Director of Growth and Performance

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

📋 Description

• Take ownership of the Growth Strategy.

• Formulate and implement the comprehensive growth strategy across various channels including paid media, SEO/AEO, email, social, and organic avenues.

• Manage the entire funnel from awareness to conversion for B2C certification candidates and learners.

• Oversee shared marketing channels (paid, SEO, social) that cater to both B2C and B2B audiences, ensuring high-quality traffic for both segments.

• Create and sustain a persona-driven journey framework that aligns content, channels, and offers with buyer stages.

• Develop a channel mix model to determine investment priorities, areas to retract, and justifications based on data rather than instinct.

• Establish and supervise the promotional calendar for campaigns, product launches, and seasonal initiatives.

• Focus on driving quality traffic and conversion.

• Propel growth in quality traffic, concentrating on visitors who engage, convert, and generate revenue, not merely session counts.

• Collaborate closely with the Site Performance team to optimize B2C conversion from landing pages through to purchase.

• Ensure B2B traffic growth through shared channels by coordinating with the B2B growth team regarding targeting, content, and keyword strategies.

• Enhance audience engagement and awareness through social media, content distribution, creator partnerships, brand collaborations, and community initiatives.

• Develop and fine-tune attribution modeling to credibly link marketing activities to revenue outcomes.

• Manage Customer Acquisition Cost (CAC) by channel and overall CAC targets, optimizing spending towards the most effective acquisition strategies.

• Administer agencies, contractors, and budget management.

• Direct agency relationships and oversee paid media, SEO, and social strategies, ensuring accountability from agencies and internal stakeholders for results.

• Manage the paid media budget with a transparent framework for allocation, testing, and optimization across various platforms such as search, social, display, and video.

• Lead and nurture the team.

• Supervise and develop a small team comprising a Sr. Marketing Specialist focused on social, SEO, and creator programs, and a Marketing Manager responsible for email, performance, and paid media oversight.

• Function as a player-coach: provide direction and perform tasks, exercising judgment on what requires your focus on a given day.

• Collaborate with the B2B growth team (dotted line management) on shared channels to ensure B2B considerations are integrated into channel strategy and budget allocation.

• Build the Growth Infrastructure.

• Establish persona-driven journey mapping.

• Create a structured testing and experimentation framework across channels that includes clear hypotheses instead of random marketing activities.

• Develop a measurement and reporting framework that connects channel performance to business outcomes.

• Partner with Marketing Analytics to ensure data accuracy, dashboard creation, and attribution.

• Assess and suggest marketing technology investments that enhance growth capabilities.

⛳️ Requirements

• Over 7 years of experience in growth marketing, performance marketing, or demand generation with increasing responsibility.

• Proven track record of managing the full funnel: traffic, engagement, conversion, and revenue attribution.

• Extensive hands-on experience in at least three areas: paid search/social, SEO/AEO, email marketing, social media strategy, and conversion optimization.

• Demonstrated ability to manage agencies and contractors effectively, ensuring accountability for outcomes.

• Strong analytical capabilities: proficient in thinking in terms of cohorts, CAC, LTV, conversion rates, and attribution, rather than merely impressions and clicks.

• Experience in managing paid media budgets with established allocation frameworks and optimization schedules.

• Proven history of driving quality traffic growth rather than just volume: capable of explaining the distinction and showcasing optimization strategies.

• Player-coach mentality: adept at setting strategy while also executing campaign development on platforms.

• Experience in managing and developing a small team (2-5 individuals).

• Comfortable navigating ambiguity: some channels are established while others require development, necessitating prioritization across both.

🏝️ Benefits

• Health, Dental, and Vision Insurance & FSA/HSA Plans.

• Performance bonus of up to 15% of base salary.

• Unlimited PTO & 15 Paid Holidays.

• Flexible Schedules & Summer Hours.

• 12 weeks of Paid Parental Leave.

• Sponsored Costco or Sam’s Membership.

• 401K Retirement Plan with a 6% company match.

• Spot Bonuses for exceptional performance.

• Tuition Reimbursement.

• Home Office Allowance.

• Wellness Reimbursement.

• Student Loan Repayment.

• Broadband Stipend.