The Challenge
Allergy Research Group has spent 45 years building trust in the natural products space. Now they need someone to architect their DTC and digital engine-driving qualified leads and revenue across SEO, paid media, and email while keeping Sales aligned and hungry.
Your Mission
Audit current digital channels (SEO, PPC, paid social, email) and identify quick-win optimization opportunities to improve CAC by 15-20%
Establish lead generation baseline metrics (CPL, conversion rates, channel performance) and build monthly reporting dashboard with Sales alignment
Launch or refresh 2-3 high-impact landing pages with conversion testing roadmap to support Q1-Q2 lead growth targets
Build cross-functional cadence with Sales to define lead quality criteria, SLA, and handoff process
Scale highest-performing channels (likely organic SEO + targeted paid) to hit 40%+ YoY increase in qualified leads
Implement marketing automation workflows in HubSpot covering lead capture, nurturing, and lifecycle segmentation
Develop and execute integrated multi-channel campaigns (content + paid + email) targeting both B2B practitioners and B2C consumers
Reduce CAC by 20-25% through channel mix optimization and funnel improvements while maintaining lead quality
KPIs You'll Own
Cost Per Lead (CPL)
Track spend across all channels against qualified leads generated to optimize channel allocation.
Customer Acquisition Cost (CAC)
Measure true blended CAC from lead to customer conversion across B2B and B2C segments.
Lead-to-Customer Conversion Rate
Monitor quality of leads by tracking what % convert to paying customers, by source and segment.
Customer Lifetime Value (CLV)
Understand long-term value of customers acquired through each channel to inform budget allocation.
Organic Traffic & Keyword Rankings
Track SEO performance including monthly organic sessions and ranking progress on priority keywords.
Channel ROI
Calculate return on investment for each digital channel (SEO, PPC, paid social, email, content) monthly.
Website Conversion Rate
Monitor overall site conversion rate and funnel drop-off to identify optimization priorities.
Tools & Stack
Your Team
Your Manager
Not specified (likely CMO or VP Marketing)
Current Team
Implied: junior team members and external agency partners; full composition not provided
Appears to be a backfill or new role to scale existing DTC efforts
The Package
Salary
$130K-$160K base
Remote
On-site (location not specified)
Benefits & Perks
Company Intelligence
Allergy Research Group is a 45-year-old innovator in the natural products industry, known for clean, high-quality, hypoallergenic supplements. The company partners with healthcare practitioners globally to deliver integrative medicine solutions that help patients achieve better health outcomes.
Founded
1979
Customers
Healthcare practitioners and direct consumers interested in natural supplements
Culture
Mission-driven, practitioner-focused, emphasis on education and quality
Is This Role For You?
- You've scaled DTC and lead gen campaigns across multiple channels and can speak fluently to CAC, CLV, and conversion optimization
- You love data-you make budget decisions based on performance metrics, not gut feel, and you live in dashboards
- You thrive coordinating across teams (Sales, Content, Paid, SEO) and can drive alignment without being pushy
- You've worked in B2B+B2C hybrid models and understand the different buyer journeys and messaging nuances
- You're looking for a hands-on strategic role where you own strategy AND execution, not just delegation
- You're looking for a purely agency-side or consulting role-this is direct, in-house ownership of results
- You need remote flexibility or work-from-home options-this is on-site
- You're uncomfortable with budget accountability and ROI pressure-you'll own the P&L for digital marketing spend
Interview Process
Initial screening
Phone call to assess background, DTC experience, and channel expertise (likely 30 min)
Technical deep-dive
Walk through a past campaign-channels used, metrics tracked, optimization decisions, and results (60 min)
Case study or take-home
Likely scenario: audit their current digital setup and propose 90-day action plan with expected ROI
Cross-functional interviews
Meet with Sales lead and/or CMO/VP Marketing to discuss collaboration expectations and strategic direction
Final offer conversation
Compensation, start date, and role expectations alignment
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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