MAINTAIN AND DEVELOP OUR EXISTING:

• Customer acquisition journey
• Successful (paid) customer acquisition techniques
• Clear and validated Ideal Customer Profiles
• Retention rates that signal product-market fit
• Validated pricing and promotions 
• Established reporting flows and dashboards 
• Collaboration with (e)tailers and other distribution channels

As our new CEO, your main challenge is to ramp up these existing frameworks in preparation for global scale. As such, you’ll be taking a lead role in the following areas:

DIRECT MARKETING

• End-to-end ownership of all Go-to-Market tactics & strategies
• Elevate the brand by ensuring excellence across different areas, including content creation, experiments, packaging, etc.
• Manage and optimise the online customer journey to maximise conversion rates and average basket size
• Manage the in-store experience (e.g. point of sales, packaging, advertisements, etc.) at specialised retailers
• Run and maintain a sprint rhythm of D2C acquisition experiments to minimise the cost of acquisition
• Adjust and optimise XTRACT’s messaging, content, and acquisition tactics to fit new country launches 

COMMUNITY MANAGEMENT

• Actively Interact with our community of active clients in an engaging way to maximise the impact of O&O channels
• Run customer retention experiments (e.g. to test ambassador programs, exclusive benefits, etc.)
• Establish marketing partnerships, including tactics such as influencer marketing and referral programs.
• Adjust and optimise messaging, visuals, and acquisition tactics per new country launch 
• Create content that drives Xtract consumption across our different target personas

SALES

• Establish long-term commercial sales and marketing partnerships that drive D2C revenue
• Closely monitor crucial D2C sales targets and metrics on a regular basis
• Explore and close indirect sales (retail) partnerships across categories, including sport clubs, sports retailers, gyms, etc.

PERFORMANCE AND REPORTING

• Set up and manage financial and operational dashboards to monitor financial health
• Track performance vs the approved business case and lead regular board engagements
• Take the lead in potential funding cycles with current investors and/or external investors
• Take ownership of monthly financial reporting and consolidation of accounts payable and receivable
• Carefully plan pricing and promotions to maximise both short and long-term gross margins

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