Director, Growth Marketing

Job description

WHY THIS ROLE EXISTS The best B2B products grow because they are designed to. Figma spread because every file shared pulled in a new user. Slack spread because every invitation to a channel was a growth loop. Notion spread because every published page was a billboard. Crisp has the same opportunity in the CPG and retail ecosystem. This role exists to find those product-driven acquisition moments, design them intentionally, and scale them. It combines product-led growth strategy, lifecycle and activation marketing, community building, organic search presence, and growth experimentation — including a sales-assisted PLG motion that hands warm, behavior-triggered signals to sales — into a single function that makes Crisp the platform CPG and retail practitioners reach for first and talk about most. KEY OUTCOMES & ACCOUNTABILITIES Growth & Virality Platform virality: The number of new users and accounts generated through in-product sharing, network invitations, and referrals grows quarter-over-quarter, measured by platform-driven new user activations. Referral pipeline: New pipeline attributed to referral and community programs grows as a percentage of total pipeline each quarter. Organic discoverability: Crisp appears in the top results for the queries CPG and retail practitioners are asking across traditional search and AI answer engines, tracked by share of search and AI citation rate. Sales-assisted pipeline: Product-qualified leads handed to sales convert at a measurable rate and grow as a share of total pipeline each quarter Marketing Operations Funnel efficiency: Conversion rates at each funnel stage improve quarter-over-quarter; primary metric is meetings booked. Data quality: Marketing automation data is clean, complete, and trusted by the team for decision-making. CORE RESPONSIBILITIES Growth Strategy & Product-Led Motion Define and own Crisp's growth model: identify and build the in-product sharing and referral mechanisms native to the CPG and retail ecosystem: the moments when a Crisp user naturally pulls in a new user or account through their everyday workflow. For example: a CPG brand shares a Crisp insights report in a retailer meeting and that retailer wants access; a user invites a trading partner to collaborate on shared data and that partner activates on the platform. Build and scale a self-serve motion that lets CPG brands, retailers, and distributors discover, trial, and activate on Crisp with minimal friction. Partner with Product to embed referral mechanisms, shareable artifacts, network invitations, and activation triggers directly into the product, so that everyday Crisp usage pulls in new users organically. Design and run a structured experimentation program: test acquisition channels, onboarding flows, referral incentives, and activation triggers with clear hypotheses and fast iteration cycles. Own the full growth funnel from first touch to activation: reduce time-to-value for new users and improve conversion at every stage. Identify and develop Crisp's network effect opportunity. Map that motion and build the programs that activate it. Build and manage a referral program that turns Crisp's most successful customers into its most effective growth channel. Own Crisp's organic discoverability strategy across SEO, GEO (Generative Engine Optimization), and AEO (Answer Engine Optimization): ensure Crisp appears where CPG and retail practitioners are searching, whether that is a Google results page, a ChatGPT response, or a Perplexity answer. This includes structured content strategy, entity optimization, and authoritative sourcing that AI systems surface and cite. Lifecycle & Activation Own the onboarding and activation journey: design the email and in-product messaging sequences that move new users from signup to activation, define what "activated" means for Crisp, and build automated triggers around the moments that correlate with long-term retention and expansion. Define the product-qualified lead (PQL) model: identify the in-product behaviors that signal a user or account is ready for a commercial conversation, and partner with Product and RevOps to surface those signals in real time. Design and own the sales-assisted PLG motion: when a self-serve user or trial account hits a PQL threshold, the handoff to sales should feel warm and well-timed, not cold and interruptive. Partner with Sales and RevOps to ensure the right rep gets the right context at the right moment. Own expansion triggers: identify the in-product signals that indicate an existing account is ready to grow, and build automated and human-assisted programs that accelerate expansion before a formal renewal conversation begins. Community Build and own Crisp's practitioner community: a destination for CPG brand managers, retail buyers, category managers, and supply chain leaders to share benchmarks, learn from peers, and talk about what works. Develop a content and events strategy that makes Crisp synonymous with the conversations already happening in the CPG and retail industry. Identify and cultivate Crisp's most influential customers and advocates, and build structured programs that amplify their voices in the market. Partner with Commercial Enablement and Content to ensure community-generated insights and stories flow back into sales conversations and marketing programs. Build Crisp's presence in the communities, Slack groups, LinkedIn networks, and industry associations where CPG and