Acquisition Associate, Paid Search

Who We Are

The Farmer's Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We're starting by radically improving the $90 billion pet food industry, replacing bags of highly-processed pellets with a personalized subscription service that sends complete and balanced, freshly-made dog food directly to customers' doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future.

To date, The Farmer’s Dog has delivered over 1 billion meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

What We Stand For and Where You’ll Come In

The Acquisition Associate, Paid Search will play a crucial role in refining and scaling our paid search program in a way that aligns with our mission. Reporting directly to the Acquisition Manager, Search you will demonstrate your search and marketing skills to support, improve, and expand our search program, while also building trust in our brand and contributing to significant and sustainable growth. You will use your marketing analytics skills to derive insights, opportunities, and optimizations on a daily basis, while maintaining and expanding on current & new growth strategies that further reinforce TFD as the leader in the category.

A successful Paid Search Associate will bring solid intuition, an analytical mindset, and eagerness to learn. Your approach is data-guided, yet you know how to use it flexibly and triangulate insights to form hypotheses. Effective communication and collaboration with external partners and internal teams will be key to succeeding in this role. You are highly organized, motivated, can navigate ambiguity, have a natural talent for balancing going deep and thinking broad, and enjoy fast-paced environments. With 1-2 years of experience in managing or supporting search programs, you're ready to make an immediate impact.

One Team: We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically.

We are skeptical about everything and precious about nothing: Ideas can and should come from anywhere, and we aren’t tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions: We know that no interaction exists in a silo and therefore understand how important every single one is. We ensure our strategy sets prospective and new customers up for success and drives long-term retention. We answer questions and address problems early and proactively. We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically.

We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience.

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time.

How You'll Make An Impact

• You’ll support, optimize, and expand TFD’s paid search program, further establishing our leadership in the category
• You’ll regularly research and make cases for new targeting, optimization and creative strategies to improve branded and nonbrand search performance
• You’ll build/expand upon roadmaps, understand how to structure, deploy, and measure experiments including iterating on testing strategies for our channels 
• You’ll develop models and forecasts by proactively conducting regular analyses and utilizing data and insights to propose new optimizations, hypotheses, and experiments 
• You’ll make well-informed decisions—prioritizing what’s best for both the business and our customers—while also exploring new opportunities like channels, strategies, and landing page optimizations.
• You’ll focus on improving efficiency and scale across channels by leaning into opportunity, being quick and thoughtful to react to information, tangibly impacting the performance of the business overall
• You’ll proactively partner with various internal teams to launch campaigns, share insights across departments, and assess the impact of each decision on the business

We're Excited About You Because

• You have 1-2 years of experience in paid search marketing (Google Ads & Microsoft Ads (Bing) for ecommerce or subscription brands.
• You're a strong communicator and know how to negotiate with internal and external stakeholders, always leading with empathy and kindness.
• You have a passion for data and possess the expertise to utilize both qualitative and quantitative information effectively in decision-making. Familiarity with Google Suite (Sheets, Docs, etc.) is critical with familiarity with Excel as a plus.
• You’re experienced in running A/B tests and know how to use various data sets to implement results, driven by a strong analytical mentality and problem-solving skills.
• You are an owner - you feel a sense of full responsibility for your channels and the performance of our overall acquisition program and customer experience.
• You thrive in high-pressure, high-stakes, and ambiguous environments. You have a natural drive to work hard. You maintain early-stage startup intensity at any scale.
• You’re not afraid to disagree, and yet you can also comfortably admit when you were wrong.
• Familiarity with any of the following channels or platforms is a plus: Affiliate, Shopping, Youtube, Demand Gen/Discovery, Meta, GA4, Looker, and/or Notion
• You love dogs.

Office Guidelines

The office is open and available for all Monday through Friday. We ask all team members to be in office a minimum of 2 - 3 days a week to build a collaborative and invested environment to foster our unique in-person culture we are proud to have. This office policy is subject to change at company discretion.

Our DEI Philosophy:

Our company’s mission is rooted in deep, genuine care for dogs – and for the people who love them. As an organization we are full of individuals who are unique in many ways, but all united in a mission of providing true peace of mind to dog lovers everywhere. Fixing this industry and improving the lives of pets and their people will be a difficult, decades-long endeavor. We believe the best use of our time, energy, and resources as a collective team is to focus on this mission, and on supporting our team to do their best work and be their best selves. In support of this we’re committed to hiring and supporting a diverse workforce, and investing in internal structures, opportunities, hiring/promotions processes, and training that create and sustain an inclusive team. We strive to provide an experience at TFD that will be invested, meaningful and memorable as we progress on the journey to reimagine how we feed and care for our pets.

A Few of Our Best Benefits

• Dog-friendly office in Greenwich Village
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO 
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is $60,000 - $70,000 USD Annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

Equal Employment Opportunity Statement

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights.