Director, Growth Marketing

This is a fully remote position, open to applicants in Canada.

📋 Description

• Take ownership and expand Plooto's demand generation and customer growth initiatives.

• Generate inbound pipeline specifically for the accounting firm sector.

• Enhance direct self-serve acquisition while maintaining customer acquisition cost (CAC) and payback periods.

• Develop cross-sell, upsell, and lifecycle programs aimed at increasing customer lifetime value (LTV), average revenue per user (ARPU), and expansion revenue.

• Lead the growth strategy encompassing marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth, as well as funnel instrumentation and economics.

• Establish a multi-channel demand strategy that includes paid advertising, SEM/SEO/AEO, lifecycle nurturing, webinars, and content-driven inbound marketing.

• Manage plooto.com as a growth asset through continuous conversion rate optimization (CRO) testing, iteration, and personalization.

• Collaborate with MarketingOps and RevOps to enhance attribution, reporting, and experimentation processes.

• Develop AI agents, prompts, and workflows to scale content creation, research, analysis, and reporting tasks.

• Work in partnership with Sales, Product, Data, and Finance teams to eliminate customer-journey obstacles and promote accountability.

• Lead and nurture a streamlined team.

• Report directly to the Head of Marketing.

• Within six months, define a growth strategy, enhance pipeline quality and conversion rates, instrument the funnel, improve CAC payback, launch expansion programs, establish a culture of experimentation, and boost output through automation and AI.

⛳️ Requirements

• Demonstrated experience in constructing a demand or growth engine from a nascent state.

• Capability to manage CAC, payback, and a funnel model, which includes cohort versus in-period conversion and channel efficiency.

• Background in low-ACV, high-volume SMB growth.

• Proven track record in generating demand for a sales-led approach, preferably through a channel, partner, or other intermediaries.

• Proficient in both sales-fed demand generation and self-serve/product-led growth methodologies.

• Practical experience across various channels including paid advertising, SEM/SEO/AEO, lifecycle nurturing, webinars, and content-driven inbound marketing.

• Hands-on experience managing a website alongside a structured CRO/experimentation program.

• Past ownership of customer acquisition and expansion/ARPU initiatives.

• Familiarity with AI and a strategic perspective; daily utilization of AI with proven effectiveness.

• Active operating style suitable for a lean team environment.

• Executive-level collaboration capabilities with Sales, Product, Data, and Finance teams.

• Knowledge of the Canadian market and residency in Canada is required.

• Strongly preferred: experience in marketing to or through accountants, bookkeepers, tax professionals, accounting-software ecosystems, advisor networks, resellers, or franchises.

• Strongly preferred: experience in SMB fintech, payments, payroll, practice management, or vertical SaaS, with a blend of product-led growth (PLG) and sales-assisted strategies.

🏝️ Benefits

• Commitment to an inclusive workplace.

• Provision of accommodations during the recruitment process in accordance with relevant accessibility legislation.

• Compensation will be determined based on the successful candidate's knowledge, skills, experience, and overall alignment with the role.