Location: San Francisco, CA | Reports to Chief Technology and Supply Chain Officer

Who is Allbirds?

At Allbirds, we believe in using business as a force for good. We’re a global footwear and apparel brand with roots in New Zealand and headquarters in San Francisco. Since 2016, we’ve been on a mission to prove that comfort, design, and sustainability aren’t mutually exclusive. Our commitment to creating better things in a better way is fueled by a belief that the fashion industry needs to focus less on flash and more on thoughtfulness. We're a certified B Corporation, meaning we meet rigorous standards of social and environmental performance, accountability, and transparency. We’re dedicated to making the most sustainable products we can using premium natural materials - designed for life’s everyday adventures. In fact, TIME 100 named us for being one of the most innovative companies. Already calling our first shoe, the Wool Runners, the most comfortable in the world, and there is much more to come.

We take our craft seriously, but not ourselves. As part of the Allbirds family, you can look forward to team lunches, product tests, fun company events, inspiring guest speakers, comfortable shoes, sheep puns, and lots of creative ideas.

What does the job entail?

We’re seeking a strategic, data-driven, and creative Senior Director of Growth to lead our performance-driven marketing efforts across the entire customer lifecycle. You will oversee Paid Media, CRM, and Marketing Analytics, driving both customer acquisition and retention while working in close partnership with the Creative, Brand Marketing, and Commercial teams.

This is a highly visible role, responsible for delivering profitable business growth through full-funnel marketing programs that balance brand, performance, and efficiency, grounded in the customer, data, and effective storytelling.

What are we looking for?

Customer Centricity

• You will be responsible for translating qualitative and quantitative customer insights into actionable growth strategies, ensuring every initiative is rooted in solving for the customer and enhancing their experience.
• Architect and optimize end-to-end customer journeys. Proven ability to map, analyze, and optimize customer journeys from awareness to advocacy, identifying key touchpoints for engagement, retention, and increased lifetime value.
• Expert in utilizing customer segmentation, behavioral analytics, and A/B testing to deliver highly personalized and relevant communications, offers, and product recommendations that resonate deeply with individual customer needs.

Strategic Mindset

• Define and execute Allbirds’ integrated growth marketing strategy, focused on both acquiring high-value new customers and driving repeat purchase behavior that deliver repeatable, profitable growth.
• Oversee Performance Marketing across paid digital channels (social, streaming, social, programmatic, affiliate, etc.), ensuring optimal spend efficiency and CAC.
• Lead the development and execution of personalized customer journeys via CRM channels like Email, SMS, and Direct Mail, with a core focus on customer engagement and retention.
• Accountable for accurate forecasting and achieving key performance indicators (KPIs) such as CAC, LTV, ROAS,CMAM, retention, and repeat purchase rates.

Leadership

• Be an empathetic and inspiring people leader and mentor to a high-performing team across Paid Media, CRM, and Analytics, fostering a culture of learning, collaboration, and accountability.
• Excellent cross-functional collaborator with a proven ability to influence senior stakeholders and drive alignment.
• Ability to ask insightful questions to identify root issues and uncover the most effective solutions for complex challenges.

Cross-Functional Collaboration

• Work hand-in-hand with Creative on campaign development and asset creation to ensure alignment between brand and performance objectives.
• Collaborate with Strategic and Product Marketing to ensure launch plans, messaging, and targeting strategies are integrated across paid and owned channels.

• Partner with the Technology and eCommerce team to enable cross-channel personalization and enhance website experiences to support conversion and engagement goals

Align with Product, Ecommerce, and Finance teams to tie marketing performance to broader business goals and customer insights.

• Collaborate closely with the Analytics team to identify actionable insights across cohorts, campaigns, and touchpoints. Use data to drive continuous testing, learning, and optimization and further decrease CAC and increase LTV across audiences.

Learning & Optimization

• Champion a culture of continuous learning and experimentation, evolving growth levers through audience segmentation, creative testing, channel mix optimization, and strategic budget allocation.
• Proactively identify and assess new platforms, partners, and technologies that can accelerate growth while maintaining alignment with sustainability and brand integrity.
• Balance startup scrappiness with scaled execution -- move quickly, test frequently, and build systems for repeatable success.
• Explore and implement innovative, cost-effective growth strategies that extend beyond traditional paid media and promotional tactics..

Qualifications

• 10–15+ years of experience in e-commerce/DTC or related consumer categories, with deep expertise in performance marketing and lifecycle marketing.
• A proven track record of delivering results in DTC and omnichannel consumer brands is highly preferred
• Thrive in ambiguous, fast-paced startup environments, ideally complemented by experience operating at scale.
• Highly strategic but equally comfortable getting into the weeds and executing. You are a do’er by nature.
• Strong analytical mindset and fluent in data -- comfortable using data to make decisions, build forecasts, and identify growth opportunities.
• Passion for brand storytelling, customer-centricity, innovation, and Allbirds’ mission around sustainability and better business.
• Deep experience managing multi-million dollar paid media budgets across various digital channels.

What do we offer?

The pay range for this role is: $200k - $226k and must be performed in our San Francisco, CA.

Allbirds routinely evaluates pay rates, and the ranges are subject to change based on market rates and other considerations. We factor in a number of components when determining starting pay, including the job and level you are hired into, location, skillset, experience and peer compensation.

Benefits Overview:

When you join our flock at Allbirds, we offer competitive pay as well as bonus and equity for eligible roles, healthcare, retirement savings, and other great benefits for the whole being. Eligibility requirements apply to some benefits and may depend on your job classification and length of employment. Benefits are subject to change and may be subject to a specific plan or program terms. For information about benefits and eligibility, please see the detailed list below.

• Health benefits include Medical, Dental, and Vision plans for employees and eligible dependents.
• Medical plan options include: PPO, HDHP (100% premium paid for employees, employees only pay premium for dependents), and HMO (in California)
• 100% Company paid OneMedical memberships available for members of certain medical plans.
• Company HSA contribution for enrolled HSA members.
• Financial benefits include: company equity for eligible roles, 401(k) with employer matching contribution (with immediate vesting and pre and post-tax options), Employee Stock Purchase Plan, company-paid life insurance for full time roles, short-term and long-term disability, pre-tax savings programs for eligible healthcare, childcare and commuter expenses for both full and part-time roles, medical travel expense reimbursement program for full and part-time roles.
• Unlimited PTO for full-time corporate roles, sick and vacation time for other roles, plus parental leave (with a new parent bonus for full-time employees), volunteering, medical & family care leave, bereavement, jury duty, and voting.
• Support benefits through Modern Health (free mental health benefit with coaching and therapy sessions), Employee Assistance Program and more.
• Other Perks include: the company discount (50%) on most Allbirds products, discount mall through LifeBalance, reimbursement on eligible wellness expenses (full-time employees) and cellphone and more for certain eligible roles.

Diversity

Allbirds is an equal opportunity employer and makes employment decisions on the basis of merit. Allbirds policy prohibits unlawful discrimination based on race, color, religious creed, sex, gender identity, marital or veteran status, age, national origin, ancestry, citizenship, physical or mental disability, medical condition, genetic information or characteristics (or those of a family member), sexual orientation, pregnancy, or any other consideration made unlawful by federal, state, or local laws. It also prohibits discrimination based on a perception that anyone has any of those characteristics or is associated with a person who has or is perceived as having any of those characteristics. All such discrimination is unlawful.