Director of Growth, Peggy
Competitive salary and stock options
More information about location
Social marketplace for buying and selling contemporary art
Job no longer available
Social marketplace for buying and selling contemporary art
21-100 employees
Job no longer available
Competitive salary and stock options
More information about location
21-100 employees
Company mission
To amplify important messages by giving everyone access to art.
Role
Who you are
- Quantitative, data-driven mindset, but also well-rounded and comfortable flexing creative mindset
- Expert level at analyses in spreadsheets, foundational level or desire to learn creating SQL queries
- Experience in business development involving sales and negotiation
- Proven track record in forging successful partnerships
- Familiarity with growth and analytics tools, including MMPs (e.g. Adjust/Appsflyer)
- Strong background in sales and negotiation with external parties to create mutually beneficial outcomes
- Previous experience in leading growth efforts for a B2C mobile user app
- Nice to have: engineering, software engineering, or computer science background
- Nice to have: experience in management consulting (e.g. McKinsey, BCG, Bain)
What the job involves
- As Director of Growth, your mission is to drive top-of-funnel user acquisition and enhance brand awareness on the demand side of the marketplace, specifically targeting collectors. Your aim is to increase revenue-driving engagement
- Lead experimentation:
- Develop and execute strategies to acquire users and drive Peggy's growth on the consumer (collector and “would-be collector”) side of the business
- Aim the marketing team to create value using Peggy’s existing and robust marketing tech stack infrastructure (our healthy foundation includes: Segment, Snowflake, PopSQL, Mixpanel, Adjust, Hubspot CMS, Braze, Stripo, Algolia, etc.)
- Experiment with user engagement, content creation, and paid ads to create ROI / MER / ROMI positive initiatives
- User acquisition optimization:
- Work closely with the CTO, marketing team, and product and engineering teams to enhance user attribution and optimize user acquisition
- Collaborate with the Supply team to understand the collector profile that aligns with our artwork inventory
- Performance analysis and measurement:
- Lead the measurement and analysis of growth experiments, including cohort analysis
- Utilize data and analytics to analyze user behaviour and inform growth strategies
- Collaborate with the Growth Marketing Specialist to incorporate insights into new paid media experiments
- Maintain a playbook of experiments and initiatives, demonstrating ROMI (return on marketing investment) and MER (marketing expense ratio) for presentation to existing and prospective VC investors
- Brand positioning and messaging:
- Develop and iterate brand positioning and messaging efforts, ensuring consistency and effective communication across all marketing channels and initiatives
- Team leadership and development:
- Proven leadership skills, with experience managing a team and driving results through collaboration and mentorship
- Outcomes:
- Business cases and initiatives:
- Develop business cases for various user acquisition initiatives, such as paid partnerships, IRL events, and ads, including assumption-based financial models
- Launch multiple user acquisition initiatives based on your business cases
- Monitor and measure user acquisition initiatives, double down on winners, and identify new potential winners based on learnings
- Scaling and optimization:
- Scale successful initiatives while discontinuing ineffective ones through iteration
- Progress from acquiring 100 users per day to 1,000, and eventually 10,000, establishing Peggy as a household name
- You will report directly to Peggy's CEO and be the leader of user acquisition. You will work closely with other marketing team members who are responsible for user engagement (deeper in the funnel), data, analyses, paid advertising, copywriting, and content creation
Our take
While art trading is a popular investment method, it is often out of reach of most people and traditionally 'reserved' for the very wealthy. The true value of affordable artists' work is difficult to appraise, and artists miss out on royalties as their works gain value and are re-sold. Peggy seeks to unite collectors and artists with an app-based market that verifies work, allowing it to be traded with confidence while also paying artists their share.
Peggy faces intense competition in the emerging online art market space. Artsy is a huge online market that relies on close relationships with galleries and art fairs, and Artfare specializes in in-house curation of local art scenes. Artists can also opt to sell their works directly through social marketplaces such as Etsy, Patreon, or Ko-Fi. However, Peggy hopes to stand out with its digital fingerprinting technology, which uses machine learning and AI to verify the authenticity of the artwork. These works can be traded on its social platform, creating an art market without the need for experts or auction houses.
Having recently raised a round of seed funding led by Real Ventures, Peggy is moving to take on new talent, accelerate growth and development, and expand operations while deepening its relationships with artists and galleries worldwide.
Freddie
Company Specialist at Welcome to the Jungle
Company
Funding (2 rounds)
Feb 2023
$7.5m
EARLY VC
Jul 2022
$6m
SEED
Total funding: $13.5m
Company benefits
- 5 weeks vacation (which includes 2 weeks of company downtime during holiday season)
- Top tier health benefits (drug, dental, vision, life insurance, etc)
- Digital first, fully remote environment
Company HQ
Financial District, Toronto, ON
Leadership
Craig Follett
(CEO)Advisor at Freshline and Board Member at Guild and CALA. Co-founder and former CEO of Universe.
Adam Meghji
(CTO)Co-Founder & former CTO of Universe. Former VP of Technology and Cryptographic Ticketing at Ticketmaster.
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