VP, Growth Marketing

Responsibilities

• Growth strategy and ownership - Own Later's growth marketing strategy end to end, connecting product marketing, demand generation, and lifecycle into one plan tied to pipeline and revenue targets. - Own and allocate the growth marketing budget across channels, defending investment decisions with clear efficiency, payback math, and investment increase recommendations. - Work with your Growth Marketing Managers to establish and refine the goals, KPIs, and reporting frameworks the function is measured on, and make the tradeoffs visible to senior leadership and executive teams. - Refine and build net new differentiated growth motions for each line of business, recognizing that enterprise SLG, self-serve social signups, and creator acquisition do not respond to the same playbook. - Set the annual and quarterly planning rhythm for the team, and connect it to the broader marketing calendar.
• Team leadership - Lead, coach, and develop a team of roughly a dozen marketers across three groups: product marketing, digital marketing channel experts, and growth marketers. - Set clear ownership and success criteria for each person so channel specialists and segment-facing marketers pull in the same direction. - Raise the technical bar of the team on measurement, experimentation, and marketing technology. - Make thoughtful hiring and structure decisions as the org evolves, including new roles. - Create a culture of testing and learning where a failed experiment with a clean read is treated as a win. - Make AI a working part of how the team operates, setting the standard for where it accelerates research, campaign analysis, and lifecycle personalization, and where it doesn't, so the team ships more efficiently without lowering the bar. - Work as a player-coach: own a channel or program directly when the team has a gap, and stay current enough in the tools that your feedback is specific rather than directional.
• Channel and campaign execution - Direct paid media strategy across paid social, paid search, video, and display, holding the team accountable to efficiency targets. - Guide SEO and AEO strategy as search shifts toward AI answer engines, protecting and growing Later's organic visibility. - Own strategy across email and in-app for both brand and creator audiences, driving signup to paid conversion, activation, and retention. - Drive conversion rate optimization and web strategy in partnership with Web and Product, treating later.com as a performance surface rather than a brochure. - Partner with the ABM and enterprise marketers to optimize existing and build net-new account-based programs that Sales actually uses, with a clean handoff and a shared definition of a qualified lead. - Partner with the creator sales team to optimize existing and build net-new ABM motions for mid to top tier creators - Ensure brand and product marketing work reinforces demand rather than running parallel to it.
• Measurement and experimentation - Own attribution and marketing measurement in partnership with RevOps and MarketingOps, and continuously improve the accuracy of multi-channel impact. - Lead a quarterly testing roadmap tied to specific business metrics, with documented hypotheses, test design, and results. - Go deep on campaign and ad group performance while also summarizing clearly for an executive audience. - Ensure data flows cleanly between CRM, marketing automation, and analytics tools so decisions rest on numbers the team trusts. - Optimize our always on conversion funnel for each line of business. Proactively identify and close gaps in the funnel.
• Cross-functional partnership - Partner with Sales and RevOps on pipeline targets, lead quality, routing, and a seamless handoff process. - Work with Product and Product Marketing so campaigns reflect real product capability and land in step with launches. - Collaborate with the Creator team so creator acquisition and education programs feed the same growth model as brand demand. - Represent growth marketing performance to senior leadership with clarity about what is working, what is not, and what you are changing.

Requirements

• 10+ years in growth, demand generation, or performance marketing, with experience owning a multi-million dollar budget and a revenue number.
• 5+ years leading and developing marketing teams, including managing managers or senior specialists through ambiguity and change.
• A genuine player-coach: you've led a team and personally owned execution at the same time, and you're still close enough to the tools to build the model or run the campaign yourself.
• Depth in paid media, SEO and AEO, lifecycle and email, and web CRO
• Proven track record building and scaling demand in B2B SaaS, PLG, or marketplace environments, ideally with both enterprise and self-serve motions.
• Strong command of measurement: attribution modeling, experiment design, and funnel analysis, with comfort in tools such as GA4, Amplitude, Looker, or Mode.
• Experience with CRM and marketing automation platforms (for example Salesforce, HubSpot, Marketo, Klaviyo, Iterable, or Braze).
• Clear, direct communication with both a working team and an executive audience, including the ability to defend a plan and change your mind on evidence.

Preferred

• Experience marketing to or through creators, or in the social, influencer, or commerce space, is a bonus.
• Experience partnering closely with Sales on ABM or enterprise pipeline is a bonus.

Benefits

• all permanent team members are eligible to participate in various benefits plans as part of their overall compensation package.