Responsibilities

• Develop and implement cohesive go-to-market strategies that drive growth for Joist, a multi-platform (Web/iOS/Android) product-led growth business
• Own customer acquisition strategy and performance for Joist across paid and organic channels, including traffic, signup, conversion, customer quality, acquisition efficiency, and revenue growth — not just top-of-funnel volume — across Web, iOS, and Android
• Own Joist's brand and product marketing strategy, including positioning, messaging, voice, category narrative, competitive intelligence, launch strategy, and GTM enablement, while evolving how Joist shows up in emerging discovery channels such as AI-powered search and answer engines
• Own go-to-market strategy and execution for Joist+, Joist's most critical strategic launch and the flagship product-led growth offering across the wider EverPro portfolio — including positioning, pricing/packaging input, launch sequencing, and cross-functional alignment with Product, Growth, and central marketing — with Joist+ also serving as connective tissue between Joist and EverPro's other solutions (Pro Packs)
• Partner closely with the Head of PLG Growth, Product, Data, and Support to connect acquisition, onboarding, conversion, and retention into one coordinated growth system, identifying and removing friction across the customer journey and owning the marketing components of the PLG roadmap, including lifecycle engagement, experimentation, and pricing and packaging inputs
• Develop and lead lifecycle marketing strategy across onboarding, engagement, monetization, retention, and reactivation, with a material stake in downstream customer value and retention outcomes given the link between acquisition quality, onboarding, positioning, and long-term customer value
• Build and scale a rigorous marketing experimentation and measurement culture, including A/B testing, geo-testing, incrementality, attribution, and other approaches that improve decision-making across acquisition and lifecycle
• Lead and develop the Joist marketing team across growth marketing, product marketing, and lifecycle, while partnering effectively with EverPro's central Marketing organization across paid, organic, web, content, and brand expertise. This role owns Joist's strategy, prioritization, and outcomes, while central Marketing provides specialist execution and channel expertise
• Coordinate closely with Joist's GM, Head of PLG Growth, Product leaders, Data, and central Marketing; concisely analyze, report, and present performance, customer, and growth trends weekly, monthly, and quarterly
• Accountable for delivery of demand generation programs for existing customers and prospects, including digital, email, cross-sell, partners, webinars, and events

Requirements

• 10+ years of related industry experience with a product-led growth motion and/or SaaS organization
• Demonstrated success building and managing senior-level relationships and high-performing teams
• Experience operating effectively through cross-functional and shared-service partnerships
• Full-stack marketing experience and deep understanding of customer lifecycle stages and strategies to drive growth via new customer acquisition, expansion, and retention
• Demonstrable success achieving customer acquisition and revenue growth goals
• Proven track record of articulating a clear ROI path — through attribution modeling and/or marketing mix modeling (MMM) — for large media spends, and communicating that case credibly to senior leadership
• Excellent track record driving highly creative marketing programs with measurable revenue growth in both sales-led and product-led growth structures
• Strong brand-building and product marketing fundamentals: positioning, messaging, competitive intelligence, launch management
• Standout communication skills with an extraordinary ability to collaborate constructively and cross-functionally
• Customer-focused mindset, driven to innovate, highly organized, detail-oriented, and capable of managing multiple projects while adhering to strict deadlines

Preferred

• Working knowledge of emerging AI-driven search and discovery channels, including AEO/GEO, is a plus
• Experience in payments, fintech, or subscription/usage-based monetization models is a plus