Director of Growth & Product Marketing

Role Description

The Director of Growth & Product Marketing on the Be The People (BTP) Leader Experience & Activation team owns the engine that turns attention into action — and action into proof. Be The People is a coalition civic engagement initiative building a self-sustaining movement of 900,000+ leader ambassadors. The platform on which this role grows is not just where people discover the movement; it is the social proof machine that makes the movement spread.

This role drives three things: the platform growth engine that brings people in, the content that moves them to act, and the support that keeps them engaged once they arrive. It is a builder's role at the ground floor of a v1 product, where the feedback loop between user signal and what ships next runs on a weekly cadence.

The Director leads a small, high-output team — managing the Content Strategist who owns storytelling and editorial, and the Customer Success Lead who owns onboarding and support. They partner closely with product, engineering, the data team, and content and creative partners to ensure every function is pulling in the same direction. Ultimately, this role is accountable for converting, retaining, and supporting users across BTP's three core audiences: problem solvers, community leaders, and organizations.

The role reports to the Director of Platform Growth & Leader Activation. Open to remote US-based candidates.

Qualifications

• A track record of owning a funnel end-to-end: acquisition, conversion, onboarding, and retention, with the data discipline to prove what worked.
• Experience in product marketing, growth, or lifecycle marketing on a consumer or community-facing platform.
• Strong content and editorial judgment — you can set brand voice, edit for impact, and tell the difference between a story that converts and one that fills space.
• People leadership across content and customer-facing functions, with a track record of developing a small team to high output.
• Comfort building in a fast-moving v1 environment where the loop is weekly and the roadmap is still forming.
• Fluency with the modern growth and analytics stack, including event-based instrumentation, lifecycle tooling, and SEO/GEO — enough to partner credibly with product and engineering.
• Enthusiasm to contribute to Stand Together's vision and principled approach to solving problems, and a commitment to stewarding our culture, which champions values including transformation and innovation, entrepreneurialism, humility, and respect.

Requirements

• Own the funnel. Drive acquisition and conversion across paid search, social-to-web, partner inbound, and PR. Set targets, instrument the funnel with the data team, and run growth experiments on a weekly cadence.
• Build a segment-aware go-to-market. Design entry points that fit each audience and contributor segment rather than a one-size-fits-all approach. Move new users from first touch to first contribution as efficiently as possible.
• Run the lifecycle and email program. Map campaigns to the user journey so every message has a job, from the first consumer email through repeat civic action.
• Drive findability. Partner with product and tech on SEO and GEO so BTP dominates branded and topic search and anchors AI-overview citations.
• Open leader-side growth. As partner self-service comes online, own how leaders discover BTP, build a page, and publish their first opportunity.
• Measure what matters. Define and report the growth metrics that map to the product: story submissions, contribution actions per visitor, social share-through rate, segment engagement, and organic ranking.
• Own the content engine. Storytelling templates, onboarding copy, website copy, the email program, and partner toolkits all sit here. Lower the friction for leaders to submit stories that move people.
• Lead the editorial function. Manage the content strategist and the content calendar. Hold a single source of truth for homepage, About, and brand voice across competing stakeholder input.
• Make everything shareable. Treat every piece of content as a referral surface and turn each story leaving the platform into a measurable acquisition unit.
• Run the user-generated content motion. Capture the social proof communities already produce, amplify what works, and feed that signal back into product.
• Coordinate content across journeys. Align content owners across partner journeys with product, project management, and creative partners so the right content lands at the right step.
• Own the support experience. Lead the user and leader support experience and its transition from contractors to in-house by the end of Q3.
• Manage customer success. Oversee partner and leader onboarding, training, place-based activations, and day-to-day support through the customer success lead.
• Build self-service. Stand up the help content, FAQs, and resource pages that scale support without scaling headcount one-for-one.
• Close the loop with the product. Turn recurring user friction into prioritized product and content fixes so support sharpens the roadmap instead of just absorbing volume.
• Set the bar for coverage and quality. Establish support standards that hold as the platform opens to self-service and the user base grows.
• Manage and develop a small, high-output team including a Content Strategist and Customer Success Lead.
• Partner closely with product, engineering, the data team, and content and creative partners to maintain a tight weekly loop between user signal and what ships next.

Benefits

• Enjoy a 6% 401(k) match with immediate vesting, flexible time off, comprehensive health and dental plans, plus wellness and mental health support through Peloton and Talkspace.
• Join a passionate community of over 1,300 employees dedicated to improving lives and driving innovative solutions to complex social challenges.
• Thrive in a non-hierarchical environment that empowers employees to discover, develop, and apply their unique talents.
• Our approach rewards the value you create through competitive salaries and bonus opportunities, allowing you to share in the success you help drive.