Growth Marketing Lead, Paid

Who are we:
Caraway is a home goods brand on a mission to craft well-designed, non-toxic home goods that thoughtfully raises the standards of what you cook with. We’re passionate about creating elevated products, free of toxic chemicals, that are better for you, your family, and the planet. We prioritize a holistic approach to the creation of Caraway products. We partner with ethical manufacturers where their employees are safe, paid fairly, given benefits, and work regulated hours. Our eco-friendly manufacturing process releases less CO2 into the environment than traditional non-stick coatings and we engage in sustainable packaging practices, free of single-use plastics and ship in packaging made from recycled materials. We pride ourselves on continuously striving to do and be better - for you and the planet - in every step of the process.

Since launching in November 2019, we’ve become one of the fastest growing digitally-native brands of the last decade and are now sold in retailers including Target, Bloomingdale’s, Crate & Barrel, The Container Store, Costco, Zola, and many more.

We’ve amassed over 75,000+ five-star reviews from happy customers and hundreds of press hits from the likes of Vogue, Domino, Good Housekeeping, Food & Wine, Architectural Digest, PureWow, Fortune, and CNN.

Caraway is a fully-remote company filled with motivated and hardworking innovators and doers. We’re continually developing programs to support our distributed team to ensure a successful remote experience. If you’re looking to join a brand that folks love, read on and apply!

The Opportunity:
We are seeking a detail-oriented and strategic Growth Marketing Lead, Paid to join our growing growth marketing team. This role reports to the Associate Director of Growth and oversees our Senior Associate, Growth Marketing. They will be responsible for leading the day-to-day strategy and execution of Caraway’s paid digital channels, including Meta, Google, TikTok, and emerging platforms. They will own the entire paid acquisition program, working alongside our team to drive profitable growth, optimize ad performance, and execute a robust testing roadmap that uncovers the most incremental opportunities across all digital channels.

As the Growth Marketing Lead, Paid, you will play a critical role in the success of our digital acquisition efforts. You will own the strategy and execution of all paid channels, ensuring campaigns are optimized for efficiency and scale. You will manage budgets, oversee creative testing, and lead collaboration with external partners while working closely with our Senior Associate, Growth Marketing to drive incremental growth. They will work closely with cross-functional teams to align performance marketing efforts with Caraway’s brand values, creative standards, and business goals. This role requires a mix of strategic vision and hands-on execution, partnering with our Senior Growth Marketing Associate, Creative Performance manager, and external partners to drive continuous optimization and scale.

If you have a passion for growth marketing, thrive in a fast-paced environment, and are obsessed with testing and performance analytics, this could be the perfect role for you!

Who You Are: 
You're an analytical, data-driven thinker who can translate complex datasets into actionable insights, running experiments to inform strategy. You're comfortable in ambiguity, willing to challenge "best practices" and constantly iterate to improve outcomes. Whether it’s scaling ASC campaigns, refining launch strategies, or finding new pockets of efficiency, you bring a balance of creativity and data savviness to everything you do.

The ideal candidate has deep experience investing millions of dollars efficiently across paid platforms, with a strong understanding of performance marketing campaigns like ASC, DPA, DABA, VSA, pMax, and much more. With advanced experience across digital acquisition channels, you bring a deep understanding of platforms like Meta, Google, TikTok, and more. You may not design ads yourself, but you have a strong eye for what works and can guide creative teams in developing performance-driven concepts. You thrive in a fast-paced environment, taking initiative to test, optimize, and push the boundaries of performance marketing.

Above all, you’re passionate about growth marketing and excited to make an impact at Caraway!

Responsibilities:

Paid Acquisition Strategy & Channel Ownership

• Own Caraway’s paid acquisition program, overseeing all digital channels, including Meta, Google, YouTube, TikTok, and emerging platforms, to drive efficient customer acquisition at scale.
• Develop and execute digital acquisition strategies to support both evergreen growth and new product launches, ensuring alignment with broader business objectives.
• Continuously explore, test, and evaluate new paid acquisition opportunities to diversify and strengthen Caraway’s marketing mix.
• Oversee the paid acquisition testing roadmap, running structured experiments across channels, audiences, creative, landing pages, and bidding strategies to maximize efficiency and incrementality.

Performance Optimization & Measurement

• Measure and assess channel/tactic-level incrementality, working closely with internal stakeholders and external measurement partners to refine Caraway’s attribution model.
• Optimize paid media budgets dynamically based on real-time performance data and business goals, ensuring spend is allocated efficiently.
• Develop frameworks for scaling high-performing tactics while phasing out ineffective ones.
• Help ensure Caraway hits revenue and efficiency targets by maintaining strong ROAS and incrementality across digital channels.

