Head of Acquisition

Purpose of the Role: Own and optimize the full customer acquisition ecosystem from

advertising spend to booked appointment and in-store sales, ensuring efficiency,

accountability, profitability and alignment across all sales channels.

The role exists to translate demand generation into revenue by connecting performance

marketing, pre-sales, customer service, CRM infrastructure, online experience, and

flagship sales teams into one coordinated funnel.

This position is responsible for maximizing return on advertising investment, improving

lead and appointment quality, and enabling store teams to focus on selling by delivering

qualified demand at the right time and scale.

The role serves as the central owner of acquisition strategy, lead operations, systems,

and performance insights, ensuring that every customer touchpoint supports business

objectives and sustainable growth.

A. Lead Generation & Performance Advertising (Performance Marketing Team &

Agency Management)

● Define acquisition strategy by market, store, sales channel, and season

● Own demand planning in alignment with store capacity, sales mix, and business

priorities

● Manage six-figure annual media budgets with responsibility for efficiency and return

● Set KPIs and working frameworks for the performance marketing agency

● Maintain direct relationships with advertising platforms (Meta, Google, Pinterest, etc.)

● Approve targeting, messaging direction, campaign structure, and scaling decisions

● Monitor and optimize CPL, CAC, CVR, adv to sales ratio across all channels

● Continuously improve efficiency from first impression to booked appointment and sale

B. Lead Conversion to In-Store Appointments (Pre-Sales & Customer Service

Teams)

● Directly manage pre-sales SDRs and customer service agents responsible for lead

handling

● Own the operational pipeline from inbound lead to booked in-store appointment

● Define lead prioritization logic, SLAs, and response time standards

● Train and coach teams on scripts, objection handling, and booking strategy

● Track individual and team performance including response time, conversion, and quality

● Align SDR efforts with flagship availability, appointment targets, and sales priorities

● Support stores during peak periods and trunk shows through lead pacing and

prioritization

● Create feedback loops between sales floors and pre-sales to improve quality and intent

C. CRM & Lead Infrastructure Ownership (Systems, Automations, and

Performance Tracking)

● Own CRM architecture, system logic, workflows, and integrations

● Define lead and appointment status taxonomy and ownership across teams

● Build and maintain automations supporting routing, follow-ups, and SLA enforcement

● Oversee agent-level performance tracking and reporting infrastructure

● Troubleshoot data gaps, missing leads, duplication, and attribution issues

● Act as the central authority for all CRM, lead, and appointment-related questions

● Ensure operational clarity between HQ teams and store responsibilities

D. Website & Customer Journey Optimization (Website Team & Development

Partners)

● Manage web-admin and external development agencies

● Own the website as a commercial, acquisition, and conversion channel

● Define and prioritize UX improvements based on data and sales feedback

● Optimize customer journey from ad click to inquiry and appointment booking

● Coordinate execution across marketing, tech, UX, and sales stakeholders

● Ensure website supports performance efficiency while protecting brand standards

● Lead implementation of changes tied to campaigns, trunk shows, and launches

E. Data Analysis, Reporting & Management Communication (Cross-Channel

Performance Oversight)

● Own end-to-end reporting from spend to lead to appointment to sale

● Produce monthly reports for HQ, sales teams, and store managers

● Monitor cross-channel efficiency and identify bottlenecks in the funnel

● Translate data into actionable insights and recommendations

● Support strategic and budget decision-making with clear analysis

● Track YoY and MoM trends across markets, channels, and sales formats

F. Trunk Show Strategy & Execution (Global Sales Events Support)

● Define acquisition strategy and budget allocation for each trunk show

● Coordinate timing, targeting, and messaging with store teams

● Align demand generation with appointment availability and sales capacity

● Support pre-sales and stores with lead prioritization and pacing

● Analyze performance post-event and document learnings