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Head of Growth

Marketing and Growth - Toronto

We are looking for a Head of Growth to join our growing marketing team at Properly. This person will be responsible for bridging the gap between marketing and product, focusing on driving customer acquisition, activation and retention to achieve our ambitious revenue and growth goals.This role will involve defining the company’s growth plan, optimizing our data infrastructure, coordinating and executing our growth programs across our core (Facebook, IG, LinkedIn, SEM) and experimental (TV, radio, direct mail, influencers etc.) channels, and optimizing the revenue funnel through channel selection, creative development, budget management, and collaboration with cross-functional teams to improve on-site conversion. Success will be measured based on the effectiveness of your marketing and communications strategy in driving against our key goals while decreasing costs. A more holistic understanding of and experience in consumer journey mapping, brand building, and marketing strategy would also be highly valuable in this position. A successful candidate will demonstrate pragmatism in balancing speed vs. quality, a history of managing high-performance teams, and a bias for action. In this role you will report to the VP of Marketing. 

About Properly:

At Properly, we are on a mission to make real estate customer-centric. We envision a future in which real estate transactions involve dramatically less friction and surprising simplicity, and where Properly is the first choice of all Canadians throughout the entire experience of buying, selling and owning a home. Check out our CEO’s note on the culture we are trying to craft at Properly. 

Properly is headquartered in Toronto. We have a foundation of experienced operators on our team (Uber, Wealthsimple, Wave, Ritual, Mozilla, McKinsey, Shopify, Blackberry, etc.) and have raised over $115 million in funding from investors including FJ Labs, Prudence, Golden Ventures, iNovia Capital, AlleyCorp (Kevin Ryan). Silicon Valley Bank and others. We are an equal opportunity employer and celebrate diverse experiences and perspectives because they make our team more successful.

What you will do: 

  • Determine the strategic roadmap for the performance team, including funnel focus (starting with lead generation but over time with increasing attention towards engagement and churn prevention) and the prioritization model (effort vs. impact) for all performance marketing activities   
  • Partner with Product, Data, and Engineering to oversee integration of our analytics suite (Google Analytics, Amplitude, internal data through Redash, native ad manager tools - and recommendations on any additional tools) into our analytics framework to develop clear dashboarding, attribution models and testing tools to track and optimize performance
  • Create and own goals and performance metrics for campaigns; monitor regularly to understand effectiveness of strategy and creative, making recommendations for continuous improvement that increase conversion, improve lead quality and reduce cost 
  • Partner closely with our Product and Data teams to optimize measurement of on-site conversion  
  • Make recommendations on how to refine our marketing mix by designing, conducting and analyzing the results of experiments across new and existing marketing channels 
  • Recommend, hire and manage external agencies and consultants to drive results
  • Manage a high performing team across core growth and new channels 
  • Provide support across brand building initiatives (messaging, positioning) where required 

What we are looking for: 

  • Experience building, executing and scaling direct response marketing activities across multiple digital (Facebook/Instagram, LinkedIn, SEM, affiliates) and offline (direct response TV, OOH, direct mail, radio) performance channels
  • A honed approach to campaign development that is highly analytical, experiment-driven, and rigorously measured, focused on identifying insights and making improvements in conversion throughout the funnel
  • Experience collaborating closely with analytics teams, data scientists, and product managers to determine experiment plans, measure results and drive growth 
  • A willingness to roll up your sleeves and do whatever it takes to help the company succeed. This role will be a combination of strategy, leadership and execution
  • Excellent written and verbal communication skills and an ability to communicate with senior leaders about marketing strategy, analytics, ROI and more based on a rapidly evolving strategy
  • Experience as a relationship owner with external agency and vendor partnerships, including cost and plan negotiation 
  • Comfort managing a high-performing team and providing guidance on holistic strategy and growth plans

It would be great if you have:

  • Helped create and lead media relations strategies either internally or with an agency
  • Experience with customer relationship management (Email, SMS) and building out cross-sell or retention strategies 
  • Experience contributing to brand building efforts (including positioning, messaging, visual ID, communication guidelines etc.)

At Properly, You'll Have:

  • Competitive cash and equity compensation
  • Unlimited vacation days and a flexible work day; we care about outcomes over schedule
  • Lots of team events and social activities
  • Top of market maternal and paternal leave
  • Excellent healthcare benefits
  • Personal development budget; we support our team members' growth
  • Employee discount on Properly’s services