Director of Commercial Strategy & Marketing (welo)

Our culture lifts you up—there is no ego in the way. Our common purpose? We all want to win for our customers. We aim to always be evolving, dynamic, and ambitious. We believe in the power of genuine connections. Each employee is a part of what makes us unique on the market: agile and dedicated.

At welo, we are on a mission to build the new generation of digital  telco in the US. We’re building a brand that’s singular, magnetic, and unapologetically honest. Using smart technologies and putting customers in the center of everything we do, our ambition is to redefine the new standard in telco for the new generation of consumers.  welo has recently launched - and this role will help define what comes next. 
 

We’re looking for a Director of Commercial Strategy & Marketing (Internally known as Product Owner, Commercial Strategy) - a marketing generalist, an all in one builder, strategist, and operator. You will own & oversee the growth agenda end-to-end: Growth strategies,  positioning, performance marketing, media, email, digital, brand narrative, social &influencer,  pricing, customer experience & journeys, and channels. A genuine individual that loves connecting the dots, uses marketing technology and AI to work faster and smarter. One that is connected to the modern marketing ways and has experience building online brands.  This role is to build the machine while driving it at full speed.

We are small and ambitious.  If you thrive in start-up mode, love accountability, experimentation, and want to build a category-challenging brand from the ground up, this role is for you. 

At welo, we work in agile : Is a natural lateral leader who can bring teams together around a shared vision without direct authority. You will lead a squad of 8-10 squad members.
What you'll own

• Define the U.S .commercial  growth strategy and build a scalable growth engine

• Evolve our ambitious subscriber growth, revenue targets,optimize  CAC/LTV, scale growth channel and prioritize investment

• Experiment and unlock new acquisition levers (digital, partnerships, referrals, community IRL, emails, content, social media, affiliate)

• Strengthen & orchestrate Go-to-market strategies internally and with agencies 

• Champion customer satisfaction as a growth driver:  Optimize customer journey to improve conversion rate, onboarding and eliminate friction points 

• Define the north-star digital experience from discovery to support

• Strengthen welo’s value proposition and differentiation continuously

• Oversee the creation of a distinctive brand narrative, positioning, consistency across touchpoint  and build brand awareness 

• Lead a social-first marketing approach : oversee the development of content strategies &  Leverage creators, communities, partnerships and emerging platforms

• Build referral and advocacy programs that scale organically

• Leverage the power of Public Relations  and be our Spokesperson in the US  for welo 

• Act as a growth locomotive across the organization and influence welo priorities with  shared services 

• Lead and develop a multidisciplinary squad of ~8 experts

• Build a high-performance, ownership-driven, experimentation and growth mindset culture

• Own marketing investment allocation and ROI

• Establish clear KPIs, dashboards

WE’RE LOOKING FOR SOMEONE WHO:

• Roll Up Your Sleeves Leader: You love the high-level strategy, but you aren't afraid to dive into the tactical weeds to unlock growth. You embrace the "start-up vibe" 

• Strategic thinking and business acumen 

• Deep understanding of modern acquisition funnels and lifecycle marketing

• Strong analytical mindset (CAC, LTV, attribution, experimentation)

• Brand building skills with measurable impact

• Passion about customer experience and Customer-centric thinking across the full journey

• Comfort with marketing technology stacks and data tools

• Familiarity with how AI is transforming marketing workflows

• Excellent communication and storytelling skills

• Strong understanding of digital demand channels (Paid Search, SEO, Affiliate, Display, Email/CRM) and how channel performance, attribution, and funnel dynamics impact revenue

• Comfortable operating in a fast-paced, evolving environment

WORK EXPERIENCE

• Bachelor's or masters degree in communication/marketing or other related field.

• 10-15+ years in marketing, growth, or commercial leadership roles

• Proven track record scaling a digital-first brand or business

• Strong experience in growth marketing, digital and brand 

• Experience in telecom, connectivity, subscription, or adjacent industries strongly preferred

• Experience launching or scaling in the U.S. market

• Experience managing multidisciplinary teams
   

At Cogeco, we know that different backgrounds, perspectives, and beliefs can bring critical value to our business. The strength of this diversity enhances our ability to imagine, innovate, and grow as a company. So, we are committed to doing everything in our power to create a more diverse and inclusive world of belonging.

By creating a culture where all our colleagues can bring their best selves to work, we’re doing our part to build a more equitable workplace and world. From professional development to personal safety, Cogeco constantly strives to create an environment that welcomes and nurtures all. We make the health and well-being of our colleagues one of our highest priorities, for we know engaged and appreciated employees equate to a better overall experience for our customers.

If you need any accommodations to apply or as part of the recruitment process, please contact us confidentially at [email protected]