Vp Customer Acquisition Jobs

Do you want to work remotely for an impact-based, female-founded, fast-growing company?
Do you want to help change the world by giving women+ the financial peace and confidence they deserve?
Do you want to have the scaling assignment of your life -- to help us grow from 13,000 to 100,000+ customers?
Yes, we’re on a bold mission to transform financial education for women+. To date, we have helped 13,000 women+ transform their financial lives and have put on webinars that over 300,000 have attended. Our eventual goal is to help more than 1 million women+ become successful investors no matter where they are starting from.
We utilize sound financial principles, authentic storytelling, and scalable direct response digital marketing efforts to create a trustable, relatable, and quickly growing brand and thriving community.
We teach our customers how to get out of debt, the principles of budgeting, weekly money tracking, active vs. passive income, becoming a money multiplier through saving and investing, separating time from money, compound interest, and show them step by step how to take control of their finances. We focus on a long-term diversified approach to investing -- that works really well over time.
We’re ready to scale up further as well as branch out beyond the primary channels of Facebook and Instagram. We’re ready to ramp up with Google, YouTube, TikTok, influencer marketing, Pinterest, affiliate networks, and soon enough with direct mail, radio, and television.
We need someone with an eagle eye for marketing data, an ability to set up and make sense of multichannel attribution tracking across online and offline spend, an ability to optimize and scale a growing budget, an ability to deeply understand and empathize with the deeper why behind why our customers are signing up and staying, an ability to design customer marketing programs that provide the opportunity for our existing customers to go deeper in their training, and an ability to inspire and lead an internal and external team of copywriters, conversion rate specialists, designers, and videographers.
We’re looking for an experienced VP of Customer Acquisition who has previously managed and scaled up more than $1M per month in ad spend for a B2C client. This person will initially focus on managing all aspects of paid media, and could eventually also take on managing our organic channels like social, search, and video if desired.
We’re looking for someone who can manage quite a few different agencies (FB/Google/TikTok/YouTube/Influencer Marketing/CRO), lead our in-house team, and manage the overall budget. Someone with recent experience handling multichannel attribution optimization will be key -- as one of our biggest opportunities is being able to scale up across 8-9 different digital channels as well as 2-3 offline channels. We need the tracking and decision making process around spend allocation to be sound and math-based -- with a laser focus on ROAS and CAC.
We sell courses, coaching, and soon software. So experience selling those types of digital consumer products will be helpful. Experience with webinar funnels will also be beneficial as we make 95% of our initial sales from recorded webinars.
This role is a top priority in the company. We are looking for someone who can own Paid Media including Paid Lead Generation, and Paid Customer Acquisition -- and thoughtfully optimize, scale, and manage a $10M to $30M annual marketing budget as we ramp up.
As we grow and scale, we need someone who can own their role and hit their metrics, manage multiple moving pieces and team members with incredible leadership and organizational skills, and equally important - be someone we love working with, since you will work very closely with the two co-founders and the CMO.
Top KPIs:

• Webinar Show Up Rate
• CPC
• Webinar Registrations
• CPL
• Webinar registration to attendee %
• ROAS
• CPA
• CPM
• Landing page conversion %
• Impressions
• Webinar Attendees

Key Outcomes

• Desired Outcome: Evaluate, select, and manage agencies to manage our LinkedIn, TikTok, Google, YouTube, Pinterest, influencer marketing. Scale up what works and scale back what doesn’t. Be smart about the optimization of retargeting across each channel.
• KPI: # of New MDY Customers Per Month
• Help 5x Upsells to Our 2nd Level Product (Shared Goal With Sales Team)
• Selection & Management of Digital Agencies
• Desired Outcome: Work with sales leadership to 5x the number of new Dow Janes’ Wealth Building Accelerator (WBA) Customers. This will be a collaborative effort between yourself (responsible for the paid ad spend component and customer remarketing ad spend) as well as the sales organization who will be setting and closing upsell appointments.
• Be Able to Produce Weekly & Monthly Attribution Reports by Channel
• 5x New Customer Acquisition
• Desired Outcome: After we scale up digital channels, hire and manage the right agencies to scale offline direct response channels including radio, direct mail, television advertising, and television infomercials.
• KPI: A trustable and accurate weekly multitouch channel attribution report that allows us all to make smart budgeting decisions.
• Desired Outcome: Increase the number of new Dow Janes’ Million Dollar Year (MDY) customers while staying within our CAC goals by scaling up FB/IG and expanding into new digital and offline channels. Manage existing and new agencies and internal team members as needed to achieve the objective.
• KPI: >2,500 New MDY Customers Per Month from Non-Meta Channels
• KPI: A trustable and accurate weekly multitouch channel attribution report that allows us all to make smart budgeting decisions with accurate CAC/ROAS by channel.
• KPI: # of New WBA Customers Per Month
• Diversify Away from Reliance on Meta
• KPI: A trustable and accurate process for measuring offline lift so that we can thoughtfully assess whether to expand or reduce each channel.
• Desired Outcome: Produce accurate weekly & monthly attribution reports across all channels that can be used to assess and optimize paid media budget for the upcoming month and make in-month tweaks. Initially for online only. Later to include radio, direct mail, television, infomercials, etc. Important to create one source of truth so that we can manage agencies who may be only looking at single channel results rather than more accurate partial attribution overall reports incorporating multitouch/multichannel marketing.
• Selection & Management of Offline Direct Response Agencies
• Desired Outcome: Have at least 50% of our customers come from non-Meta related customer acquisition channels, while continuing to increase Meta (FB/IG) customer acquisition on an absolute basis.

