Director, Growth Marketing

Plooto

. Own and scale Plooto's demand generation and customer growth engine .

Posted 9/29/2026full-timeRemote • CanadaLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in building and scaling demand generation strategies, with a focus on customer acquisition, lifecycle management, and revenue expansion. Proficient in leveraging AI and multi-channel marketing to optimize funnel performance and drive growth in the SMB fintech sector.

Highest-signal resume keywords

Demand Generation StrategyCustomer Acquisition ManagementMulti-Channel Marketing ExperienceAI Fluency and ApplicationSMB Fintech Knowledge

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Demand GenerationCustomer Growth EngineCohort AnalysisFunnel InstrumentationCRO TestingLifecycle ProgramsChannel EfficiencyContent-Driven Inbound MarketingWebinarsAI Workflows

Soft Skills

CollaborationLeadershipAccountabilityHands-On Operating StyleStrategic Thinking

Tools & Technologies

MarketingOpsRevOpsAttribution ToolsReporting ToolsExperimentation Platforms

Industry Keywords

SMB GrowthAccounting Software EcosystemsPaymentsPayrollPractice ManagementVertical SaaSSales-Led MotionProduct-Led GrowthCanadian Market KnowledgeAccounting Professionals

About the role

Key responsibilities & impact

Own and scale Plooto's demand generation and customer growth engine
Drive inbound pipeline for the accounting firm channel
Scale direct self-serve acquisition while protecting CAC and payback
Build cross-sell, upsell, and lifecycle programs to grow customer LTV, ARPU, and expansion revenue
Own growth strategy, marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth, funnel instrumentation, and economics
Set multi-channel demand strategy across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound
Own plooto.com as a growth asset through continuous CRO testing, iteration, and personalization
Partner with MarketingOps and RevOps to mature attribution, reporting, and experimentation
Build AI agents, prompts, and workflows to scale content, research, analysis, and reporting
Collaborate with Sales, Product, Data, and Finance to remove customer-journey constraints and drive accountability
Lead and grow a lean team
Report to the Head of Marketing
Within six months, establish growth strategy, improve pipeline quality and conversion, instrument the funnel, improve CAC payback, launch expansion programs, establish experimentation, and increase output through automation and AI

Requirements

What you’ll need

Proven experience building a demand or growth engine from an immature base
Ability to own CAC, payback, and a funnel model, including cohort vs. in-period conversion and channel efficiency
Experience in low-ACV, high-volume SMB growth
Experience generating demand for a sales-led motion, ideally through a channel, partner, or other intermediary
Fluency across sales-fed demand generation and self-serve / product-led growth
Hands-on multi-channel experience across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound
Hands-on experience owning a website and structured CRO/experimentation program
Experience owning customer acquisition and expansion / ARPU programs
AI fluency and strategic point of view; daily AI use with demonstrated leverage
Hands-on operating style suited to a lean team
Executive-caliber collaboration with Sales, Product, Data, and Finance
Canadian market knowledge and a base in Canada
Strongly preferred: experience marketing to or through accountants, bookkeepers, tax professionals, accounting-software ecosystems, advisor networks, resellers, or franchises
Strongly preferred: experience in SMB fintech, payments, payroll, practice management, or vertical SaaS, with blended PLG and sales-assisted motions

Benefits

Comp & perks

Inclusive workplace commitment
Accommodation throughout the recruitment process in accordance with applicable accessibility legislation
Compensation determined based on the successful candidate's knowledge, skills, experience, and overall alignment with the role