Head of Growth, Purist

REP Fitness

Standort: Westminster, CO, United States

About REP + Purist: REP Fitness was founded in 2012 by two brothers with a shared passion for fitness. What started with selling bumper plates out of a small garage has grown into a global fitness brand with more than 200 team members and 300,000+ square feet of office and distribution space in the U.S. and internationally. With a vision to be the #1 Strength Brand in the World, REP continues to grow across strength equipment and new categories within fitness and performance. Purist Nutrition, a REP brand, is building a modern performance and wellness business for people who care about staying strong, healthy, and active for the long haul. We make premium, science-backed nutrition products using clean ingredients, clinically relevant doses, and rigorous third-party testing. Our goal is simple: create products people can trust and build a brand that helps them keep progressing. Purist is a growing business with big ambitions, backed by the resources and foundation of REP. This is an opportunity to join at an exciting stage and help shape where the brand goes next. This role is based in our state-of-the-art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains; and a kitchen always stocked with healthy snacks, protein powder, and coffee. We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours. Our Core Values: Think Like a Customer - We empathize with our customers; understand the 'why' behind every decision we make Progress not Perfection - We don't let perfect get in the way of good; we are better today than we were yesterday Positive Attitude - Be a glass half-full kind of person and remember to have fun Teamwork without Ego - We put the team above ourselves; we only win together Take Initiative - We drive momentum; if there is an opportunity to make us better, we want to hear it About This Role: We’re looking for a Head of Growth to join Purist at the Senior Director level, owning the digital engine behind our next stage of growth. Purist is at a stage where what we build now can materially shape where the company goes next. The Head of Growth will have significant ownership, working closely with leadership across marketing, product, finance, and operations to own the strategy and performance of Purist’s digital business across DTC, Amazon, TikTok Shop, paid media, website conversion, retention, and customer economics. This isn’t simply a paid media role or an e-commerce merchandising role. We’re looking for someone who knows how to build a growth machine. That means a highly analytical, commercially minded digital operator who understands the entire customer journey—from the first ad impression through conversion, repeat purchase, and long-term customer value—and knows how to connect all of those pieces to drive sustainable growth. Essential Functions: Include the following. Other duties may be assigned. Growth Strategy & Unit Economics Own Purist's overall digital growth strategy across DTC and Amazon. Build growth plans around revenue, contribution margin, CAC, LTV, MER, ROAS, AOV, conversion rate, repeat purchase rate and retention. Establish clear CAC and payback targets by channel, campaign and customer cohort. Develop forecasting models that connect marketing investment to revenue and profitability. Identify the highest-leverage growth opportunities and allocate resources accordingly. Create clear weekly and monthly reporting that explains not just what happened, but why it happened and what we should do next. Paid Acquisition Own strategy and performance across Meta and other paid digital acquisition channels. Establish a disciplined creative testing and campaign experimentation framework. Partner closely with brand, creative, influencer and affiliate teams to turn great content into scalable performance creative. Evaluate performance beyond platform-reported ROAS using blended CAC, MER, incrementality, contribution margin and LTV. Continuously improve the balance between customer acquisition volume and acquisition efficiency. Amazon Own Amazon as a strategic growth channel, not simply another retailer. Oversee Amazon advertising strategy, including Sponsored Products, Sponsored Brands and Sponsored Display. Improve organic ranking, keyword strategy, PDP performance, reviews, Subscribe & Save and conversion. Manage the relationship between paid Amazon traffic, organic Amazon growth and the broader Purist marketing ecosystem. Establish clear Amazon KPIs including TACOS, ACOS, organic ranking, conversion and contribution margin. DTC & Website Own the commercial performance of PuristNutrition.com. Drive continuous improvement in site conversion rate, merchandising, navigation, PDPs, landing pages, checkout and mobile experience. Build and maintain a structured CRO roadmap using A/B testing and customer behavior data. Partner with creative and brand teams to ensure performance improvements strengthen rather than dilute the Purist brand. Develop landing pages and shopping experiences tailored to specific audiences, campaigns and acquisition channels. Improve site speed, usability and overall customer experience. Retention & Lifetime Value Own the post-purchase growth strategy alongside the broader marketing team. Increase repeat purchase rate, purchase frequency and customer lifetime value. Develop strategies around subscription, Subscribe & Save, bundles, cross-sells, replenishment and loyalty. Segment customers based on behavior, acquisition source, products purchased and lifecycle stage. Identify the characteristics of Purist's highest-value customers and use those insights to improve acquisition strategy. Partner on email and SMS strategy to maximize retention without over-promoting or damaging the customer experience. Analytics & Growth Infrastructure Establish a trusted source of truth for digital and e-commerce performance. Build dashboards and reporting that allow leadership to quickly understand the health of the business. Own or influence the growth technology stack, attribution tools, analytics platforms and e-commerce integrations. Develop cohort-level reporting around CAC, retention, LTV and contribution margin. Translate large amounts of data into clear, actionable business decisions. Ensure the team spends less time debating whose numbers are correct and more time acting on them. Travel Requirement: About 10% of the year. What Success Looks Like: Within the first 6–12 months, the Head of Growth will have: Built a clear and repeatable digital growth model for Purist. Established CAC, LTV, MER, contribution margin and payback targets that guide investment decisions. Improved DTC conversion rate and created an ongoing CRO testing program. Built a clear roadmap for increasing AOV, repeat purchase rate and customer LTV. Improved the efficiency and scalability of Meta/DTC customer acquisition. Developed a more sophisticated and measurable Amazon advertising and organic growth strategy. Created actionable cohort reporting that connects acquisition source to long-term customer value. Established reliable weekly and monthly growth reporting for the leadership team. Built a testing culture where decisions are driven by customer behavior, economics and evidence rather than opinion. Identified and executed the highest-impact opportunities to accelerate profitable digital revenue growth. What You Will Bring: You are a digital-first growth operator who is equally comfortable inside an analytics dashboard, reviewing a Meta campaign, analyzing an Amazon search term report, critiquing a PDP and discussing the P&L with leadership. You are also able to strategically manage agency relationships to push for efficiencies and deliver results. You understand that revenue alone isn't the g

Head of Growth, Purist

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