Responsibilities

• Net-New User Growth (Primary KPI)
• Own the growth plan and execution to increase net-new users/help seekers served month-over-month
• Build and manage a measurable acquisition + activation model (channel targets, conversion assumptions, customer satisfaction)
• Create a weekly operating cadence (dashboard, insights, priorities, experiments, decisions)
• Category Creation Marketing
• Actualize the refined brand positioning to build adoption of a service many people don’t yet know exists, helping workers recognize their situation as legitimate, nameable, and worthy of support
• Develop messaging, campaigns, and content that reach people before they think to search, and make Empower Work feel immediately relevant and safe
• Ensure positioning, tone, and narrative consistency across channels
• Multi-Channel Acquisition + Lifecycle Execution
• Own day-to-day execution and optimization across a practical 2026 channel mix, including:

• Website + conversion optimization
• SEO (including programmatic/landing-page strategies)
• Email/lifecycle journeys (onboarding, re-engagement, referral prompts)
• Social content/campaigns (distribution and testing)
• Paid experiments (as budget allows)
• Emerging channels/tools that increase efficiency (including responsible use of AI + no-code tooling)

Requirements

• 9-10+ years of relevant marketing experience, with hands-on ownership of multi-channel growth execution
• Demonstrated ability to drive specific growth KPIs (acquisition, activation, conversion, retention) with an experimentation mindset
• Experience marketing “invisible” services and/or category creation, especially in high trust contexts (e.g., crisis support, worker rights, healthcare-adjacent services)
• Strong analytical orientation: you can instrument funnels, interpret data, and make tradeoffs
• Excellent writing / editing skills; you can produce crisp messaging and campaign copy quickly
• Prior experience managing at least one direct report and/or leading junior contributors/contractors
• Collaborative, low-ego, high accountability; strong cross-functional partner
• Practical problem-solver who can build systems and ship consistently in a distributed environment
• Deep respect for - and cultural competence with - the workers and communities Empower Work serves

Preferred