CHARIS SOLOMON
Summary
Performance marketing leader with 11 years’ experience across DTC digital health, beauty/wellness and subscription spaces with early and mid-stage startups, both in-house and at agencies. I excel at scaling performance across KPIs: topline revenue, CAC + ROAS, LTV.
- Holistic approach to growth - strong understanding of the interplay between acquisition and retention of the right audience, and the significance brand identity brings to that work
- Analytical mindset, using data to make smart growth decisions; accustomed to using multi-touch attribution for measurement
- Player-coach with experience managing growth teams; passion for working hands-on as needed while unblocking, mentoring and empowering
Overview
11
11
years of professional experience
Work History
Vice President of Marketing
Persimmon.life
Larkspur, CA
07.2023 - Current
- Leading early-stage marketing function, including brand development, market research, prospect audience analysis, and customer lifecycle
- Standing up brand identity, carving market differentiation through brand positioning and voice
- Increasing brand awareness through strategic mix of regional OOH, national PR and targeted print editorials
- Leveraging customer loyalty to drive organic customer acquisition through word of mouth
- Navigating telehealth marketing regulations while developing low-cost acquisition channels, including customer referral, influencer, regional events, affiliate, SEO, organic social and email
- Mapping customer journey for personalized cross-selling and upselling
- Harnessing consumer purchasing events to drive strong revenue without sacrificing margin
- Managing a team of 6 comprised of in-house marketers and contractors
DTC Growth Advisor
Self-employed
San Francisco, CA
07.2022 - 07.2023
- Advised on funnel setup, acquisition approach, and creative strategy for different paid media channels and platforms
- Consulted on and executed growth strategy: funnel analysis, audience validation & expansion, messaging, brand awareness and direct response across channels, testing, measurement, and cohort analysis for LTV
- Developed platform-specific, funnelstep-relevant creative for BA & DR initiatives, from concepting to briefing to edit direction
- Mapped customer journey and strategized site CRO
- Leveraged 0-party, 1st-party, and 3rd-party data for acquisition and max ROI
- Consulted on and executed early-stage growth strategy, including market positioning, target personas, branding, messaging, OKRs, organic approach, budget, paid channel-selection and launch, testing, and measurement
- Undisclosed client: unlocked company’s appeal and outreach to the female market on Meta, decreasing the segment’s CAC by 30% while scaling its spend 168% and managing overall ROAS
Director of Performance Strategy
Rickhouse Media
San Francisco, CA
03.2021 - 06.2022
- Managed performance strategy overview for all client accounts across platforms Facebook, Instagram, TikTok, YouTube (messaging approach, audience evaluation, campaign development, media buying, optimization, testing, analysis and reporting)
- Built the performance analysis practice with reporting frameworks for both internal creative teams and external client teams
- Trained and managed Data Analysis and Media Buying team
- Led Creative team to develop client-specific creative approaches based on test learnings and DR best practices, including the showcasing brand identity in creative
- Executed due-diligence dives on spend, account setup, creative, and market position for all prospective accounts to determine fit and strategy
- Pitched performance audits to win deals with prospects; joined in renewal conversations
- Served as expert client partner for key accounts, exploring business challenges and presenting strategic solutions to client leadership
- Partnered with Client Success, providing guidance on client interaction, strategic approaches to scaling, and ongoing client growth support
Growth Consultant
Self-employed
San Francisco, CA
10.2019 - 03.2021
- Strategized and executed paid social growth campaigns for clients, including planning media campaigns, media buying, optimizations, analysis, and regular reporting
- Built customer personas using existing data, designing and executing testing for validation
- Developed all creative visuals and messaging, running A/B & multivariate testing for optimization
Growth Marketing Lead - Video
Grove Collaborative
San Francisco, CA
10.2018 - 10.2019
