Company Overview
Rest and Reset is an early-stage D2C home textiles and soft goods brand dedicated to helping people transform their homes into sanctuaries. With a strong operational foundation, quality sourcing, healthy margins, and inventory in place, we are focused on accelerating growth through a stronger brand, disciplined demand generation, and revenue optimization. We are seeking a strategic yet highly hands-on leader to own the complete marketing and growth function.

Role Overview

The Fractional Chief Marketing & Growth Officer will lead the entire customer growth strategy, from brand awareness and acquisition through conversion, retention, and B2B expansion. This executive will combine the responsibilities of a Chief Marketing Officer and Head of Growth, serving as the single leader responsible for building the brand, driving profitable customer acquisition, optimizing the customer journey, and delivering sustainable revenue growth.

This is a highly tactical leadership role for someone who enjoys rolling up their sleeves. You'll work across creative, paid media, CRM, analytics, website optimization, and strategic partnerships while holding agencies and vendors accountable for measurable business results.

Commitment & Terms

• Commitment: up to 20 hours per week, with flexibility to expand as the business grows (Fractional/Remote)
• Duration: Initial 3-month engagement with opportunity for long-term extension based on performance KPIs
• Compensation: Competitive monthly retainer

Future Opportunity: This engagement is intended to establish and scale the company's marketing and growth function. As the business grows, there is a strong opportunity for this role to transition into a full-time executive leadership position based on business needs and mutual fit.

Key Responsibilities

Brand Strategy & Marketing Leadership

• Own and evolve the Rest and Reset brand identity and 'Sanctuary' positioning across all customer touchpoints.
• Lead creative direction including photography, video, lifestyle content, messaging, and user-generated content.
• Develop compelling storytelling that emotionally connects with customers and differentiates the brand.
• Build and manage influencer, affiliate, and partnership programs aligned with the brand.

Demand Generation & Paid Media

• Develop and execute an integrated, multi-channel demand generation engine across Meta, Google, Pinterest, affiliate, influencer, and emerging paid channels to drive profitable customer acquisition.
• Own the creative testing roadmap, leading continuous A/B and multivariate testing across ad creative, messaging, offers, formats, landing pages, and calls-to-action to improve conversion rates, reduce CAC, and increase ROAS.
• Build and continuously refine audience segmentation strategies, including prospecting, lookalike audiences, behavioral cohorts, lifecycle segments, retargeting, and high-value customer audiences.
• Optimize campaign performance through disciplined testing of audience, creative, placements, bidding strategies, and channel mix using performance data.
• Allocate and rebalance marketing budgets across channels based on ROAS, CAC, MER, and revenue contribution, scaling top-performing campaigns while quickly reducing investment in underperforming initiatives.
• Establish a structured testing cadence with weekly performance reviews, clear success metrics, documented learnings, and rapid iteration.

Revenue Growth & Conversion Optimization

• Own the complete customer journey from acquisition through repeat purchase.
• Lead website conversion optimization, landing page testing, merchandising, pricing strategies, and checkout improvements.
• Develop product bundles and promotional strategies that increase Average Order Value and overall profitability.
• Collaborate with leadership to establish revenue goals and growth priorities.

CRM, Retention & Customer Lifecycle

• Own Klaviyo email and SMS strategy, including automation, segmentation, abandoned cart recovery, welcome journeys, and re-engagement campaigns.
• Improve customer lifetime value through personalized lifecycle marketing and retention initiatives.
• Maintain customer segmentation and ensure data integrity and compliance.

B2B Growth & Strategic Partnerships

• Build and execute a go-to-market strategy for wholesale and commercial channels including hospitality, wellness, interior design, and corporate customers.
• Develop strategic partnerships, affiliate relationships, ambassador programs, and complementary brand collaborations.
• Manage the B2B sales pipeline and establish scalable processes for continued growth.

Analytics, Vendor Management & Performance

• Build and maintain dashboards tracking key performance indicators including revenue, CAC, ROAS, AOV, LTV, conversion rate, retention, and marketing efficiency.
• Establish clear attribution across marketing channels and regularly present performance insights to leadership.
• Audit agencies, contractors, and vendors, holding all partners accountable to clearly defined KPIs and service levels.
• Lead weekly performance reviews and make data-driven recommendations for continuous optimization.
• Develop attribution models and reporting that connect creative performance, audience segments, channel investment, and revenue outcomes to inform budget decisions.
• Provide weekly executive reporting with actionable insights on creative performance, A/B testing results, audience performance, ROAS by channel, CAC trends, and optimization recommendations.

Requirements

• Demonstrated success scaling an early-stage D2C consumer brand through profitable growth.
• Strong experience leading both brand marketing and performance marketing initiatives.
• Deep expertise with Shopify, Meta Ads Manager, Google Analytics, Klaviyo, Google Ads, and conversion optimization.
• Experience in home, lifestyle, wellness, consumer products, or premium retail brands preferred.
• Strong analytical mindset with the ability to translate data into actionable business decisions.
• Experience managing external agencies, freelancers, and cross-functional partners.
• Entrepreneurial, highly accountable, and comfortable operating in fast-paced, resource-conscious environments.

Success Measures

Success in this role will be measured by:

• Sustainable month-over-month revenue growth
• Improved Customer Acquisition Cost (CAC)
• Return on Ad Spend (ROAS) of 3.0x or greater
• Increased website conversion rate and Average Order Value (AOV)
• Growth in customer lifetime value and repeat purchase revenue
• Expansion of B2B revenue channels
• Strong, consistent brand identity across all customer touchpoints
• Efficient vendor management and disciplined marketing investment