Director of Growth Marketing, Direct-to-Consumer

Betterup • Austin, TX

264d • $194,000 - $290,200

About The Position

BetterUp is looking for a results-driven Director of Growth Marketing to lead member acquisition for our direct-to-consumer business. Reporting to the VP of Growth, this role is critical to scaling BetterUp's D2C business through paid performance marketing, lifecycle marketing, and product-led growth strategies. As Director of Growth Marketing, you'll provide strategic leadership across the entire user journey—from awareness to conversion to retention. You'll lead a team of marketing managers in building campaigns that convert, messages that resonate, and experiences that foster deep, lasting customer relationships. You'll also work closely with cross-functional partners across Product, Design, and Engineering to ensure our go-to-market plans are tightly aligned with product strategy. This role is ideal for a player-coach—someone who can zoom out to set strategy, but isn't afraid to roll up their sleeves and execute when needed. Whether launching a high-impact test, digging into channel performance, or stepping in to fill capability gaps, you'll lead by example and stay close to the work where it counts most.

Requirements

• 10+ years of experience in growth or performance marketing roles, ideally in D2C or subscription-based businesses.
• Proven track record of scaling customer acquisition and retention programs with strong unit economics.
• Deep expertise across paid marketing (e.g., Google, Meta) and owned channels (SEO/content CRO, email/SMS).
• Strong understanding of CAC, LTV, ROAS, incrementality, and media mix modeling.
• Experience with PLG or partnering with Product teams to drive growth from within the product.
• Excellent strategic thinking with the ability to prioritize, make trade-offs, and communicate clearly with stakeholders.
• Experience managing and mentoring teams and working cross-functionally across Product, Engineering & Design.
• Highly analytical and data-driven, with fluency in experimentation and funnel optimization.
• Mission-driven and excited to help people grow and transform through our product.

Responsibilities

• Lead the DTC acquisition strategy: Oversee paid and owned channels to build an efficient, scalable, and high-performing growth engine.
• Own performance and efficiency: Ensure the marketing roadmap hits subscription targets with deep fluency in CAC, LTV, and ROI trade-offs.
• Own and align messaging in the user journey: Drive messaging, positioning, and audience strategy—ensuring consistency and relevance from first touch through retention efforts.
• Leverage insights to drive differentiation: Use market trends, competitor intelligence, and user insights to inform sharp, data-driven decisions and unlock new opportunities.
• Foster a culture of rigorous experimentation: Build a test-and-learn roadmap across acquisition and retention channels to identify and scale growth levers.
• Partner closely with Product: Collaborate with Product and Engineering to uncover and execute product-led growth opportunities.
• Lead and mentor: Manage and grow a high-performing marketing team by providing strategic guidance, coaching, and clear accountability.

Benefits

• Access to BetterUp coaching; one for you and one for a friend or family member
• A competitive compensation plan with opportunity for advancement
• Medical, dental, and vision insurance
• Flexible paid time off
• All federal/statutory holidays observed
• 4 BetterUp Inner Workdays
• 5 Volunteer Days to give back
• Learning and Development stipend
• Company wide Summer & Winter breaks
• Year-round charitable contribution of your choice on behalf of BetterUp
• 401(k) self contribution

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Industry: Personal and Laundry Services