Director of Growth Marketing, Direct-to-Consumer

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Join us and we promise you the most intense and fulfilling years of your career doing life-changing work in a fun inventive soulful culture.

If that sounds excitingand the job description below feels like a fitwe really should start talking.

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 BetterUps D2C business through paid performance marketing lifecycle marketing and product-led growth strategies.

As Director of Growth Marketing youll provide strategic leadership across the entire user journeyfrom awareness to conversion to retention. Youll lead a team of marketing managers in building campaigns that convert messages that resonate and experiences that foster deep lasting customer relationships. Youll 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-coachsomeone who can zoom out to set strategy but isnt 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 youll lead by example and stay close to the work where it counts most.

We are a hybrid company with a focus on in-person collaboration when necessary. Employees are expected to be available to work from one of our office hubs at least two days per week or eight days per month. Our US hub locations include: Austin TX; Chicago IL; New York City NY; San Francisco CA; and the Washington DC metro area. If this is a role based in Europe our Europe hub locations are London UK and Amsterdam NL. Please ensure you can realistically commit to this structure before applying.

What youll do:

• 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 strategyensuring 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.

If you have some or all of the following please apply:

• 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.

AI at BetterUp

Our team thrives at the intersection of human expertise and AI capability. As an AI-forward company adaptation and continuous learning are part of our daily work. Were looking for teammates who are excited to evolve alongside technology people who experiment boldly share their discoveries openly and help define best practices for AI-augmented work. These professionals thoughtfully integrate AI into their work to deliver exceptional results while maintaining the human judgment and creativity that drives real innovation. During our interview process youll have opportunities to showcase how you harness AI to learn iterate and amplify your impact.

Benefits:

At BetterUp we are committed to living out our mission every day and that starts with providing benefits that allow our employees to care for themselves support their families and give back to their community.

• 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

• Per year:

  • All federal/statutory holidays observed

  • 4 BetterUp Inner Workdays ( 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

We are dedicated to building diverse teams that fuel an authentic workplace and sense of belonging for each and every employee. We know applying for a job can be intimidating please dont hesitate to reach out we encourage everyone interested in joining us to apply.

BetterUp Inc. provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race color religion sex national origin disability genetics gender sexual orientation age marital status veteran addition to federal law requirements BetterUp Inc. complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment including recruiting hiring placement promotion termination layoff recall transfer leaves of absence compensation and training.

At BetterUp we compensate our employees fairly for their work. Base salary is determined by job-related experience education/training residence location as well as market indicators. The range below is representative of base salary only and does not include equity sales bonus plans (when applicable) and benefits. This range may be modified in the future.

The base salary range for this role is $194000 $290200.

If you live in New York the base salary range for this role is:
$222000 $344200: New York City
$194000 $290200: Albany Buffalo Nassau Newburgh Rochester Syracuse

Protecting your privacy and treating your personal information with care is very important to us and central to the entire BetterUp family. By submitting your application you acknowledge that your personal information will be processed in accordance with our Applicant Privacy Notice. If you have any questions about the privacy of your personal information or your rights with regards to your personal information please reach out to

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