Sr. Director Growth, Uqora in Ca

Our Company

Bonafide Health (www.hellobonafide.com) is a rapidly growing, innovative healthcare company focused on developing scientifically validated, powerful supplements and medical devices to treat women’s common healthcare needs and improve their quality of life. Our mission at Bonafide is to provide women with powerful solutions for the perfectly natural symptoms that occur throughout their lives - from PMS to menopause and everything else along the way. All Bonafide products are hormone-free, meticulously researched, and thoughtfully developed using the safest ingredients possible. These are just a few reasons why Bonafide products are so popular with women and doctors.

Bonafide Health is a subsidiary of Pharmavite. Pharmavite was founded with the belief that there had to be a better way to be healthy than relying on prescriptions. Pharmavite is the parent company of an exciting portfolio of brands including Nature Made, Uqora, and MegaFood.

Our People

Our growing team is composed of highly experienced scientists, marketers, and eCommerce professionals as well as recent graduates, making Bonafide a dynamic and exciting place to work and learn. Our people are talented, motivated, and aim to get better each day. Every one of us is expected to be a leader, and a teammate, and to demonstrate passion in all that we do.

The Senior Director, Growth will be responsible for developing and executing strategies to accelerate new customer, subscriber, and revenue growth in DTC while playing a key leadership role in supporting Uqora’s omnichannel growth strategy and media performance optimization. This role combines data-driven decision making, creative marketing, and team leadership to deliver business growth while allowing Uqora to be seen as a leader in the women’s health category both in urinary and vaginal health.

KEY RESPONSIBILITIES:

Growth Strategy Development

Design and implement a comprehensive growth strategy, aligning with Uqora’s business objectives and revenue targets
Identify and evaluate new efficient ways to acquire customers including understanding channel profitability as based on customer acquisition cost (CAC) and customer lifetime value (LTV)
Own and evolve our customer acquisition playbook, attribution methodology, customer acquisition KPIs, first-party data and growth marketing tech necessary for delivering profitable growth
Lead efforts in partnership with analytics to gain a deeper understanding of how media halos to our omnichannel execution and define how we can refine how it’s optimized and managed
Balance growth strategy with long-term profitability and sustainability
Confidence in developing and managing to forecasts

Performance Marketing Leadership

Oversee all performance growth marketing channels including paid social, paid search, TV, streaming, audio, display, affiliates, and emerging platforms
Drive effectiveness and efficiency in campaigns focusing on CAC, LTV, ROI, and other critical KPIs
Collaborate with the brand and creative team to develop compelling assets that convert and nurture customers down the funnel

Data Analysis & Optimization

Create and leverage analytics to monitor campaign performance, identify trends, and make data-driven decisions
Play key leadership role to evaluate and bring in MMM / MTA tools to support effective media allocation
Develop, manage, and coach team to develop and manage performance dashboards in order to effectively manage our growth goals and communicate and provide visibility into the metrics to key stakeholders

Cross-Functional Collaboration

Work closely with marketing, customer service, and analytics teams across brand, product, eCommerce website, and retention to ensure a positive customer journey from awareness to purchase
Partner with website and retention team to ensure growth marketing efforts align with subscription and retention strategies
Collaborate with analytics to enhance our understanding of media effectiveness and attribution
Collaborate with finance to manage media budget and lead forecasting efforts to achieve our outcomes
Partner cross-functionally on ad-hoc projects providing growth marketing insights to support business strategies such as product expansion, launch strategies and customer economics analyses

Team Leadership

Build, mentor and lead a high-performing growth team, fostering a culture of innovation and accountability
Provide strategic direction while empowering team members to own their channels and initiatives
Invest in professionally developing self and team to stay ahead of growth marketing and industry trends to gain a competitive edge on performance

Brand Champion

Ensure that growth marketing activities align with Uqora’s brand objectives including its mission, values, and expression
Incorporate Uqora’s product roadmap into testing strategies to prove customer economics and scalability

WHAT SUCCESS LOOKS LIKE IN THE ROLE:

