What are the responsibilities and job description for the Director of Growth Marketing, Direct-to-Consumer position at BetterUp?
Let’s face it, a company whose mission is human transformation better have some fresh thinking about the employer/employee relationship.
We do. We can’t cram it all in here, but you’ll start noticing it from the first interview.
Even our candidate experience is different. And when you get an offer from us (and accept it), you get way more than a paycheck. You get a personal BetterUp Coach, a development plan, a trained and coached manager, the most amazing team you’ve ever met (yes, each with their own personal BetterUp Coach), and most importantly, work that matters.
This makes for a remarkably focused and fulfilling work experience. Frankly, it’s not for everyone. But for people with fire in their belly, it’s a game-changing, career-defining, soul-lifting move.
Join us and we promise you the most intense and fulfilling years of your career, doing life-changing work in a fun, inventive, soulful culture.
If that sounds exciting—and the job description below feels like a fit—we really should start talking.
BetterUp is looking for a results-driven Director of Growth Marketing to lead member acquisition for our direct-to-consumer business. Reporting to the VP of Growth, this role is critical to scaling BetterUp’s D2C business through paid performance marketing, lifecycle marketing, and product-led growth strategies.
As Director of Growth Marketing, you’ll provide strategic leadership across the entire user journey—from awareness to conversion to retention. You’ll lead a team of marketing managers in building campaigns that convert, messages that resonate, and experiences that foster deep, lasting customer relationships. You’ll also work closely with cross-functional partners across Product, Design, and Engineering to ensure our go-to-market plans are tightly aligned with product strategy.
This role is ideal for a player-coach—someone who can zoom out to set strategy, but isn’t afraid to roll up their sleeves and execute when needed. Whether launching a high-impact test, digging into channel performance, or stepping in to fill capability gaps, you’ll lead by example and stay close to the work where it counts most.
What You’ll Do
At BetterUp, we are committed to living out our mission every day and that starts with providing benefits that allow our employees to care for themselves, support their families, and give back to their community.
BetterUp Inc. provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, disability, genetics, gender, sexual orientation, age, marital status, veteran status. In addition to federal law requirements, BetterUp Inc. complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
At BetterUp, we compensate our employees fairly for their work. Base salary is determined by job-related experience, education/training, residence location, as well as market indicators. The range below is representative of base salary only and does not include equity, sales bonus plans (when applicable) and benefits. This range may be modified in the future.
The base salary range for this role is $194,000– $290,200.
If you live in New York, the base salary range for this role is:
$222,000 – $344,200: New York City
$194,000 – $290,200: Albany, Buffalo, Nassau, Newburgh, Rochester, Syracuse
Protecting your privacy and treating your personal information with care is very important to us, and central to the entire BetterUp family. By submitting your application, you acknowledge that your personal information will be processed in accordance with our Applicant Privacy Notice. If you have any questions about the privacy of your personal information or your rights with regards to your personal information, please reach out to support@betterup.co
We do. We can’t cram it all in here, but you’ll start noticing it from the first interview.
Even our candidate experience is different. And when you get an offer from us (and accept it), you get way more than a paycheck. You get a personal BetterUp Coach, a development plan, a trained and coached manager, the most amazing team you’ve ever met (yes, each with their own personal BetterUp Coach), and most importantly, work that matters.
This makes for a remarkably focused and fulfilling work experience. Frankly, it’s not for everyone. But for people with fire in their belly, it’s a game-changing, career-defining, soul-lifting move.
Join us and we promise you the most intense and fulfilling years of your career, doing life-changing work in a fun, inventive, soulful culture.
If that sounds exciting—and the job description below feels like a fit—we really should start talking.
BetterUp is looking for a results-driven Director of Growth Marketing to lead member acquisition for our direct-to-consumer business. Reporting to the VP of Growth, this role is critical to scaling BetterUp’s D2C business through paid performance marketing, lifecycle marketing, and product-led growth strategies.
