The Challenge
Formhouse is a brand incubator launching their first consumer brand, and they need someone to own the entire growth playbook from day one. You'll architect the go-to-market strategy across paid, organic, and PR—building a brand from zero to meaningful traction.
Your Mission
Define and validate GTM strategy across paid (Google, Meta, TikTok), organic (content, SEO, social), and PR channels with channel-specific hypotheses
Launch initial paid campaigns and organic content calendar; establish baseline metrics for CAC, ROAS, and organic traffic
Build and onboard growth team or agency partners; document process and KPI tracking frameworks
Achieve first 5K-10K engaged customers or email subscribers depending on product type
Hit profitability or positive unit economics on paid spend; optimize for 3:1+ ROAS minimum
Scale organic channels to 30%+ of new customer acquisition; establish repeatable content and SEO engine
Execute 2-3 major PR campaigns; secure 5+ relevant media placements or influencer partnerships
Reach $500K-$1M ARR or equivalent customer acquisition milestone with clear path to scale
KPIs You'll Own
Customer Acquisition Cost (CAC)
Cost per customer across all channels; target sub-$50 CAC depending on product LTV.
Return on Ad Spend (ROAS)
Revenue generated per $1 spent on paid campaigns; target 3:1+ within 90 days.
Organic Traction
Monthly organic traffic, search visibility, and % of new customers from unpaid channels.
Brand Awareness & Engagement
Social reach, engagement rate, email list growth, and earned media mentions.
Revenue/ARR
Total revenue or annual recurring revenue; primary north star for brand launch success.
Tools & Stack
Your Team
Your Manager
Likely founder or brand incubator leadership (not specified)
Current Team
Early-stage; you may be first dedicated growth hire
New role—ground-floor opportunity
The Package
Salary
$125K-$150K base
Equity
Likely available (common for brand incubator launches); not specified
Remote
Los Angeles preferred; remote possible for exceptional candidates
Benefits & Perks
Company Intelligence
Formhouse is a brand incubator launching their first direct-to-consumer brand. They're seeking a seasoned growth leader to own all channels and drive the brand from launch to scale.
Is This Role For You?
- You've launched 2+ DTC brands from zero and know how to move fast with limited resources
- You're equally comfortable analyzing paid spend, writing organic content, and pitching journalists
- You're scrappy and entrepreneurial—you don't wait for permission, you test and iterate daily
- You understand consumer psychology and have a track record of hitting revenue targets
- You need a large, established team—this is hands-on individual contributor work at the start
- You're only interested in one channel (paid, organic, or PR)—growth is holistic here
- You need strict 9-to-5 boundaries; brand launches require flexibility and hustle
Interview Process
Initial Conversation
Discuss DTC launch experience, GTM approach, and questions about the brand/product
Growth Strategy Deep Dive
Present a sample 90-day GTM plan for a new DTC brand; discuss channel prioritization and metrics
Founder/Leadership Round
Meet with incubator leadership to align on vision, autonomy, and expectations
References
Speak with past founders or brand partners on your execution and results
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.