by ROAD iD Staff September 11, 2020


ROAD iD is a company that embraces our "Why" - to save lives, provide peace of mind, and fuel adventure. The mission for the Director of Growth is to communicate our purpose-driven story to both prospects and existing customers in a way that strengthens ROAD iD awareness and engagement.


We’re a purpose-driven digital commerce company on our way to impacting over 9 million lives in the next few years. This is a unique opportunity to lead Awareness, Retention, and Referral efforts for a fast-growing, fun company that thrives on making a positive impact in the world.


By way of background, here’s our Economic Engine:

ROAD iD Growth Engine


As Director of Growth, you’ll own the Learn and Promote phases of the Customer Journey. As such, you’ll be accountable for and measured by these core metrics: Sessions, Lifetime Value, and Referred Customer Rate.


You will Collaborate and build meaningful relationships with our Ecommerce Director, Creative Director, and CEO/Visionary. You’ll work with this team to set our overarching Marketing Strategy and Promotional Schedule.

You will set our Paid Media Strategy and effectively allocate more than $250K in monthly advertising spend across digital channels. To this end, you will Lead, Manage, Inspire, Analyze, and Report On our Agency Partners that do our Media Buying for Facebook, Instagram, Google, and Amazon. We currently work with two great agencies (one for Amazon, one for everything else).

You’ll Set our Awareness and Retention Strategies. In other words, you’ll answer these questions: 

  • In addition to paid digital media, what else are we going to do to drive sessions?
  • What action will we take to nurture our customers in a way that makes them want to become advocates and evangelists?
  • As our customers become advocates, what are we going to do to make it mind-numbingly easy for them to share ROAD iD with their spheres of influence?
  • What will we do that inspires existing Customers to come back to the funnel to buy more items for themselves and their friends and family?

You will Lead, Manage, and Inspire your in-house team of acquisition and retention rockstars. In order to effectively coach and guide, you will A) Possess and maintain a deep understanding of their roles/responsibilities and how they relate to our overall marketing objectives B) Work collaboratively to define and measure success. You may not be as tactically sharp as each of them, but you will need to be sharp enough to challenge and inspire them. This team currently includes: 

  • Social Media Manager
    • Mission: To leverage social media and influencers to communicate our purpose-driven story to our target audiences in a manner that strengthens awareness and deepens engagement.
  • Messaging Strategist
    • Mission: To help us say the right things, to the right people, at the right time across Email, SMS, Push, Messenger, and Direct Mail. The goal of our messaging is to communicate our purpose-driven story to our subscribers in a manner that strengthens awareness, drives conversion, and deepens engagement.
  • Partnerships Director
    • Mission: To forge meaningful partnerships with organizations and large groups so that we can communicate our purpose-driven story to new audiences in a manner that strengthens awareness, drives sessions, and creates unique revenue driving opportunities. 

You’ll set our Awareness and Retention Testing Strategy. We believe in the adage “if it ain’t broke, break it.” To that end, you’ll set a plan for continual optimization of awareness and retention efforts. 

You’ll be responsible for Reporting & Insights. You’ll prepare and share detailed reports that show what’s working, what’s not, and where we can get even better.


  • Sessions (new and returning)
  • LTV
  • Referral Rate / Referral Revenue
  • ROAS (Return on Ad Spend)
  • MER (Marketing Efficiency Ratio)

WHO YOU ARE (the ideal candidate)

Others will describe you as capable - a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it. You have passion for getting things done and a bias towards action. You’re proactive and build excitement within teams. People describe you as creative and fun. You can take minimal direction and set a course of action. If this is you...and you can provide verifiable examples in your career where you’ve done this...then we need you...and we think you need us.

Your experience will demonstrate that you are a growth-oriented, results-driven marketer that has a passion for data. As part of a tenaciously scrappy team, you’ll enjoy both leading and doing.

In addition, you have (and will be able to demonstrate) the following:   

