Kevin Anderson & Associates (KAA) is a fast-growing, industry-leading book-writing and publishing-consultation firm. They are seeking a Director of Growth Marketing to optimize marketing funnels, manage vendor performance, and expand marketing channels while ensuring a data-driven approach to growth.
Responsibilities:
- Build and maintain dashboards leadership can trust — weekly and monthly reporting on CAC, LTV, pipeline velocity, conversion rates, and channel ROI
- Implement reliable multi-touch tracking (GA4, HubSpot attribution, UTMs, call tracking as relevant)
- Develop custom attribution models to accurately measure marketing ROI across channels
- Forecast pipeline and acquisition performance using historical trends and current market data
- Drive a culture of testing: hypotheses, experiments, documented results, and iteration
- Present findings and clear recommendations to leadership on a regular cadence
- Architect and optimize the end-to-end customer journey from first touch through signed agreement
- Identify friction points and bottlenecks across marketing, qualification, sales process, proposals, and follow-up
- Define and implement funnel KPIs and targets (weekly/monthly cadence)
- Partner with leadership to align growth priorities with brand positioning and ideal client profile
- Lead conversion rate optimization across landing pages, email sequences, and ad creative
- Serve as KAA's internal expert and owner for Google Ads strategy and performance
- Manage and hold accountable the external Google Ads team — including the authority to recommend replacing them if performance standards are not met
- Audit account structure, conversion tracking, keyword strategy, negatives, bidding strategy, landing page alignment, and budget allocation
- Establish a clear reporting framework: CAC by segment/channel, conversion rates, lead quality, and downstream revenue attribution
- Ensure every dollar is traceable to pipeline and revenue as much as possible (with appropriate attribution models)
- Build a measured expansion plan into paid social (especially LinkedIn, but also Meta, YouTube, etc.) and other channels aligned with premium audiences
- Identify and test new markets, segments, partnerships, and offer angles while protecting brand quality
- Bring a strong creative eye — you understand what resonates with high-end, discerning clients and can evaluate ad copy, design, and messaging quality with confidence
- Document and report on all channel experiments with clear data on performance and viability before scaling
- Own HubSpot administration, pipeline structure, lifecycle stages, lead routing, scoring, and governance
- Direct and oversee HubSpot implementation — leveraging internal staff, contractors, and the HubSpot implementation team to execute automations and workflows under your strategic direction, rather than building everything hands-on yourself
- Create nurture sequences, follow-up workflows, and segmentation that supports a premium, consultative sales process
- Improve speed-to-lead, response quality, and sales handoffs
- Establish and report on sales performance metrics (lead response time, follow-up attempts, appointment set rate, close rate, cycle length)
- Audit lead quality and feedback loops between marketing and sales
- Improve proposal and contract funnel steps to reduce friction and increase close rates
- Provide insights and recommendations that materially improve revenue conversion
- You will be expected to use AI to move faster and smarter—without compromising brand integrity. Examples: AI-assisted creative testing workflows and message variant generation
- Faster landing page iteration and CRO experimentation
- AI-supported lead qualification insights (where appropriate)
- Automated reporting summaries and anomaly detection
- Internal knowledge systems (playbooks, prompt libraries, SOP generation)
- Vendor output acceleration (briefs, QA, performance reviews)
Requirements:
- Bachelor's degree (or equivalent practical experience)
- Strong Google Ads / AdWords expertise — you have managed or directly overseen meaningful spend and can audit an account confidently and critically
- 5+ years in performance marketing, growth marketing, or acquisition-focused roles (agency or in-house)
- Experience owning funnel performance metrics and conversion optimization
- HubSpot proficiency (pipeline setup, automations, reporting)
- Demonstrated ability to run analytics and make decisions from data
- Strong communication — able to present insights clearly to leadership and cross-functional teams
- Comfort with using AI-related tools to optimize design, performance, analytics, and other automations and innovations at the company
- Understanding of social media marketing strategies and paid social ads
- WordPress and HubSpot expertise
- CRO experience (landing pages, heatmaps, A/B testing)
- Experience in high-end services, professional services, publishing, media, or luxury brands