Growth Lead

About the role

Build the growth motion at Crosby by helping us turn raw demand into a scalable system. We are building a third type of company: neither software nor services, but a neofirm. We are rethinking tech’s growth playbook, keeping what works for our business, and dropping what is brand detractive.

You’ll own the strategy and execution that drive pipeline growth across channels: mapping our potential buyers, brainstorming creative ways to get in front of them, and constantly thinking about how to improve conversion at every step of the funnel. You’ll productize the channels that are working for us, build a single source of truth for our funnel, fix the issues our funnel reveals, and experiment to develop the investment case for strong channels we aren’t running yet.

What you'll do

• Partner closely with sales to build a repeatable outbound motion: draft a prioritized target list, messaging, and sequencing; automate other ancillary touchpoints like gifting and event invites

• Paid channels: figure out a brand accretive way to use paid channels like ads to drive awareness among buying committees

• Experiment: come up with and execute endless campaigns to test new channels and messaging that can drive pipeline and conversion; cut the losers and double down on the winners

• Help drive ROI at events & conferences: measure ICP and TAM overlap to prioritize conferences and dinner invites; partner with events lead to build a machine to send event invites, automate follow ups, and measure ROI

• Analytics: track campaign performance, analyze funnel data, and own ways insights from this data can be immediately used to drive pipeline or improve funnel conversion

Who you are

• 2-6 years experience leading growth at a startup building marketing channels from 0-1 and scaling marketing channels from 1-10

• Creative enough to come up with experiments, and analytical enough to measure what's working

• High agency: you take a broad mandate and get it done. You see an opportunity in the funnel math in the morning and ship a new campaign to take advantage of it by the afternoon.

• Willing to test unconventional ideas.

• Great judgment: you know that Crosby is building a trusted brand as a law firm, and know the line between creative, eye-catching campaign and an idea that is harmful to our brand and goals

• Analytical: you own CAC, conversion, activation, and payback by channel. You build the dashboards, track the funnel, and read the cohorts by yourself.

• Low ego: you know that the best way to test hypotheses is by sending the email or building the ad creative yourself. No task is beneath you.

• You move quickly, communicate clearly, and thrive in ambiguous, fast-paced environments.