Head of Growth job description

Digital marketing — Head of Growth
Sets acquisition strategy and owns the growth budget and team.

RESPONSIBILITIES
- Set the structure standard every paid account in the organization follows and decide when an account is restructured instead of patched.
- Set how the organization defines and maintains its audience segments, and settle disputes between teams about which segment a contact belongs in.
- Recover a domain that is landing in spam, prove the recovery from postmaster tool data, and change the sending habit that caused it.
- Set brand positioning for the organization, including the marketing view on pricing and offers, and decide when the positioning itself, not only the messaging, must change.
- Set attribution methodology for the organization, including when to move beyond last touch models, and reconcile it with the finance view of revenue.
- Decide which measures the organization manages marketing by and how performance reaches the board.

REQUIREMENTS
- Experience at the Senior Marketing Manager level (level 4 of 5) or equivalent
- Holds Google Ads Search Certification, Google Analytics Certification, Meta Certified Digital Marketing Associate and HubSpot Inbound Marketing Certification

REQUIRED SKILLS
Paid Media
- Paid Search Campaign Management — You can restructure an account with structural problems, set the bidding and budgeting approach the team follows, and rescue a campaign that has stopped converting.
- Paid Social Campaign Management — You can plan a multi platform social campaign, set the testing and budgeting approach the team follows, and diagnose an account whose performance has collapsed.
- Campaign and Account Structure — You can set the structure standard every paid account in the organization follows and decide when an account is restructured instead of patched.
- Programmatic and Display Advertising — You can restructure a display account that is not delivering, decide which buying platforms and deal types the team uses, and defend the spend to the budget holders.

Lifecycle Marketing
- Audience Segmentation and Targeting — You can set how the organization defines and maintains its audience segments, and settle disputes between teams about which segment a contact belongs in.
- Marketing Automation Workflow Design — You can rebuild an automation program that has grown tangled, set the rules for how flows enter and suppress one another, and trace failures that cross systems.
- Lifecycle Email Marketing — You can design a lifecycle email plan across every stage, settle conflicts between teams who all want the same inbox, and turn a flat program around. You set what good email looks like for your team.
- Email Deliverability and List Health — You can recover a domain that is landing in spam, prove the recovery from postmaster tool data, and change the sending habit that caused it.

CRO & Creative
- Landing Page Design and Optimization — You can set the landing page standards and template library the team builds from, and diagnose why a whole class of pages is converting badly.
- Conversion Testing and Experiment Program — You can prioritize experiments across competing areas where the evidence is thin, and stop a test that is contaminated or being misread.
- Creative Testing and Iteration — You can set the creative testing approach the team follows across channels, and coach others to test one variable at a time instead of guessing.
- Brand Messaging and Positioning — You can set brand positioning for the organization, including the marketing view on pricing and offers, and decide when the positioning itself, not only the messaging, must change.
- Ad Copywriting — You can write for unfamiliar audiences and awkward products, set the voice others then write inside, and edit their work so the campaign holds together. Your rewrites of tired copy visibly move response.

Measurement
- Marketing Attribution Modeling — You can set attribution methodology for the organization, including when to move beyond last touch models, and reconcile it with the finance view of revenue.
- Web and Campaign Analytics — You can set up the analytics tracking and reporting a team relies on, and catch a data quality problem before it changes a decision.
- Conversion Tracking and Tagging — You can rebuild tracking across several sites and platforms, including server-side collection and consent, and keep it working through site releases.
- Marketing Reporting and Insight — You can decide which measures the organization manages marketing by and how performance reaches the board. You retire metrics that drive the wrong behavior, even the popular ones.

Marketing Strategy
- Channel Mix Strategy — You can set channel mix strategy for the whole organization, deciding which channels to enter, scale back or exit.
- Marketing Budget Management — You can own the marketing budget for the organization, negotiate it with finance, and decide how it is split across teams and channels.
- Marketing Technology Stack Management — You can redesign a stack that has grown by accident, choose vendors on evidence rather than a demo, and migrate off a tool without losing history.
- Campaign Performance Forecasting — You can set how the organization forecasts marketing return, deciding which methods the business plans on and how forecast misses are reviewed.
- Market and Customer Insight — You can decide which customer and market research the organization commissions and how its findings reach the executive team.

Organic & Community
- Organic Social and Community Marketing — You can set the organic plan and moderation rules across platforms and lead the response when a post draws a public complaint.

Delivery
- Project Management — You can set the everyday habits for how work is organized and followed up across the organization, and teams you do not lead adopt the routines you introduce.
- Planning & Estimation — You can forecast work and staffing quarters ahead, and set the estimating method other teams use.
- Ownership & Accountability — You can report the organization's most exposed outcomes to its leaders as they stand, including bad news, and answer for them.
- Quality Focus — You can raise the quality bar across the organization by building the tools and habits that make the careful way the easy way.

Craft
- Problem Solving — You can crack problems the organization has repeatedly failed to solve, and your approach becomes how others tackle that whole kind of problem.
- Domain Expertise — You can influence how the field is practiced beyond this organization, and your expertise settles questions that have stood open for years.
- Continuous Learning — You can set what the organization invests its learning time in, and the material and practice you create outlive your involvement.

Communication
- Communication — You can set how the organization communicates by creating the forums and norms that teams use to share information.
- Collaboration — You can remove the barriers that stop teams working together by putting in place routines and forums they use across the organization.
- Writing & Documentation — You can set the writing standard the organization works to, and documents you wrote are still in use long after you have moved on.
- Stakeholder Management — You can represent the organization in its most important relationships and set how it engages with everyone who depends on it.

Leadership
- Leadership — You can set direction for the whole organization, make hard calls under real uncertainty, and carry the decisions nobody else wants to own.
- Mentoring — You can shape how the organization grows its people, and those you developed are themselves named by others as strong in their field.
- Strategic Thinking — You can shape the organization's strategy, and the bets you argued for are visible in where it ended up.

REQUIRED CERTIFICATIONS
- Google Ads Search Certification (required from Digital Marketing Specialist)
- Google Analytics Certification (required from Digital Marketing Specialist)
- Meta Certified Digital Marketing Associate (required from Digital Marketing Specialist)
- HubSpot Inbound Marketing Certification (required from Digital Marketing Manager)