Director of Acquisition

About The Role

We are seeking a Director of Acquisition to drive travel advisor acquisition for Fora, from first touch to signup. You will be responsible for developing and executing a comprehensive growth marketing strategy to acquire new travel advisors and end travelers while maintaining marketing efficiency. Your primary focus will be on paid channels, optimizing existing channels like Meta and Google and diversifying to new ones. This is a managerial role: you will inherit a small Growth team and will be tasked with shaping how the team evolves and grows with Fora. The strongest candidates will also be versed in SEO and may be able to direct those efforts as well. 

In this role, you will report to our VP, Growth & Data. It is a highly visible role at an exciting time as Fora grows, and is a great opportunity for a data-centric performance marketer energized by fast career growth. 

Key Responsibilities

First Three Months

• Understand and take over monitoring key growth metrics at Fora and what drives them: CAC, LTV, payback period (and ROAS), conversion rates (by channel and stage), and overall volume
• Direct paid marketing efforts in our primary channels (Meta, Google) and test / smaller channels
• Lead or assist with testing new channels to drive top of funnel and/or conversion volume
• Enhance our creative production process, building a framework to constantly test and iterate to identify winning creatives and copy

Ongoing Responsibilities

• Take full ownership of the P&L for the new business unit, managing all aspects of revenue generation, cost control, and profitability. Ensure the business unit operates efficiently and meets its financial goals.
• Build and lead a high-performing team to support the growth and operational excellence of the new business unit. Develop a strong culture of accountability, innovation, and collaboration within the team.
• Implement and track key performance indicators (KPIs) to evaluate the business unit’s performance. Continuously analyze financial and operational metrics to identify areas for improvement and make data-driven decisions that enhance profitability and growth.
• Provide regular, transparent updates to senior leadership on the business unit’s progress, identifying key challenges, risks, and future opportunities. Propose solutions and strategic adjustments to keep the business unit on track toward its goals.

Key Collaborators

• Sales, to align on lead quality, handoff, and conversion—building feedback loops to continually improve performance
• Product & Engineering to optimize the entire funnel, from ad through on‐site experience
• Creative team for ad creative and other campaign assets
• Content Marketing and Organic Social teams to fold advisor acquisition goals into broader Brand marketing activities
• Finance, as you take on budget planning and forecasting

Requirements

Fora is a fast-growth environment, which brings with it excitement and positivity as well as ambiguity to structure as we go. You will need to be an independent, analytical thinker and problem solver who can figure things out from scratch. You are joining a data-forward team: strong candidates will be well-versed in a/b and incrementality testing, comfortable diving into BI tools and spreadsheets to derive insight that moves the team and company forward. 

Total Experience

• To be successful, we believe you need at least 5-7 years acquisition or performance marketing experience, with at least 2 years leading an in-house team with $20M+ annual media budgets. 

Demonstrated Skills & Qualities

• Direct, hands-on experience with media buying on Meta, TikTok and Google, working knowledge of programmatic advertising, affiliate marketing, and email
• Experience building and managing to a marketing budget / acquisition forecast, including an understanding of acquisition funnels and how to measure them
• Highly analytical and fluent in attribution, incrementality testing, and marketing measurement best practices
• Able to synthesize multiple streams of information (qualitative and quantitative) into the story of 'what really matters’
• Clear communication both spoken and written, tailored by audience
• 3+ years of people management, both hiring and developing high performing teams

Strongly Preferred

• Background in subscription, marketplace, and/or travel businesses
• Experience managing international campaigns and adapting strategies for global markets
• Direct experience having built marketing programs in high-growth, likely startup environment(s)

Compensation

Compensation range for this role can vary widely depending on experience, and for this role an indicative range is $150k-$175k + equity. Other benefits include:

• Unlimited vacation
• Health Insurance (including an option completely covered by Fora HQ)
• Dental & Vision Insurance
• 401k plan
• Commuter Benefits
• Supplemental Life Insurance
• Stock Options

This full-time role is based in our beautiful New York City office (Tribeca/Fidi) with lots of natural light and great views. Our in-office days are Mon-Thurs with the option to work remotely on Fridays.