Growth Paid Marketing Leader (Evergreen and Launch Funnels, High Ticket Coach Certification Program)

About the role

ANI has built a trusted, mission-driven education brand with a loyal audience, a powerful body of work, a weekly podcast, an established certification program, and a proven live-launch model. The business is now entering a major growth transition: moving into a year-round evergreen revenue ecosystem. This role exists to lead that transition.

We are looking for a growth leader who has proven experience rebuilding the marketing engine of a high ticket certification program, architect the customer journey, lead the marketing team, own the funnel performance numbers, and create a sustainable path toward meaningful scale. This is a 360 degree strategic and hands-on revenue marketing leadership role.

The right person will be strong in direct response, funnel strategy, conversion copy, launch strategy, evergreen marketing, paid media oversight, organic growth, affiliate strategy, dashboards, and team leadership. You will build a scalable value ladder, connect every funnel level, generate leads year-round, manage paid media and move the right audience toward a high ticket certification program.

What you will own

Evergreen/launch funnels and value ladder strategy

You will own the architecture of the full customer journey from first touch to ICM enrollment. This includes:

• Lead magnets, quizzes, guides, webinars, and opt-ins
• Low-ticket offers and self-liquidating offers
• Mid-ticket bridge product strategy
• Email nurture sequences
• Retargeting paths
• Conversion paths into high ticket certification program
• Annual launch integration
• Post-launch optimization

Revenue marketing leadership

You will own the marketing strategy behind enrollment growth, not just marketing activity. You will be responsible for making sure every campaign, offer, product decision, and ad dollar has a clear strategic reason, clear measurement, and a clear owner. The right candidate must be comfortable connecting marketing decisions to revenue, P&L, CPA, enrollment targets, and team capacity. Your regular reporting will include revenue, P&L impact, dashboards, and leadership-level decision-making.

Direct response copy and CRO oversight

This role requires a strong copy and conversion background. You do not need to personally write every asset (our internal AI tools and assistants will help with that), but you must be able to lead the messaging, create briefs, review copy, improve conversion. You will oversee copy creation of:

• Sales pages
• Landing pages
• Email campaigns
• Ad copy
• Webinar/event scripts
• Launch messaging
• Offers positioning
• Nurture sequences
• Affiliate promo copy
• Social/Podcast conversion content

Paid media strategy + media buying

You must deeply understand paid media, CPA, funnel economics, attribution, retargeting, and platform shifts. You may be responsible for running ads in house, or selecting, managing, and holding accountable the media buyers - depending on scale of the campaign.

Affiliate and partnership growth

You will help turn affiliates into a year-round growth channel. This includes:

• Auditing current affiliate partners + student affiliate partners
• Creating a strategy to attract and onboard new affiliate partners
• Reactivating dormant partners
• Building partner promo plans and assets

Marketing team leadership and execution management

You will lead the marketing team so that every person knows their priority, role, owner, timeline, and success metric. You will work with existing team members across design, video, social, podcast, operations, copy, web, ads, and customer journey implementation. You will also identify missing roles and hire them, as needed.

Founder and leadership communication

You will create clear leadership updates, dashboards, priorities, and decision points so the founder can stay focused on vision, teaching, content, and the work only she can do.

Required experience

• 10+ years of senior marketing/growth experience
• Proven experience scaling 7-figure or 8-figure online education, certification, coaching, creator-led, or expert-led businesses
• Deep direct response marketing experience
• Strong funnel architecture experience
• Experience transitioning a business from live-launch dependency into evergreen or hybrid evergreen growth
• Strong understanding of paid media, CPA, retargeting, attribution, and funnel economics
• Strong copywriting and CRO judgment
• Experience leading launches for high-ticket programs
• Experience building low-ticket and mid-ticket ascension paths
• Experience managing creative, copy, ads, social, email, web, and funnel implementation teams
• Strong dashboard and analytics discipline
• Ability to lead a founder-led brand with care, clarity, and emotional intelligence

Preferred qualifications

• Experience in coaching, personal development, certification programs, transformational education, wellness, psychology, spirituality, or creator-led education brands
• Experience with ICF-style coaching programs or high-trust education products
• Experience with affiliate and partner-led launches
• Experience with AI-assisted content systems

This role is not for you if

• You are mainly a brand strategist with limited funnel/revenue experience
• You are mainly a social media manager
• You are mainly a paid ads buyer who does not lead a full customer journey strategy
• You need a large corporate team to execute
• You have not worked in online education, coaching, creator-led, or high-ticket program environments
• You are uncomfortable with numbers, CPA, dashboards, and revenue accountability
• You want to advise but not own outcomes
• You are only available fractionally or through an agency model
• You cannot lead copy, conversion, and messaging at a high level