About the Role

BWZ is building its growth engine from scratch, and this is the person who builds it. As Director of Growth Marketing, you will own audience acquisition, conversion optimization, and experimentation systems that continuously improve the effectiveness of paid campaigns, partner programs, events, and audience products. You will report to the COO and work closely with Media, Revenue Products, Events, RevOps, and Audience Ops to formalize measurement systems, validate and build a proven paid acquisition model, and grow the organization’s ecosystem efficiently and at scale.

What You’ll Be Doing Audience Acquisition

- Own paid acquisition strategy across social, retargeting, and high‑intent placements
- Build and manage referral programs and cross‑promotional partnerships with partner newsletters, event businesses, and co‑marketing opportunities
- Develop conversion pathways into BWZ's membership, events, and audience products
- Optimize landing pages and signup flows to improve acquisition efficiency
- Partner with Media to amplify high‑performing editorial and audience content
- Collaborate with the GTM team to craft campaign amplification add‑on products

Conversion Optimization
- Audit and improve onboarding flows for newsletters, diagnostics, and events
- Identify funnel drop‑off points and run structured tests to address them
- Work directly with developers and designers to implement web funnel improvements
- Partner with Audience Ops and Revenue teams to improve lifecycle progression

Experimentation
- Build and run a repeatable A/B testing framework across channels, messaging, and offers
- Establish testing priorities, a regular experiment cadence, and a reporting rhythm
- Operationalize successful experiments
- Share learnings across Media, Revenue, and Leadership so the organization becomes smarter

Reporting & Data
- Establish baseline tracking across acquisition and conversion funnels within the first 30 days
- Build and maintain a live dashboard tracking acquisition,



conversion, CAC, and experiment performance
- Define and track the LTV model for BWZ's subscriber base (email engagement + inventory monetization)

Success Measures
- Qualified Audience Acquisition: number of Director+ leads per month, growth of ICP‑matching audience acquired through paid campaigns, diagnostics, partnerships, events, and conversion programs
- Conversion Rate Improvement: percentage lift per quarter, improvement in conversion rates across landing pages, diagnostics, newsletter signup flows, event registrations, and audience product funnels
- Experimentation Velocity & Impact: number of successful experiments per quarter, measured by operationalized improvements to acquisition, conversion, engagement, or pipeline contribution

Skills
- Proven track record in growth marketing or paid acquisition, ideally in a media, newsletter, or audience‑driven business
- Hands‑on experience running paid campaigns (Meta, LinkedIn, or equivalent), not just overseeing them
- Solid conversion optimization skills: landing pages, funnel analysis, A/B testing
- Familiarity with CRM and audience data platforms
- Experience building reporting systems and dashboards, not just reading them
- Demonstrated ability to operate without a team;

build processes from scratch rather than manage existing ones
- Strong analytical instincts: know which data matters and make decisions from it
- Experience working cross‑functionally with product, design, and content teams
- Prior team leadership experience (even if managing a small team or contractors)

Nice to Haves
- Background in a newsletter business or audience‑first media company
- Familiarity with diagnostic or assessment‑based audience products
- Experience in B2B audience acquisition (targeting professionals, not consumers)
- Copywriting ability – helpful for rapid campaign iteration without a dedicated writer
- Experience at a company going through early‑stage growth infrastructure build‑out

Salary

This full‑time position is available as either a remote or

📌 Director, Growth Marketing (Calgary)
🏢 Bwz
📍 Calgary