DTC/B2C Growth Marketing Director

Axcel Learning’s mission is to train the modern workforce. We do this by investing in founder-led professional education businesses with the goal of growing their organizations through a portfolio of training solutions in areas where there exists a persistent shortage of specialized talent. Axcel Learning is backed by Alpine Investors, a people-first private equity firm that is committed to building enduring companies.

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Opportunity:

We are seeking a Growth Marketing Director to play a pivotal role in revenue growth by executing strategic marketing plans that drive the success of our asynchronous training products in the market. They will collaborate cross-functionally with finance, product leaders, sales, content development, and other teams to ensure our products are meeting market demands and marketed appropriate to the right audience. This role requires a solid understanding of DTC/B2c marketing technique, but someone who has experience in both b2b and DTC will be considered a top candidate.

Join us in shaping the future of technology education and training and come work with an awesome team!

What you will do:

Paid Media:

• Plan, execute, and monitor paid media campaigns and A/B testing across multiple platforms (Google, Bing, Meta, LinkedIn, Podcast) to drive customer acquisition and revenue growth.
• Leverage all Paid Search optimization tools, including keyword and match type selection, audience targeting, ad assets, bidding strategies, and more.
• Manage additional lead generation tactics, including affiliate partnerships.
• Analyze Paid Search performance data, along with analytics and offline metrics, to uncover actionable insights and drive continuous improvement.

Campaign Execution:

• Collaborate with internal teams, including marketing and brand leadership to align campaign objectives and messaging.
• Ensure campaigns are delivered within defined timelines and budgets
• Collaborate with leadership on pricing and promotional strategy to optimize revenue, leverage website/email/SMS to engage and convert.
• Ability to drive/leverage SEO tactics to drive engagement and inform tactics
• Standardize and establish key metrics and analytics to measure the success of marketing initiatives

Market Research and Analysis:

• Partner with leadership to conduct market research to identify trends, customer needs, and competitive landscape, as well as opportunities for cross-sell. Contribute insight based on learnings from digital strategies to data analysis exercises to help inform individual and combined product positioning and go-to-market strategies.
• Own the reporting of KPIs, data trends, and overall performance of marketing campaigns.

What you will bring:

• Minimum of 4 years of experience in DTC growth marketing with a successful track record of driving revenue growth
• Hands-on experience in setting promotional strategy for DTC/B2C products
• Deep hands-on experience running paid strategies across Google, Bing, and social channels including LinkedIn
• Proficiency with Search Engine Optimization, email marketing campaigns, and other demand generating activities that drive revenue growth across net-new customers
• Experience both creating content and working with a team to execute content creation
• Comfortable managing multiple priorities. Ability to thrive in a fast-paced, dynamic but remote environment with distributed teams
• Klaviyo experience required, experience with any of these other technologies a strong plus: Salesforce, HubSpot, Pardot, SalesLoft, Shopify