Director of Growth Marketing

Fireclay Tile is revolutionizing the tile and design industry through an innovative digital platform, artisan-crafted products, and a commitment to sustainability. The Director of Growth Marketing will lead the company’s growth engine across homeowner, Trade, and commercial customer journeys, owning the growth roadmap, media strategy, website conversion, lifecycle programs, measurement, experimentation, and AI-enabled workflows. The role will build and lead the team and operating model needed to scale profitable demand and help double revenue over 24 months.

Responsibilities:

• Build the growth engine required to help double Fireclay revenue in 24 months
• Own the growth funnel from investment and qualified traffic through sample order, purchase, Trade engagement, revenue, and contribution
• Lead paid-media strategy, agency management, budget allocation, creative learning, and performance accountability. Define when Fireclay should spend more, hold, or pull back using customer quality, conversion, revenue, and contribution guardrails—not platform ROAS alone
• Own the growth roadmap for fireclaytile.com, including customer journeys, landing pages, merchandising, UI/UX improvements, site performance, and conversion opportunities
• Build an integrated sample-to-purchase system across paid acquisition, lifecycle, on-site experience, sales and client-success handoffs, and post-sample communications
• Activate profitable growth opportunities beyond conventional paid media, including Trade affiliate and partner programs, post-sample print and direct-mail programs, referral opportunities, and other testable acquisition channels
• Build a lean, high-performing growth operating model. Use the right mix of in-house leadership, agency partners, specialist vendors, and global/offshore talent to expand SEM, SEO, GEO, analytics, creative production, and lifecycle capacity cost-effectively—without compromising quality, security, brand, or accountability
• Turn Fireclay’s Trade member audience into a stronger growth engine. Build and scale affiliate, referral, partner, education, lifecycle, and engagement programs that create incremental qualified demand and durable member value
• Build lifecycle programs that make the next best action clear for homeowners, designers, Trade customers, and commercial accounts—from discovery and sampling through purchase, engagement, and reactivation
• Establish a reliable measurement foundation across analytics, advertising platforms, CRM, sales, and financial outcomes. Improve the data before drawing conclusions from it
• Create a disciplined experimentation cadence: clear hypotheses, high-value tests, success metrics, guardrails, decision thresholds, and recommendations on what to scale, stop, or learn next
• Use AI tools—including Claude, ChatGPT, and emerging systems—to accelerate analysis, creative development, workflow design, testing, and team productivity without compromising judgment, privacy, or customer experience
• Build, coach, and lead the team required to scale the function

Requirements:

• You have helped scale a consumer, home, design, or adjacent business from approximately $50M to $250M in revenue. You know how to grow with constraints—not merely with large teams and large budgets
• You have deep experience across DTC E-Commerce and B2B, Trade, or commercial customer journeys. You understand their different needs, buying cycles, and definitions of success
• You are AI-native. You live in Claude, ChatGPT, or comparable tools and have used them to make your own work and your teams meaningfully faster and better. You know the difference between real leverage and AI theater
• You will be asked to demonstrate your AI workflow
• You have personally led work across SEM, SEO, GEO, paid acquisition, lifecycle marketing, affiliate and partner growth, conversion-rate optimization, E-Commerce merchandising, and website performance
• You are analytically rigorous and commercially minded. You can work from imperfect data, reconcile sources, identify the real constraint, and turn insight into action
• You know the difference between an ad-platform metric and a business outcome. You care about qualified demand, revenue, contribution, and customer quality—not vanity metrics
• You have operated across an omni-channel business, connecting digital demand with sales, service, showrooms, or other human-assisted customer experiences
• You are a missionary, not a mercenary. You want to become part of a brand and a team—not simply optimize another media account
• You are a collaborative, resourceful leader who earns trust across technology, sales, brand, product, and client-success teams. You bring strong points of view while respecting functional expertise
• You bring established, high-quality relationships with agency, technology, affiliate, publisher, and specialist partners. You know when to build in-house, when to use flexible expertise, and how to hold every partner accountable to commercial outcomes
• You have direct experience using specialized global and offshore talent effectively. You can create clear standards, workflows, QA, and accountability that make distributed capacity an advantage rather than a source of rework
• You have built or scaled affiliate and partner-growth programs, ideally involving a Trade, professional, design, or member audience. You know how to drive engagement and profitable growth without treating a valued community as a cheap acquisition channel
• You have a high bar for customer experience. You know how to improve conversion without compromising trust, clarity, design quality, or the Fireclay brand
• You have built or scaled affiliate and partner-growth programs, ideally involving a Trade, professional, design, or member audience
• Location: San Francisco Bay Area preferred. Remote U.S.- based candidates considered, with occasional San Francisco Bay Area travel