Director of Growth, Plg

**About SkillsWave**

**Catch the Wave with Us**

Dive into an exciting role as a**Director of Growth, PLG**. Reporting to the Head of Marketing you’ll ride the waves of success alongside a dynamic team. Your mission? To drive user acquisition, activation, retention, and monetization through data-driven strategies that leverage product usage as the primary driver of growth. This position combines strategic oversight with tactical execution to optimize user acquisition funnels, improve activation rates, and build scalable growth initiatives. The key position ensures that growth efforts align with the company’s business objectives while managing key performance metrics like CAC, LTV, and activation rates.

**Your Location, Your Workspace, Your Wave**

This role is located in Ontario, with the options of working hybrid from our amazing location at Catalyst Commons in Kitchener, or working remotely if not in the Kitchener/Waterloo region. We can’t wait to welcome exceptional individuals that will bring their skills and passion to our team

**How Will You Make an Impact**:
**User Acquisition Funnel Optimization**
- Design, manage, and optimize user acquisition funnels, including freemium trials and demo requests.
- Conduct A/B testing and multivariate experiments to improve signup, activation, and conversion rates.
- Collaborate with product and engineering teams to enhance user onboarding and reduce friction in the funnel.

**Growth Experimentation and Viral Loops**
- Build and implement referral programs and viral loops to drive organic growth.
- Test and scale innovative growth tactics across user segments and geographies.

**Channel Management**
- Develop and execute growth strategies for organic channels (SEO, content marketing) and paid channels (PPC, social media advertising).
- Optimize campaigns for maximum ROI and scalability while managing budgets effectively.

**Metrics Analysis and Reporting**
- Monitor, analyze, and optimize key growth metrics, including Customer Acquisition Cost (CAC), Lifetime Value (LTV), and activation rates.
- Use data insights to identify trends, troubleshoot issues, and inform future growth strategies.
- Present regular reports to leadership on performance, opportunities, and risks.

**Team Leadership and Collaboration**
- Lead and mentor a cross-functional growth team, including marketing, product, and data specialists.
- Work closely with product management to ensure product features align with growth goals.
- Foster a culture of experimentation and continuous improvement within the team.

**What You Need to Be Successful**:

- Bachelor’s degree in Marketing, Business, Economics, Data Science, or a related field.
- Advanced degree (e.g., MBA) is a plus.
- 10-15 years of experience in growth marketing, product marketing, or product management, with a focus on PLG models.
- Proven track record of successfully driving growth through both organic and paid channels.
- Strong experience with A/B testing, conversion rate optimization (CRO), and metrics analysis.
- Familiarity with tools like Google Analytics, Amplitude, HubSpot, and Braze.

**Your Super Skills and The Wave-Riding Expertise We Need**
- Use data to identify trends, measure performance, and make informed decisions
- Analyze CAC and LTV to refine ad spend allocation and improve ROI.
- Design and execute experiments to improve key metrics.
- Conduct A/B tests on signup flows to increase trial-to-paid conversion rates.
- Comfort with analytics tools, marketing platforms, and CRM systems.
- Use tooling to track user behavior and inform growth experiments.
- Develop scalable growth strategies that align with business goals.
- Build a referral program that drives significant new user acquisition.
- Lead cross-functional teams and foster collaboration across departments.
- Work with product managers to streamline the onboarding experience and improve activation rates.
- In-depth knowledge of organic and paid acquisition channels.
- Optimize SEO strategies to improve organic search rankings and drive traffic.
- Think outside the box to identify new opportunities for growth.
- Implement a gamified rewards program to boost user retention and engagement.

**What You Will Bring to the Team**:

- Enthusiasm and an entrepreneurial spirit
- Clear and concise communication skills for presenting campaign results, strategies, and recommendations.
- Ability to leverage the product as the primary driver of customer acquisition, engagement and retention
- Expert in using data and metrices to track growh and make informed decisions
- Clear communicator of growth, goals, progress and results to stakeholders at all levels.
- Willingness to stay up-to-date with the latest trends in PLG, growth hacking, and customer experience strategies.

**Who You Are**:

- ** You Own It**: You approach every challenge with the mentality of a surfer tackling a perfect wave—taking full ownership of your work and responsibilities, driving projects forward