DIRECTOR OF GROWTH (MARKETING TEAM)

Location: Remote | Reports to: CMO
Type: Full-Time 

Role Summary

We’re seeking a data-driven Director of Growth to lead Glo’s in-product growth strategy. Reporting into Marketing and supported by a dedicated engineering pod, you will own the roadmap and execution of experiments that improve acquisition efficiency, accelerate activation, and drive monetization and retention. You’ll work cross-functionally with Product, Lifecycle, and Insights to scale trial-to-paid conversion and reduce CAC through product-led growth levers.

Key Responsibilities

Experimentation & Funnel Optimization

• Own the full growth experiment cycle: generate hypotheses, prioritize based on business impact, execute rapid tests, and analyze outcomes
• Drive improvements across the funnel, including:
  • Signup and onboarding flows
  • Early activation optimization (e.g., first class within 24 hours)
  • Trial conversion optimization (in collaboration with Product PM)
  • Paywall optimization
  • Referral and sharing mechanics to amplify acquisition
• Implement scalable growth loops (e.g., referral sharing, class invites, teacher virality, in-app rewards)
• Instrument and maintain analytics for funnel performance and short-term retention goals
• Partner with Engineering and Product (including Data/Insights) to build internal tools (e.g., feature flagging, analytics hooks) that accelerate iteration velocity

Business & Performance Ownership

• Report against growth KPIs weekly: activation rate, onboarding completion, trial conversion, CAC, and early retention
• Translate marketing goals (e.g., ROAS targets, cost-per-started-trial) into aligned experiments
• Reduce reliance on paid acquisition by scaling acquisition loops and virality mechanics

Cross-Functional Collaboration

• Collaborate with Lifecycle on messaging triggers, CRM-driven experiments, and campaign alignment to drive early engagement
• Apply behavioral insights to segment members and tailor early product experiences that reduce friction and accelerate time-to-value
• Partner with Product to ensure all growth experiments align with long-term UX integrity and technical constraints

What Success Looks Like

• Significant lift in trial-to-paid conversion and first-class start within 24 hours
• Increase onboarding completion rates and early product engagement
• Scalable referral and sharing loops that improve ARPU and reduce CAC
• A documented, repeatable experimentation engine embedded into the development cycle
• Clear alignment across Product and Marketing on growth roadmap and KPIs

Qualifications

• 7+ years of experience in product growth, with 2+ years in a Director-level product growth or PLG role in a B2C subscription or wellness platform
• Proven track record in experimentation, onboarding optimization, and activation strategy 
• Deep experience with funnel analysis, user segmentation, and behavioral cohorts
• Strong background in A/B testing, multivariate testing, and holdout design
• Proficiency in tools like Mixpanel, Segment, PostHog, Quicksight, or similar
• Demonstrated success in designing and optimizing onboarding, referrals, and early product touchpoints
• Skilled at working with Engineering and Design in agile environments
• Experience collaborating with Data Science, Lifecycle Marketing, and Behavioral Science functions
• Highly analytical with the ability to distill complex data into actionable strategies
• Strong communicator and collaborator across disciplines
• Metrics-driven mindset; able to move quickly while maintaining UX standards
• Passion for wellness, yoga, or helping individuals improve their health through intentional practice
• Familiarity with leveraging AI and automation to accelerate experimentation, reduce manual overhead, and improve speed-to-insight in product development