Growth marketer building Wealthsimple Business’s SMB acquisition engine. Testing channels, messaging, webinars, and AI - driven campaigns for Canadian businesses.
About the role
- VP Growth Marketing scaling acquisition, product-led growth, and AI-enabled customer journeys for ABC Fitness’s fitness-management software. Owning MRR, analytics, channels, teams, and portfolio growth.
Responsibilities
- Own new MRR, expansion, growth targets, goals, pacing, and priorities across ABC Trainerize and ABC FitMetrics
- Establish global performance review, experimentation, and corrective-action cadence
- Align customer segmentation, growth opportunities, and product-led plays with Product, Marketing, and Customer Success
- Lead paid acquisition strategy across SEM, paid social, and programmatic channels
- Own the digital funnel and build a conversion-rate optimization program
- Scale lifecycle marketing, automation, segmentation, and personalization programs
- Scale technical SEO, answer engine optimization, intent-led content, social, influencer, affiliate, partner, and community growth
- Identify and scale emerging acquisition channels, growth loops, and revenue opportunities
- Create and own the PLG Operating System, including weekly business reviews, monthly performance reviews, and quarterly planning
- Build executive reporting connecting investment to MRR, expansion, activation, adoption, conversion, retention, CAC/payback, channel mix, and forecast versus plan
- Establish a single source of truth across product, CRM, and marketing platforms
- Implement attribution, incrementality, lift testing, holdouts, geo tests, and standardized dashboards
- Own forecasting and scenario planning across base, upside, and downside cases
- Improve the full customer journey from acquisition through expansion
- Partner with Product and Engineering to remove friction in product experience, onboarding, and conversion
- Lead and develop a high-performing growth organization and vendor ecosystem
- Build playbooks, documentation, scalable systems, and an experimentation culture
- Drive portfolio growth and shared measurement across ABC Trainerize and ABC FitMetrics
- Identify and scale AI capabilities, agentic workflows, personalization, forecasting, experimentation, and customer journey optimization
Requirements
- 10+ years in product-led growth, growth marketing, product growth, digital growth, or comparable function
- Experience operating at VP level and leading teams or functional owners
- Proven experience owning the full customer journey and delivering measurable outcomes across activation, onboarding, adoption, conversion, retention, expansion, add-ons, seat growth, MRR or ARR
- Strong product and growth analytics orientation, including executive dashboards, forecasting, experimentation, and investment decisions informed by customer and product data
- Demonstrated success managing meaningful budgets across paid and non-paid channels, internal teams, and agency partners
- Ability to diversify beyond paid search into organic growth, content, social, influencer activity, SEO/AEO, lifecycle, CRO, and emerging channels
- Proven ability to partner closely with Product and Engineering to improve product value, activation, adoption, and conversion, and influence decisions without direct authority
- Practical experience applying AI in a business or growth function, including AI-enabled or agentic workflows beyond basic content generation or productivity use cases
- Experience in a mid-sized or scaled company
- B2B SaaS, consumer, direct-to-consumer, subscription, or marketplace experience may be relevant
- Exceptional cross-functional leadership, communication, and stakeholder management skills
- Ability to remain hands-on while building scalable systems and developing a lean, high-performing team
- Deep knowledge of activation, onboarding, adoption, conversion, retention, expansion, growth loops, experimentation, lifecycle marketing, web/CRO, paid acquisition, organic growth, SEO/AEO, content, social, and influencer channels
- Ability to lead teams across regions and time zones with cultural intelligence and an inclusive mindset
- Strong analytical and financial acumen, forecasting, scenario modeling, attribution guardrails, incrementality testing, and KPI management
- Experience governing agencies, tools, contractors, and vendor ecosystems
Benefits
- Open PTO policy
- Quarterly Days of Disconnect
- Parental & Pawternity Leave
- Quarterly Best Life fitness reimbursement
- Medical/Dental/Vision coverage
- Employee Assistance Program (EAP)
- Calm App subscription for employee and up to 4 dependents over age 16
- Bonuses, commissions, equity, or other incentive programs may be offered where applicable
- Purpose-led, values-focused culture
- Professional development opportunities
- Inclusive workplace and equal opportunity employment
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