- Drove video ad production for Facebook, Instagram, OTT & TV, incorporating knowledge of channel-specific DR best practices and testing to gain learnings while scaling performance
- Developed DR video concepts and storyboards for acquisition and brand awareness, directing edits and approving final assets
- Owned 6 production workstreams, including agency partnerships, maintaining full video pipeline in support of spend/revenue goals and navigating platform volatility
- Produced all videos in-person on shoots with agency partners
- Partnered with Offline channel manager in analyzing OTT and linear TV performance messaging test results
- Assisted leadership in customer persona analysis and development for new customer growth, highlighting stakeholders’ erroneous conclusion due to inaccurate takeaways, and pointing to a more-likely new customer segment
- Collaborated across in-house (Brand, Growth, Merchandising), agency, and partner-brand teams to generate buy-in and facilitate strong relationships, ensuring alignment on upcoming acquisition campaigns and product activations
- Coordinated with in-house Brand team to ensure brand integrity for all shoots & edits
- Mentored Facebook media buying team to develop creative test plan and implementation that ensured hitting monthly acquisition targets while garnering messaging & creative learnings
Paid Social Manager
Madison Reed
San Francisco, CA
08.2017 - 10.2018
- Managed $22MM ad spend in high-performance paid social campaigns across Facebook, Instagram, Pinterest, Snap
- Scaled paid social performance, blowing past back-to-back quarterly growth and CAC goals
- Compared to 2017’s first half, drove 2018’s first half performance in the face of significant algorithm changes and severe bugs: increased spend by 148%, decreased media cost inefficiency by 8%, and decreased CAC by 17%
- Managed performance agency and affiliate agency relationships, and mentored junior growth team members
- Collaborated with Product and Engineering teams to ensure data fidelity
- Established robust partnership with in-house Creative team to develop iterative creative production machine based on reporting of creative test performance
- Tested stakeholder’s theory, evaluating impact of increasing measurable incrementality at the sake of decreasing platform cost efficiency (efficiency won out)
- Led explorative customer analysis to better understand market appeal, and applied learnings in adjusted creative and messaging
- Developed strong working partnerships with Meta Account Partners and CSMs as a disruptor brand, devising and piloting cutting-edge tests on new strategies
Paid Social Account Manager
3Q Digital
San Francisco, CA
10.2016 - 08.2017
- Drove high-performance paid social campaigns on Facebook, Instagram & LinkedIn
- Optimized paid social campaign performance to hit/exceed client KPI targets, including designing and running A/B tests
- Led client presentations on performance analysis, test learnings, projections, and QBRs
Growth Consultant
Early-stage startups
SF Bay Area, CA
10.2014 - 10.2016
- Hound @ SoundHound - ASO, paid search, paid social testing and agency management
- OpenRide - brand strategy and paid social acquisition
- INVASIVECODE - brand strategy, messaging, and organic social for sales
- Badger Maps - brand strategy and user acquisition & retention
- Sutro - brand initiatives, CRM, email segmentation
- VINT - paid media for supply-side acquisition
Education
Digital Marketing Certification -
General Assembly
San Francisco, CA11.2014
Bachelor of Arts - English, Minor in Writing
Anderson University
Skills
- Measurable impact on business growth initiatives & OKRs
- Quantitative and qualitative data analysis for actionable insights
- Management, leading through teaching and support
- Cross-team collaboration and influence
- Excellent communication and presentation skills
- Expert project management against timelines and budgets
Timeline
Vice President of Marketing
Persimmon.life
07.2023 - Current
DTC Growth Advisor
Self-employed
07.2022 - 07.2023
Director of Performance Strategy
Rickhouse Media
03.2021 - 06.2022
Growth Consultant
Self-employed
10.2019 - 03.2021
Growth Marketing Lead - Video
Grove Collaborative
10.2018 - 10.2019
Paid Social Manager
Madison Reed
08.2017 - 10.2018
Paid Social Account Manager
3Q Digital
10.2016 - 08.2017
Growth Consultant
Early-stage startups
10.2014 - 10.2016
Digital Marketing Certification -
General Assembly
Bachelor of Arts - English, Minor in Writing
Anderson University
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