Molly Banes

Growth Marketing Manager (April 2024 - October 2025)

• Serving as Acting Head of Growth during Senior Director maternity leave, leading acquisition strategy, media investment, forecasting, performance reporting, and executive updates.
• Doubled paid media investment while reducing CAC by 20%, increasing ROAS by 65%, and contributing to a 2x increase in average order value.
• Manage and mentor an Associate Creative Strategist, expanding creative testing capabilities, performance marketing processes, and team growth.
• Own full-funnel acquisition strategy across Meta, TikTok, TikTok Shop, Google, Reddit, and Snapchat, driving efficient customer acquisition and revenue growth.
• Built and scaled TikTok Shop from launch into a new revenue channel, owning merchandising strategy, paid media, creator partnerships, affiliate growth, and operational execution.
• Led go-to-market strategy for three new product categories and eight product launches, developing acquisition plans, positioning, and growth roadmaps.
• Manage paid media and PR agency partners, ensuring strategic alignment, performance accountability, and measurable business outcomes.
• Partner cross-functionally with Creative, Brand, Product, Retail, and Operations teams to develop high-performing campaigns and optimize the customer journey.

Growth Marketing Manager (July 2022 - May 2023)
Junior Growth Marketing Manager (June 2021 - July 2022)

• Managed paid acquisition strategy across Meta, Instagram, TikTok, Snapchat, Pinterest, and YouTube, scaling campaigns to drive customer acquisition and revenue growth.
• Led campaigns for four consumer products from pre-launch through over $100K/day in paid media spend while exceeding performance targets.
• Developed creative testing strategies using audience insights, performance data, and competitive research to improve acquisition efficiency.
• Generated paid social content reaching 8M+ daily impressions across major digital platforms.
• Partnered with Creative teams to develop performance-driven assets, campaign messaging, and testing roadmaps.
• Led seven production shoots, managing creative direction, production planning, talent selection, and execution.
• Conducted market research and competitive analysis to identify growth opportunities within the beauty and hair categories.
• Managed and mentored two Junior Growth Marketing Managers, supporting team development and performance optimization.

• Supported exhibition launches through research, content development, event coordination, and operational execution.
• Served as English editor for exhibition catalogue production, ensuring clarity, accuracy, and consistency across materials.
• Coordinated virtual and in-person programming through stakeholder communication and event support.

• Supported global communications initiatives, enhancing media relations and brand positioning efforts.
• Coordinated with publications including Vogue, Harper’s Bazaar, and WSJ to enhance product visibility and drive PR initiatives.
• Monitored industry trends and cultural moments to identify media opportunities, strengthening outreach strategy.