Job Description

Barton Publishing is a Christian-based leader in DTC nutritional supplements, with a 20yr track record of profitable growth. We\xe2\x80\x99re seeking a hands-on VP of Performance Marketing with a proven track record in scaling direct response VSL funnels in paid media to own the customer lifecycle from acquisition to conversion to retention to drive profitable, sustainable growth. You\xe2\x80\x99ll be 100% accountable for hitting KPI targets for ad spend, ROAS, LTV and engagement. And you\xe2\x80\x99ll enjoy full autonomy to build, shape and cultivate a high-performance team to execute your strategy.So, if you\xe2\x80\x99re completely addicted to growth, love to be a hands-on doer, and you have the proven ability to develop strategy, build a team, deliver results and\xe2\x80\xa6

• You LOVE both optimizing the big picture as well as the granular daily moving parts\xe2\x80\xa6
• You LOVE running growth experiments, optimizing funnels and testing new creative\xe2\x80\xa6
• You LOVE developing GTM plans to crack open new ad platforms and audiences\xe2\x80\xa6
• You LOVE architecting teams, systems and processes that can scale\xe2\x80\xa6
• You LOVE diving into data to detect patterns, gain insights, and turn those into action\xe2\x80\xa6

\xe2\x80\xa6 then please keep reading as you may be the perfect fit.What are the Key Points?

• Core Compensation: $200,000 \xe2\x80\x93 $250,000 (base + bonus)
• Location: 100% Remote in the USA (team of 18+)
• Benefits: Health Stipend/Dental/Vision/Disability/Life + 401k + Unlimited PTO
• Hours: 8:30 a.m. to 5:30 p.m. CT (with some flexibility based on location)
• Culture: faith-based, family-focused, mission-driven
• #1 Objective: Hit growth targets consistently

What\xe2\x80\x99s the Ideal Candidate Background?Hello, my name is Joe Barton, founder and CEO at Barton Publishing, and I need your help. When I founded Barton Publishing 20 years, my motivation was to help people find natural ways to overcome health challenges. It was driven by my frustration from seeing how many people were being shortchanged by the traditional pharmaceutical-led medical system whose one and only answer to every problem was drugs, drugs and more drugs.Having been the primary marketer from the outset, and now having achieved most of my original goals, it\xe2\x80\x99s now time for new leadership to step in to take things to the next level. Our ultimate goal is to help 1 million people overcome their health challenges. But to do that we need to begin scaling up. And that\xe2\x80\x99s where you come in.I\xe2\x80\x99m looking for a proven DTC performance marketing leader to take over end-to-end marketing leadership \xe2\x80\x93 everything from acquisition to conversion to retention. Because we spend ~$1M / month on paid media through our agency, the ideal match is someone who has cut their teeth scaling VSL funnels on Meta and YouTube.You know how to crack the code to get a new offer to work. And you have the discipline and rigor to know how to scale it in a sustainable way. You know everything from audience targeting to creative development to funnel split testing to maximizing LTV with multi-channel retention campaigns across web, email, SMS and phone to the martech to support it all.Just as importantly, you\xe2\x80\x99re someone who sees their career as a way to serve others. Someone who loves to be fruitful, loves to do work that helps people, loves to deliver hope and healing, loves to ease their suffering, and aligning them with the life that was intended for them.How Will Your Time Be Spent?Here\xe2\x80\x99s an approximate breakdown of how you\xe2\x80\x99ll spend your time while taking full ownership of your ad spend, ROAS, LTV targets and engagement targets:

• 25% Growth Strategy - Identifying new strategies to drive growth, whether on acquisition, conversion or retention, with particular attention to audience and creative
• 25% Data Analytics \xe2\x80\x93 Collaborating with our BI team to develop and analyze reports, detect patterns, gain actionable insights, and share findings with other teams to execute
• 25% Testing Plans \xe2\x80\x93 Developing hypotheses to drive KPIs throughout the customer journey, whether CTR, CVR, AOV and ROAS on front-end or LTV or engagement on back-end
• 25% Managing \xe2\x80\x93 Working with direct reports to set unambiguous expectations, define clear KPIs, establish optimal working rhythms and mentoring them to achieve their best potential

What Does Initial Success Look Like?While objectives will change over time as the business evolves, there is a specific set of initial objectives and challenges to tackle as follows:

• Upgrade Funnels \xe2\x80\x93 While our funnels are converting well enough, we need a fresh set of eyes to deliver upgrades to UX/UI, CVR and AOV for both primary purchase and upsells
• Stabilize Paid Media \xe2\x80\x93 Anybody who has scaled DTC offers on Meta and YouTube knows the challenge with constant changes to algorithms and compliance rules and we are no different; your goal is to scrutinize everything A-Z with our agency, from creative, to ad account configuration, to attribution, pixels, audience targeting, etc. and make the optimizations necessary to deliver stable, profitable spend that can be grown consistently
• Optimize Team \xe2\x80\x93 As a leader who has been there and done that in DTC scaling, we look forward to your insights on how to optimize our people, process and systems to consistently deliver the high performance that our mission demands

Requirements

• 7-10 Years of Proven DTC Track Record \xe2\x80\x93 Your resume is littered with measurable growth accomplishments that you were individually responsible for delivering from A-Z that demonstrate your ability to create something out of nothing AND scale what is working, ideally with VSL-based funnels, with bonus points for e-comm and Amazon exposure
• Paid Media Acquisition Expert \xe2\x80\x93 A master at scaling paid media to multiple 7-figure monthly budgets across Meta, YouTube, TikTok and native to deliver on target ad spend with efficient ROAS, with ability to drive agency partners to deliver performance
• Conversion Optimization Expert \xe2\x80\x93 Excels at CRO, with deep experience formulating hypotheses and running experiments with value props, copy, design, UX and technical optimizations to drive up CVR and AOV, optimizing post-purchase upsells, while memorializing learnings for all
• Back-end Retention Expert \xe2\x80\x93 Deep experience driving LTV with upselling and cross-selling, but also by maximizing retention with activation, engagement , winback campaigns and creating true lifetime relationships with customers via CRM
• Data Driven \xe2\x80\x93 Extremely comfortable diving deep into analytics platforms, spreadsheets, etc., to detect patterns on which to capitalize while leveraging the latest in data science
• Driven to Excellence \xe2\x80\x93 A natural end-to-end ownership mentality with a relentless inner drive to excellence that other people find energizing, inspiring and motivating
• Systems-Oriented \xe2\x80\x93 Strong organizational skills and with a knack for creating order out of chaos with highly organized systems that deliver sustained success
• Exceptional Communicator \xe2\x80\x93 A perceptive listener who quickly synthesize info and can formulate a methodical action plan that can be clearly articulated verbally and in writing
• Humble Team Leader \xe2\x80\x93 Knows how to recruit, train and build a world-class team in a player/coach mentality with an authentic, humble mindset

Barton Publishing helps people overcome diseases with natural remedy information products. Our team publishes doctor-approved reports that explain natural cures that are working in their clinics to heal a myriad of diseases. We have published reports on over 50 health topics, including acid reflux, diabetes, high blood pressure, memory loss, and many more.

Barton Publishing