DescriptionRole SummaryThe Director, Growth Marketing Programs is the primary owner and orchestrator of Island's integrated campaign motion. This role is accountable for launching high-performing campaigns and building the operating system that makes campaign execution repeatable across verticals.
This is a hands-on leadership role that collaborates closely with Paid Programs, Organic Programs, Optimization/CVR, Sales, Product Marketing, RevOps, and ABM. This role owns the integrated campaign system and shared campaign framework, while ABM owns named-account strategy, tiered account activation, and high-touch account orchestration.
While channel leaders own always-on execution, this role brings those functions together within a cohesive campaign structure focused on performance outcomes.
Core Outcomes- Campaign performance measured by pipeline created, opportunities generated, lead quality, and funnel conversion rates.
- A repeatable vertical campaign framework including briefs, targeting, creative systems, launch cadence, and post-mortems.
- A scalable campaign team structure supported by disciplined use of agencies.
ResponsibilitiesIntegrated Campaign Orchestration- Develop and launch integrated campaigns by vertical and use case.
- Translate positioning into offers, landing paths, and multi-channel activation plans.
- Ensure alignment across paid, organic, lifecycle, and web optimization functions.
Intent-Based Targeting and Vertical Focus- Embed intent data into campaign planning and account prioritization.
- Develop vertical-specific campaign plays aligned to industry challenges and personas.
- Operationalize trigger-based messaging and predictive insights within campaigns.
Performance Management- Own weekly campaign performance reviews and optimization decisions.
- Improve key conversion rates across the funnel.
- Drive efficiency metrics such as cost per opportunity and pipeline per dollar.
Cross-Functional Alignment- Partner with Sales and RevOps to align on quality definitions and feedback loops.
- Collaborate with Product Marketing to ensure campaigns reflect differentiated positioning.
Required Experience- Approximately 10 years of B2B SaaS marketing experience.
- Proven success running integrated campaigns in sales-led acquisition environments.
- Fluency in intent-based targeting, personalization, trigger-based messaging, and predictive analytics.
- Deep expertise in SEO, paid acquisition, website optimization, and modern demand generation.
Preferred Experience- Startup or high-growth environment experience.
- Experience at companies with $150M+ revenue.
- Experience supporting global campaign execution.
