VP, Growth Marketing

The VP, Growth Marketing will directly influence the vision and roadmap for goop kitchen’s growth strategy, leading performance marketing and marketing intelligence across first-party and third-party businesses. Reporting directly to the CEO, this role will partner closely with our VP of Brand Marketing, CFO and Sr Director of Technology + Insights. The role owns performance across paid media, first-party digital channels, and delivery marketplaces, driving the strategy and roadmap to accelerate sales performance across those channels.

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 company leadership. It also builds data-driven go-to-market strategies for new restaurant openings, establishing launch benchmarks and identifying where goop kitchen 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 our Marketing efforts 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.
• Partner with Tech to build and maintain a scalable data and analytics stack that supports reporting, measurement and automation as the business grows
  

Support CRM, Loyalty and Retention Strategy

• Own the strategy for evolving our Loyalty program - diagnosing why enrollment, engagement, or repeat behavior fall short today, and using customer data to drive measurable increases in first part adoption, frequency and ROI
• 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 and media strategies for new restaurant openings by translating real estate playbooks through a performance marketing lens, building scalable market-specific playbooks to support each opening
• 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.

Leadership & Influence

• Lead a recurring performance and growth review with executive leadership, turning analysis into decision the business acts on
• Set the growth agenda for goop kitchen, bringing a clear point of view on where we invest and why and ensuring there is alignment across Marketing, Finance, Operations and Technology
• Elevate the analytical capability of the broader Marketing team through coaching, shared frameworks, and a data driven approach
• Define the roadmap for building out the growth and analytics function over time, including the structure and roles required to scale it