Head of Growth

The Head of Growth & Full-Funnel Media will own the entire media engine across Tula and Sister Brands: the strategy, the budget, the measurement framework, and the team. You will lead two direct reports — a Director of Performance Marketing and a Retail Media Lead — and you will be the single-threaded owner of how media investment drives growth across every channel: DTC, Ulta, Sephora and emerging channels. Both brands. Full commercial picture. One team.

 

What makes this role rare is the combination it demands. You need to be genuinely in the weeds — someone who knows the daily numbers, challenges a bid strategy, and can walk into any dashboard and immediately spot what is wrong and what to do about it. And you need to be genuinely strategic — someone who can build a full-channel media architecture, make a compelling case to leadership for how media investment translates to commercial outcomes, and back every recommendation with measurement frameworks that hold up to scrutiny.

 

WHO YOU ARE

A Growth Hacker At Heart 

You got here by being in the data — testing constantly, optimizing obsessively, knowing your numbers before anyone asks. That instinct has not left you. You still pull dashboards yourself. You still have a theory before the agency report lands. You still feel the gap between where the business is and where it should be as a personal challenge. What has changed is that you now channel that instinct into building teams and systems that operate the same way at scale — and you know how to translate what you find in the data into a boardroom-ready narrative without losing the substance.

 

Equally Comfortable in a Spreadsheet and a Meeting

You can spend the morning interrogating a media mix model and the afternoon presenting to senior leadership — and you are equally sharp in both settings. Your conviction comes from knowing the data cold. You present with gravitas not because you have learned to project confidence, but because you have done the work and you know you are right. And when you are challenged, you welcome it.

 

A Full-Channel Thinker — Not Just  a DTC Operator

You understand that the job here is not to optimize paid social for DTC revenue in isolation. It is to build a media strategy that drives growth across the entire commercial picture — DTC, Amazon, Ulta, Sephora , emerging markets, and retail.com. You think about how a dollar of media investment moves through the system: direct DTC revenue, halo to Amazon BSR, traffic lift to retail.com, brand search volume at Ulta. You build media plans that account for all of it and you advocate for the investment level that reflects the full return — not just the attribution model's narrow view.

 

A Master of Measurement

You know that media measurement is a hard problem — and you have the intellectual rigor to navigate it without pretending otherwise. You know how to use media mix modeling (Prescient), multi-touch attribution (Fospha), platform-reported data, and incrementality testing in combination — and you know where each one is reliable and where each one lies. You build measurement frameworks that your leadership team can trust, and you do not let the absence of perfect attribution become an excuse for not making decisions.

 

A Leader Who Raises the Bar

You have built and led teams before and you know that your biggest leverage is in the people under you. You develop your direct reports by setting a high bar and coaching them to meet it — not by doing their jobs for them. The Director of Performance Marketing and the Retail Media Lead are strong contributors; your job is to make them excellent. You create a culture of urgency, accountability, and intellectual honesty in the function, and your team gets better because of how you lead.

 

Motivated by Goals — Galvanized by Gaps

When the business is behind, you do not explain it — you fix it. You have a genuine drive to hit targets that goes beyond professional competence. Missing a goal bothers you in a way that makes you more focused, not more defensive. You bring that energy to your team without creating anxiety, because your response to a gap is always a clear-headed plan, not a spiral. You know how to hold a high standard and still keep people motivated.

WHAT YOU WILL OWN

Full-Funnel Media Strategy — All Channels

• Own the media strategy for Tula and sister brands  across paid social (Meta, TikTok, Pinterest), paid search (Google), video (YouTube, CTV), programmatic display, retail media networks, and emerging channels
• Build the annual and quarterly media plan: channel allocation, funnel stage investment, budget sizing by brand and season, and the strategic rationale behind every major investment decision
• Develop a full-channel media architecture that is not DTC-only — with explicit strategies for how media investment drives traffic to Ulta.com, Sephora.com retail.com, and Amazon alongside DTC
• Own the media budget across both brands — full accountability for how every dollar is deployed, what it returns, and how the mix should evolve
• Lead the go-to-market media strategy for major product launches: pre-launch seeding, launch amplification, and post-launch sustain — coordinated across paid, retail media, and organic channels
• Build the promotional media calendar: BFCM, Prime Day adjacencies, gift-giving peaks, brand tentpoles — with a specific strategy and expected return for each

