Head of Growth Marketing; PLG

As Head of Growth Marketing, you will own growth end-to-end for a high-growth, product-led marketplace platform. This is a strategic leadership role where success is measured by your ability to drive self-serve acquisition, activation, retention, and revenue growth through a combination of SEO, programmatic SEO, AEO, CRO, experimentation, and product-led growth initiatives. You will be responsible for scaling organic acquisition, improving conversion rates, increasing marketplace participation, and building sustainable growth loops that compound over time.

You will work closely with Product, Engineering, and Design to optimize the user journey and drive growth through data, experimentation, and product adoption. We are looking for a growth leader with experience in a true PLG environment, where self-serve conversion, user behavior, and product usage were core drivers of growth. You will report directly to the founders and have significant influence over growth strategy, external partners, and investment decisions.

Responsibilities

• Own the full growth funnel across acquisition, activation, onboarding, retention, and marketplace participation, with direct accountability for signups, traffic, and pipeline targets.
• Partner closely with Product, Engineering, and Design to identify friction points, improve user journeys, and increase product adoption through experimentation.
• Maintain and scale programmatic SEO pages, free tools, and other organic growth assets while identifying new opportunities to compound traffic and signups.
• Own CRO across all acquisition surfaces, including landing pages, blog content, programmatic SEO pages, product flows, and paid acquisition funnels.
• Lead AEO and AI-search visibility initiatives across ChatGPT, Claude, Gemini, Perplexity, and emerging discovery platforms.
• Leverage product analytics and user behavior data to identify growth opportunities, prioritize initiatives, and improve activation, engagement, and retention metrics.
• Manage and hold accountable external partners, including writers, PR agencies, paid media contractors, and other vendors, ensuring performance is tied to measurable business outcomes.
• Establish growth targets, reporting frameworks, and executive dashboards that connect acquisition efforts directly to activation, retention, CAC, traffic, and revenue performance.

Requirements

• 6+ years of growth marketing or demand generation experience, including at least 3 years at a product-led growth (PLG) company where self-serve acquisition, activation, onboarding, and product adoption were core growth drivers.
• Proven experience owning growth metrics across acquisition, activation, conversion, retention, and revenue generation.
• Demonstrated success scaling organic acquisition through SEO, programmatic SEO, content, and search-driven growth initiatives.
• Strong expertise in SEO, AEO, and AI-search visibility, with the ability to clearly articulate strategies for ranking in both traditional search engines and AI-generated answers.
• Proven CRO experience with measurable examples of improving signup rates, activation rates, onboarding completion, or conversion performance.
• Experience working cross-functionally with Product, Engineering, and Design teams to improve user experience, product adoption, and growth outcomes.
• Hands-on experience using analytics and experimentation to drive decision-making, including tools such as Post Hog, GA4, Hub Spot, Amplitude, Mixpanel, or similar platforms.
• Proven track record managing and holding accountable external contractors, agencies, PR partners, writers, and paid media vendors.
• Experience operating at scale, including managing millions of organic impressions and driving significant inbound signup volume through organic or product-led growth channels.

Benefits

• Location: Hybrid, Vancouver BC (3 days per week in office)
• Compensation: $160K to $180K/year CAD
• PTO: 3 weeks paid vacation + holidays
• Paid Sick Leave
• Annual Reviews