tech environment, while simultaneously managing Director-level reports and driving strategic initiatives in partnership with Product/Eng/Brand teams
• Proven success scaling efficiently — you’ve grown measurable outcomes without massive budgets
• Deep knowledge of paid search, paid social, display, programmatic, affiliate, and influencer ecosystems, with curiosity about what’s next
• Strong analytics and data literacy — fluent in CAC, LTV, ROAS, incrementality, and attribution models, with the ability to translate data into strategy
• Demonstrated success leveraging advanced AI/ML capabilities (predictive modeling, audience synthesis, dynamic creative optimization) to drive performance, and familiarity with the strategic implications of Generative AI in customer acquisition
• A test-and-learn mindset — you move fast, build frameworks for experimentation, and know when to scale or kill a test
• Excellent collaborator — you can rally creative, product, and executive teams around data-backed insights
• Passion for 23andMe’s mission — you believe in empowering people with access to their health and genetic information
• Experience with performance marketing platforms and tools

Desirable

• This isn’t a “big brand, big budget” job — it’s a build, test, learn, and scale role
• You will architect a modern, agile growth system built on rapid experimentation, constantly seeking to improve our LTV/CAC ratio
• This system will derive leverage by integrating precision acquisition (geo-targeted activations and advanced performance media techniques), high-leverage partnerships (measurable influencer collaborations), advanced data strategy (synthetic audience generation and predictive modeling), creative velocity (machine learning-powered creative optimization)
• You will lead a high-velocity growth organization, managing the Director of Growth Marketing and the Director of Acquisition, Retail, and International Marketing
• You will empower this team and external agency partners to build, optimize, and scale a global, data-driven performance engine
• Given 23andMe's direct-to-consumer (DTC) model, your mandate is to architect and govern the end-to-end full-funnel strategy, moving beyond channel execution
• You will establish the data requirements and collaborative frameworks with Product and Engineering necessary to optimize the entire conversion pathway—from landing page experiences to checkout flows and post-purchase activation
• Your success is defined by establishing the LTV/CAC optimization model and ensuring the Directors' strategies accelerate customer activation and drive long-term profitability
• Your ability to succeed hinges on establishing high-tempo operational alignment with Product, Engineering, Brand, and Data Science to define, instrument, and improve the core conversion architecture
• Architect the global growth engine — define the structure, measurement, and optimization framework and governance for a cohesive, multi-channel performance marketing system, including establishing standards for budget allocation, attribution modeling, and inter-channel dependency to drive efficient new customer acquisition and scale across key platforms (including paid search, paid social, programmatic display, affiliate, influencer, email, SMS, and new/emerging channels)
• Run high-velocity experimentation — design, implement, and govern the acquisition and conversion framework for high-velocity experimentation, ensuring rigor in A/B and multivariate testing across messaging, creative, and audience segments
• Lead the implementation of Generative AI and Automation across the funnel—from synthetic audience creation and predictive targeting to dynamic creative optimization and Answer Engine Optimization (AEO)/Generative Engine Optimization (GEO) for emerging search platforms
• Drive full-funnel performance — from efficient acquisition to activation and conversion. Establish a robust incrementality framework to measure true campaign value including intelligent attribution, driving a shift from a ROAS mindset to an LTV/CAC optimization model
• Turn data into direction — create tight feedback loops between analytics, creative, and channel execution
• Drive Cross-Functional Strategy — Collaborate closely with Director/VP/C-level stakeholders across Brand, Product, Engineering, and Data Science to ensure growth insights are translated directly into business strategy, product roadmaps, and long-term brand positioning
• Be resourceful and inventive — make every dollar work harder through creative partnerships, earned amplification, and channel innovation
• Build a culture of learning and trust — mentor your team to think in terms of hypotheses, experiments, and outcomes rather than campaigns and channels. Scale growth efficiently while maintaining customer trust, regulatory compliance, and data privacy
• Roll up your sleeves — drive execution and help out. We operate with a lean, ownership-driven mindset, where every leader is expected to be an executive player-coach