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Plooto is a payment automation platform serving 14,000+ companies with payables and receivables management. The company is seeking a Director of Growth Marketing to own and scale the demand generation and customer growth engine.
You will drive inbound pipeline for the sales team focused on the accounting firm channel, scale the direct self-serve motion efficiently, and build cross-sell and upsell programs to grow customer LTV while maintaining healthy CAC and payback. Your mandate spans growth strategy, marketing-sourced demand, direct and self-serve acquisition, lifecycle and customer growth, and funnel instrumentation and economics. You will report to the Head of Marketing and partner closely with Sales on pipeline quality and conversion.
This is a player-coach role. You will set strategy and own the numbers while staying hands-on in funnel modeling, channel mix, and experimentation. You will start with a small team and use systems, automation, and AI to scale output.
Key responsibilities include:
- Own the demand engine for the accounting firm channel, building strategy and channel mix that feeds inbound pipeline with strong conversion
- Scale direct and self-serve acquisition efficiently while protecting CAC and payback
- Own growth economics: set and be accountable for demand waterfall, CAC, payback, funnel conversion, and growth by motion
- Build cross-sell, upsell, and lifecycle programs that increase ARPU and expansion within the existing customer base
- Set multi-channel demand strategy across paid, SEM/SEO/AEO, lifecycle and nurture, webinars, and content-driven inbound
- Treat the website as a core growth asset, running a continuous CRO program of testing, iteration, and personalization
- Build growth systems in partnership with MarketingOps and RevOps to mature attribution, reporting, and experimentation cadence
- Deploy AI as a force multiplier through agents, prompts, and workflows that scale content, research, analysis, and reporting
- Partner across Sales, Product, Data, and Finance to remove constraints and drive accountability through collaboration
- Lead and grow a lean team, scaling as the company grows
Success in the first six months means: setting clear growth strategy across channels with explicit investment choices; growing marketing-sourced pipeline with measurable improvement in lead quality and conversion; instrumenting the funnel end-to-end with a single trusted view of CAC, payback, and conversion by motion; improving acquisition efficiency while growing volume; launching a cross-sell, upsell, or lifecycle program that measurably lifts ARPU; establishing a disciplined experimentation cadence; building meaningful leverage through automation and AI; and directing your team against clear priorities.
REQUIREMENTS:
- Proven experience building a demand or growth engine from an immature base; you can point to systems, funnel, and motion you created rather than primarily inherited
- Personally quantitative; you own CAC, payback, and funnel model without leaning on an analyst; you reason clearly about cohort vs. in-period conversion, channel efficiency, and marginal dollar returns
- Real experience in low-ACV, high-volume SMB growth (not enterprise or ABM-only background)
- Experience generating demand for a sales-led motion, ideally fed through a channel, partner, or other intermediary (franchise, 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 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
- 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 base in Canada
STRONGLY PREFERRED:
- Experience marketing to or through accountants, bookkeepers, tax professionals, or the accounting-software ecosystem
- Experience with 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
