Growth Marketing Lead

About Fort
Fort is building a premium health tracker for people who want to stay strong, capable, and in control of their bodies for life.

We are creating a screenless wearable and app experience that helps people understand whether their training, recovery, and daily movement are adding up. The product sits at the intersection of wellness, strength, design, and consumer technology.

We are preparing for our next phase of waitlist, pre-order, and launch growth.

About the Role
We are looking for a Growth Marketing Lead to own Fort’s acquisition and conversion engine across paid social, landing pages, waitlist, lifecycle, and referrals.

You should be highly analytical, creative, and execution-oriented. You should care about CAC, conversion rate, and funnel performance, but also understand that Fort is a premium consumer brand where growth cannot feel cheap, spammy, or generic.

What You’ll Own

Paid social growth
Own Fort’s paid social testing across Meta, TikTok, and other relevant channels. Develop campaign structures, creative testing plans, audience strategies, retargeting flows, and budget recommendations. Work with creative partners to turn product footage, founder content, UGC, testimonials, and lifestyle assets into ads that convert.

Landing page conversion
Improve Fort’s landing page and pre-order funnel through structured testing. Identify where users drop off, propose copy and UX improvements, test different hooks and offers, and work with design/engineering to ship changes that improve conversion.

Waitlist and funnel growth
Own the strategy for moving people from first touch to email signup, from email signup to pre-order, and from pre-order to advocacy. Build segmented journeys for different customer types and identify the messages, offers, and proof points that move people forward.

Email/SMS lifecycle
Build and optimize Fort’s email and SMS flows, including welcome sequences, waitlist nurture, abandoned checkout, pre-order education, launch campaigns, referral prompts, customer updates, and re-engagement. Write or brief copy that feels premium, human, and clear.

Referral mechanics
Design and test referral programs, waitlist incentives, sharing loops, and community-driven growth mechanics. Think creatively about how Fort can encourage people to share without making the brand feel gimmicky.

Reporting
Create a clear, regular growth report covering traffic, CAC, creative performance, conversion rate, waitlist growth, pre-orders, funnel drop-off, email/SMS performance, learnings, and next tests. You should be able to explain not just what happened, but why it happened and what we should do next.

What We’re Looking For

• At least 3 years of growth marketing experience, ideally in consumer ecommerce, DTC, wellness, fitness, beauty, apparel, hardware, or consumer subscription.
• Experience managing paid social campaigns on Meta and/or TikTok.
• Strong understanding of ecommerce funnels, landing page optimization, email/SMS lifecycle, and conversion rate improvement.
• Ability to write clear, compelling marketing copy or brief it well.
• Strong analytical instincts and comfort with tools like Meta Ads Manager, TikTok Ads Manager, Google Analytics, PostHog, Shopify, Klaviyo, Attentive, or similar platforms.
• Experience running structured experiments and turning results into decisions.
• Ability to work cross-functionally with founders, designers, engineers, editors, creators, and agencies.
• Comfort operating in an early-stage startup environment where priorities move quickly and data is sometimes imperfect.

You Might Be a Fit If

• You can look at an ad account, landing page, email flow, and checkout funnel and quickly identify the biggest leaks.
• You think creative strategy is central to paid social performance.
• You care about the difference between cheap attention and qualified demand.
• You know how to build simple, useful dashboards and weekly reports.
• You can balance performance marketing with brand taste.
• You are excited by consumer health, wellness, fitness, and beautiful hardware.
• You like testing, learning, and improving quickly.

Bonus Points

• Experience with pre-order campaigns, waitlists, crowdfunding, product launches, or hardware launches.
• Experience growing a premium consumer brand.
• Experience with fitness, wellness, luxury, apparel, beauty, or wearable technology.
• Experience building referral programs or viral waitlist mechanics.
• Experience working with creators, UGC, whitelisting, or Spark Ads.
• Experience improving checkout completion and abandoned checkout recovery.