Team Leadership & Development

• Directly manage the Director of Performance Marketing (paid media execution across Meta/Google/TikTok/YouTube) and the Retail Media Lead (RMN strategy across Ulta, Sephora, Emerging channels, Criteo)
• Set the performance standard for the function: clear KPIs, regular performance reviews, and a culture where every team member knows what good looks like and is motivated to get there
• Coach and develop both direct reports — help them grow in their roles, expand their thinking, and build toward their next level
• Serve as the final escalation point for agency issues, budget conflicts, and cross-functional disputes that need senior resolution
• Build a team culture that is data-driven, fast-moving, and relentlessly focused on business outcomes rather than media metrics

Retail Media Strategy

• Own the retail media strategy across all relevant retail media networks (RMNs): Ulta Beauty Criteo, Roundel and any emerging retail media opportunities
• Define how retail media investment connects to brand commercial strategy — when to invest in search vs. display vs. offsite, and how to measure true incrementality vs. attribution at retail
• Ensure retail media investment is coordinated with brand marketing tentpoles, product launches, and the broader paid media calendar — not planned in isolation
• Partner with the commercial/sales team to align retail media with Ulta, Retail  account priorities
• Evaluate and build the business case for new retail media opportunities as they emerge

Measurement, Attribution & Media Intelligence

• Own the measurement framework for the Growth pillar: define how media performance is measured, reported, and acted upon across the organization
• Lead the integration and interpretation of media mix modeling (Prescient), multi-touch attribution (Fospha), platform-reported data, and incrementality testing — building a unified view of media performance that the organization can trust
• Quantify and communicate the cross-channel halo effect of media investment: DTC revenue, retail.com traffic, Amazon BSR movement, and brand search lift
• Build executive-ready performance reporting: monthly and quarterly media performance readouts that drive decisions, not just inform
• Stay ahead of the measurement landscape — new privacy regulations, cookie deprecation, platform attribution changes — and ensure the team's measurement approach evolves accordingly
• Commission and lead incrementality studies and media mix modeling reviews on a regular cadence; challenge the results and use them to sharpen investment decisions

Agency Management & Vendor Strategy

• Own the senior relationships with all media and retail media agencies — set the strategic direction, hold partners accountable, and ensure the organization is getting best-in-class output
• Lead agency reviews and pitches when needed; make recommendations on agency structure and compensation
• Negotiate agency contracts and media buys at the portfolio level — using combined brand scale to get better rates, placements, and partnership terms than either brand could achieve alone
• Evaluate and manage media technology vendors: attribution tools, measurement platforms, audience data partners, and programmatic tech — ensuring the stack is fit for purpose and not legacy by default

Brand & Creative Partnership — A Non-Negotiable

• Serve as the primary performance media partner to brand marketing teams at both Tula and FAB — not a recipient of the brief, but a contributor to it
• Deeply understand each brand's positioning, consumer and tribe dynamics, hero products, seasonal moments, and go-to-market strategy — and translate that into a media strategy that brings the brand vision to life through channels that convert
• Recognize that brand strategy and media strategy are not sequential — great performance media is built on brand insight, and you invest in building those relationships before you need them
• Work directly with creative teams and creative agencies to close the loop between performance data and creative output: what hooks are working, which formats are winning, which messages are resonating with which audiences — and use that intelligence to brief better creative, not just optimize existing assets
• Build a systematic creative feedback loop: share performance data with creative teams in a format they can act on, not a dashboard they cannot interpret — make the translation between ROAS and creative direction one of your signature contributions
• Actively participate in campaign creative reviews — bring a clear point of view on what has worked historically and what the data suggests testing next, grounded in platform-specific best practices
• Understand that the brands have different voices, different consumers, and different creative sensibilities — and build a media and creative approach that honors each brand's distinctiveness while leveraging shared learnings across the portfolio

Cross-Functional Leadership

• Serve as the senior media voice in brand planning conversations at Tula and FAB — present at go-to-market planning, innovation launches, and quarterly business reviews
• Partner with the DTC Lead to ensure paid media strategy and DTC site strategy are tightly coordinated — landing pages, promotional timing, and audience sequencing
• Partner with the Pureplay team to ensure paid media and Amazon strategy are integrated — particularly around launch campaigns, Prime Day, and media halo measurement
• Partner with commercial/sales teams to ensure media investment is aligned with retail partner priorities and JBPs
• Present media strategy and performance to P&G leadership and Specialty Beauty senior stakeholders — with the gravitas, data command, and strategic clarity that those audiences require

