FreshBooksFreshBooks

Senior Director, Growth

Added 1 hour ago

About the Role

As the Senior Director of Growth, you are the architect of FreshBooks’ integrated acquisition and conversion engine. You will lead a high-scale organization encompassing Performance Marketing, PR, Web Strategy, and Demand Generation to optimize existing channels while aggressively opening new ones. Your mission is to orchestrate a "surround sound" marketing strategy where Paid, Earned, and Influenced channels work in concert to drive user growth. You will own the entire journey from first touchpoint through early lifecycle, ensuring high-volume traffic is successfully activated and converted into long-term customers. This role is a critical succession appointment, leading our largest team portfolio and the future of our acquisition engine.

Note: This role can be worked the following locations in Canada:

  • Remote form Calgary,AB| Halifax,NS| Truro,NS| Vancouver,BC
  • Hybrid form Toronto, ON

What You'll Do

  • Direct the user growth engine by aligning Performance, PR, and Demand Gen on a singular narrative amplified across SEM, Paid Social, Earned Media, and partnerships.
  • Provide executive vision for global budget allocation, platform architecture, and the conversion-first roadmap for the marketing website.
  • Reduce dependency on traditional channels (SEO/Paid) by building modern Demand Gen functions, utilizing Community, Creators, and Influencers as primary performance levers.
  • Use media relations as a strategic growth lever to build "Social Proof" and SEO domain authority, increasing the effectiveness of Paid and Demand Gen efforts.
  • Own the "Visitor-to-Paid" rate by leading CRO strategy and early lifecycle journeys to ensure users reach their "Aha!" moment quickly.
  • Serve as the primary partner to Product and Product Marketing to bridge the gap between marketing-to-product experiences and multi-product positioning.
  • Own the P&L for the Growth organization, including high-level forecasting and reporting complex multi-channel ROI to the C-Suite and Board.

What You'll Bring

  • 12+ years of experience in Growth or Marketing leadership, with a proven track record as a "leader of leaders" managing multi-disciplinary, high-scale teams.
  • Deep experience working across diverse marketing functions with a sophisticated understanding of how PR, Search, and Social fuel one another.
  • A strong preference for candidates who have successfully scaled growth in a DTC environment or a high-growth SaaS ($100M+ ARR) context.
  • A relentless focus on the "leaky bucket" and micro-conversions (Web visit → Trial → Activation → First Invoice → Paid).
  • Demonstrated ability to open new, non-traditional channels and pivot strategies in response to AI disruption and rising acquisition costs.
  • The ability to manage a diverse spectrum of talent, from technical web developers and media buyers to creative PR specialists.
  • Exceptional ability to translate complex attribution models and multi-channel strategies into actionable insights for executive leadership.

You'll Stand Out If You Have

  • Proven success building Creator, Influencer, or Community programs that moved the needle on actual revenue rather than just brand sentiment.
  • Advanced experience using automation and product triggers to drive the "trial-to-paid" transition.
  • Experience stepping into high-impact roles within a structured succession plan, demonstrating immediate strategic value.

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