Director of Analytics, Acquisition

Who We Are

The Farmer’s Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We’re starting by radically improving the $90 billion pet food industry, replacing bags of highly-processed pellets with a personalized subscription service that sends complete and balanced, freshly-made dog food directly to customers’ doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future.

To date, The Farmer’s Dog has delivered over 1 billion meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

What We Stand For and Where You’ll Come In

We’re looking for an experienced Director of Analytics to work on our acquisition and marketing efforts to deliver on our goal to transform unconditional love into uncomplicated care. You will be responsible for synthesizing a wide-variety of data sources to identify opportunities to improve our customer acquisition efforts and acquire higher LTV customers. You’ll have the opportunity to build upon our existing foundation to take the foundation we have in place today and evolve it effectively with the business to ensure we continue to design seamless and deeply personalized experiences.

In the role, you’ll partner closely with groups across the business in Product, Engineering, CX, Operations, Data Engineering, Analytics Engineering, Data Scientists and other Analysts to build a best-in-class experiment design and insight generation engine. 

This is an opportunity to take ownership of an area in the company that is ready for innovation in measurement strategy and analytics.You’ll play a key role in improving the lives of the dogs while making a foundational impact on optimizing dog health outcomes. 

One Team: We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically.

We are skeptical about everything and precious about nothing:  Ideas can and should come from anywhere, and we aren’t tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions:  We know that no interaction exists in a silo and therefore understand how important every single one is.  We ensure our strategy sets prospective and new customers up for success and drives long-term retention.  We answer questions and address problems early and proactively.  We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically.

We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience.

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time.

How You'll Make An Impact

• Define and execute the vision, roadmap, and strategy for the marketing measurement by setting goals, making clear prioritization decisions and communicating progress to stakeholders.
• Build and grow a highly engaged and impactful Analytics group by providing direction on their work, career growth and goal-setting while regularly coaching and delivering effective feedback to set them and the function up for long-term success.
• Lead the Analytics group, focusing on data infrastructure, reporting and analytics needs to enhance acquisition efforts, engagement and adoption.
• Drive performance improvement across our acquisition efforts through a mix of learning-agenda strategies, experimental design, causal analytics, and rapid prototyping of new measurement solutions 
• Develop a strategy, prioritization, and roadmap for ads measurement and insights 
• Develop a deep understanding of advertiser customer journeys and their needs across different website sessions and visits
• Collaborate with cross-functional groups and stakeholders to gather business requirements and design scalable data architectures that meet analytics needs and support business goals.
• Lead the efforts with data science to identify high value audiences and activate audiences the across media channels 
• Develop macro points of view on in-flight media performance, ensuring the teams are optimizing to target KPIs, and proposing strategy pivots based on performance
• Dive deep into our media and creative data to uncover insights and drive action by planning, reasoning and execution.
• Monitor marketing channel performance and set up experiments to validate causality.  
• Identify hidden patterns in our data and push the boundaries of insight generation and action by connecting dots across the business. 
• Build frameworks for rapid and scalable experimentation design and analysis.

We're Excited About You Because 

• You have 8 to 10+ years of experience in a data or software engineering related field (a high-growth D2C and/or subscription business is a plus).
• You’re a strong people leader who has proven ability of building and leading high-performing groups - fostering an environment of empowerment, development, collaboration while creating feedback loops and effectively performance managing. 
• You have a strong passion towards data storytelling and inspiring action
• You have expertise in BI tools such as Looker, Tableau or Power BI
• You are proficient in advanced analytical tools (SQL, Python, R)
• You have experience building transformations in dbt and can communicate fluently with Analytics and Data Engineering. 
• You are passionate about marketing and customer acquisition and have strong point of views on measurement 
• You’re able to translate business needs into technical requirements for Data Science, Data Engineering and Analytics functions. . 
• You possess expert-level analytical skills and a proven track record of using data to drive customer-facing impact and business results. 
• You are detail-oriented and proactive, thrive as a self-starter and excel in managing multiple projects simultaneously.
• You are an owner, have excellent problem-solving and communication (both written and verbal) skills and can effectively prioritize tasks.
• You are able to build strong cross-functional relationships, facilitate discussions effectively, and drive consensus.  
• You have experience leveraging data to drive strategic insights.
• You love dogs. 

Office Guidelines

We are an in-office culture, made of in-office people who thrive on the collaboration and magnetism of working in a shared space. We are seeking individuals who excel in this type of environment, where being present fosters deeper connections and engagement.

Our Belonging Philosophy:

Our company’s mission is rooted in deep, genuine care for dogs – and for the people who love them. As an organization we are full of individuals who are unique in many ways, but all united in a mission of providing true peace of mind to dog lovers everywhere. Fixing this industry and improving the lives of pets and their people will be a difficult, decades-long endeavor. We believe the best use of our time, energy, and resources as a collective team is to focus on this mission, and on supporting our team to do their best work and be their best selves. In support of this we’re committed to hiring and supporting a diverse workforce, and investing in internal structures, opportunities, hiring/promotions processes, and training that create and sustain an inclusive team. We strive to provide an experience at TFD that will be invested, meaningful and memorable as we progress on the journey to reimagine how we feed and care for our pets.

A Few of Our Best Benefits

• Dog-friendly office in Greenwich Village
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO 
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is $215,000.00 - $245,000.00USD annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

Equal Employment Opportunity Statement

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights.

Reasonable Accommodations

TFD complies with applicable federal, state, and local disability laws and makes reasonable accommodations for applicants and employees with disabilities.  If a reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact humansops@thefarmersdog.com.