Director, Growth Marketing Director Plooto Workplace ago

Plooto is an all-in-one payment automation platform that helps businesses and accounting firms manage payables and receivables. More than 14,000 companies use Plooto to automate financial workflows, move money, and reconcile with their accounting systems.

We are building the financial operations platform small and medium-sized businesses can rely on to run with greater control, efficiency, and confidence.

Plooto is looking for a Director, Growth Marketing to own and scale our demand generation and customer growth engine.

Your primary mandate is to drive inbound pipeline for the sales team focused on our accounting firm channel, scale our direct self-serve motion efficiently, and build the cross-sell and upsell programs that grow customer LTV, while maintaining healthy CAC and payback. You will own growth strategy, marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth, and the instrumentation and economics beneath the funnel, partnering closely with Sales on pipeline quality and conversion.

You will report to the Head of Marketing.

This is a high-volume, low-ACV SMB business. Success requires sharp judgment about where paid acquisition, self-service, and sales assistance each earn their place, and the discipline to grow efficiently rather than simply spend into growth.

This is a player-coach role. You will set strategy and own the numbers, and you will stay hands-on in the funnel model, the channel mix, and experimentation. The person in this role will start with a small team and will use systems, automation, and AI to scale ouput.

We are looking for a builder. You will have personally stood up a demand or growth engine from an immature starting point, owned a pipeline number and its efficiency, and used modern tooling and AI to scale programs.

• Own the demand engine for our accounting firm channel. Build the strategy and channel mix that feeds the channel sales team inbound pipeline that actually converts, not just top-of-funnel volume.
• Scale the direct and self-serve motion efficiently. Grow acquisition through the direct and product-led funnel while protecting CAC and payback.
• Own growth economics. Set and be accountable for the demand waterfall, CAC, payback, funnel conversion, and growth by motion. Partner with Finance, Payments Strategy, and Sales on the models, while being comfortable getting into the weeds yourself.
• Grow customer LTV. Build the cross-sell, upsell, and lifecycle programs that increase ARPU and expansion within our existing base.
• Set multi-channel demand strategy. Decide where the next marginal dollar goes across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound.
• Own the website as a growth asset. Treat  as a core conversion surface, running a continuous CRO program of testing, iteration, and personalization across landing pages, signup, and key conversion paths to lift conversion and marketing-sourced pipeline.
• Build the growth systems. Partner with Marketing Ops and Rev Ops to mature our attribution, reporting, and a disciplined experimentation cadence that enables fast learning loops.
• Use AI as a force multiplier. Build an AI operating infrastructure via agents, prompts, and workflows that strategically scale content, research, analysis, and reporting, thoughtfully deploying human intelligence and domain expertise to train and guide the outputs.
• Partner across the business. Work with Sales, Product, Data, and Finance to remove constraints across the customer journey and drive accountability through collaboration (without needing every function to report to you).
• Lead and grow a lean team. Direct a small team and partner with senior leadership to scale as we grow.

In your first six months, you will have:

• Set a clear growth strategy across the accounting channel, direct, and self-serve motions, with explicit choices about where to invest and why.
• Grown marketing-sourced pipeline for the channel sales team, with measurable improvement in lead quality and conversion.
• Instrumented the funnel end-to-end and established a single, trusted view of CAC, payback, and conversion by motion.
• Improved acquisition efficiency while growing volume, moving CAC payback in the right direction.
• Launched a cross-sell, upsell, or lifecycle program that measurably lifts ARPU or expansion revenue.
• Established a disciplined experimentation cadence that produces real, repeatable wins.
• Built meaningful leverage…