  • 5+ years of digital marketing experience with a background in ecommerce.
  • 3+ years of experience (and a passion for) these Performance Marketing channels: Facebook Ads, Google Ads, Amazon Ads
  • 3+ years of Leadership/Management experience
  • Deep knowledge of Google Analytics and demonstrable examples of how you’ve employed a data-driven, rapid testing mindset to interpret test results and translate conclusions into actionable changes.
  • An ability to be both strategic and tactical - both high level and in the weeds. 
  • A passion for personal growth and development. More specifically, you want to be a thought leader - one of the best in your field. You’ll be able to demonstrate that you have an obsession for learning from other brands and other practitioners. “Never Stop Learning” is a phrase that describes you. 
  • You’re naturally inquisitive and unafraid to admit that you don’t know something. When you need to learn, you’ll dive in and level up so that you can better understand or ask tough questions. You rarely take something at face value and like to make sure you fully understand an issue or opportunity. 
  • An eye for branding and solid creative work. 
  • You’ll demonstrate a natural motivation for continuous improvement by
    • 1) leveraging your natural curiosity to test assumptions 
    • 2) analyzing data to make improvements 
    • 3) being intentional with your inherent goal to stay abreast of the latest trends, strategies, and tactics for your field. 
  • A love for eCommerce and online shopping. You enjoy analyzing what others are doing as they might inspire your next experiment or improvement.
  • A scrappy, entrepreneurial spirit with an ability to be responsive to changing priorities and emerging business needs.
  • A passion for winning.
  • An eye for the small stuff. It’s the details that make a good company great.
  • Strong collaboration skills, a desire to be remarkable, and a fun personality. 
  • Not required, but things will might make you stand out:
    • Strong Copywriting Skills
    • Design or Creative Talent
    • Project Management Chops


We exist to Save Lives, Provide Peace of Mind, and Fuel Adventure. We do this by improving the outcome of accidents and emergencies. Our products include elegantly simple, Wearable ID & Technology that connects you to friends and family when it matters most.

We believe:

  • We don’t make widgets. We make a difference. We receive genuine testimonials nearly every day from our customers that keep us motivated towards our Dream: To see the day when wearing ID is as common as strapping on a seatbelt. 
  • We are a great company - made this way by great people.
  • We are a great company because we try hard to be a great company 
  • It’s important to provide a fun, casual, team-oriented, fast-paced environment.
  • Every member of the team is provided the opportunity to make real and significant contributions. In fact, you might say that we expect it. 
  • “Word of mouth” has always been, and will always be, the most important marketing lever. To that end, it is imperative that we deliver a Product, Service, and Journey so blindingly awesome that our customers can’t help but share it. 
  • Customers don’t want to do business with businesses. Rather, they want to do business with people. So, at every touchpoint, we try to talk and behave like real people. 
  • In keeping things “elegantly simple.”
  • In moving fast and embracing mistakes. 
  • In giving a percentage of EVERY order to charity.Our current charity partner is 4 Paws for Humanity - a very cool non-profit that provides service dogs to children and veterans in need.
  • In providing competitive compensation and benefits: Matching IRA, strong PTO policy, Health/Dental/Vision package, $25K life and AD&D insurance, Free long-term disability insurance, 9 paid holidays


Special Sauce

You’d better strap your socks on tight, because our dedication to YOU (our customer) will blow those socks straight off. At ROAD iD, you’re not dealing with “a business,” you’re dealing with people. Real people with personality, heart, and soul. You’re not just a number, and we’re not just another faceless company. To that end, we’re gonna treat you the same way we want to be treated. It's just that simple.

Be Remark-able

When you interact with us, you’re going to want to tell people about it. That’s because we work really hard to deliver a product, service, and journey so blindingly awesome that you can’t help but share it. When you talk about us, you’ll use adjectives like fun, honest, dependable, super fun, personal, passionate, enthusiastic, funny, tenacious, and really exceptionally fun.

Care Deeply

We care deeply. Like Grand Canyon deep. We stand behind everything we do and every product we sell. No shortcuts. No excuses. We’re going to work really hard to do things right the first time. If we make a mistake, we’re gonna own it. We’re gonna make it right. We’ve got your back. 

Share the Love

At ROAD iD, Giving Back is not an afterthought. It’s a core reason we exist. In fact, ROAD iD Gives Back is an ongoing promise to donate a portion of every (yes, EVERY) order to charity. Our current charity partner, 4 Paws for Ability, is a remarkable non-profit that provides service dogs to children and veterans in need. Like ROAD iD, they’re saving lives and fueling adventure every day. Check 'em out. 

Ear to the Ground, Eye to the Sky

Like Vanilla Ice said, “if there was a problem, yo I’ll solve it.” (we know you still have the cassette tape in a box somewhere). We’re never quite satisfied and realize there’s always room for improvement. We listen more than we talk because we know most great ideas come from those closest to the issue. To this end, our ears perk up when someone has a problem or experiences friction, as this usually indicates room for improvement. See something that needs fixin’? Let us know.

Whoop it Up

Yeah, ROAD iD is a serious product, and we have some very serious goals. That doesn’t mean we’re going to be boring or stuffy. We’re going to have fun, be a little weird, and laugh as much as possible. We realize that if we take ourselves too seriously, nobody else will.


This is a full-time position based in Covington, KY. You will report to the Head of Marketing and work directly with the Creative Director, Ecommerce Director, and the CEO.  To apply, please submit your resume and cover letter here: