Director of Growth

About Manly Bands

John and Michelle started Manly Bands after a miserable attempt to buy John's wedding band: the jewelers couldn't size his big hands, and everything they had was plain and boring. So they quit their jobs, moved across the country, got married, and launched the company, all in 30 days.

Today we help every man (woman, and alien) find a badass, unique-to-them wedding band. If you're going to wear one ring for the rest of your life, you'd better be guaran-damn-teed to love it. We make our rings in-house in Lindon, Utah, run three sister brands (EMBR, Rosie Ray, and Pineborn), and partner with names like DC Comics, The Lord of the Rings, Jack Daniel's, Jeep, Halo, and Fender.

We’re an eight-figure DTC brand with a seven-figure annual media budget, which is big enough that your decisions move real money and small enough that you'll see the results by Friday.

We love our team as much as we love the rings. We take the work seriously, and ourselves a lot less so.

We sell wedding rings to people who would rather wrestle a bear than walk into a mall jewelry store. Now we need someone who can find a lot more of them, get them to click, get them to buy, and get them to come back for a second ring (and a third, because let's be honest, rings get lost).

If you've ever stared at a Meta dashboard at 11 p.m. muttering "why is CPM up 40%," then fixed it by morning, keep reading.

About the Job

The Director of Growth owns the entire direct-to-consumer revenue engine: paid acquisition, email and SMS, conversion, and the numbers that tie them together. You'll report directly to the CEO, sit at the leadership table, and carry a contribution margin target with your name on it. Revenue matters, but we'd rather sell a little less at a healthy margin than a lot more at a loss.

This is a small-company director role, which means two things. First, you set the strategy. Second, you're also the one logging into Ads Manager and Klaviyo when something breaks, because there is no army of analysts behind you (yet). Expect roughly half your time in strategy, planning, and leading people, and half hands-on in the accounts, with paid media as the biggest single piece of the job. You'll lead a small internal team and a bench of agencies and freelancers, and you'll decide what we build in-house and what we keep outsourcing.

What Success Looks Like

First 90 days

• Audit every paid, email, and SMS account and present what you'd keep, cut, and fix, with the numbers behind each call.
• Take over weekly performance reviews with our agency and freelance partners, with clear scopes and KPIs for each.
• Launch a repeatable creative testing cadence and ship your first round of tests.
• Stand up one source-of-truth growth dashboard that leadership trusts more than any platform's self-reported numbers.

First 12 months

• Hit the contribution margin target we set together, while growing new-customer revenue at an efficient blended MER.
• Grow the share of DTC sales that comes from returning customers through owned channels.
• Make a clear, data-backed recommendation on which functions belong in-house and which stay with partners.

What You'll Do

Own the growth strategy

• Build and run the full-funnel growth plan for evergreen collections, new launches, and licensed partner drops.
• Own contribution margin, DTC revenue, CAC, MER, and LTV targets, and report on them to the CEO and leadership team.
• Set the annual and monthly marketing budget, then move dollars to what's working (and away from what isn't) without needing a committee.
• Judge every promotion, discount, and gift-with-purchase by the margin it creates or gives up, not just the revenue it books.

Paid media (acquisition)

• Own paid acquisition across Meta, Google (Search, Shopping, PMax, YouTube), TikTok, affiliate, and whatever platform shows up next.
• Build a repeatable system for testing creative, finding winners, and scaling them before they burn out.
• Use AI tools to produce and iterate creative faster (concepts, copy variations, image and video drafts) so testing volume goes up without the budget going up with it.
• Stay hands-on in the ad accounts. Agencies are partners, not a substitute for knowing the accounts and ad platforms or strategy yourself.

Email, SMS, and retention (owned channels)

• Own email and SMS as real revenue drivers, not afterthoughts.
• Build and optimize the core flows: welcome, browse and cart abandon, post-purchase, ring-care education, anniversary and milestone, win-back, and VIP.
• Grow the list with real subscribers, sharpen segmentation, and turn one-time ring buyers into repeat customers, gift buyers, and referral sources.

Conversion and site performance

• Run a CRO roadmap across landing pages, product pages, the ring builder, and checkout on Shopify.
• Run disciplined A/B tests and act on the results.
• Improve conversion rate, average order value, and the ring-size and fit experience that makes or breaks online ring sales.

Analytics and reporting

• Own the dashboards (GA4, Shopify, Looker Studio or similar) that show leadership where to scale, cut, and test.
• Bring a point of view on attribution, incrementality, and media mix. Platform-reported ROAS and email-attributed revenue are starting points, not gospel.
• Use AI to speed up analysis and reporting: pulling data, building first-draft analyses, and automating the weekly busywork, while keeping a human check on every number that drives a decision.

Agencies, team, and cross-functional partners

• Hire, brief, and hold accountable our paid media, email, and affiliate partners with clear scopes, KPIs, and weekly performance reviews.
• Lead and develop the growth team, and decide when a role should move in-house.
• Partner with Creative on ad and email creative, with Product on the launch calendar, and with licensing partners on co-marketing.
• Plan promotions and launches with Manufacturing and Operations so demand matches real production capacity and lead times. We make these rings by hand; a promo that sells 3x what the shop can build isn't a win.

What You'll Have

• 7+ years in ecommerce or DTC growth marketing, including 3+ years leading the function or a major part of it. Consumer products, fashion, jewelry, or lifestyle brands preferred.
• A track record of owning contribution margin and revenue targets, not just spend targets, and hitting them.
• Deep, hands-on paid media experience across Meta, Google, YouTube, and TikTok, including owning budgets at a scale similar to ours.
• Hands-on email and SMS experience in Klaviyo (or similar): flows, segmentation, deliverability, and campaign calendars that make money.
• Real fluency in Shopify, GA4, Meta Ads Manager, Google Ads, and a dashboard tools or AI tools for reporting.
• Working knowledge of attribution models, incrementality testing, and media mix modeling, and the judgment to know when each one is lying to you.
• Experience hiring and managing agencies, freelancers, and at least a small in-house team.
• Strong financial sense: you can build a budget, read a P&L, and explain contribution margin to the CEO without slides.
• A working command of AI tools, not just familiarity. You've used tools like Claude, ChatGPT, or Gemini to do real growth work (analysis, copy, briefs, automations), and you know where they save hours and where they confidently make things up.

Who You Are

• A builder-operator. You can write the strategy on Monday and fix a broken flow on Tuesday.
• Someone who reaches for AI first when a task is repetitive, and checks its work before trusting it.
• Obsessed with data and allergic to vanity metrics.
• Fast, organized, and comfortable making calls with imperfect information.
• A straight shooter who brings bad news early and a plan with it.
• Someone who thinks selling wedding bands made from meteorite is a perfectly reasonable way to make a living.

Bonus Points

• Experience co-marketing with licensing or brand partners (and surviving their approval process).
• Influencer, creator, and UGC programs that drove measurable sales.
• Affiliate, referral, or ambassador programs.
• Marketplace experience (Amazon, TikTok Shop) or retail and wholesale channels.
• High-consideration purchases where customers need confidence on fit, quality, and returns.