DTC Growth Marketing Lead - Women's Fashion Footwear (Founding Team, Fractional)

Double Standard is a NYC-based footwear brand creating functional, fashionable, all-day footwear for modern women. The DTC Growth Marketing Lead will drive profitable growth across paid advertising, retention marketing, conversion optimization, analytics, inventory coordination, Shopify development, and creative operations.

Responsibilities:

• Paid Ads & Growth Hacking: You're the hands-on implementer across Meta, Google, and Klaviyo — building, launching, and iterating on campaigns yourself, not just flagging problems or briefing an agency. You keep a constant eye on ROAS across channels, know when to reallocate or restructure spend, and can point to case studies proving campaigns you've turned around or scaled profitably
• Klaviyo end-to-end: flows, segmentation, data hygiene, performance, experience flows, key marketing messages, growing this channel 2x in the next 6 months
• Growth x Inventory x Content Sync: You synchronize growth and retention pushes with inventory planning — pacing spend and promotions to what we actually have in stock — and brief the content team with enough lead time to plan creative around inventory availability and campaign messaging, so what we're promoting matches what we can sell
• Analytics: Build tools for clearer marketing attribution, faster returns processing, project management — whatever is needed
• Website CRO: Track website performance and implement CRO strategies — think A/B testing landing pages, restructuring offers, improving product discovery, and more
• Work with our developer to implement strategies on Shopify customizations, app integrations, and automations
• Content design templates — you can direct messaging, offers, AND can provide leadership to our marketing team on brand guidelines and strong fashion aesthetics
• Creative Operations: assist the founder with building tools to automate creative operations and drive efficient launch timelines

Requirements:

• You've played a key role driving growth for a DTC e-commerce brand and you know how all the pieces connect
• You can look at a dashboard and feel when something is wrong
• You know the difference between a creative problem and a targeting problem
• 4+ years of experience and proven results driving growth via Klaviyo, Meta, and Google, including experience owning a channel's budget and strategy end-to-end (not just executing within someone else's plan)
• You've managed paid budgets in the $10-50K range and helped take a brand from $1M to $5M in revenue, and you can back it up with case studies — real campaigns you've run, the ROAS/CAC/LTV movement you drove, and what you'd do differently
• You're fluent in how each paid ads channel differs from another and the delicate nuances that can make or break an ad campaign
• You're technical enough to get in and implement — not just flag issues and hand them off
• You're comfortable in Shopify, you're not intimidated by APIs, and you're genuinely excited about what AI can do for a small, fast-moving team
• LEAN, agile approach — You know when to build an MVP vs. a sophisticated, customized tool
• Scrappy, bootstrapped mentality — we have 1 full time employee (the founder) and several freelancers. You're willing to be truly hands-on in exchange for ownership
• Strong understanding of funnel UX — you can get in and design landing pages, PDPs and checkout funnels yourself at the visual caliber of a contemporary fashion brand
• You've shipped several digital products before, managed developers, know how to hire a skilled one, and understand code
• Avid experimenter in AI who's eager to build with Claude, Zapier, etc
• You've built sophisticated project management tools on platforms like ClickUp that integrate with Slack, Google Workspace, etc