Senior Director of Growth Marketing, Huckleberry Labs
$150-200k
+ Equity
More information about location
Sleep plans for every family
Open for applications
Sleep plans for every family
21-100 employees
Open for applications
$150-200k
+ Equity
More information about location
21-100 employees
Company mission
To create life-changing products and experiences through fresh, beautiful, human-centered technology that brings health, well-being, and a bit of magic to every family.
Role
Who you are
- Experience: 10+ years of progressive experience in Growth in the consumer subscription industry, with a minimum of 4+ years in a senior leadership role successfully managing Director-level reports
- Holistic Funnel Mastery: Proven success in unifying and optimizing the full-funnel—demonstrating expertise in driving efficient acquisition, purchase conversion, and retention
- Analytical Depth: Expert-level proficiency in leveraging data, analytics, and business intelligence tools. A strong understanding of advanced attribution modeling, and unit economics is essential
- Startup DNA: Proven ability to thrive in a Series B/C startup environment; highly resourceful, capable of quickly taking on execution gaps (like ASO), and obsessively focused on maximizing LTV:CAC
- Cross-Functional Acumen: Demonstrated success influencing product and engineering roadmaps as a core member of a Growth Pod or cross-functional team
- The ideal candidate blends rigorous data analysis with creative strategy to connect paid efforts, organic content, and lifecycle messaging, ensuring maximum LTV:CAC
What the job involves
- We are hiring a Senior Director of Growth Marketing to define, lead, and optimize the entire customer journey, driving efficient and scalable growth for Huckleberry as the marketing lead in the Growth Pod
- This role is the key strategic owner of the Growth Marketing Funnel—from User Acquisition (UA) through Activation and Retention
- This leader reports to the VP of Brand Marketing, manages Director-level reports (who lead team execution), and serves as the primary marketing principal within the high-leverage, cross-functional Growth team (Product, Engineering, Analytics, UX Design)
- Holistic Growth Strategy:
- Full Funnel Strategy: Define the holistic, end-to-end growth marketing strategy that seamlessly connects User Acquisition>Activation/Conversion>Retention. Ensure that functional strategies across the growth marketing verticals are unified under a single growth objective within the Growth Pod, while staying apprised of Brand marketing inputs into growth
- Unit Economics (LTV:CAC): Own the ultimate accountability for optimizing the efficiency of the marketing investment. Drive monthly/quarterly forecasting and resource allocation based on LTV and conversion performance at every stage of the funnel
- Director Leadership & Alignment: Lead, mentor, and align direct reports to create and execute strategy within their respective domains (e.g., Performance, LCM + CM, etc.) to ladder up into growth pod strategy
- Cross-Functional Growth Pod Integration:
- Product-Marketing Bridge: Serve as the strategic marketing leader within the Growth Pod, translating marketing funnel insights into clear, prioritized objectives to inform pod strategy and the roadmap
- Data & Attribution: Partner closely with Business Analytics to ensure robust, end-to-end attribution and reporting, providing the entire pod with a single source of truth for growth marketing metrics
- Experimentation: Champion a culture of rapid, statistically sound A/B testing across marketing channels and key product surfaces (onboarding, feature adoption prompts)
- Channel Strategy & Execution Oversight:
- Provide strategic guidance to the teams responsible for driving direct growth marketing, including being the direct owner of the holistic User Acquisition portfolio
- Performance Marketing: Oversee for the strategy and budget optimization for all paid channels (SEM, Paid Social, Programmatic)
- Affiliate Management: Strategically manage the Affiliate Marketing agency to ensure brand compliance and high-quality, efficient user volume
- ASO Ownership: Directly take accountability for App Store Optimization (ASO), managing execution or quickly resourcing the function to maximize organic app downloads
- Content Marketing: Direct the Content strategy to maximize Organic Growth (SEO), focusing content efforts on generating high-intent users/leads that seamlessly flow into the activation and lifecycle funnels
- Lifecycle Marketing (Activation, Conversion & Retention): Oversee the strategy for CRM channels (Email, Push, In-App). Focus on improving key retention metrics, reducing early-stage churn, driving user adoption of high-value features and purchase conversion
Our take
Global sleep health is in decline, presenting problems for people of all ages but especially for children, and it can be hard for parents to access sleep research in a way that is understandable or can be used in their homes. Huckleberry Labs supplies an app that leverages AI and data science alongside pediatric sleep experts to deliver expert, employable advice to parents.
Founded by parents, the app is primarily a sleep-monitoring system; but it has evolved to include activity tracking and a predictive feature called SweetSpot, which lets parents know optimal nap times given past sleep patterns. Unlike other apps of its sort, Huckleberry is not designed to be monitored continuously. It does not feature competitive aspects such as reward streaks, to avoid all-or-nothing usage and allow parents to feel at ease using the app.
The Huckleberry app is highly rated and has over a million users across 179 countries. The company has raised good levels of funding which are cited to help continue research into categories such as tantrums and screen time, and to hire talent for engineering, marketing, and development teams.
Freddie
Company Specialist at Welcome to the Jungle
Company
Funding (2 rounds)
Nov 2021
$12.5m
SERIES A
Jun 2020
$2.5m
SEED
Total funding: $15m
Company HQ
Irvine Technology Center, Irvine, CA
Leadership
Jessica Toh
(CEO)Former Senior Project Manager of Special Projects at Genesys. Previous experience as Director of Client Solutions at Utopy.
Seng Oon Toh
(CTO)Co-founder of Linus Health. Venture Partner with Tamarisc Ventures, and Advisor at TMC Group.
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