Director of Marketing

Job Description:

• Own the marketing engine and accountability for lead volume and lead quality
• Lead a team of full-time and part-time staff and agencies
• Manage roughly $2M in annual marketing spend
• Report to the Chief Strategy Officer and run marketing day-to-day across strategy, execution, analytics, and testing
• Deliver the annual lead plan and lead-quality targets
• Report monthly on leads by channel, CAC, lead quality, budget implications, and recommendations
• Build and run a cross-channel testing roadmap focused on hypotheses and incremental lift
• Manage variable and fixed annual marketing spend and shift budget between channels based on performance
• Recommend annual budget and lead-spend levels
• Oversee paid search and paid social strategy, including landing page testing
• Set direction for organic, SEO, and AEO and hold the agency accountable
• Oversee referrals and brand advocacy program design and tracking
• Own strategy and performance for email, events, and partnerships
• Own relationships, contracts, and performance for lead providers and affiliate partners
• Oversee organic social
• Lead team members and agencies; set goals, coach, and hold people accountable
• Evaluate agency and vendor performance and recommend changes
• Run the marketing team on EOS using Rocks, scorecard, weekly L10s, and issue resolution
• Own marketing analytics and infrastructure, including HubSpot, GA4, GSC, attribution, and reporting
• Own the WordPress/Elementor website and provide hands-on support when needed
• Steward brand and messaging day-to-day
• Lead customer research through interviews, surveys, and direct outreach to families
• Use AI daily for analysis, research, and content creation
• Build AI agents and workflows to multiply team output
• Work with Sales on lead quality, handoffs, and shared funnel metrics
• Work with Service on referrals, testimonials, and proof points

Requirements:

• 10+ years of experience in marketing
• 5+ years leading a marketing team: setting goals, managing people, and holding them accountable
• Experience in B2C, high-ticket professional services (education, healthcare, financial or legal services, or similar)
• Deep expertise in paid acquisition: PPC and affiliate or lead-provider programs
• A record of managing a multi-channel budget and moving spend based on performance
• A metrics-driven, testing mindset: you form hypotheses, run tests, and act on what you learn
• Strong hands-on reporting skills
• Comfort working directly in WordPress and Elementor
• Expert daily use of Claude or similar AI tools for analysis, research, and planning
• Experience managing agencies and outside partners against clear performance goals
• Strong grasp of customer needs and messaging, and enjoyment of talking with customers directly
• Experience building AI agents or automated workflows (preferred)
• Strong interest in AEO (answer engine optimization) (preferred)
• Background in a growth-stage company (preferred)

Benefits:

• Performance-based bonus
• Health insurance
• Dental insurance
• Life insurance
• Unlimited PTO
• 401K (no match)
• Quarterly team offsites
• Occasional travel for events and partners