Senior Director of User Acquisition and Growth

Role Description

We are hiring a Senior Director of User Acquisition and Growth to lead exciting, scalable, and impactful user acquisition for Huckleberry. This role is central to our mission of taking care of every family. Quite simply, the more users we have, the more families we can help!

We’re looking for a growth leader who values organic just as much as paid. You’ll focus on building sustainable and compounding marketing loops that feed into each other, helping us scale efficiently while naturally lowering our reliance on paid ads over time.

This leader reports to the VP of Brand Marketing, manages a multi-disciplinary team, and serves as the primary marketing principal within the cross-functional Growth Pod (Product, Engineering, Analytics, UX Design).

Areas of Responsibility

• Holistic Growth Strategy
  • Full Funnel Ownership: Define the end-to-end user acquisition growth strategy across paid and organic (including App Store Optimization, affiliates, and product) — ensuring they compound together rather than operate in silos.
  • Unit Economics (LTV:CAC): Own accountability for marketing investment efficiency. Drive forecasting and resource allocation based on LTV, CAC, and viral coefficient performance, with a clear plan for how organic and PLG channels reduce blended CAC over time.
  • Lead, mentor, and align direct reports executing across paid, organic, and growth channels under a unified acquisition strategy.
• Cross-Functional Growth Pod Integration
  • PLG Roadmap Influence: Partner directly with Product and Engineering to prioritize features that drive product-led acquisition — growth surfaces, onboarding hooks, network effects, and shareable moments.
  • Community & Social Proof: Leverage Huckleberry's 5M+ family community as a growth asset — through UGC loops, social sharing prompts, and peer recommendation mechanics.
  • Product-Marketing Bridge: Serve as the strategic marketing leader within the Growth Pod. Translate acquisition insights — including PLG signals like referral rates and viral lift — into prioritized product roadmap inputs.
  • Data & Attribution: Partner with Business Analytics to build attribution that captures paid, organic, and viral acquisition in a unified view — so the pod always knows where growth is actually coming from.
  • Experimentation: Champion rapid, statistically sound A/B testing across acquisition channels and product surfaces — including referral mechanics, onboarding flows, and sharing prompts.
• Channel Strategy & Execution Oversight
  • Performance Marketing: Oversee strategy and budget optimization for paid channels (SEM, Paid Social, Programmatic) — with a clear POV on how blended CAC improves as organic and PLG channels scale.
  • Organic / Content-Led Acquisition: Direct content strategy to maximize SEO-driven growth, generating high-intent users through owned channels. This is a co-equal priority to paid, not a support function.
  • ASO Ownership: Directly own App Store Optimization to maximize organic app downloads.
  • Affiliate Management: Strategically manage the Affiliate Marketing agency for brand compliance and efficient, high-quality user volume.

Qualifications

• 10+ years of progressive growth experience in consumer subscription, with 4+ years in senior leadership managing Director-level reports.
• Proven mastery across both paid (SEM, Paid Social, Programmatic) and organic (SEO, Content, ASO) acquisition — with a track record of growing both and knowing how to balance them.
• You've taken something from small to big — a channel, a brand, or a company — that you can point to with real before/after numbers.
• Expert proficiency in data, analytics, and BI tools. Strong command of attribution modeling, unit economics, and viral loop modeling.
• Proven ability to thrive in a Series B/C environment; resourceful, execution-oriented, and obsessively focused on LTV:CAC.
• Demonstrated success influencing product and engineering roadmaps as a core member of a Growth Pod or cross-functional team.

Nice to have

• Hands-on experience designing and shipping referral programs, viral invite loops, or other in-product growth mechanics. You should be able to speak fluently to k-factor, referral conversion rates, and how you've moved them.

Benefits

• Equity
• Unlimited PTO
• Health
• Vision
• Dental
• Paid parental leave for primary and secondary caregiver
• 401k match