Responsibilities

• Owning our customer acquisition strategy across paid, organic, lifecycle and emerging channels
• Personally getting into a new channel when it makes sense, to understand how it works before deciding whether to own it internally, outsource it or walk away
• Devising strategies for our core acquisition touchpoints, including paid advertising, SEO, our website, email marketing and social channels and presenting your approach to leadership
• Managing a mix of hands-on work and outside agency, freelancer and vendor relationships and holding those partners accountable to clear goals
• Building and running a growth experimentation roadmap, testing new audiences, messages, offers, landing pages and channels
• Owning the marketing budget and deciding where dollars are most likely to generate profitable growth and reallocating when performance says there's a better opportunity elsewhere
• Digging into funnel performance to find where potential customers are getting stuck
• Reporting on CAC, conversion, payback and return on marketing investment
• Building forecasts and helping leadership see where additional investment could create real growth

Requirements

• 6 to 10 years of professional marketing experience with a strong focus on customer acquisition or growth marketing
• Experience in SaaS or subscription based businesses with product-led growth acquisition models
• Demonstrated experience owning paid, organic and lifecycle marketing channels
• A strong experimentation mindset and a track record of turning ideas into measurable tests
• Comfort jumping into an unfamiliar channel or tool and figuring it out
• Experience managing a marketing budget and making investment decisions across competing opportunities
• Strong analytical skills and a solid understanding of CAC, LTV, conversion rates and marketing ROI
• Experience with SEO, paid media, email marketing and social media fundamentals
• Experience working with outside agencies and vendors without outsourcing ownership of strategy
• Excellent written and verbal communication skills, with the ability to turn performance data into clear recommendations for leadership

Preferred

• Have personally launched a new acquisition channel from scratch and scaled it once the economics proved out
• Can point to experiments that meaningfully improved signup growth or acquisition efficiency
• Have experience with marketplaces, platform ecosystems, partnerships or other nontraditional acquisition channels
• Are familiar with marketing automation and CRM platforms such as HubSpot and Salesforce Pardot
• Are familiar with Lucky Orange or other conversion rate optimization tools
• We especially like people who can say, "I didn't know how to do it when I started, but I figured it out."