Head of Marketing & Growth

The Consumer Growth Engine

• Own how the app acquires, activates, and retains users: the invite/referral and neighborhood-seeding loops that drive network effects, lifecycle (email/SMS/push) and first-session activation, organic/SEO and app-store optimization, brand and community, and small-budget performance paid where the category allows.
• This is the flywheel the launch mechanic feeds.
• Own the consumer-growth metrics that prove the network is alive - activation, retention, and the referral/viral coefficient.

The Launch

Number that matters: coverage - what share of a bounded market carries verified, confirmed work - measured against a denominator we can actually count. Scattered registrations across a wide area is a miss; a market where most homes show a confirmed record is the win we're built to repeat.

The Contractor-Led Ignition Playbook

• Build the list from public license records and the permit trail (no introductions required).
• Work the first cohort by hand, concierge their imports in whatever format they arrive, then invite homeowners to confirm the work and name whoever else worked on the house - which is the only way we reach the trades no permit records: painters, masons, landscapers, tree surgeons.

The Growth Initiatives

• SEO & Organic
• Lifecycle & Retention
• App-Store Optimization
• Data-Powered Outbound
• Referral & Viral Loops
• Trade Claiming
• The Marketing Site

The Funnel, Free to Paid to Lead-Gen

• Acquisition is broad - the data pulls in everyone. Monetization concentrates. You own the path from a free tier with an earned-credits economy, through the paid tier, and into the core near-term revenue engine: contractor lead generation.
• You don't need to be an expert in auctions - that's long-term value capture, and it's later - but you do need to understand that the money follows the growth and to build the funnel that proves it.

Customer Learning

• Your core action has no precedent - nobody has ever confirmed a work record attached to their own home. That makes teaching part of growth rather than a support function bolted on afterward, because the failure mode isn't a complaint. A confused user doesn't file a ticket; they close the page, and the loop stalls without ever telling you.
• You own this, and it splits in two - the harder half isn't the technical one. Contractors need procedure, which is documentation in the ordinary sense: written once, indexed, referenced during onboarding. Homeowners need the concept, and they will never open a help center, so their entire learning surface is the screen in front of them - that half is a product-copy problem you own jointly with Product and Design.

The Secondary Motion, Post-Launch

• Once the contractor playbook is running, you stand up direct operator outbound: owners holding multiple properties, sourced from public records, resolved from LLCs to real operators, enriched in Clay, worked across direct mail, email, and LinkedIn. It's a second acquisition engine, not the first - and you'll know the difference.

Your AI Counterpart

• Ruxlo is AI-native by design, not by retrofit. Every function here has a Claude-powered counterpart, and you'll shape and own Growth's, partnering with engineering to build it: an agent that scores targets, drafts and A/B-tests outreach copy, turns PostHog funnels into weekly reads, and surfaces which buildings and channels to lean into next. It informs; it doesn't send outbound, commit budget, or run campaigns on its own. You keep the human hand on every live action.