Description
We're looking for a VP of Growth Marketing to own the marketing to revenue generation engine. This is a player-coach role: you'll lead a team of 12+ product marketers, marketing channel experts, and growth marketers, owning product marketing for both our brand and creator audiences and, on the growth side, paid media, SEO/AEO, email and in-app lifecycle, CRO and web, and ABM.
You'll also carry work yourself, building the model, writing the brief, reading the attribution, and stepping directly into a channel when it needs a senior operator. You'll own the growth marketing budget and be accountable for driving measurable action across the full customer journey, acquisition, retention, expansion, and reactivation, and for pipeline, signups, and revenue across all three lines of business (Later Influence, Later Social, and Creator/Affiliate).
Key responsibilities:
- 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.
- Lead, coach, and develop a team of roughly a dozen marketers across three groups: product marketing, digital marketing channel experts, and growth marketers.
- 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.
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).