Success in this role means delivering scalable, sustainable growth across customer acquisition and subscriber revenue metrics. This includes:

Delivering business growth, revenue expansion, and measurable impact on key metrics. Consistently hitting or exceeding monthly, quarterly, and annual revenue goals while lowering CAC and improving subscription growth/LTV.
Superior performance marketing results that deliver sustainable growth. Maintaining or improving the efficiency of customer/subscriber acquisition (CAC) while increasing lifetime value (LTV) and generating improving return on ad spend (ROAS)
Successfully scaling across multiple channels to improve channel diversification and reduce dependency on any single platform or channel
Strengthened brand presence and customer engagement across the purchase journey. Ensure growth efforts align with brand values, trust, and authenticity
Team excellence including building and growing a high-performing performance marketing team and media partnerships. Create strong collaboration and cross-functional alignment to ensure strategies are well executed
Innovation in growth marketing in identifying emerging trends, messages, platforms, and technologies that give Uqora a competitive advantage to scale growth marketing.

REQUIRED QUALIFICATIONS:

Bachelor’s degree in Marketing, Business, or a related field (MBA is a plus)
10-15 years of experience in DTC growth marketing & performance marketing with at least 5 years in a leadership role
Proven track record scaling DTC brands, ideally those with omni-channel presence in retail and Amazon, through data-driven growth strategies
Deep understanding of performance marketing and advanced analytics/attribution. Expert level understanding of analytical tools and attribution in omnichannel execution (MMM, MTA, Meta Ads manager, Google Analytics, Amazon, TV / CTV media performance, Looker or other data visualization tools)
Strong understanding of customer acquisition metrics (CAC, LTV, ROAS) and subscription-based business models
Exceptional analytical skills with ability to interpret complex data sets and present actionable insights
Excellent leadership, project management, and communication skills

PREFERRED QUALIFICATIONS:

Experience in health, wellness, CPG, or similar industry

OUR OFFER

Here, career paths aren't predefined, and bureaucratic limitations don't exist - you have the opportunity to grow, learn from industry pioneers, and develop the way you want to. Bonafide is investing more in the development of our team - to help us deliver on our purpose and help you achieve your career aspirations. Our environment is geared to fuel curiosity, encourage experimentation, and generate learning as this is the way we develop ourselves and our organization.

Bonafide is committed to meeting the needs of our employees and their families with a Total Rewards package that's as comprehensive as the vitamins and supplements we deliver to consumers. With competitive compensation programs and standout benefits, we provide employees with optimal health and well-being - as well as peace of mind. These rewards - plus our new recognition program - ensure employees feel supported both at work and home.

This represents the minimum and maximum base salary range for this role, plus annual incentive. Various elements are used to determine a candidate’s starting salary such as job experience, specific skills, and comparison to internal incumbents currently in the role. This information is provided to applicants in accordance with state and local laws.

Bonafide is an equal employment and affirmative action employer F/M/Disability/Vet/Sexual Orientation/Gender Identity. All qualified applicants are encouraged to apply and will receive consideration for employment without regard to their protected veteran or disabled status, or any protected status. We do not discriminate in employment based on race, color, religion, age, sex, sexual orientation, gender identity, national origin, or any other basis covered by applicable law. All employment is decided based on qualifications, merit, and business need.

Disclaimer

The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications of employees assigned to this job.

CALIFORNIA FAIR CHANCE ACT:

Qualified Applicants with arrest or conviction records will be considered for Employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act.

JOB ALERT FRAUD:

We have become aware of scams from individuals, organizations, and internet sites claiming to represent Bonafide in recruitment activities in return for disclosing financial information.

Our hiring process does not include text-based conversations or interviews and never requires payment or fees from job applicants. All of our career opportunities are regularly published and updated on Bonafide’s Careers section.

If you have already provided your personal information, please report it to your local authorities. Any fraudulent activity should be reported to:

recruiting@pharmavite.com

Sr. Director Growth, Uqora

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