Director of Growth and Performance

Essential Duties and Responsibilities

• Own the Growth Strategy
• Define and execute the integrated growth strategy across paid media, SEO/AEO, email, social, and organic channels
• Own the funnel from awareness through conversion for B2C certification candidates and learners
• Manage shared marketing channels (paid, SEO, social) that serve both B2C and B2B, ensuring both audiences receive quality traffic
• Build and maintain a persona-led journey framework that maps content, channels, and offers to buyer stages
• Develop the channel mix model: where to invest, where to pull back, and why, driven by data rather than inertia
• Set and manage the promotional calendar across campaigns, product launches, and seasonal initiatives
• Drive Quality Traffic and Conversion
• Drive quality traffic growth, not just sessions: visitors who engage, convert, and generate revenue
• Work closely with the Site Performance team on B2C conversion optimization from landing pages through purchase
• Ensure B2B traffic growth through shared channels by coordinating with the B2B growth team on targeting, content, and keyword strategy
• Develop audience and awareness through social, content distribution, creator partnerships, brand partnerships, and community programs
• Develop and refine attribution modeling so you can credibly connect marketing activity to revenue outcomes
• Own CAC by channel and blended CAC targets, optimizing spend toward the most efficient acquisition paths
• Manage Agencies, Contractors, and Budget
• Own agency relationships and management of paid media, SEO, and social, setting strategy and holding agencies and internal stakeholders accountable for results
• Manage the paid media budget with a clear framework for allocation, testing, and optimization across search, social, display, and video
• Lead and Develop the Team
• Manage and develop a small team: a Sr. Marketing Specialist focused on social, SEO, and creator programs, and a Marketing Manager focused on email, performance, and paid media oversight
• Operate as a player-coach: set direction and do the work, with the judgment to know which requires your attention on any given day
• Coordinate with the B2B growth team (dotted line management) on shared channels, ensuring B2B isn't an afterthought in channel strategy and spend allocation
• Build the Growth Infrastructure
• Stand up persona-led journey mapping
• Build a testing and experimentation framework across channels: structured tests with clear hypotheses, not random acts of marketing
• Develop a measurement and reporting framework that connects channel performance to business outcomes
• Partner with Marketing Analytics on data accuracy, dashboard development, and attribution
• Evaluate and recommend marketing technology investments that increase growth capability

Key Performance Metrics

• Qualified Traffic Growth
• B2C Funnel Conversion Rate
• Customer Acquisition Cost (CAC)
• B2B Traffic and Lead Contribution
• Channel Mix Efficiency

Skills and Qualifications

• 7+ years in growth marketing, performance marketing, or demand generation with progressive responsibility
• Deep hands-on experience in at least three of: paid search/social, SEO/AEO, email marketing, social media strategy, conversion optimization
• Proven ability to manage agencies and contractors, not just delegate but hold them accountable for outcomes
• Strong analytical skills: you think in cohorts, CAC, LTV, conversion rates, and attribution, not just impressions and clicks
• Experience managing paid media budgets with clear allocation frameworks and optimization cadences
• Track record of driving quality traffic growth, not just volume: you can explain the difference and show how you optimized for it
• Player-coach mentality: comfortable setting strategy on Monday and building a campaign in the platform on Tuesday
• Comfortable with ambiguity: some channels are mature, some need to be built, and you need to prioritize across both
• Degree preferred but not required for the role
• 7+ years of direct experience in related field