Senior Director, Marketing Measurement & Growth

Role Overview

• Act as the senior owner of performance marketing, including:
• Paid acquisition (UA)
• CRM / lifecycle
• ASO
• SEO
• Set performance marketing strategy aligned to quarterly and annual plans
• Own executional outcomes across channels, with clear accountability for:
• Registrations for acquisition channels (UA, ASO, SEO)
• Revenue for lifecycle / CRM
• Ensure all channels are managed against performance vs plan, with clear pacing, risks, and corrective actions
• Make trade-offs across channels, markets, audiences, and optimisation metrics to balance scale, efficiency, and quality
• Ensure lifecycle marketing is treated as a core performance channel by:
• Owning the marketing-led portion of the end-to-end member journey
• Setting lifecycle revenue targets and priorities
• Driving effective use of Braze capabilities to improve engagement and revenue
• Partner closely with Finance on forecasting, pacing, and performance management
• Ensure performance channels operate as a coordinated system, not independent silos
• Own the end-to-end marketing measurement and analytics strategy
• Build a unified, scalable measurement system that:
• Enables channel-by-channel impact measurement
• Focuses on incrementality and causal impact on business metrics
• Supports consistent plan vs actual performance management
• Oversee development of:
• Clear metric definitions and dashboards
• Quality and activation metrics
• Experimentation and learning frameworks
• Lead the engagement of MMM as a foundational measurement input, with the ambition that it meaningfully informs investment and optimisation decisions over time
• Design and run performance marketing operating rhythms, including:
• Marketing Performance Reviews
• Quarterly planning and forecasting cycles
• Establish clear decision forums, ownership, and escalation paths
• Improve speed, clarity, and accountability in performance decision-making
• Act as the primary interface between Performance Marketing, Analytics, and Finance
• Ensure performance issues are surfaced early and addressed decisively
• Lead and develop current team across performance marketing and analytics
• Set clear expectations around ownership, accountability, and performance standards
• Shape team structure and capability needs over time
• Identify and address capability gaps, particularly in measurement and analytics
• Build a culture focused on:
• Clear ownership and accountability
• Evidence-based decision-making
• Learning through testing and iteration
• Provide clarity and stability for teams operating in fast-moving, performance-driven environments

Requirements

• Exceptional executive communicator who can synthesize complex data and insights into clear, concise narratives—delivering the right level of detail in both executive forums and written materials.
• Deeply data-driven with strong business judgment, able to dive into the details while consistently surfacing the key insights, implications, and trade-offs that matter most.
• Relentlessly focused on outcomes and delivery, optimizing continuously against registrations, revenue, and quality goals, and transparently calling out gaps and course-corrections when performance is off-plan.
• Strategic people leader and coach, capable of elevating strong execution teams by adding rigor, clarity, and a stronger connection between strategy, measurement, and day-to-day decisions.
• Highly collaborative, cross-functional partner, effective at aligning Product, Monetization, Analytics, and Marketing teams with different incentives and ways of working around shared growth outcomes.
• Proactive, creative problem-solver, comfortable operating in ambiguity, developing new approaches to measurement and strategy, and testing ideas that haven’t been tried before.
• Bias for pace and decisiveness, able to move quickly in a fast-changing environment while maintaining discipline, focus, and confidence in decision-making.
• Comfortable operating flexibly across timezones, with the ability to align to US business hours as needed for key meetings, decision-making and stakeholder engagement, while balancing this with sustainable and flexible ways of working.