Acquisition Manager, The Farmer's Dog
Paid Social and Native
$117-140k
+ Equity
Office located in Greenwich Village, NYC
Human-grade dog food delivery
Be an early applicant
Human-grade dog food delivery
501-1000 employees
Be an early applicant
$117-140k
+ Equity
Office located in Greenwich Village, NYC
501-1000 employees
Company mission
To change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care.
Role
Who you are
- 3+ years experience managing performance marketing campaigns for direct to consumer brands, subscription business models are a plus
- Experience managing multi-million dollar budgets across major paid social channels
- Excellent analytical skills and a whiz in Excel with SQL experience; Python a plus
- You approach everything with a testing mindset - you know how to run an effective A/B test, the value of incrementality, and the impact of any experiment you run
- Challenges excite you - you enjoy finding solutions and thinking at both the strategic and tactical level
- You are strong in data viz - you always translate jargon and tables into digestible information because you know that empowering your team makes you more effective
- You are able to thrive in a fast-paced and ambiguous environment, naturally curious and proactive self-starter, constantly on the lookout for new opportunities and solutions
- You’re an owner, have excellent problem-solving skills and can prioritize tasks effectively, with a strong attention to detail
- You are detail-oriented and proactive, you thrive as a self-starter and excel in managing multiple projects simultaneously
- You're a skilled communicator and have the ability to absorb and distill complexity into simple terms to drive decision making
- You love dogs
What the job involves
- The Farmer’s Dog is looking for a strategic Acquisition Manager to join our acquisition team
- In this role, your mandate will be to increase our customer base efficiently by leading planning, strategy, experimentation and execution across key paid social channels, namely paid social and native, with opportunity for additional channels as well
- You’ll work closely with teams across the business to understand the efficacy of our tests and work daily to implement a world-class paid social program that fuels customer growth while clearly cementing The Farmer’s Dog as an authoritative resource for pet health & wellness information
- This role requires someone motivated to set and exceed aggressive key results through an approach that is at once highly analytical and focused on story-telling
- You should be obsessed both with deeply understanding Facebook’s algorithm in search of an edge over other participants in the auction and with deeply understanding our customer’s behaviors and needs
- You have a history of empowering your creative team to design winning creative messages for different moments in the customer journey and you’ve innovated ways to leverage Facebook’s pixel to accomplish this in the past
- One Team: We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”
- Beyond denoting skill sets and areas of expertise, we don’t think departments matter
- We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact
- We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically
- We are skeptical about everything and precious about nothing: Ideas can and should come from anywhere, and we aren’t tied to our own
- We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems
- We consider the customer journey in all of our decisions: We know that no interaction exists in a silo and therefore understand how important every single one is
- We ensure our strategy sets prospective and new customers up for success and drives long-term retention
- We answer questions and address problems early and proactively
- We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically
- We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”
- We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be
- Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience
- We Are Focused and Work Without Assumption: We are not beholden to ideas
- We have goals and believe everything beyond that is a series of hypotheses to validate
- To that end, we seek to work in sequence and not in parallel
- We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now
- How do I confirm or reject that hypothesis as fast as possible?”
- We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly
- We don’t expect to be perfect the first time
- How You'll Make An Impact
- Execute a strategy that scales what we are doing today while maintaining or improving efficiency
- Create an effective cross-channel attribution model that shows the predicts the impact of each of their channels on our overall mix
- Fully manage our paid social & native channels and effectively hit targets each month
- Research, negotiate, and onboard partners and software to improve overall program performance
- Collaborate with the in-house design team to design and implement world-class creative, compelling landing pages, and personalized user flows
- Collaborate with the retention team to ensure payback periods are managed and optimized
Our take
Pet food production in the US is held to alarmingly low safety and quality standards despite being a $99 billion industry, which is hidden behind loose labeling and marketing regulations. When one of the founders of The Farmer's Dog realised that dog food was making his dog sick, they decided that dogs shouldn't be fed anything that wouldn't pass legal requirements for humans.
The Farmer’s Dog produces customised dog food packages that are sent as a regular subscription service. Recipes behind the dog food are personalised and are comprised of natural and high-quality ingredients, aiming to meet the dietary requirements of each individual dog. As the dog food is human-grade, the company even taste-tests its recipes on humans.
The startup sends millions of meals every month and boasts a continual subscription rate of almost 50%. It has raised $50 million in funding to date and is developing new pet food products and scaling to offer its subscription service outside of the US.
Freddie
Company Specialist at Welcome to the Jungle
Insights
15% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Mar 2021
$65m
SERIES D
Jan 2020
$54m
SERIES C
Total funding: $168.1m
Company benefits
- Dog-friendly offices
- Equity packages
- Healthcare, Dental, and Vision insurance
- 401k match
- 12-week paid parental leave
- Flexible PTO and work-from-home policy
- Discounted fresh dog food
- Your pet interrupting video calls and in-person meetings is now a feature, not a bug
Company HQ
South Village, New York, NY
Leadership
Jonathan Yoni Regev
(Co-founder & CEO)Graduated in Business at Berkeley, UC, and then co-founded The Farmer's Dog in 2014, serving as CEO since.
Brett Podolsky
(Co-founder)Graduated with a B.A. in Liberal Arts from Lynn University before co-founding The Farmer's Dog.
Salary benchmarks
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