DTC Growth Marketing Lead (AI-Native)

ABOUT FORMHOUSE
Formhouse is a brand incubator building the next wave of celebrity and in-house consumer brands. Co-founded by Lucy Guo (Scale AI, Passes) and Jonathan Gunawan (GOAT, Ruggable, eBay), Formhouse exists to close the execution gap that holds most celebrity brands back from their potential, using the playbook that has launched and scaled some of the most successful tech and DTC unicorns of our generation.
THE ROLE
We're hiring an AI-native Growth Marketing Lead to launch a new DTC brand in the consumer space alongside a celebrity co-founder who has already built and exited a nine-figure category-defining brand. You'll take our next venture to market and own how the brand launches and scales. You'll also be instrumental in shaping how Formhouse uses AI to launch and scale brands more effectively and profitably. You'll report directly to the co-founders, build our marketing function, and carry leadership-level responsibility from day one.
WHAT YOU WILL OWN
Build the go-to-market plan with the co-founders and run it from pre-launch through scale, making key decisions on budget and staffing. Compress market research cycles from weeks to days, and evaluate and execute the initiatives core to the brand's success.
Own organic reach across all channels and emerging platforms through creator seeding, micro-influencer networks, UGC and community. Build content engines and partnership strategies that optimize for profitability and speed.
Set paid strategy and own acquisition efficiency alongside fractional specialists on execution. Stand up the testing, measurement and automation layer: AI-generated creative, early winner detection and rules-based budget shifts that lower CAC as spend grows.
Own the customer journey across Shopify, email and SMS, from first visit to repeat purchase. Personalize flows by segment, draft and test brand and product copy, and maximize customer LTV.
Build performance reporting across acquisition, conversion, retention and customer sentiment that surfaces actionable insights.
Own the AI stack, processes and tools across marketing and operations. Build agents and automations that carry real workload across research, development and execution.
WHO YOU ARE
Fluent in building with AI, with clear results from what you have built and a point of view on where AI fits in a growth marketing stack. Years of experience and title matter less than level of impact and results you have driven.
A problem solver and builder first. You identify bottlenecks and take a hypothesis-driven approach to making fast, informed decisions when historical data is thin.
Hands-on ecommerce experience and taste in premium lifestyle brands. Familiar with the tech stack and tools powering today's best DTC brands.
Preference for candidates who can work hybrid out of our West Hollywood office, especially in the run-up to launch in Q4. Fully remote arrangements considered for exceptional candidates.
Competitive compensation and equity, determined by prior experience and demonstrated impact.

Work arrangement
Yes