retail practitioners already gather. Marketing Operations Oversee Marketing Operations to ensure the team has the infrastructure, data quality, and attribution accuracy needed to measure growth experiments and report on pipeline impact. Ensure the marketing technology stack supports the growth motion: self-serve tracking, referral attribution, community engagement metrics, and experiment reporting. Partner with RevOps to close the loop between growth programs and revenue outcomes. WORKING WITH AI Use AI to accelerate growth experimentation: generate hypotheses, analyze test results, and identify patterns across acquisition channels and onboarding flows faster than any manual process would allow. Leverage AI tools to personalize self-serve onboarding experiences at scale, adapting messaging and product guidance based on user segment and behavior signals. Use AI to power lifecycle sequences: generate personalized onboarding messaging, predict which users are at risk of dropping off before activation, and identify the in-product signals that most reliably predict long-term retention and expansion. Use AI to synthesize community signals: surface emerging themes, identify high-influence members, and spot the conversations worth amplifying before they go mainstream. Use AI to analyze product usage data and identify the behaviors that correlate with expansion, referral activity, and long-term retention, then build programs around those signals. Use AI-powered tools to research and execute SEO, GEO, and AEO strategies: identify the queries CPG and retail practitioners are asking across traditional search and AI answer engines, optimize Crisp's content and entity presence to appear in those results, and track how Crisp is being cited and represented in AI-generated responses. WHO THIS PERSON IS They have built growth programs at a B2B SaaS company where the product had natural viral potential and they figured out how to unlock it. They think in product-driven acquisition loops, not campaigns. They understand that growth does not end at acquisition - they think equally hard about activation, expansion, and the handoff between product motion and sales. They are as comfortable in a product roadmap conversation as they are presenting a community growth strategy to a leadership team. They have run experiments at scale, know how to read the results honestly, and know when to kill an idea and when to double down. They are obsessed with how information spreads in professional communities, stay current on the latest in SEO, GEO, and AEO, and they understand the CPG and retail ecosystem well enough to know where Crisp fits in that conversation. What Makes a Great Fit at Crisp Collaboration : You believe the best results come from working together. You share ideas, pitch in, and elevate those around you . Grit : You’re curious, self-driven, and unafraid to roll up your sleeves. You get the job done even when the path isn’t clear and adapt quickly when things change. People : You stay close to those we serve. Listening, learning, and building what matters most. Feedback : You see it as fuel. You give it with care, take it with humility, and use it to level up. Ingenuity : You solve problems with creativity and speed. You look for ways to streamline, automate, or improve without being asked. We are committed to transparency, diversity, and meritocracy , fostering an environment where every team member is empowered to make an impact, grow personally, and advance in their career. We invite you to join us — not just to take on a role, but to help shape a company you’re proud to be part of. Compensation & Eligibility Compensation for this role is determined based on a variety of factors, including individual qualifications, professional experience, skill set, and geographic location. Crisp is committed to providing fair and competitive pay. Specific compensation details will be discussed with candidates throughout the hiring process. Applicants must be authorized to work for any employer in the United States . At this time, Crisp is unable to sponsor or assume sponsorship of employment visas. Background Verification In accordance with company policy, Crisp conducts background checks that may include verification of identity, education, and criminal history. Any falsification or misrepresentation in an application will result in disqualification from consideration. As the leading AI vertical retail data company, Crisp leverages AI to facilitate the integration, access and exchange of retail data between CPG brands, retailers, and distributors, providing unprecedented visibility to optimize retail sales and the supply chain infrastructure. Trusted by 7,000+ brands representing more than $2.5T in retail sales across over 250K stores, Crisp transforms a brand’s own retail data into a competitive advantage. Following our recent $72M Series B funding and strategic acquisitions of Atheon Analytics, Cantactix, ClearBox Analytics, Lumidata, Shelf Engine, and others, we're positioned for aggressive global expansion and product innovation in the $15T+ global supply chain market. This is a dynamic, evolving position reporting directly to the SVP of Marketing , offering plenty of opportunity for growth as you leverage your strengths. Whether your background is in startups or large enterprises, you understand the meaningful impact possible within a smaller, agile organization — and you’re eager to help define your role and contribute to Crisp’s future.