MEASUREMENT & PLATFORM FLUENCY — WHAT YOU NEED TO KNOW

This role requires a sophisticated, critical relationship with media measurement tools — not just familiarity. The expectation is that you can challenge the outputs, not just read them:

• Media Mix Modeling (Prescient AI): How MMM works methodologically, where it is reliable (large budgets, stable spend patterns) and where it is not (new channels, low spend), how to challenge model assumptions, and how to use MMM outputs alongside attribution data rather than treating either as the ground truth
• Multi-Touch Attribution (Fospha): How MTA models the cross-channel customer journey, the limitations of first-party data and walled gardens, how to compare Fospha and Prescient outputs and resolve discrepancies, and how to present the combined picture to leadership without oversimplifying
• Incrementality testing: Geo holdout tests, platform lift studies, ghost bidding, and matched market testing — how to design rigorous incrementality experiments, interpret the results, and use them to challenge or validate MMM outputs
• Platform measurement tools: Meta Ads Manager, Google Ads, TikTok Ads Manager, GA4, Shopify Analytics — not at the execution level, but at the strategic level of knowing what each platform reports, why platform-reported ROAS is almost always overstated, and how to triangulate across sources
• Retail media measurement: How RMN attribution works (closed-loop at Ulta/Sephora/emerging channels), how to compare on-platform attribution to true incrementality, and how to build a consistent measurement framework across multiple retail media networks
• Media Efficiency Ratio (MER): How to calculate, interpret, and present blended MER across total media investment — and how to use it as a leading indicator of business efficiency without losing channel-level granularity
• Brand search and halo measurement: How to track brand search volume trends (Google Trends, Jungle Scout for Amazon search), BSR movement as a media response signal, and how to build a qualitative-to-quantitative bridge between media activity and retail channel performance
• Privacy and measurement evolution: Cookie deprecation, iOS 14+ signal loss, platform walled gardens, and the evolving first-party data landscape — and what they mean for how we build measurement frameworks going forward

WHAT WE ARE LOOKING FOR

Experience

• 10–15+ years in performance marketing, growth, or paid media — with at least 3-5 years in a senior leadership role overseeing a team, owning a significant media budget, and working across multiple brands or a portfolio structure
• Proven track record of using full-funnel media investment to drive measurable revenue growth across DTC and retail channels — not just media KPIs, but actual commercial outcomes
• Experience owning and presenting media strategy to senior leadership — with the ability to make complex media decisions legible to a non-media audience and win the room with data
• Meaningful experience with retail media networks: Ulta Amplifi, Roundel, or equivalent — with a clear understanding of how RMN investment connects to commercial outcomes at retail
• Experience with MMM and attribution tools — Prescient, Fospha, Northbeam, Rockerbox, or equivalent — including the ability to interpret, challenge, and act on modeling outputs
• Experience managing media agency relationships at a senior level — setting strategic direction, holding partners accountable, and making organizational decisions about agency structure
• Background in beauty, skincare, wellness, or an adjacent high-consideration omnichannel consumer category is strongly preferred
• Experience in a multi-brand or portfolio structure is a meaningful advantage

Skills & Capabilities

• Deep analytical fluency — able to move fluidly between channel-level data, business P&L implications, and executive-level narrative without losing accuracy at any layer
• Full-channel media expertise: paid social, paid search, video, programmatic, retail media, and direct mail — with the systems-level understanding of how they interact and reinforce each other
• Strong leadership presence — commands credibility with P&G senior leadership, agency partners, and brand teams simultaneously
• Outstanding communicator — the kind of presenter who makes complex data feel simple without sacrificing rigor, and who can hold a room while being challenged on the numbers
• Strong people developer — builds direct reports rather than managing around them, creates a team culture that retains strong performers
• Genuinely driven by goals and commercial outcomes — motivated by revenue targets, not media awards
• Highly organized with strong operating instincts — able to manage strategy, team, and execution simultaneously without losing rigor on any of them