Head of Growth

Roles and responsibilities

• Lead the growth engineering team, a group of data analysts, performance marketers, lifecycle marketers and marketing automation specialists responsible for driving the best commercial results for Canonical through data and technology.
• Design, implement and operate Canonical marketing technology stack, a dozens of martech applications, from commercial applications (Marketo, Google Analytics, Leandata) to open source solutions (Superset, Kubeflow, WordPress).
• Own reporting and analytics throughout the customer lifecycle from ABM, Multi-Touch Attribution, funnel performance, acquisition costs and customer retention.
• Develop and track OKRs and conversion rates across the marketing and revenue funnels.
• Optimise lead scoring, lead flow and cadences to increase conversion rates across marketing and sales.
• Develop web analytics and SEO practices to sustain high levels of organic user and customer acquisition.
• Drive Return On Ad Spend optimisation through attribution methodologies, advanced targeting and channel exploration.
• Ensure marketing data cleanliness and completeness through data governance policies and management practices.
• Champion an experimentation culture by supporting the business with processes, tooling (A/B tests, MAB) and expertise.
• Collaborate with teams across marketing and throughout Canonical (Product, IS, Engineering, RevOps, Finance) to build data solutions to Go To Market problems.
• Support execution excellence in the marketing team through training, tools and documentation.
  
  

What we are looking for in you

• An undergraduate or postgraduate degree in data science, statistics, mathematics, computer science, or engineering , or a compelling narrative about your alternative chosen path, together with an exceptional academic track record throughout your education years.
• A strong analytical mindset with solid evidence of managing projects that drive commercial success.
• Knowledge in advanced marketing analytics (media mix modelling, cohort analysis, attribution models ), coding/scripting languages (Python, JS, etc), and databases (SQL, etc)
• Exceptional management experience, leading analytical, creative professionals to excellence.
• Experience in selecting, implementing and managing a leading edge martech stack preferably built on open source software.
• A track record of building a culture of experimentation across the organisation.
• Advanced web analytics and SEO practices across website and SAAS products.
• Proven ability of collaborating with senior stakeholders across functions (sales, revenue operations, product, IS…) to turn strategic business and product questions into impactful analytic projects.

Desired candidate profile

1. Growth Strategy Development

• Growth Planning: Develop and execute a comprehensive growth strategy that aligns with the company's overall business objectives, focusing on customer acquisition, engagement, retention, and expansion.
• Market Analysis: Identify emerging trends, market opportunities, and customer needs to inform growth strategies. Conduct competitive analysis to ensure the company’s growth strategy is differentiated and sustainable.
• Target Audience Segmentation: Define and segment target audiences based on demographics, behaviors, and preferences to ensure the right growth tactics are employed for each group.
• Goal Setting: Set clear, measurable goals for growth and ensure that they are aligned with the company's revenue and product objectives.

2. Data-Driven Decision Making

• Growth Metrics: Define key performance indicators (KPIs) and metrics that drive growth, including customer acquisition cost (CAC), lifetime value (LTV), churn rate, and conversion rates.
• Data Analysis: Lead the use of data and analytics to measure the effectiveness of growth initiatives, iterating strategies based on real-time insights. Work closely with data teams to build reporting dashboards and ensure accurate tracking.
• Experimentation and A/B Testing: Promote a culture of experimentation, leading the design and execution of A/B tests and other experiments to test growth hypotheses and optimize conversion rates across channels.

3. Customer Acquisition and Retention

• Lead Generation: Oversee the creation of strategies to generate leads, targeting the right audiences through inbound and outbound marketing tactics, partnerships, and paid advertising.
• Acquisition Channels: Manage various acquisition channels, such as paid media (e.g., Google Ads, Facebook, LinkedIn), SEO, email marketing, content marketing, and influencer partnerships, to drive user acquisition.
• Conversion Optimization: Collaborate with product, design, and engineering teams to optimize the user experience and conversion funnels across digital platforms to improve acquisition and reduce friction.
• Retention and Engagement: Implement strategies that focus on customer retention and improving the customer experience post-acquisition. This could include loyalty programs, user community building, or customer success initiatives.
• Growth Hacking: Lead creative, unconventional, and cost-effective approaches to scaling user growth, leveraging data, tools, and innovative methods to achieve fast-paced growth.

4. Cross-Functional Collaboration

• Marketing Teams: Work closely with marketing teams to align growth initiatives with brand and messaging strategies. Ensure growth campaigns are consistent with overall marketing goals and vision.
• Product Teams: Collaborate with product teams to drive product enhancements that will improve user adoption and retention, such as introducing new features or improving the user interface (UI).
• Sales Teams: Partner with sales teams to ensure seamless alignment between growth initiatives and sales processes, particularly for customer acquisition.
• Customer Success: Collaborate with customer success teams to ensure customers are effectively onboarded and continue to see value over time, which supports retention and expansion.

5. Leadership and Team Development

• Team Building: Build and lead a growth-focused team, including growth marketers, product managers, data analysts, and other specialists. Provide mentorship and guidance to junior team members.
• Resource Allocation: Allocate budgets and resources effectively across different growth initiatives, ensuring that teams are set up for success and able to meet growth objectives.
• Leadership: Provide clear direction and vision for the growth team, motivating them to achieve high performance and innovate in their approach to driving company growth.