B2C Growth Marketing Specialist

OffSec is a leading provider of continuous professional and workforce development in cybersecurity. They are looking for a B2C Growth Marketing Specialist to build, execute, and optimize marketing campaigns across various digital channels, focusing on retention and engagement strategies.

Responsibilities:

• End-User Retention & Lifecycle Marketing
• Retention Architecture: Build and optimize automated lifecycle journeys designed to increase "return learners" and reduce churn within our subscription products
• Habit-Forming Engagement: Manage newsletters, technical deep-dives, and community-driven communications that keep OffSec top-of-mind between certification attempts
• Smart Segmentation: Utilize learner data to create personalized "next step" recommendations, guiding students from entry-level certs to advanced specializations
• Product Launches & Promotion Strategy
• Launch Execution: Partner with Product Marketing to lead the B2C execution for new course launches and certifications, ensuring the community is primed and ready to "Try Harder."
• Promotional Engine: Design and coordinate high-conversion marketing promotions, including holiday sales, bundle offers, and community contests
• Creative Campaigns: Collaborate with brand and paid media teams to develop ad copy and creative assets that resonate with the individual cybersecurity practitioner
• Incentive Management: Oversee "swag" distribution and prize fulfillment for community giveaways, ensuring a premium experience for winners
• Analytics & Performance Optimization
• Growth Metrics: Monitor full-funnel performance for the B2C segment, tracking key metrics like Retention Rate, Customer Lifetime Value (LTV), and Conversion-to-Purchase
• Continuous Testing: Partner with the Marketing Ops team to create a rigorous lead-with-data testing across email subject lines, landing pages, and promotional offers to identify what moves the needle
• Market Insights: Support marketing tracking and analytics implementation to ensure we have a clear view of which promotions drive the highest ROI

Requirements:

• 4–7 years of experience in B2C digital marketing, growth marketing, or lifecycle marketing
• Experience executing marketing campaigns across social media, email marketing, or digital marketing channels
• Experience managing and optimizing social media campaigns and content
• Experience running email marketing or lifecycle campaigns
• Strong writing and editing skills for marketing content
• Comfort analyzing marketing performance and campaign metrics
• Strong organizational skills and ability to manage multiple projects
• Experience using Hubspot or a similar lifecycle marketing platform
• Experience working with marketing analytics tools such as Google Analytics or Plausible
• Familiarity with marketing tracking tools like Google Tag Manager
• Experience collaborating with SEO or paid media agencies