About the role
As Director of Marketing, you own that engine. You'll be accountable for lead volume and lead quality, lead a team of full-time and part-time staff and agencies, and manage roughly $2M in annual marketing spend. You report to the Chief Strategy Officer and run marketing day-to-day: strategy, execution, analytics, and the testing that keeps results improving.
This role suits a metrics-driven leader who likes people, runs on data, and uses AI as a real part of how the work gets done.
What you'll own
Pipeline and performance
- Deliver the annual lead plan (typically 20-30% growth year over year) and our lead-quality targets
- Report to leadership monthly on leads by channel, CAC, lead quality, with analysis, budget implications, and recommendations
- Build and run a testing roadmap across channels, focused on hypotheses and incremental lift
Budget
- Manage about $1M in variable and $1M in fixed annual marketing spend (excluding staff)
- Shift budget between channels within the approved plan, based on performance
- Recommend annual budget and lead-spend levels; spend outside the approved budget needs approval
Channels
- Paid search and paid social: Oversee specialist who leads bidding and day-to-day management of Google, Microsoft, and Facebook. You own strategy and lead landing page testing.
- Organic, SEO and AEO: set direction and hold our agency accountable for results
- Referrals and brand advocacy: oversee program design, plus how performance is defined and tracked
- Email, events, partnerships: own strategy and performance; your Email/Events lead runs execution
- Lead providers and affiliate partners: own relationships, contracts and performance
- Organic social: oversight; your Content/Social lead runs execution
Team, vendors and EOS
- Lead full-time, part-time and fractional team members, plus agencies: set goals, coach, and hold people accountable. Team structure will change as our needs and growth plans evolve, and you'll help shape it.
- Evaluate agency and vendor performance and recommend changes; hiring, firing, and agency changes are made with leadership approval
- Run the marketing team on EOS: Rocks, scorecard, weekly L10s, and issue resolution
Analytics and website
- Own marketing analytics and infrastructure end to end: HubSpot, GA4, GSC, attribution and reporting
- Own the WordPress/Elementor website and step in hands-on when needed; our Web Dev manages the site and product team consults on larger builds.
Brand and customer insight
- Steward our brand and messaging day-to-day, with final approval from the CSO
- Lead ongoing customer research: interviews, surveys, and direct outreach to families
AI-enabled marketing
- Use AI daily for analysis, research, and content creation
- Build agents and workflows that multiply the team's output, and keep expanding your AI skills
Cross-functional partnership
- Work with Sales on lead quality, handoffs, and shared funnel metrics
- Work with Service on referrals, testimonials, and proof points
How you'll be measured
- Lead volume: hitting the annual lead plan
- Lead quality: families who show for consultations
- Efficiency: CAC and return on spend by channel
- Learning velocity: regular testing, with clear findings and action taken on them
- Team health: a team that hits its Rocks and scorecard and keeps getting better
What you bring
Required
- 10+ years of experience in marketing. 5+ years leading a marketing team: setting goals, managing people, and holding them accountable
- Experience in B2C, high-ticket professional services (education, healthcare, financial or legal services, or similar)
- Deep expertise in paid acquisition: PPC and affiliate or lead-provider programs
- A record of managing a multi-channel budget and moving spend based on performance
- A metrics-driven, testing mindset: you form hypotheses, run tests, and act on what you learn
- Strong hands-on reporting skills
- Comfort working directly in WordPress and Elementor
- Expert daily use of Claude or similar AI tools for analysis, research, and planning
- Experience managing agencies and outside partners against clear performance goals
- Strong grasp of customer needs and messaging, and enjoyment of talking with customers directly
Preferred
- Experience building AI agents or automated workflows
- Strong interest in AEO (answer engine optimization)
- Background in a growth-stage company
Compensation and logistics
- Base salary: $100,000-$120,000
- Bonus: performance-based
- Benefits: Health, dental, life insurance, unlimited PTO, 401K (no match)
- Location: remote (U.S.)
- Travel: quarterly team offsites, plus occasional travel for events and partners
- Reports to: Chief Strategy Officer
