Head of Growth
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CXL is an elearning company focused on digital marketing. It's 90% recurring revenue, so similar to a SaaS business.
We’re a small but ambitious business, with big impact. We punch above our weight.
Since our inception in 2011 we’ve made a name for ourselves as the top resource for conversion optimization expertise. We've built a reputation as THE destination for data-driven marketing training.
We run 2 world class conferences each year - CXL Live and Elite Camp (or used to before covid).
We’re self-funded, profitable, and have been growing every single year around 40-45%. We’re proud of that, but we want to grow faster.
We deliver known quality, and have a strong brand - among those who know us. There are a lot of fans out there.
Challenge #1: Awareness.
We should be bigger than we are. Our stuff is the best. More people should know about us. When companies consider online training providers, we’re often not among the names considered - since they don’t know about us, nor how our offering is superior.
What’s been working for us in marketing is content / SEO and our email list. We need to double down on what’s working AND we need to build out new repeatable acquisition channels.
We do some paid acquisition (external agency), have dabbled in account based marketing and other stuff, but we can do more.
Creativity has not been our strong suite in marketing. Lots of room to improve here. Our organic social media game is lame.
We need to show up better in places where potential customers hang out, we need to do better to get the word out, and do more effective branding (we take the hostile brand route) and stronger positioning.
We need a well thought-out marketing strategy, strong direct response marketing to get more leads, and savvy execution.
Sea of sameness is everywhere around us. Most companies say the exact same things about themselves, and run similar ads. We’re not looking for a cookie-cutter approach. We want to be different, bold, even outrageous, smart about creating awareness, prompting consideration, and driving conversion.
Behind the scenes we're building the next generation of elearning (codename Adeft, will be launched as CXL Playbooks). Private beta launch will be May 2021. This will open up a blue ocean for us.
Challenge #2: retention.
We're kind of like a gym. Just buying a gym membership doesn't make your muscles bigger. You need to go in, and lift weights.
Same with CXL. Subscription alone won't improve people's skills. They need to dedicate time for learning. Most don't do that. We need better onboarding processes, and do what it takes to improve customer retention.
We need to run a lot of experiments.
If this sounds like the kind of challenge you’d love, we want to talk to you.
ABOUT THE JOB AND THE WORK
You will own our growth strategy, and its execution. You will work all growth levers - not just more traffic or better conversions.
Your key metrics are revenue and profit generated through marketing AND retention/churn. We don’t care about vanity metrics.
You will have a team to work with (1 content marketer, 1 community manager, external agencies and contractors, and we need to hire lead gen / marketing people after you start), but we expect you to be hands-on yourself as well. You bring senior level skills and experience, and lead by example. Strong people and vendor management skills are needed - you achieve many of your goals through them.
You need to be resourceful. We have money, but there are limits on how much we can spend. Constraints are great fuel for creativity. You’ll get support and resources from your team and the CEO to execute on good ideas. We’re always down to run experiments.
Fundamentally, we need to bring more qualified people to the front of the funnel by increasing awareness, and then convert them - while measuring everything.
In addition to strategy work, you’ll focus on practical day-to-day work like campaign planning and execution, working with external agencies, creating partnerships, finding distribution partners, identifying opportunities in our analytics. You’ll also be expected to regularly detail progress, setbacks, and marketing insights for the whole company.
Because we are innovating and growing so aggressively, it feels like a startup, where wearing many hats comes with the territory. This keeps us sharp and makes sure there’s never a dull day.
We absolutely believe the right person can point us in the right direction, guide us, come up with campaigns, be resourceful enough to get them produced, manage the process, study the results, course correct, revamp, and try more things.
We’re a small company, and a single person can have a huge impact here. We’ll also make sure we help you achieve your personal goals and career objectives along the way. We are here to support you.
Identify and test new customer acquisition opportunities
Identify opportunities and run experiments to increase customer retention
Grow our organic traffic through better content, SEO, programmatic
Set up and optimize campaigns across multiple platforms, including search, display, social, email, video, and mobile formats to drive sales
Work to understand "must have" customer value, and work to bring more of the right customers to this experience
Run as many experiments as we have bandwidth for
Measure and report performance of all digital marketing campaigns.
Craft relevant deals and partnerships to speed up our growth
Work with and manage other growth specialists in the team
Work with our product team to make CXL the go-to place in the world for data-driven marketing training
Work on shaping our brand and positioning
Do what it takes to move the needle
We're looking for an experienced marketing leader.
- Strong individual results at multiple companies
- Strong team management and leadership skills
You've grown lead volume and customer base for a B2B (subscription) product. You’re hungry for more. You want to be able to tell the story of your next success.
You're highly proactive, can generate tons of ideas, and can get them done. You value execution speed and experimentation. You’re technical.
You have a voice and an opinion. You generate content - maybe you like to write, or be on camera, whatever is your jam. You're visible on social.
You get all aspects of marketing - lead gen, content marketing, direct response, conversion optimization, you know good copy, understand growth loops, and intent based marketing.
You’re really good at what you do, and can demonstrate it.
You’ll report directly to the CEO.
Desired background and skill set:
- You've scaled traffic, experimented with marketing funnels and customer acquisition channels to find profitable ways to grow faster
- Expert at paid acquisition (Google Ads, Facebook etc) and SEO, strong content marketing experience
- Experienced in business development. You love talking to people. You love picking up the phone and calling people, crafting deals
- You know how mid to large enterprises operate and make decisions
- You’re highly organized – you do your research, take notes, document everything
- You have excellent presentation skills
- Passion for measurement / reporting / analytics – you like to measure the results of each action. Advanced analytics skills
ABOUT OUR PAY
The starting salary range for this position is $100,000 - $130,000.
We don’t overwork people, it’s a 40 hour work week.
Our office is in Austin, TX, but we're open to remote. We have people all over.
You get a fun, driven team of colleagues to work with.
28 paid vacation days - plenty of time to sharpen the saw
In-office gym - sound body, sound mind
All-you-can-learn from CXL: full access to all courses - we’re an education business after all
Unlimited sick leave - stay home, get well
Flex hours - we care about shipping, not when you’re at the office
HOW TO APPLY
We want to get a sense of how you think. When applying, do highlight:
- What you are better at than most anyone else? What’s your superpower and how will you leverage that to make an impact at this company?
- Which small B2B company do you think is slaying out there? What can we learn from what they're doing?
We can’t wait to hear from you!
Your application has been successfully submitted.