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Typeform is seeking a Head of Acquisition Marketing to lead the company's acquisition engine. This is a critical leadership role at the intersection of paid media, web, growth, and conversion. You will bring together paid media and web teams to build a more connected acquisition engine with clear accountability from first click through to self-serve conversion.
You will own the strategy for how Typeform attracts, converts, and acquires customers at scale, balancing growth with efficiency while monitoring CAC, conversion, and revenue metrics. You'll also help the company prepare for evolving discovery and interaction patterns, particularly with AI and the shift toward a clickless web, while partnering with marketing and sales teams on new products and go-to-market expansion.
Key responsibilities include:
- Owning end-to-end self-serve acquisition strategy from paid media through web conversion and signup
- Leading and developing teams across acquisition and web functions, including paid media and web teams
- Setting strategy, priorities, and roadmap for acquisition channels, identifying where to invest, experiment, scale, or stop
- Leading paid acquisition across channels including paid search, paid social, programmatic, and retargeting
- Partnering with the web team to improve conversion through structured CRO and experimentation
- Building a rigorous testing culture across campaigns, audiences, creative, messaging, landing pages, and web experiences
- Owning and improving the acquisition measurement framework including CAC, LTV, ROAS, conversion rates, and attribution
- Partnering with Finance and Data to ground investment decisions in reliable performance data
- Identifying opportunities to expand channel mix and build new acquisition loops as product and positioning evolve
- Adapting acquisition strategy to changing search and discovery landscape, including LLM and AI impacts
- Partnering with Sales Marketing leader to test how paid acquisition can support outbound and ABM motions
- Building strong relationships across Marketing and the wider business to bring clarity and alignment to acquisition strategy
Requirements:
- Significant experience leading acquisition, growth, or performance marketing, ideally within B2B SaaS or PLG business
- Deep expertise across paid search, paid social, programmatic, and retargeting
- Strong track record of scaling acquisition while improving efficiency and unit economics
- Experience leading web conversion optimization and experimentation programs
- Strong understanding of PLG funnels and the journey from acquisition through activation and conversion
- Strong analytical skills and deep understanding of metrics such as CAC, LTV, ROAS, and conversion rates
- Experience with web analytics, attribution, and BI tools
- Experience building, leading, and developing high-performing teams
- Track record of building processes and measurement frameworks in evolving environments
- Excellent communication skills with ability to influence senior stakeholders across Marketing, Finance, Data, Creative, and Sales
- Builder mentality; comfortable with ambiguity, detail-oriented, and able to think strategically
Nice-to-have:
- Experience with ABM or outbound marketing and platforms such as 6sense or Demandbase
- Experience managing agencies or external digital partners
- Understanding of SEO and organic acquisition
- Experience working in a business moving from primarily PLG motion toward hybrid PLG and sales-led model