As Director of Growth Marketing, you’ll provide strategic leadership across the entire user journey—from awareness to conversion to retention. You’ll lead a team of marketing managers in building campaigns that convert, messages that resonate, and experiences that foster deep, lasting customer relationships. You’ll also work closely with cross-functional partners across Product, Design, and Engineering to ensure our go-to-market plans are tightly aligned with product strategy.
This role is ideal for a player-coach—someone who can zoom out to set strategy, but isn’t afraid to roll up their sleeves and execute when needed. Whether launching a high-impact test, digging into channel performance, or stepping in to fill capability gaps, you’ll lead by example and stay close to the work where it counts most.
What You’ll Do
- Lead the DTC acquisition strategy: Oversee paid and owned channels to build an efficient, scalable, and high-performing growth engine.
- Own performance and efficiency: Ensure the marketing roadmap hits subscription targets with deep fluency in CAC, LTV, and ROI trade-offs.
- Own and align messaging in the user journey: Drive messaging, positioning, and audience strategy—ensuring consistency and relevance from first touch through retention efforts.
- Leverage insights to drive differentiation: Use market trends, competitor intelligence, and user insights to inform sharp, data-driven decisions and unlock new opportunities.
- Foster a culture of rigorous experimentation: Build a test-and-learn roadmap across acquisition and retention channels to identify and scale growth levers.
- Partner closely with Product: Collaborate with Product and Engineering to uncover and execute product-led growth opportunities.
- Lead and mentor: Manage and grow a high-performing marketing team by providing strategic guidance, coaching, and clear accountability.
- 10 years of experience in growth or performance marketing roles, ideally in D2C or subscription-based businesses.
- Proven track record of scaling customer acquisition and retention programs with strong unit economics.
- Deep expertise across paid marketing (e.g., Google, Meta) and owned channels (SEO/content CRO, email/SMS).
- Strong understanding of CAC, LTV, ROAS, incrementality, and media mix modeling.
- Experience with PLG or partnering with Product teams to drive growth from within the product.
- Excellent strategic thinking with the ability to prioritize, make trade-offs, and communicate clearly with stakeholders.
- Experience managing and mentoring teams and working cross-functionally across Product, Engineering & Design.
- Highly analytical and data-driven, with fluency in experimentation and funnel optimization.
- Mission-driven and excited to help people grow and transform through our product.
At BetterUp, we are committed to living out our mission every day and that starts with providing benefits that allow our employees to care for themselves, support their families, and give back to their community.
- Access to BetterUp coaching; one for you and one for a friend or family member
- A competitive compensation plan with opportunity for advancement
- Medical, dental, and vision insurance
- Flexible paid time off
- Per year:
- All federal/statutory holidays observed
- 4 BetterUp Inner Workdays (https://www.betterup.co/inner-work)
- 5 Volunteer Days to give back
- Learning and Development stipend
- Company wide Summer & Winter breaks
- Year-round charitable contribution of your choice on behalf of BetterUp
- 401(k) self contribution
BetterUp Inc. provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, disability, genetics, gender, sexual orientation, age, marital status, veteran status. In addition to federal law requirements, BetterUp Inc. complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
At BetterUp, we compensate our employees fairly for their work. Base salary is determined by job-related experience, education/training, residence location, as well as market indicators. The range below is representative of base salary only and does not include equity, sales bonus plans (when applicable) and benefits. This range may be modified in the future.
The base salary range for this role is $194,000– $290,200.
If you live in New York, the base salary range for this role is:
$222,000 – $344,200: New York City
$194,000 – $290,200: Albany, Buffalo, Nassau, Newburgh, Rochester, Syracuse
Protecting your privacy and treating your personal information with care is very important to us, and central to the entire BetterUp family. By submitting your application, you acknowledge that your personal information will be processed in accordance with our Applicant Privacy Notice. If you have any questions about the privacy of your personal information or your rights with regards to your personal information, please reach out to support@betterup.co
Salary : $194,000 - $290,200
