The opportunity

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

Your primary mandate is to drive inbound pipeline for the sales team focused on our accounting firm channel, scale our direct self-serve motion efficiently, and build the cross-sell and upsell programs that grow customer LTV, while maintaining healthy CAC and payback. You will own growth strategy, marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth, and the instrumentation and economics beneath the funnel, partnering closely with Sales on pipeline quality and conversion. You will report to the Head of Marketing.

This is a high-volume, low-ACV SMB business. Success requires sharp judgment about where paid acquisition, self-service, and sales assistance each earn their place, and the discipline to grow efficiently rather than simply spend into growth.

This is a player-coach role. You will set strategy and own the numbers, and you will stay hands-on in the funnel model, the channel mix, and experimentation. The person in this role will start with a small team and will use systems, automation, and AI to scale ouput.

We are looking for a builder. You will have personally stood up a demand or growth engine from an immature starting point, owned a pipeline number and its efficiency, and used modern tooling and AI to scale programs.
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 actually converts, not just top-of-funnel volume.
• 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 the models, while being comfortable getting into the weeds yourself.
• Grow customer LTV. Build the cross-sell, upsell, and lifecycle programs that increase ARPU and expansion within our existing base.
• Set multi-channel demand strategy. Decide where the next marginal dollar goes across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound.
• Own the website as a growth asset. Treat plooto.com as a core conversion surface, running a continuous CRO program of testing, iteration, and personalization across landing pages, signup, and key conversion paths to lift conversion and marketing-sourced pipeline.
• Build the growth systems. Partner with MarketingOps and RevOps to mature our attribution, reporting, and a disciplined experimentation cadence that enables fast learning loops.
• Use AI as a force multiplier. Build an AI operating infrastructure via agents, prompts, and workflows that strategically scale content, research, analysis, and reporting, thoughtfully deploying human intelligence and domain expertise to train and guide the outputs.
• Partner across the business. Work with Sales, Product, Data, and Finance to remove constraints across the customer journey and drive accountability through collaboration (without needing every function to report to you).
• Lead and grow a lean team. Direct a small team and partner with senior leadership to scale as we grow.

What success looks like

In your first six months, you will have:

• Set a clear growth strategy across the accounting channel, direct, and self-serve motions, with explicit choices about where to invest and why.
• 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, moving CAC payback in the right direction.
• 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, raising output without proportional headcount.
• Directed your team against clear priorities, leveraging strengths and empowering them to hit their metrics

What you bring

• Proven experience building a demand or growth engine from an immature base. You can point to the systems, funnel, and motion you created rather than primarily inherited.
• Personally quantitative. You own CAC, payback, and a funnel model without leaning on an analyst, and you reason clearly about cohort vs. in-period conversion, channel efficiency, and where the next marginal dollar earns its return.
• Real experience in low-ACV, high-volume SMB growth, not an enterprise or ABM-only background.
• Experience generating demand for a sales-led motion, ideally one fed through a channel, partner, or other intermediary (like a franchise or agency).
• 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, ideally on a self-serve or PLG funnel.
• Experience owning both customer acquisition and expansion / ARPU programs.
• AI fluency and strategic POV. You use AI daily, with real leverage to show for it, and you have a clear point of view on where it creates value and where it adds noise.
• A hands-on operating style suited to a lean team at Plooto's scale.
• 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, or other trusted SMB intermediaries such as advisor networks, resellers, or franchises. Experience in SMB fintech, payments, payroll, practice management, or vertical SaaS; blended PLG and sales-assisted motions.