Responsibilities

• Own end-to-end B2C go-to-market strategy, including channel mix, pricing/packaging input, and growth roadmap
• Build and lead the transition from paid-dependent acquisition to a sustainable organic engine (SEO, content, community, lifecycle/retention)
• Own B2C brand identity, positioning, and messaging across web, email, and campaigns
• Manage all B2C marketing channels: paid media, SEO/organic, email/lifecycle, social, content, and partnerships
• Own core B2C metrics — CAC, LTV, conversion, retention — and report against them
• Direct and manage external agencies/vendors currently in flight
• Partner with product and sales leadership to keep B2C and B2B efforts aligned but distinct

Requirements

• EdTech experience required — direct experience in online education, certification/compliance training, or an adjacent regulated-learning vertical (non-negotiable)
• Proven track record leading a B2C subscription or SaaS marketing function through a comparable growth stage (ideally through or past an ARR plateau similar to LearnTastic's)
• Demonstrated success shifting a business from paid-led to organic-led acquisition
• Strong brand/positioning background, with hands-on (not just delegated) execution ability
• Prior fractional or interim CMO experience strongly preferred
• Comfortable working lean — this is a hands-on operator role, not a pure strategist seat

Preferred

• PLG (product-led growth) experience
• AI-native marketing tooling fluency (SEO/AEO/GEO tools, CRM/lead-enrichment automation)
• Experience managing multiple external agencies simultaneously