Who will you work with?
You will report directly to our CMO, have direct connection with our two founders Britt and Laurie-Anne, and manage all aspects of our paid customer acquisition across both external and internal resources. You will also be a member of our Weekly Leadership Team calls.
Where will you work?
We work 100% remotely and are scattered around North America from Washington to California, Florida, Texas, and Massachusetts, as well as across the world. We have 2-4x per year in-person meetings in rotating locations in the USA.
We ask that you be available for occasional meetings in Pacific Time and that you join us in Asana (our marketing dept. project management software) and Slack (our asynchronous communication software).
We won’t micromanage you. We expect you to be a leader and make a plan when you need support.
You will own 5 key numbers as the VP Customer Acquisition:

• CPL
• # of New Customers
• CAC
• ROAS
• Ad Spend

What does Dow Janes do and why?
Dow Janes is a company built by women, for women+. We’re on a mission to get more money in the hands of more women+ through financial education. We help women+ get out of debt, learn to save, and get invested.
We offer a year-long coaching program, the Million Dollar Year, where we provide a step-by-step financial education curriculum, coaching, and a community that supports women on their journey of financial transformation. We also offer a more hands-on program called the Wealth Building Accelerator, to help people increase their incomes and build wealth.
We know that women+ with money have more choices and louder voices and are on a mission to get more women speaking up and doing what they want with their lives, while closing the financial gender gap.
We’ve grown this business 10x since 2020 and plan to grow it another 10x over the next 3 years. If you’re excited about getting on board with our rocket ship growth and mission to change the world, we encourage you to apply.
Diversity, Equity & Inclusion
Dow Janes is an equal opportunity employer and we value diversity at our company. When hiring, we look for people who will add a new perspective and bring different experiences to our team. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. If you do not meet every single qualification, we still encourage you to apply.
This could be for you if:

• You love marketing to women+
• You’re exceptional at scaling customer acquisition and paid media spend for a B2C brand
• You’re experienced with setting up multichannel, multitouch attribution systems
• Bonus: You’ve worked for a B Corp or Benefit Corp before.
• You love making a meaningful felt difference in people’s lives
• You are extremely organized.
• You prefer a work culture where there is direct feedback, high expectations, and people work well together.
• You are a strong people and agency manager who can keep your direct reports on track to hit KPIs.
• You love building a company with extremely happy customers
• You are growth-oriented, looking for ways to improve existing systems and processes.
• You are results-driven in your work; you love doing a good job.
• You think strategically and creatively.
• You are tech savvy and can learn new platforms quickly.
• You are a strong written communicator.
• You are enthusiastic, uplifting, and positive.

Why you’ll love it here:

• We’re a 100% women owned company.
• You get to use your talents for good! You’ll be directly making an impact helping women transform their financial lives (and thus their entire lives!)
• You’re changing the world (actually). Your ideas matter. You’ll directly see the impact of your contributions on our customers and employees.
• We believe in doing well by doing good.
• You can work independently and from anywhere (we’re 100% remote).
• We’re a small enthusiastic team of people who love their work, love this company, and love each other.
• We want you to love your life and thus stay with us for life. We work smart and strategically to eliminate busy work and wasted efforts. We intentionally direct our energy to tasks and ideas that produce results - and that’s it.
• You will get to work alongside our founders who have built Dow Janes from the ground up to a multi-seven figure company.

Requirements
Requirements:

• Previously scaled and managed agencies or an internal team that was in charge of at least $5M per year in online ad spend (ideally $10M+)
• Experience managing both online and offline spend is helpful
• You’ve done it before. Direct experience as the VP Customer Acquisition, VP Marketing or similar, where you were responsible for the team that managed paid media acquisition
• B2C Online business industry experience a must

Benefits

• Work from anywhere (we're 100% remote)
• Base Salary ($150K - $200K)
• Competitive compensation package includes:
• Tech stipend
• Annual corporate retreat
• 4 weeks PTO and all federal holidays
• Annual Bonus Based on Goals ($50k-$100k)
• Health, vision and dental insurance stipend
• 401K + wealth building stipend
• 3 months fully paid maternity leave and an additional 3 months unpaid if desired