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

What You Will Own

• Evergreen/launch funnels and value ladder strategy
  • Lead the architecture of the full customer journey from first touch to ICM enrollment.
  • Create lead magnets, quizzes, guides, webinars, and opt-ins.
  • Develop low-ticket offers and self-liquidating offers.
  • Strategize mid-ticket bridge product offerings.
  • Design email nurture sequences.
  • Retargeting paths and conversion paths into high ticket certification program.
  • Annual launch integration and post-launch optimization.
• Revenue marketing leadership
  • Strategy behind enrollment growth.
  • Clear connection between marketing decisions and revenue, P&L, CPA, enrollment targets, and team capacity.
  • Regular reporting including revenue, P&L impact, dashboards, and leadership-level decision-making.
• Direct response copy and CRO oversight
  • Strong copy and conversion background.
  • Lead the messaging, create briefs, review copy, and improve conversion.
  • Oversee copy creation for sales pages, landing pages, email campaigns, ad copy, webinar/event scripts, launch messaging, affiliate promo copy, social/Podcast conversion content.
• Paid media strategy + media buying
  • Deep understanding of paid media, CPA, funnel economics, attribution, retargeting, and platform shifts.
  • May be responsible for running ads in-house or selecting, managing, and holding accountable media buyers.
• Affiliate and partnership growth
  • Turn affiliates into a year-round growth channel.
  • Create a strategy to attract and onboard new affiliate partners.
  • Reactivate dormant partners.
  • Create partner promo plans and assets.
• Marketing team leadership and execution management
  • Lead the marketing team.
  • Ensure everyone knows their priority, role, owner, timeline, and success metric.
  • Work with existing team members across design, video, social, podcast, operations, copy, web, ads, and customer journey implementation.
  • Identify missing roles and hire them, as needed.
• Founder and leadership communication
  • Create clear leadership updates, dashboards, priorities, and decision points.
  • Help the founder 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.
• Strong direct response marketing 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.
• Strong preference for candidates with 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.