Director, Growth Marketing

Crisp

About The Position

This role exists to find product-driven acquisition moments, design them intentionally, and scale them within the CPG and retail ecosystem. It integrates product-led growth strategy, lifecycle and activation marketing, community building, organic search presence, and growth experimentation. This includes a sales-assisted PLG motion that provides warm, behavior-triggered signals to sales, aiming to make Crisp the go-to platform for CPG and retail practitioners and the most talked-about solution in the industry.

Requirements

Experience building growth programs at a B2B SaaS company with natural viral potential.
Understanding of product-driven acquisition loops.
Understanding of growth beyond acquisition, including activation, expansion, and the product-to-sales handoff.
Comfortable in product roadmap conversations and presenting community growth strategies.
Experience running experiments at scale, analyzing results, and making data-driven decisions.
Obsession with how information spreads in professional communities.
Knowledge of the latest in SEO, GEO, and AEO.
Sufficient understanding of the CPG and retail ecosystem to position Crisp effectively.
Authorization to work for any employer in the United States.
Ability to pass a background verification.

Nice To Haves

Experience with AI to accelerate growth experimentation, personalization, and data analysis.

Responsibilities

Define and own Crisp's growth model, identifying and building in-product sharing and referral mechanisms native to the CPG and retail ecosystem.
Build and scale a self-serve motion for CPG brands, retailers, and distributors to 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.
Design and run a structured experimentation program to test acquisition channels, onboarding flows, referral incentives, and activation triggers.
Own the full growth funnel from first touch to activation, reducing time-to-value and improving conversion rates.
Identify and develop Crisp's network effect opportunity and build programs to activate it.
Build and manage a referral program to leverage successful customers for growth.
Own Crisp's organic discoverability strategy across SEO, GEO (Generative Engine Optimization), and AEO (Answer Engine Optimization).
Own the onboarding and activation journey, including email and in-product messaging sequences.
Define the product-qualified lead (PQL) model based on in-product behaviors.
Design and own the sales-assisted PLG motion, ensuring warm and well-timed handoffs to sales.
Own expansion triggers based on in-product signals indicating an account is ready to grow.
Build and own Crisp's practitioner community, fostering a space for CPG and retail professionals to share insights.
Develop a content and events strategy to align Crisp with industry conversations.
Identify and cultivate influential customers and advocates to amplify their voices.
Partner with Commercial Enablement and Content to integrate community insights into sales and marketing programs.
Build Crisp's presence in existing CPG and retail practitioner communities.
Oversee Marketing Operations to ensure the team has the necessary infrastructure, data quality, and attribution accuracy.
Ensure the marketing technology stack supports the growth motion.
Partner with RevOps to connect growth programs with revenue outcomes.
Use AI to accelerate growth experimentation, hypothesis generation, and result analysis.
Leverage AI tools to personalize self-serve onboarding experiences.
Use AI to power lifecycle sequences for personalized messaging and churn prediction.
Use AI to synthesize community signals and identify emerging themes.
Use AI to analyze product usage data and identify behaviors correlating with expansion and retention.
Use AI-powered tools to research and execute SEO, GEO, and AEO strategies.