Role Overview
As Growth Lead, you lead and manage the full acquisition process for Evaluators in the US. Your mandate is to design, test, and scale acquisition channels by blending global brand positioning with strong local adaptation across American platforms, digital culture, and community engagement practices. You will combine strategic planning with hands-on execution: building local playbooks, running campaigns, owning key growth metrics. This role operates in a matrix reporting to both the local and global teams.
Key Responsibilities
1. Local Growth Strategy & Planning
- Own the US growth strategy for Evaluator acquisition, aligned with profile needs and country targets.
- Localize global playbooks for American platforms, culture, and applicable guidelines, in collaboration with relevant stakeholders.
- Identify, prioritize, and test new channels (campus programs, communities, influencers, niche platforms).
2. Lead Generation & User Acquisition
- Design and run multi-channel acquisition campaigns (online, offline, social, partnerships).
- Lead social recruiting on Snapchat, Instagram, TikTok and other relevant local platforms.
- Build and manage university, travel, and auto community programs to source qualified Evaluators.
- Implement direct recruitment campaigns and processes with full autonomy to design and execute strategies.
- Own performance and budget across channels, optimizing for volume, quality, and cost per qualified lead.
3. Funnel Management & Optimization
- Own the acquisition funnel from first touch to qualified Evaluator.
- Diagnose drop-offs in the funnel and partner with Operations and Growth & Engagement teams to adjust targeting, messaging, and incentives.
- Run structured A/B tests (audiences, creatives, offers, sequencing, timing) to improve sign-up and qualification rates.
- Build and maintain clear, simple processes so the funnel can be scaled.
4. Data, Reporting & Continuous Improvement
- Define, track, and report on core acquisition KPIs:
- Conversion per pre-activation stage
- Cost per sign-up, per qualified Evaluator
- Maintain dashboards and campaign reports; turn data into concrete next steps, not just slides.
- Use CRM/marketing tools (Clay, HubSpot, etc.) to structure outreach lists, automations, and follow-ups.
5. Communication & Collaboration
- Partner closely with the Operations team to ensure a smooth handover from qualified Evaluator to first mission.
- Share funnel insights with Operations (profile quality, channel differences, expectations) to help them optimize activation.
- Develop and execute targeted communication to nurture potential Evaluators through qualification (email, messaging, content).
- Write clear, concise marketing and recruiting materials in English (optional, also Spanish).
- Take ownership of projects end-to-end, managing multiple initiatives and stakeholders at once.
Requirements
Profile & Qualifications
- Bachelor’s degree in business, marketing, communications, or related field (Master’s is a plus).
- Native-level English (written and spoken), working Spanish is a plus.
- 3–5+ years in growth, recruiting, and community engagement in the US, with clear examples of owning targets.
- Hands-on experience in at least two of:
- University/campus recruiting
- Gig/platform or marketplace recruiting
- Influencer/social campaigns
- Strong analytical skills; comfortable with funnel metrics and campaign reporting.
- Proven track record of testing, iterating fast, and scaling what works.
- Practical experience with CRM and marketing tools (e.g., HubSpot, Zoho, Salesforce), design tools (e.g., Canva), and AI tools (e.g., ChatGPT, Midjourney, Bard).
Nice-to-have
- Experience in luxury, premium consumer, or travel/auto sectors.
- Experience working in a global or multi-market environment.
- Exposure to consumer or community insights to inform targeting and messaging decisions.
- Willingness to travel domestically for campus events, community activations, and partnership meetings.
