Marketing Manager

Title: Marketing Manager

Location: Hybrid

Reports to: Founder & CEO

About Shop Good:

Shop Good is a modern wellness destination that merges clean beauty, holistic skincare services, and thoughtful education—all under one roof. With brick-and-mortar boutiques and spas in San Diego and a thriving online community, we’re redefining what it means to care for your skin, body, and mind. Founded by holistic health coach and retail veteran Leah Kirpalani, Shop Good exists to make healthy living more accessible, fun, and empowering. We believe that true beauty is holistic—and we’re building a community that reflects just that.

Job Description

We’re looking for a strategic and hands-on Marketing Manager to oversee our digital marketing and retention efforts. This person will be responsible for both the strategy, development and execution of campaigns that drive brand awareness, customer growth, and retention. The ideal candidate will have a strong background in paid media (Meta, TikTok, Google Ads), and a deep understanding of beauty and skincare.

We value a can-do attitude, data-driven thinking, cross-functional collaboration, resourcefulness, and curiosity. This role is for someone who is comfortable building from the ground up. Reporting to the Founder & CEO, the Marketing Manager will collaborate closely with cross-functional teams including Ecommerce, Buying and Store Operations. This is a hybrid role, with one in-office day per week at our San Diego location (remote candidates are encouraged to apply).

Responsibilities

Develop and own our full-funnel marketing strategy—from brand campaigns and seasonal launches to evergreen promotions. Manage the integrated campaign calendar, ensuring messaging and timing align across channels.

Drive strategic planning and execution across key marketing channels, including Paid Social, Paid Search, SEO, Email, Events, Influencers, and Partnerships. Manage campaign builds including copy and visual direction, segmentation, A/B testing, and performance optimization.

Develop and execute all paid media efforts across Meta, TikTok, and Google Ads—from campaign strategy and setup to daily optimization. Build a robust testing roadmap (audience, creative, landing pages), monitor performance in real time, and report weekly on CAC, ROAS, and funnel metrics.

Own the development and performance of our loyalty and rewards strategy. Use customer insights and purchasing behavior to build personalized experiences and drive long-term customer value.

Monitor and analyze performance across all channels, leveraging data to inform creative and strategic decisions. Uncover actionable insights, track key metrics, and share clear recommendations with the broader team.

Stay on top of industry shifts, channel updates, and competitor activity. Regularly surface new growth opportunities in digital marketing that align with business and brand goals.

Manage and mentor a content lead to ensure consistent brand storytelling across channels.

Qualifications

4–6 years of marketing experience, ideally at a consumer brand or DTC startup

Strong track record managing paid campaigns across Meta, Google, and TikTok

Fluent in performance metrics—can translate data into meaningful decisions

Strong project manager who can juggle multiple priorities with attention to detail

Excited to work in a collaborative, founder-led environment where your ideas matter

Comfortable being both strategic and scrappy—you can think big and execute small

Experience in fashion, beauty, wellness, or lifestyle

Working knowledge of Shopify, Black Sheep, Boulevard, Kangaroo, Google Analytics

How to Apply: Interested candidates are encouraged to submit their resume and cover letter outlining their relevant experience and why they’re passionate about working at Shop Good. Please send your application to with the subject line “Marketing Manager Application – [Your Name].” Applicants without the above listed requirements will not be considered.

Deadline to apply: Monday, 5/12.

As part of our dedication to the diversity of our workforce, Shop Good is committed to Equal Employment Opportunity without regard for race, ethnicity, gender, protected veteran status, disability, sexual orientation, gender identity or religion.