Plooto - Director, Growth Marketing
Requirements
• 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.
Responsibilities
• 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. • Own the demand engine for our accounting firm channel. • Scale the direct and self-serve motion efficiently. Grow acquisition through the direct and product-led funnel while protecting CAC and payback. • Scale the direct and self-serve motion efficiently. • 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. • Own growth economics. • Grow customer LTV. Build the cross-sell, upsell, and lifecycle programs that increase ARPU and expansion within our existing base. • Grow customer LTV. • 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. • Set multi-channel demand strategy. • 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. • Own the website as a growth asset. • Build the growth systems. Partner with MarketingOps and RevOps to mature our attribution, reporting, and a disciplined experimentation cadence that enables fast learning loops. • Build the growth systems. • 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. • Use AI as a force multiplier. • 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). • Partner across the business. • Lead and grow a lean team. Direct a small team and partner with senior leadership to scale as we grow. • Lead and grow a lean team. • 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
Benefits
• If you're looking to make a meaningful impact, look no further. We're transforming the payments space in North America by delivering an unrivalled product experience that solves a real and pressing problem for SMBs. • One of the biggest challenges small businesses face is managing their finances and cash flow—and Plooto helps address that. We have strong product-market fit, a significant opportunity ahead, and the backing of experienced fintech leaders. • You'll join a team that cares deeply about customer impact, takes pride in its craft, and moves with urgency. We're just getting started, and you'll help shape the next chapter of our growth story. • Our Commitment to Inclusion • Plooto is committed to building an inclusive workplace where people of all backgrounds, experiences, and perspectives can thrive. We know great teams are built through diverse thinking, and we encourage you to apply even if your experience does not align perfectly with every qualification listed. • Accommodation is available throughout the recruitment process in accordance with applicable accessibility legislation. If you require accommodation at any stage, please let us know—we're happy to work with you. • This posting is for one available position. Compensation will be determined based on the successful candidate's knowledge, skills, experience, and overall alignment with the role.
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