The Senior Director, Growth + Marketing Analytics leads performance marketing and marketing intelligence across goop kitchen’s first-party and third-party businesses, and requires a highly analytical, commercially minded growth marketer. The role owns performance across paid media, first-party digital channels, and delivery marketplaces, and builds the reporting, dashboards, and measurement frameworks that identify what is driving growth and where the next opportunities are.
The position spans both analysis and decision-making: channel and location performance, dashboard development, trends in guest behavior and PMIX, incrementality and ROI evaluation, and translating complex datasets into clear recommendations for Marketing and company leadership. It also builds data-driven go-to-market strategies for new restaurant openings, establishing launch benchmarks and identifying where Marketing should invest to accelerate restaurant-level sales.
The role also helps modernize how we work, applying best-in-class analytics, automation, and AI to make Marketing smarter, faster, and more measurable.
Growth Strategy + Performance Marketing
- Own goop kitchen’s performance marketing strategy across the full funnel, with accountability for profitable customer and revenue growth.
- Manage performance across first-party and third-party channels (Doordash, UberEats), developing a holistic view of where and how Marketing can most effectively drive demand.
- Own paid media across Meta, Google, and emerging channels, including management and accountability of our performance marketing agency.
- Establish clear KPIs, targets, budgets, and measurement frameworks across channels, markets, and campaigns.
- Continuously optimize spend based on CAC, ROAS, incrementality, LTV, frequency, conversion, and contribution to revenue.
- Develop testing roadmaps across audiences, creative, offers, channels, and markets.
- Identify opportunities to shift guests toward higher-value behaviors and channels, including first-party ordering.
Analytics + Marketing Intelligence
- Serve as Marketing’s source of truth for performance, connecting customer, transactional, media, marketplace, and restaurant-level data into actionable insights.
- Build and maintain dashboards that give Marketing and leadership clear visibility into performance by location, market, channel, campaign, customer segment, and menu category/item.
- Develop reporting around key metrics including sales, transactions, AOV, CAC, ROAS, LTV, frequency, retention, churn, PMIX, and first-party versus third-party mix.
- Analyze customer behavior and identify the drivers of acquisition, frequency, retention, and lifetime value.
- Go beyond reporting what happened to explain why it happened, what it means, and what we should do next.
- Develop forecasting, benchmarking, and measurement frameworks that allow Marketing to evaluate performance across restaurants and markets.
- Create clear, executive-ready reporting and regularly present insights and recommendations to senior leadership that influence where we spend, what we promote, who we target, and how we grow
- Partner with Finance and Operations to connect marketing activity to restaurant-level sales and profitability.
- Identify and implement analytics, automation and AI tools that make Marketing smarter, faster, and more measurable
- Develop a clear framework for understanding incrementality and ROI, not simply attributed revenue.
Support CRM and Retention Strategy
- Analyze customer behavior and segmentation to identify opportunities to increase frequency, retention, and LTV.
- Partner with the Content and Tech team to inform testing strategies across messaging, offers, cadence, audiences, and channels.
- Measure and report on CRM performance, connecting engagement metrics to incremental customer behavior, revenue, and LTV.
- Surface trends, opportunities, and actionable recommendations that help Brand and Content optimize lifecycle marketing performance.
New Restaurant + Market Growth
- Build data-driven go-to-market strategies for new restaurant openings.
- Establish benchmarks for launch performance and use learnings across markets to continually improve the opening playbook.
- Analyze customer acquisition, channel mix, PMIX, geographic behavior, and repeat rates following launch.
- Identify market-specific growth opportunities and recommend where Marketing should invest to accelerate restaurant-level sales.
