Director growing ABC Fitness partnerships, marketplace monetization, and revenue diversification. Building scalable growth programs for a global fitness software provider.
About the role
- Director of Growth Marketing scaling demand generation, self-serve acquisition, and customer expansion for Plooto's payment automation platform. Owning growth economics, CRO, AI-enabled systems, and a lean team.
Responsibilities
- Own and scale Plooto's demand generation and customer growth engine
- Drive inbound pipeline for the accounting firm channel
- Scale direct self-serve acquisition while protecting CAC and payback
- Build cross-sell, upsell, and lifecycle programs to grow customer LTV, ARPU, and expansion revenue
- Own growth strategy, marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth, funnel instrumentation, and economics
- Set multi-channel demand strategy across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound
- Own plooto.com as a growth asset through continuous CRO testing, iteration, and personalization
- Partner with MarketingOps and RevOps to mature attribution, reporting, and experimentation
- Build AI agents, prompts, and workflows to scale content, research, analysis, and reporting
- Collaborate with Sales, Product, Data, and Finance to remove customer-journey constraints and drive accountability
- Lead and grow a lean team
- Report to the Head of Marketing
- Within six months, establish growth strategy, improve pipeline quality and conversion, instrument the funnel, improve CAC payback, launch expansion programs, establish experimentation, and increase output through automation and AI
Requirements
- Proven experience building a demand or growth engine from an immature base
- Ability to own CAC, payback, and a funnel model, including cohort vs. in-period conversion and channel efficiency
- Experience in low-ACV, high-volume SMB growth
- Experience generating demand for a sales-led motion, ideally through a channel, partner, or other intermediary
- Fluency across sales-fed demand generation and self-serve / product-led growth
- Hands-on multi-channel experience across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound
- Hands-on experience owning a website and structured CRO/experimentation program
- Experience owning customer acquisition and expansion / ARPU programs
- AI fluency and strategic point of view; daily AI use with demonstrated leverage
- Hands-on operating style suited to a lean team
- Executive-caliber collaboration with Sales, Product, Data, and Finance
- Canadian market knowledge and a base in Canada
- Strongly preferred: experience marketing to or through accountants, bookkeepers, tax professionals, accounting-software ecosystems, advisor networks, resellers, or franchises
- Strongly preferred: experience in SMB fintech, payments, payroll, practice management, or vertical SaaS, with blended PLG and sales-assisted motions
Benefits
- Inclusive workplace commitment
- Accommodation throughout the recruitment process in accordance with applicable accessibility legislation
- Compensation determined based on the successful candidate's knowledge, skills, experience, and overall alignment with the role
Job title
Job type
Experience level
Salary
Not specified
Degree requirement
No Education Requirement
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