We are hiring a Senior Director of User Acquisition and Growth to lead scalable, efficient user acquisition for Huckleberry as the marketing lead in the Growth Pod.
This is not a performance marketing role with organic as an afterthought — or vice versa. We're looking for a leader who commands both paid and organic acquisition with equal fluency, and who goes one step further: designing product-led growth mechanics: referral loops, viral invite flows, in-product sharing moments that build compounding acquisition flywheels and reduce dependence on paid over time.
This leader reports to the VP of Brand Marketing, manages a multi-disciplinary team, and serves as the primary marketing principal within the cross-functional Growth Pod (Product, Engineering, Analytics, UX Design).
Areas of Responsibility
Full Funnel Ownership: Define the end-to-end user acquisition strategy across paid, organic, and product-led channels — ensuring they compound together rather than operate in silos.
Unit Economics (LTV:CAC): Own accountability for marketing investment efficiency. Drive forecasting and resource allocation based on LTV, CAC, and viral coefficient performance, with a clear plan for how organic and PLG channels reduce blended CAC over time.
Lead, mentor, and align direct reports executing across paid, organic, and growth channels under a unified acquisition strategy.
Referral & Invite Loop Ownership: Design, build, and optimize referral programs and invite mechanics that turn existing users into an acquisition channel. Own the strategy for in-product sharing moments and viral triggers.
Viral Coefficient & K-Factor Analysis: Track and improve the product's organic growth rate. Identify high-leverage in-product moments where sharing, social proof, or word-of-mouth can be amplified.
PLG Roadmap Influence: Partner directly with Product and Engineering to prioritize features that drive product-led acquisition — growth surfaces, onboarding hooks, network effects, and shareable moments.
Community & Social Proof: Leverage Huckleberry's 5M+ family community as a growth asset — through UGC loops, social sharing prompts, and peer recommendation mechanics.
Product-Marketing Bridge: Serve as the strategic marketing leader within the Growth Pod. Translate acquisition insights — including PLG signals like referral rates and viral lift — into prioritized product roadmap inputs.
Data & Attribution: Partner with Business Analytics to build attribution that captures paid, organic, and viral acquisition in a unified view — so the pod always knows where growth is actually coming from.
Experimentation: Champion rapid, statistically sound A/B testing across acquisition channels and product surfaces — including referral mechanics, onboarding flows, and sharing prompts.
Performance Marketing: Oversee strategy and budget optimization for paid channels (SEM, Paid Social, Programmatic) — with a clear POV on how blended CAC improves as organic and PLG channels scale.
Organic / Content-Led Acquisition: Direct content strategy to maximize SEO-driven growth, generating high-intent users through owned channels. This is a co-equal priority to paid, not a support function.
ASO Ownership: Directly own App Store Optimization to maximize organic app downloads.
Affiliate Management: Strategically manage the Affiliate Marketing agency for brand compliance and efficient, high-quality user volume.
Holistic Growth Strategy
Product-Led Growth & Virality
Cross-Functional Growth Pod Integration
Channel Strategy & Execution Oversight
Requirements
Experience: 10+ years of progressive growth experience in consumer subscription, with 4+ years in senior leadership managing Director-level reports
Acquisition Breadth: Proven mastery across both paid (SEM, Paid Social, Programmatic) and organic (SEO, Content, ASO) acquisition — with a track record of growing both and knowing how to balance them
Proven Growth Track Record: You've taken something from small to big — a channel, a program, or a product loop that you can point to with real before/after numbers. We're not looking for someone who inherited scale; we want someone who built it.
Product-Led Growth Expertise: Hands-on experience designing and shipping referral programs, viral invite loops, or other in-product growth mechanics. You should be able to speak fluently to k-factor, referral conversion rates, and how you've moved them
Analytical Depth: Expert proficiency in data, analytics, and BI tools. Strong command of attribution modeling, unit economics, and viral loop modeling
Startup DNA: Proven ability to thrive in a Series B/C environment; resourceful, execution-oriented, and obsessively focused on LTV:CAC
Cross-Functional Acumen: Demonstrated success influencing product and engineering roadmaps as a core member of a Growth Pod or cross-functional team.
What We Do
Having experienced first-hand the toll of sleep deprivation and the lack of tailored and accessible help for parents, we set out to solve this problem in a new way with a team of sleep experts and data scientists. Huckleberry's first product gets kids from newborns to 5 years old sleeping better and longer. After understanding your child's sleep scenario, our algorithms and sleep experts determine what will work for your situation. Possible to achieve this without leaving your child to cry or medicating them? Yes indeed. Get started at: iOS: https://itunes.apple.com/us/app/huckleberry-sleep-improvement-for-families/id1169136078 Android: https://play.google.com/store/apps/details?id=com.huckleberry_labs.app Learn more at www.huckleberrycare.com.