Creative Strategy & Testing

• Partner closely with creative teams to develop, test, and refine performance-driven ad concepts, ensuring alignment with Caraway’s brand standards and audience insights.
• Guide creative partners in designing ads that convert—leveraging platform best practices, data-backed insights, and rigorous testing.
• Lead a structured creative testing program, analyzing results to inform future iterations and scaling the highest-performing concepts.

Reporting & Insights

• Own business and channel-level reporting, synthesizing thousands of rows of platform data into key takeaways for relevant teams and stakeholders.
• Design and maintain dashboards to track campaign performance, customer acquisition trends, and efficiency metrics across all paid media channels.
• Proactively share insights with leadership to inform budget allocation, creative direction, and long-term growth strategies.

Partnership & Cross-Functional Collaboration

• Work closely with internal teams, including Design, Digital Product, Brand Marketing, Finance, and Ops, to ensure a seamless customer journey from ad click to purchase.
• Further build out Caraway’s MarTech stack, identifying and implementing tools that improve targeting, tracking, and automation.
• Assist in the reporting, marketing, and measurement of new distribution channel partners (Retailer.com, Amazon, Brick & Mortar) to expand Caraway’s growth strategy beyond DTC.

Campaign Execution & Operations

• Oversee the distribution of campaign briefs, ensuring that all teams and external partners have clear direction on goals, timelines, and creative needs.
• Manage timelines and deliverables across multiple campaigns, ensuring seamless execution across platforms.
• Serve as the primary point of contact for paid media vendors and technology partners, negotiating contracts and optimizing relationships for long-term success.

Management

• Manage and mentor a team, including direct reports and external partners, fostering growth and development.
• Oversee vendor and agency relationships, ensuring alignment with Caraway’s performance goals and creative strategy.
• Lead the strategy and execution of Caraway’s paid digital channels, including Meta, Google, TikTok, and emerging platforms.
• Oversee and optimize our full paid program, ensuring it drives efficient acquisition and scales effectively.

Knowledge, skills, and abilities:

• 6+ years of experience in paid acquisition across Meta, Google, YouTube, TikTok, and other digital channels in the DTC/Ecomm space.
• 2+ years of people management experience, with a track record of mentoring and developing high-performing teams.
• Excellent written and verbal communication skills, with the ability to effectively partner with vendors, agencies, and internal stakeholders.
• Strong analytical skills and data-driven mindset, capable of translating complex datasets into clear insights and actionable strategies.
• Exceptional organizational and project management skills, able to handle multiple campaigns, priorities, and deadlines independently.
• Proactive and self-sufficient—able to identify opportunities, take action without being told, and drive projects forward with minimal oversight.
• Strong sense of ownership and accountability, ensuring tasks stay on track and meet key deadlines without requiring follow-ups.
• Creative thinker who understands ad performance, can provide data-backed feedback to creative teams, and drive continuous iteration.
• Team player who collaborates effectively with cross-functional teams including Design, Brand Marketing, Finance, and Ops.
• A can-do attitude, comfortable wearing many hats and eager to jump in and problem-solve when needed.
• Detail-oriented and a fast learner, adaptable in a fast-paced, ever-changing digital marketing environment.

The anticipated base salary range for this role ​is $130,000 - $150,000 - Final compensation will depend on a variety of factors determining the base pay at offer, including but not limited to: skills, qualifications, experience. This range provides the opportunity to progress as you grow and develop within a role.

Caraway Life:
Caraway is an exciting, fully remote digitally native company that is bringing kitchenware and home goods into the modern era, leading from a non-toxic and sustainable foundation.

Team: You will be joining a passionate and collaborative fully-remote team that prides itself on high-quality work, supporting one another, sharing our successes, and building a brand we truly love, together.

Culture: At Caraway, we value continuous learning and career growth. We strive to continually optimize our processes, ensuring that we’re thoughtful in everything we do, both internally and externally. We listen to our employees, celebrate our wins, and constantly look for ways to be better for our team, and the world. 

Workplace: Being a fully-remote company, we have no headquarters and are truly distributed across the country. Our leadership team sits on both the East and West Coast and we have folks in a variety of states. We offer a monthly stipend towards co-working space should folks need to switch up their working environment every now and then.

Benefits: We value you and your family. With this in mind, full-time eligible employees are provided: 

• Health, dental, and vision offerings for you and your dependents
• Equity for full time employees
• Unlimited PTO 
• 11+ paid holidays
• 3 months Parental leave
• Fully Remote Company
• Company-sponsored monthly wellness stipend
• Company-sponsored monthly coworking stipend
• Pre-tax Commuter and FSA/Dependent Care FSA, and HSA options
• 401(k) plan + Employer match
• High quality home and kitchen product + swag, F&F discounts

Please note that the duties and responsibilities outlined in this job description are intended to describe the general nature and level of work performed by employees assigned to this position. It is not an exhaustive list of all responsibilities, duties, and skills required for the role. Additional tasks and responsibilities may be assigned as needed to meet business needs.

Caraway is an Equal Opportunity & Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status