Director, growth marketing

About the Role BWZ is building its growth engine from scratch, and this is the person who builds it. As Director of Growth Marketing, you’ll own audience acquisition, conversion optimization, and the experimentation systems that make both improve continuously. You’ll be responsible for getting the right people into BWZ's ecosystem efficiently and at scale, across paid campaigns, partner programs, events, and audience products.
You’ll report to the COO and work closely with Media, Revenue Products, Events, RevOps, and Audience Ops. There’s a blank canvas here: the measurement systems exist but need formalizing, the paid acquisition model is unproven, and the role of this hire is to validate and build it. If you’ve spent your career optimizing someone else’s growth playbook, this probably isn’t the right fit. If you’ve built one, it is.
Who You Are You’ve grown audiences in a media or newsletter business or as part of content-based GTM demand gen programs; you understand that the psychology of getting a senior professional to subscribe, register and you’ve built campaigns that have driven these outcomes.
You're comfortable at both ends of the job. You can set the strategy and you can go into Meta and adjust the bids yourself. There’s no team to delegate the execution to right now, and that doesn’t bother you — if anything, it’s appealing. You’re energized by having end-to-end ownership and you know how to build something from the ground up without waiting for perfect conditions.
You think in systems. Campaigns are intentional. Experiments are structured and documented. You build dashboards and reporting cadences that make it obvious what’s working and what isn’t. You translate insights into action quickly.
And while you’re comfortable being heads-down and tactical, you’ve led teams before and you think like someone who’s building something that will eventually need to scale.
What You’ll Be Doing Audience acquisition
Own paid acquisition strategy across social, retargeting, and high-intent placements
Build and manage referral programs and cross-promotional partnerships (partner newsletters, event businesses, co-marketing)
Develop conversion pathways into BWZ's membership, events, and audience products
Optimize landing pages and signup flows to improve acquisition efficiency
Partner with Media to amplify high-performing editorial and audience content
Partner with the GTM team to craft campaign amplification add-on products
Conversion optimization
Audit and improve onboarding flows for newsletters, diagnostics, and events
Identify funnel drop-off points and run structured tests to address them
Work directly with developers and designers to implement web funnel improvements
Partner with Audience Ops and Revenue teams to improve lifecycle progression
Experimentation
Build and run a repeatable A/B testing framework across channels, messaging, and offers
Establish testing priorities, a regular experiment cadence, and a reporting rhythm
Operationalize successful experiments
Share learnings across Media, Revenue, and Leadership so the whole org gets smarter
Reporting & data
Establish baseline tracking across acquisition and conversion funnels in the first 30 days
Build and maintain a live dashboard tracking acquisition, conversion, CAC, and experiment performance
Define and track the LTV model for BWZ's subscriber base (email engagement + inventory monetization)
How Your Success Will Be Measured Qualified Audience Acquisition : Director+ leads per month; growth of ICP-matching audience acquired through paid campaigns, diagnostics, partnerships, events, and conversion programs.
Conversion Rate Improvement : % lift per quarter; improvement in conversion rates across landing pages, diagnostics, newsletter signup flows, event registrations, and audience product funnels.
Experimentation Velocity & Impact : number of successful experiments per quarter; meaningful experiments launched, validated, and operationalized that improve acquisition, conversion, engagement, or pipeline contribution.
Your Skillset Includes Proven track record in growth marketing or paid acquisition, ideally in a media, newsletter, or audience-driven business
Hands-on experience running paid campaigns (Meta, LinkedIn, or equivalent) — not just overseeing them
Strong conversion optimization skills: landing pages, funnel analysis, A/B testing
Familiarity with CRM and audience data platforms
Experience building reporting systems and dashboards, not just reading them
Demonstrated ability to operate without a team; building processes from scratch rather than managing existing ones
Strong analytical instincts: you know what data matters and you make decisions from it
Experience working cross-functionally with product, design, and content teams
Prior team leadership experience (even if managing a small team or contractors)
Nice to Haves Background in a newsletter business or audience-first media company
Familiarity with diagnostic or assessment-based audience products
Experience in B2B audience acquisition (targeting professionals, not consumers)
Copywriting ability — helpful for rapid campaign iteration without a dedicated writer
Experience at a company going through early-stage growth infrastructure build-out
Salary Statement:
$150,000 - $180,000 a year

#J-18808-Ljbffr