Director, Growth Marketing

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

We’re looking for a data-driven Director of Growth to lead Glo’s in-product growth efforts. Sitting within Marketing and supported by a dedicated engineering pod, you will own the strategy and execution of experiments that drive user acquisition, activation, monetization, and retention. You will collaborate closely with Product, Lifecycle, and Insights to accelerate trial-to-paid conversion, increase LTV, and reduce CAC—using the product itself as the primary engine.

• Own the full growth experiment cycle: identify hypotheses, prioritize based on business impact, execute rapid tests, and analyze outcomes
• Drive improvements across the funnel, including:
  • Signup and onboarding
  • Trial-to-paid conversion
  • In-product upsells and paywall optimization
  • Referral and sharing mechanics
  • Habit formation (in collaboration with Insights and Data), ensuring product nudges and journeys align with behavioral triggers and motivation models
• Implement scalable growth loops (e.g., referral sharing, class invites, teacher virality, in-app rewards)
• Use data to uncover insights about friction points and conversion drop-offs to inform product improvements
• Instrument and maintain analytics for feature usage, funnel performance, and retention tracking
• Partner with Engineering and Product (including Data/Insights) to build internal tools (e.g., feature flagging, analytics hooks) that accelerate iteration velocity

• Report against growth KPIs weekly: activation rate, conversion, LTV, churn, CAC
• Translate marketing goals (e.g., ROAS targets, cost-per-started-trial) into product experiments
• Reduce reliance on paid acquisition by scaling product-led acquisition loops

• Collaborate with Lifecycle on messaging triggers, campaign alignment, and CRM-driven experimentation
• Leverage behavioral insights to segment users and personalize journeys that reduce friction and increase value delivery
   
• Partner with Product to ensure all growth experiments align with long-term UX and technical constraints

What Success Looks Like

• Significant improvement in trial-to-paid and monthly paid-to-annual conversion rates
• Increase in first-class start rate within 24 hours
• Higher ARPU and reduced CAC through successful referral and upsell mechanics
• A repeatable, documented experimentation engine running
• Shared alignment with Product and Marketing on the growth roadmap and business KPIs

• 7+ years of experience in growth, with 2+ years in a Director-level product growth or PLG role in a B2C subscription or wellness platform
• Strong track record in product experimentation, funnel optimization, and in-app monetization
• Experience with user segmentation, cohort analysis, and activation metrics
• Experience designing and analyzing experiments (e.g., A/B, multivariate, holdouts).
• Fluency with analytics tools (Mixpanel, Segment, PostHog, Quicksight, etc.).
• Experience designing and optimizing in-product flows such as onboarding, paywalls, and referrals
• Experience working with engineers and designers in agile environments
• Proven ability to partner cross-functionally with Data Science and Behavioral Science teams.
• Strong analytical mindset; ability to interpret complex data and convert it into actionable product decisions
• Exceptional collaboration and communication skills in cross-functional environments
• Highly metrics-oriented with the ability to move fast without compromising long-term UX
• Passion for yoga, wellness, or helping individuals lead healthier lives.