Director, Growth Marketing

WHY THIS ROLE EXISTS

The best B2B products grow because they are designed to. Figma spread because every file shared pulled in a new user. Slack spread because every invitation to a channel was a growth loop. Notion spread because every published page was a billboard. Crisp has the same opportunity in the CPG and retail ecosystem.

This role exists to find those product-driven acquisition moments, design them intentionally, and scale them. It combines product-led growth strategy, lifecycle and activation marketing, community building, organic search presence, and growth experimentation — including a sales-assisted PLG motion that hands warm, behavior-triggered signals to sales — into a single function that makes Crisp the platform CPG and retail practitioners reach for first and talk about most.

Growth & Virality

• Platform virality:
  The number of new users and accounts generated through in-product sharing, network invitations, and referrals grows quarter-over-quarter, measured by platform-driven new user activations
• Referral pipeline:
  New pipeline attributed to referral and community programs grows as a percentage of total pipeline each quarter
• Organic discoverability:
  Crisp appears in the top results for the queries CPG and retail practitioners are asking across traditional search and AI answer engines, tracked by share of search and AI citation rate
• Sales-assisted pipeline:
  Product-qualified leads handed to sales convert at a measurable rate and grow as a share of total pipeline each quarter

Marketing Operations

• Funnel efficiency:
  Conversion rates at each funnel stage improve quarter-over-quarter; primary metric is meetings booked
• Data quality:
  Marketing automation data is clean, complete, and trusted by the team for decision-making

Growth Strategy & Product-Led Motion

• Define and own Crisp’s growth model: identify and build the in-product sharing and referral mechanisms native to the CPG and retail ecosystem: the moments when a Crisp user naturally pulls in a new user or account through their everyday workflow. For example: a CPG brand shares a Crisp insights report in a retailer meeting and that retailer wants access; a user invites a trading partner to collaborate on shared data and that partner activates on the platform.
• Build and scale a self-serve motion that lets CPG brands, retailers, and distributors discover, trial, and activate on Crisp with minimal friction.
• Partner with Product to embed referral mechanisms, shareable artifacts, network invitations, and activation triggers directly into the product, so that everyday Crisp usage pulls in new users organically.
• Design and run a structured experimentation program: test acquisition channels, onboarding flows, referral incentives, and activation triggers with clear hypotheses and fast iteration cycles.
• Own the full growth funnel from first touch to activation: reduce time-to-value for new users and improve conversion at every stage.
• Identify and develop Crisp’s network effect opportunity. Map that motion and build the programs that activate it.
• Build and manage a referral program that turns Crisp’s most successful customers into its most effective growth channel.
• Own Crisp’s organic discoverability strategy across SEO, GEO (Generative Engine Optimization), and AEO (Answer Engine Optimization): ensure Crisp appears where CPG and retail practitioners are searching, whether that is a Google results page, a ChatGPT response, or a Perplexity answer. This includes structured content strategy, entity optimization, and authoritative sourcing that AI systems surface and cite.

Lifecycle & Activation

• Own the onboarding and activation journey: design the email and in-product messaging sequences that move…