We are hiring a Senior Director of User Acquisition and Growth to lead scalable, efficient user acquisition for Huckleberry as the marketing lead in the Growth Pod.
This is not a performance marketing role with organic as an afterthought — or vice versa. We're looking for a leader who commands both paid and organic acquisition with equal fluency, and who goes one step further: designing product-led growth mechanics: referral loops, viral invite flows, in-product sharing moments that build compounding acquisition flywheels and reduce dependence on paid over time.
This leader reports to the VP of Brand Marketing, manages a multi-disciplinary team, and serves as the primary marketing principal within the cross-functional Growth Pod (Product, Engineering, Analytics, UX Design).
Areas of Responsibility
Full Funnel Ownership: Define the end-to-end user acquisition strategy across paid, organic, and product-led channels — ensuring they compound together rather than operate in silos.
Unit Economics (LTV:CAC): Own accountability for marketing investment efficiency. Drive forecasting and resource allocation based on LTV, CAC, and viral coefficient performance, with a clear plan for how organic and PLG channels reduce blended CAC over time.
Lead, mentor, and align direct reports executing across paid, organic, and growth channels under a unified acquisition strategy.
Referral & Invite Loop Ownership: Design, build, and optimize referral programs and invite mechanics that turn existing users into an acquisition channel. Own the strategy for in-product sharing moments and viral triggers.
Viral Coefficient & K-Factor Analysis: Track and improve the product's organic growth rate. Identify high-leverage in-product moments where sharing, social proof, or word-of-mouth can be amplified.
PLG Roadmap Influence: Partner directly with Product and Engineering to prioritize features that drive product-led acquisition — growth surfaces, onboarding hooks, network effects, and shareable moments.
Community & Social Proof: Leverage Huckleberry's 5M+ family community as a growth asset — through UGC loops, social sharing prompts, and peer recommendation mechanics.
Product-Marketing Bridge: Serve as the strategic marketing leader within the Growth Pod. Translate acquisition insights — including PLG signals like referral rates and viral lift — into prioritized product roadmap inputs.
Data & Attribution: Partner with Business Analytics to build attribution that captures paid, organic, and viral acquisition in a unified view — so the pod always knows where growth is actually coming from.
Experimentation: Champion rapid, statistically sound A/B testing across acquisition channels and product surfaces — including referral mechanics, onboarding flows, and sharing prompts.
Performance Marketing: Oversee strategy and budget optimization for paid channels (SEM, Paid Social, Programmatic) — with a clear POV on how blended CAC improves as organic and PLG channels scale.
Organic / Content-Led Acquisition: Direct content strategy to maximize SEO-driven growth, generating high-intent users through owned channels. This is a co-equal priority to paid, not a support function.
ASO Ownership: Directly own App Store Optimization to maximize organic app downloads.
Affiliate Management: Strategically manage the Affiliate Marketing agency for brand compliance and efficient, high-quality user volume.
Holistic Growth Strategy
Product-Led Growth & Virality
Cross-Functional Growth Pod Integration
Channel Strategy & Execution Oversight
Requirements
Experience: 10+ years of progressive growth experience in consumer subscription, with 4+ years in senior leadership managing Director-level reports
Acquisition Breadth: Proven mastery across both paid (SEM, Paid Social, Programmatic) and organic (SEO, Content, ASO) acquisition — with a track record of growing both and knowing how to balance them
Proven Growth Track Record: You've taken something from small to big — a channel, a program, or a product loop that you can point to with real before/after numbers. We're not looking for someone who inherited scale; we want someone who built it.
Product-Led Growth Expertise: Hands-on experience designing and shipping referral programs, viral invite loops, or other in-product growth mechanics. You should be able to speak fluently to k-factor, referral conversion rates, and how you've moved them
Analytical Depth: Expert proficiency in data, analytics, and BI tools. Strong command of attribution modeling, unit economics, and viral loop modeling
Startup DNA: Proven ability to thrive in a Series B/C environment; resourceful, execution-oriented, and obsessively focused on LTV:CAC
Cross-Functional Acumen: Demonstrated success influencing product and engineering roadmaps as a core member of a Growth Pod or cross-functional team.
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