[Hiring] Director, Growth Marketing @Plooto

Role Description

Plooto is looking for a Director, Growth Marketing to own and scale our demand generation and customer growth engine.

• Drive inbound pipeline for the sales team focused on our accounting firm channel.
• Scale our direct self-serve motion efficiently.
• Build cross-sell and upsell programs that grow customer LTV while maintaining healthy CAC and payback.
• Own growth strategy, marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth.
• Partner closely with Sales on pipeline quality and conversion.
• This is a player-coach role involving strategy setting and hands-on work in the funnel model, channel mix, and experimentation.
• Start with a small team and use systems, automation, and AI to scale output.

What you will do

• Own the demand engine for our accounting firm channel.
• Build the strategy and channel mix that feeds the channel sales team inbound pipeline that converts.
• Scale the direct and self-serve motion efficiently.
• Grow acquisition through the direct and product-led funnel while protecting CAC and payback.
• Own growth economics.
• Set and be accountable for the demand waterfall, CAC, payback, funnel conversion, and growth by motion.
• Partner with Finance, Payments Strategy, and Sales on models.
• Grow customer LTV through cross-sell, upsell, and lifecycle programs.
• Set multi-channel demand strategy.
• Own the website as a growth asset, running a continuous CRO program.
• Build growth systems with MarketingOps and RevOps.
• Use AI as a force multiplier to scale content, research, analysis, and reporting.
• Partner across the business to remove constraints and drive accountability.
• Lead and grow a lean team.

What success looks like

• Set a clear growth strategy across the accounting channel, direct, and self-serve motions.
• Grown marketing-sourced pipeline for the channel sales team with measurable improvement in lead quality and conversion.
• Instrumented the funnel end-to-end and established a single, trusted view of CAC, payback, and conversion by motion.
• Improved acquisition efficiency while growing volume.
• Launched a cross-sell, upsell, or lifecycle program that measurably lifts ARPU or expansion revenue.
• Established a disciplined experimentation cadence that produces real, repeatable wins.
• Built meaningful leverage through automation and AI.
• Directed your team against clear priorities, leveraging strengths and empowering them to hit their metrics.

Qualifications

• Proven experience building a demand or growth engine from an immature base.
• Personally quantitative; owns CAC, payback, and funnel model.
• Real experience in low-ACV, high-volume SMB growth.
• Experience generating demand for a sales-led motion, ideally one fed through a channel.
• Fluency across both sales-fed demand generation and self-serve / product-led growth.
• Hands-on multi-channel craft across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound.
• Hands-on experience owning a website and a structured CRO/experimentation program.
• Experience owning both customer acquisition and expansion / ARPU programs.
• AI fluency and strategic POV.
• A hands-on operating style suited to a lean team.
• Executive-caliber collaboration with Sales, Product, Data, and Finance.
• Canadian market knowledge and a base in Canada.

Strongly preferred

• Experience marketing to or through accountants, bookkeepers, tax professionals, or the accounting-software ecosystem.
• Experience in SMB fintech, payments, payroll, practice management, or vertical SaaS.

Why Become a Plootonian?

If you're looking to make a meaningful impact, look no further. We're transforming the payments space in North America by delivering an unrivalled product experience that solves a real and pressing problem for SMBs.

Our Commitment to Inclusion

Plooto is committed to building an inclusive workplace where people of all backgrounds, experiences, and perspectives can thrive.