VP, Growth Marketing

Later•Boston, NY

2d•Hybrid

About The Position

Later is seeking a VP of Growth Marketing to lead the marketing to revenue generation engine. This is a player-coach role responsible for a team of over 12 product marketers, marketing channel experts, and growth marketers. The role encompasses product marketing for both brand and creator audiences, and on the growth side, ownership of paid media, SEO/AEO, email and in-app lifecycle, CRO, web, and ABM. The individual will also directly contribute to building models, writing briefs, analyzing attribution, and operating within channels. Key accountabilities include managing the growth marketing budget, driving measurable action across the full customer journey (acquisition, retention, expansion, reactivation), and achieving pipeline, signups, and revenue targets for Later Influence, Later Social, and Creator/Affiliate business lines. This role requires close collaboration with Sales, Product, Product Marketing, RevOps, and Web teams, with regular exposure to executive leadership. The position is ideally hybrid, requiring 3 days in office in Boston or New York hubs, but remote applicants are considered.

Requirements

10+ years in growth, demand generation, or performance marketing.
Experience owning a multi-million dollar budget and a revenue number.
5+ years leading and developing marketing teams, including managing managers or senior specialists through ambiguity and change.
Player-coach mentality: experience leading a team and personally owning execution simultaneously.
Sufficient tool proficiency to build models or run campaigns directly.
Depth in paid media, SEO and AEO, lifecycle and email, and web CRO.
Proven track record building and scaling demand in B2B SaaS, PLG, or marketplace environments, ideally with both enterprise and self-serve motions.
Strong command of measurement: attribution modeling, experiment design, and funnel analysis.
Comfort with tools such as GA4, Amplitude, Looker, or Mode.
Experience with CRM and marketing automation platforms (e.g., Salesforce, HubSpot, Marketo, Klaviyo, Iterable, or Braze).
Clear, direct communication skills for both working teams and executive audiences.
Ability to defend a plan and change your mind based on evidence.

Nice To Haves

Experience marketing to or through creators, or in the social, influencer, or commerce space.
Experience partnering closely with Sales on ABM or enterprise pipeline.

Responsibilities

Own Later's growth marketing strategy end to end, connecting product marketing, demand generation, and lifecycle into one plan tied to pipeline and revenue targets.
Own and allocate the growth marketing budget across channels, defending investment decisions with clear efficiency, payback math, and investment increase recommendations.
Work with Growth Marketing Managers to establish and refine goals, KPIs, and reporting frameworks, making tradeoffs visible to senior leadership and executive teams.
Refine and build net new differentiated growth motions for each line of business, recognizing that enterprise SLG, self-serve social signups, and creator acquisition require different playbooks.
Set the annual and quarterly planning rhythm for the team, connecting it to the broader marketing calendar.
Lead, coach, and develop a team of roughly a dozen marketers across product marketing, digital marketing channel experts, and growth marketers.
Set clear ownership and success criteria for each team member to ensure alignment.
Raise the technical bar of the team on measurement, experimentation, and marketing technology.
Make thoughtful hiring and structure decisions as the organization evolves.
Create a culture of testing and learning where failed experiments with clean reads are considered wins.
Integrate AI into team operations, setting standards for its use in research, campaign analysis, and lifecycle personalization.
Act as a player-coach, owning a channel or program directly when the team has a gap and staying current with tools.
Direct paid media strategy across paid social, paid search, video, and display, holding the team accountable to efficiency targets.
Guide SEO and AEO strategy, adapting to shifts towards AI answer engines and protecting organic visibility.
Own strategy across email and in-app for both brand and creator audiences, driving conversion, activation, and retention.
Drive conversion rate optimization and web strategy in partnership with Web and Product, treating later.com as a performance surface.
Partner with ABM and enterprise marketers to optimize existing and build net-new account-based programs for Sales.
Partner with the creator sales team to optimize existing and build net-new ABM motions for mid to top-tier creators.
Ensure brand and product marketing work reinforces demand generation.
Own attribution and marketing measurement in partnership with RevOps and MarketingOps, continuously improving multi-channel impact accuracy.
Lead a quarterly testing roadmap tied to specific business metrics, with documented hypotheses, test design, and results.
Analyze campaign and ad group performance, summarizing clearly for an executive audience.
Ensure data flows cleanly between CRM, marketing automation, and analytics tools.
Optimize the always-on conversion funnel for each line of business and proactively identify and close funnel gaps.
Partner with Sales and RevOps on pipeline targets, lead quality, routing, and handoff processes.
Work with Product and Product Marketing to ensure campaigns reflect product capabilities and align with launches.
Collaborate with the Creator team to ensure creator acquisition and education programs feed the growth model.
Represent growth marketing performance to senior leadership with clarity on what is working, what is not, and planned changes.