Direct Mail Director

Direct Mail Director – 100% Remote in the USA 

PetLab Co. is the world leader in the DTC pet supplement market with 50% market share, 9-figure revenue, profitable and rapidly growing with ambitious plans for expansion.  We’re searching for a results-driven direct response marketer to build our direct mail retention channel from scratch to maximize customer LTV.  You’ll 100% own this new initiative from A-Z, formulating strategy, designing tests, building execution plans and rolling up your sleeves to get campaigns launched.  With 1,100 new daily buyers, and a buyer file of 3M , you’ll have the volume to support a high velocity of test-and-learn cycles, allowing you to activate, scale and win in direct mail ASAP.  

So, if you live and breathe direct mail, are excited about a new challenge in a unique market, and… 

• You’re a direct mail nerd who simply can’t get enough of every facet of it… 
• You obsess about audience targeting, offer design, positioning, copy and graphic design… 
• You get a thrill pouring over reams of response data to gain key insights to drive results… 
• You easily switch between strategy/execution, copy/design, and planning/logistics… 
• And you’ve mastered the nitty-gritty of printing/ postage costs, tracking/attribution, etc. 

… then please keep reading as you may be the perfect fit. 

What are the Key Points? 

• Core Compensation: $140,000 – 175,000 (base bonus) 
• Location: 100% Remote in the USA (global team of 140 ) 
• Benefits: Health/Dental/Vision/Disability/Life 401k 20 Days PTO 
• Hours: 8:30 a.m. to 5:30 p.m. ET (with some flexibility based on location) 
• Culture: Think Fast, Move Fast, Learn Constantly… and Have Fun! 
• #1 Objective: Boost LTV by Activating and Scaling Direct Mail Retention Channel 

Who Will You Report Into? 

Hello, my name is Tiffany Lai, Head of Growth at PetLab Co., and I need your help.  We started PetLab Co. in November 2018 because we saw an unmet need to offer safe, effective nutritional supplements to help pets have their happiest, healthiest lives.  Since then, we’ve become the fastest growing pet health brand in the U.S., thanks in part to our rigorous scientific approach to customer acquisition and conversion and our focus on building a robust subscription business. 

And that’s where you come in.  We’re now focused on horizontally scaling our customer lifecycle marketing to boost LTV throughout all our retention channels.  Given we’ve fully deployed email and SMS, direct mail is an obvious next step. 

Direct mail represents an incredible opportunity to leverage our wealth of buyer data to target customers with customized offers and messaging to increase LTV.  But this needs just the right person, someone excited about building something from scratch, a true marketer who knows how to build something out of nothing. 

What’s the Ideal Candidate’s Background? 

The ideal candidate is a direct response veteran who has been-there-and-done that in direct mail and knows how to activate and scale a direct mail program for an e-commerce brand… but, you’re still fired up about getting hands on into the nitty-gritty.  Whether you’ve worked in-house at a brand, in agencies, or a combination of both, you bring the wisdom from having run hundreds if not thousands of tests to know how to make direct mail retention successful ASAP. 

Just as importantly, you’re primed for something new – you’re ready to go from managing / optimizing mature direct mail programs to starting something from scratch, with all the uncertainty, ambiguity and excitement that it brings.  You’re eager to face the challenge of cracking the code in a new industry by leveraging all the hard-won wisdom you’ve gained throughout the years.  And you’re excited at the prospect of being able to design everything soup-to-nuts for a new program, without facing any constraints that optimizing an existing direct mail program would bring. 

What’s It Like Working at PetLab Co.? 

We’ve gone to great lengths to set up a data-driven culture wherein the best ideas win, regardless of where they come from.  As a rapidly growing company, we prioritize finding people who can think fast, move fast and deliver fast… while having fun at the same time. 

To that end, here’s what you’ll get access to when you join our team: 

• Clear Reporting – Getting accurate and timely data is crucial to enabling marketers to do their jobs, which is precisely what our standalone data analytics team delivers 
• Collaborative Team – There are no silos here, we all understand that to win, we must help each other out as necessary, doing things outside our normal jobs when needed 
• Scientific Rigor – Everyone on the marketing team shares the same philosophy to attack every challenge with an experimental test-and-learn process to tease out success 
• Variety of Challenges – Given we’re just entering our 5th year as a company and growing rapidly, the challenges keep coming with new products, promotions, categories, etc. 
• Refreshing Autonomy – Expectations are always set high for anybody who joins the team, but so too is your autonomy to figure out how best to deliver against your objectives 

You’ll also find that everyone here listens – if something isn’t working, we respectfully call it out.  If something is needed, those needs are heard.  If there’s something we can do better, let’s hear it. 

How Will Your Time Be Spent? 

• 25% on Data Analysis / Research – Diving into response data, sifting over customer research surveys and pouring through other data to pinpoint actionable insights 
• 25% on Strategic Planning – Formulating your overall strategic approach and turning that into specific campaigns to execute, whether one-off, automated flows or other 
• 25% on Test Design – Brainstorming ideas and formulating hypothesis based on your data analysis and then designing experiments that deliver the biggest bang for the buck  
• 25% on Campaign Delivery – Working with copywriters, designers, developers, vendors, etc. to ensure your campaigns and tests are delivered on time, on budget and on spec 

You’ll collaborate with other channel owners (web, email, sms, phone, etc.) in our retention marketing team to synergize strategies and tactics for maximum effect.  This is particularly important when it comes to deploying the right mix of educational content vs. promotions to balance authentically engaging with customers while driving incremental sales. 

Plus, you’ll also be given the opportunity to own our fulfillment package insert program.  With 5,600 shipments daily, this represents a tremendous incremental opportunity to drive LTV.  Moreover, it creates a fantastic opportunity to cross-pollinate learnings with direct mail. 

Lastly, once direct mail has achieved success in retention, you’ll be given the opportunity to crack the code on direct mail / insert acquisition to further diversify our new customer growth.  This is an incredibly exciting untapped opportunity that awaits! 

Requirements 

• 7-10 Years Direct Mail DTC Marketing – Whether in-house with brands, with agencies or a combination of both, thoroughly skilled in handling every facet of a direct mail program, especially with a focus on supplements and/or subscriptions 
• Proven Success – Demonstrable, measurable, previous success in scaling up a direct mail retention program, either from scratch or from its infancy into an enterprise-grade program 
• Direct Response Marketer – At your core you are a direct response marketer, you know how to pinpoint an opportunity, devise a strategy, build a plan and deliver success 
• Robust Test Architect – Expert at formulating needle-moving tests that are designed with sound fundamentals – e.g. audience, sample size, statistical analysis, etc. 
• Data Driven – Extremely comfortable diving deep into analytics platforms, spreadsheets, etc., to detect patterns on which to capitalize while leveraging the latest in data science 
• Think Fast, Move Fast – Energized by a high-velocity, high-growth entrepreneurial environment with lots of ambiguity wherein conditions can change rapidly 
• Driven to Excellence – An ownership mentality with a relentless inner drive to excellence that other people find energizing, inspiring and motivating 
• Exceptional Communicator – A perceptive listener who quickly synthesize info and can formulate a methodical action plan that can be clearly articulated verbally and in writing 

Salary : $140,000 - $175,000