Sr Director, Growth Marketing

Learning Care Group•Novi, MI

3d•$205,000 - $230,000

About The Position

The Senior Director, Growth Marketing owns family acquisition and demand generation across Learning Care Group’s 11-brand, 1,100+ center portfolio. The role is part of the Chief Digital Office, reports directly to the Chief Digital Officer, and has regular visibility with the Executive Leadership Team. It is accountable for the enterprise acquisition number, paid media P&L, and the full demand surface across paid media, organic visibility, social strategy, and online reputation. The role leads the shift from a digital-media-buy model to a local-market acquisition approach, tailoring school- and market-level demand strategies to local competition, demand, reputation, and operator capacity. It manages paid media strategy and performance, organic and local search, social, reputation, media budgets, agency execution, and experimentation. All demand investments are expected to have a defensible connection to leads, registrations, and enrollments. The Senior Director works with Lifecycle Marketing on the acquisition-to-activation handoff; Enterprise Analytics & BI on measurement and attribution; Field, Enrollment, Call Center, and brand teams on local acquisition and funnel conversion; and the Chief Digital Officer on enterprise growth priorities. The position also leads, coaches, and develops the growth marketing team.

Requirements

Bachelor’s degree or equivalent professional experience.
12 or more years of growth marketing, demand generation, or performance marketing leadership experience, including at least 5 years in a senior leadership role.
Direct accountability for an enterprise-scale, multi-channel demand-generation P&L, including paid media and at least one earned or organic channel such as SEO, social, or reputation.
Direct experience managing $20 million or more in annual paid media investment.
Hands-on technical depth in Google Ads, Performance Max, LSAs, and paid search, as well as strong experience with Meta, YouTube and video, and programmatic media.
Experience in multi-brand or multi-location consumer services with local-market dynamics, such as franchise, retail, hospitality, healthcare services, or education.
Senior-level experience managing an external paid media agency, including accountability and performance management.
Experience with attribution and incrementality measurement, including geo-tests, holdouts, brand lift studies, and media mix modeling.
Experience connecting paid investment to offline or downstream conversion outcomes, such as CRM integration, call center, enrollment, or sales.
Experience hiring, developing, and scaling a growth or performance marketing team.
Experience presenting growth performance and strategy to C-suite or board audiences.

Nice To Haves

15 or more years of growth or demand-generation experience, with a track record of building acquisition programs at scale.
Experience in education, childcare, healthcare, or other family-services consumer industries.
Experience leading SEO or organic programs as a core demand channel.
Experience with local-market demand strategy, including market-level demand modeling, local competitive intelligence, and local operator partnership.
Experience with first-party data activation, customer data platform integration, and identity resolution.
Experience in a private equity-backed business operating on a defined strategic horizon.
Experience with call tracking, offline conversion tracking, and cross-channel funnel measurement.
MBA or graduate degree in a related field.

Responsibilities

Own the enterprise acquisition number and paid media P&L across 11 brands and 1,100+ centers, measuring paid, organic, social, and reputation activity against lead, registration, and enrollment outcomes.
Lead the shift to a “win local” acquisition approach, tailoring school- and market-level strategies to competitive dynamics, demand, reputation, and operator capacity.
Own paid media strategy and day-to-day performance across paid search, Performance Max, LSAs, Microsoft Ads, online video and OTT, paid social, and programmatic.
Own enterprise SEO, local SEO across centers, schema, Google Business Profile, and content density, with a conversion standard comparable to paid media.
Develop social strategy as a demand-generation channel, tying investment to lead, registration, or enrollment outcomes wherever measurable.
Manage online reputation as a demand asset, including local reviews, response programs, and center-level reputation signals.
Manage paid media budgets, pacing, forecasts, and optimization across brands, locations, channels, and enrollment priorities within approved investment plans.
Provide technical oversight of Google Ads, Microsoft Ads, Performance Max, LSAs, Meta, and emerging platform AI capabilities, including campaign structure, bidding, conversion tracking, targeting, and creative performance.
Lead paid media agency and vendor execution, including performance management, testing roadmaps, deliverables, measurement requirements, financial stewardship, and escalation.
Design and run incrementality and experimentation programs, including geo-tests, holdouts, brand lift studies, audience strategies, and creative tests.
Partner with the Sr Director, Enterprise Analytics & BI on measurement standards, attribution, offline conversion capture, value-based bidding, and lead-quality signals through enrollment.
Partner with the Sr Director, Marketing on acquisition-to-lifecycle handoff and shared journey design.
Partner with Field, Enrollment, and Call Center leaders on local-market acquisition execution, lead quality, and funnel conversion.
Present performance, forecasts, risks, and recommendations to the Chief Digital Officer and Executive Leadership Team, connecting platform metrics to business outcomes.
Lead, coach, and develop the growth marketing team, including hiring, operating cadence, and succession planning.
Perform other duties as assigned.

Benefits

Support Central bonus program based on annual achievement of company performance.
Medical, dental, and vision benefits.
Healthcare and dependent care flexible spending accounts.
Life insurance and disability coverage.
Accident, critical illness, and hospital indemnity coverage.
Pre-paid legal, pet insurance, and identity theft protection.
401(k) retirement plan, with a company match on elective deferrals after one year of employment.
Education assistance, including tuition reimbursement.
Childcare discount available to all employees.
Corporate partner discounts.
Flexible Paid Time Off for corporate employees.