Senior Marketing Director (DTC e-Commerce Business)

Nhat Vy
Nov 12, 2024
Share

About PATI Group

PATI is a fast-growing E-commerce business specializing in dietary supplements, achieving a remarkable 500% increase in sales within just one year in the United States market. We're on a mission to become the leading dietary supplement company in Vietnam by 2026, offering innovative and high-quality products that inspire our customers to optimize their physical, mental, and intellectual potential.

As we continue our rapid growth trajectory, we're seeking a visionary Senior Marketing Director (DTC e-Commerce Business) to lead our marketing efforts and drive us towards these goals.

Job Summary

As a Senior Marketing Director, you will be the key driver of PATI Group’s growth and profitability in the Direct-to-Consumer (DTC) e-commerce space. The role’s primary objective is to drive revenue for the Men’s Health and Women’s Health collections, targeting $30M in revenue by 2025 while maintaining a 35% net profit margin. This position will also be responsible for leading and building a team of 10 marketing operations professionals, managing the P&L of the DTC business, and optimizing paid traffic channels, including Meta Ads, Google Ads, Email Marketing, AppLovin, TikTok Ads, and Conversion Rate Optimization (CRO).

How We Measure Success

  • Revenue Target: Achieve $30M in revenue by 2025 for the DTC business.

  • Net Profit Target: Maintain a 35% net profit margin.

  • Team Growth: Grow 3 teams including Marketing Operations, Creative, and Affiliate + Community from 7 to 18 by 2025.

  • Product Launch Success: Achieve 30/60/90-day goals, including selling 1,000 units of Shilajit Capsule and $1.5M of Shilajit Gold within the first 90 days.

  • Return on Ad Spend (ROAS): Achieve a 3x ROAS across paid media channels (Meta Ads, Google Ads, and TikTok Ads) within 12 months.

Team Management

  • Reports to: CEO

  • Career Path: Potential promotion to CMO based on performance

  • Current team dynamic:

    • Marketing Operations Team: 01 Marketing Manager + 02 Marketing Operators

    • Creative Team: 01 Creative Manager + 02 Video Editors + 01 Affiliate/Community Manager

    • 04 Performance Marketing Agencies

  • Expected team size by 2025:

    • Marketing Operation Team: 01 Marketing Manager + 04 Assistant Managers, 02 Copywriters, 01 Front End Dev, 01 UI Graphic Designer

    • Creative Team: 01 Creative Manager, 04 Video Editors, 02 Senior Influencer Marketing Associate

    • Community + Affiliate Team: 01 Community + Affiliate Manager + 10 Content Creators Interns

Core Responsibilities

  • Team Leadership: Lead, coach, and mentor Marketing Operation and Creative teams , scaling the teams from 7 to 18 by 2025. Hire, onboard, and train 11 new employees by Q4 2025.

  • Revenue Growth: Own and drive DTC revenue growth to $30M by 2025 through paid traffic strategies and CRO.

  • Paid Traffic Management: Oversee all paid traffic initiatives, including Meta Ads, Google Ads, Email Marketing, TikTok Ads, and AppLovin, to maximize performance and ROI. Grow paid media ROAS from 3x to 5x within 12 months.

  • P&L Ownership: Take full accountability for the DTC P&L, including managing advertising budgets and ensuring profitable unit economics.

  • SOP Development: Develop lean and integrity-driven Standard Operating Procedures (SOPs) and dashboards for the Marketing Operations team. The goal is to reduce operational errors by 20% and increase team efficiency by 30%.

  • Cross-functional Collaboration: Work with the Marketing Operations + Creative Teams to generate creative assets for paid media campaigns. Facilitate monthly cross-team creative review sessions to optimize paid media performance.

Additional Responsibilities

  • Succession Planning: Build successors by nurturing internal talent and ensuring long-term team stability.

  • Operational Improvements: Identify and implement process improvements to enhance marketing operations efficiency.

  • Strategic Advisory: Provide strategic advice to the CEO on paid traffic initiatives and new advertising channels.

Requirements

Must-Have Requirements

  • Education & Qualifications: No specific certification required, but the candidate must demonstrate strong action-oriented thinking (HOW) and strategic thinking (WHY) in decision-making.

  • Professional Experience: 5-7 years of experience in senior marketing roles with a strong track record in DTC e-commerce marketing.

  • Technical Skills: Hands-on experience with Meta Ads, Google Ads, Email Marketing, AppLovin, TikTok Ads, and CRO tools.

  • Candidate Type: Plug-and-Play candidate only; no room for "potential" candidates with no practical experience.

  • Tools & Platforms: Proficiency in platforms such as Google Analytics, Shopify, and performance measurement dashboards.

  • Alignment with our core values and behaviors (We make no exception on any candidate who is not matched with our culture. Read more about our culture here: https://www.patigroup.com/t/culture)

Nice-to-Have Requirements

  • Regional Experience: Experience with U.S. or EU e-commerce markets.

  • Technical Skills: Experience with Klaviyo and marketing automation tools.

  • Growth Experience: Experience working in hyper-growth environments or startups scaling from Series A to Series C.

Behavioral Competencies

  • Integrity: The No. 1 required quality.

  • Data-Driven Decision-Making: Ability to make unemotional, logic-based decisions, while leading with authenticity and empathy.

  • Discipline: High level of discipline with zero tolerance for undisciplined behavior.

  • Mentorship: Ability to lead by example and develop junior team members into high performers.

  • Psychological Understanding: Understanding how performance creatives work for each ad platform.

  • Listening Skills: Ability to make others feel heard and valued during discussions and team interactions.

Compensation and Benefits

  • Salary Range: 50-70M VND

  • Performance Bonuses: This can be up to 10 months of salary, based on performance measured by net profit, SOP, and adherence to cultural key behaviors.

  • Equity Offer: Potential to transition into a CMO role with an equity offer.

Working Location

  • On-site, 152 Dien Bien Phu Street, Ward 25, Binh Thanh District, Ho Chi Minh City.

Working Hours

  • Monday - Friday: 8:30 AM to 6:00 PM (most employees stay until 8:00 PM).

  • Saturday (Culture Day): 6:30 AM to 12:00 PM.

Employment Type

  • Full-time, On-site.

🚀 APPLY HERE