Growth Marketing Director
The mission is to build, operate, and scale a high-performance Growth Marketing Engine that transforms premier commercial properties into vibrant, revenue-generating destinations. This role drives a dual-purpose strategy: maximizing top-line revenue through the monetization of public events and bookable spaces, while simultaneously accelerating tenant engagement to secure lease renewals. Designed for a senior strategist who thrives on direct execution, this role requires building the centralized infrastructure and launching the turn-key tools, automated templates, and systems that empower on-site Host teams to market their specific service lines with maximum impact and minimal lift.
The focus is the intersection of B2B acquisition and retention, consumer-facing monetization, and Host team enablement. Key responsibilities include designing the automated communication workflows that drive daily tenant participation, training AI models to scale content creation, and building the technical plumbing for multi-stream attribution. Equal priority is placed on making marketing simple for non-marketers, translating complex growth tactics into low-lift operational tools for on-site execution teams to independently drive revenue and engagement within their specific assets.
Outcomes You’ll Deliver
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Architect & Deploy the Central Engine: Build the core technical marketing infrastructure, attribution modeling, and automated campaign workflows from scratch to scale digital outreach across the portfolio.
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Enable On-Site Host Teams: Create and implement turn-key marketing frameworks, asset-generation toolkits, and simple playbooks that allow localized Host teams to autonomously market site-level service lines and amenities.
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Drive Tenant Engagement & Retention: Own the internal digital communication strategy to activate on-site amenities, fitness programming, and workplace experiences, directly influencing daily participation and long-term lease renewals.
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Monetize Publicly Bookable Spaces: Execute high-conversion digital funnels targeting external groups, corporate clients, and the public to maximize utilization and revenue for event, social, F&B, and meeting spaces.
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Commercialize Events & Programming: Transform physical events into profit centers by driving ticket sales, paid registrations, food and beverage spend, and strategic brand partnerships and sponsorships.
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Accelerate Leasing Velocity: Build sophisticated channels and campaigns that convert site-level brand-identity into physical tours and signed leases for traditional vacancies.
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Support Playbook Internal Marketing: Support Playbook’s corporate brand and inbound pipeline by applying performance marketing tactics and automation workflows internally to showcase our unique value prop to prospective asset owners.
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Orchestrate AI Production & Content Workflows: Act as the primary architect of the AI production stack, training models and automating editing processes to turn site-level content capture into polished marketing deliverables without expanding headcount.
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Own Data Attribution & ROI: Build and manage tracking systems and platforms required to connect digital engagement to physical space utilization and financial outcomes for institutional owners.
Requirements
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7+ years of Growth Marketing Experience: Proven background in Performance Marketing, Growth Engineering, or Demand Generation with a track record of building and managing your own profitable funnels.
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Field Enablement & Systems: Direct experience building scalable tools, automated templates, and simple frameworks for distributed teams to execute.
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Experiential, Hospitality, or CRE Context (Preferred): Direct experience marketing premium physical spaces, hospitality assets, asset-level programming, or space-booking platforms.
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Campaign & Retargeting Mastery: Expert at building multi-channel campaigns, setting up retargeting funnels (Meta, LinkedIn, Google), and managing complex audience segments for transactional conversions.
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Analytical & Builder Mindset: Proficient in GA4, GTM, and multi-touch attribution modeling. Advanced proficiency in AI tools and automated workflows to scale creative output independently.
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Strategic Individual Contributor: Ability to operate as a nimble team of one with the executive presence required to present data-driven revenue and retention strategies to C-suite stakeholders and scale a department.
Key Competencies
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The Hands-on Architect & Deployer: Ability to design macro-level commercial strategy and then personally build the software, automation workflows, and training tools required to scale it.
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Operational Enabler: Skilled at simplifying complex growth marketing into digestible, low-lift execution tasks for non-marketing field staff to ensure high quality and adoption.
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Retention-Focused Placemaker: Understands how to translate physical energy, architectural design, services and programming into measurable engagement generating loyalty, lease renewals, and top-line asset revenue.
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Growth Mindset: A focus on continuous iteration. You move from idea to execution quickly, using data to pivot and optimize for the best possible results.
As published by lever
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- Tell us the top two (2) reasons you're excited to join our team. written answer
- Please share one specific example you have of how you've lived one of our three (3) core values in a previous role. You can find our core values listed on our careers page. written answer
- Do your salary expectations align with the salary details you saw in the job description? choose one
- If you were offered this job, how long would it be until you could start? Please take into account the number of weeks of notice you'd want to give your current employer (where applicable)
- Please confirm you are authorized to work in the US. choose one
- How did you hear about this opportunity? choose one
- Did anyone on our Playbook team tell you about this job? If so, whom? written answer
- Do you have 7+ years of growth marketing experience? choose one
- Please provide a link to your digital portfolio, personal website, or visual campaign showcase (including password if applicable). written answer
- Which consumer-facing (B2C) brands, products, services, or apps have you managed growth marketing for? Please list the brand names and links to their primary consumer web/app properties. written answer
- Detail one of your top-performing growth campaigns. You MUST include absolute starting and ending metrics (e.g., "Scaled ad spend from $15k to $60k generating $250k in revenue" or "Grew site traffic from 40k to 120k monthly unique visitors"). written answer
- Share a specific instance where an optimization, tool, or campaign you led directly improved financial efficiency. What was the exact impact on Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), or total budget saved? Include starting and ending figures. written answer
- In 2 to 3 sentences, hook us: Why does your specific marketing strategy make you the ideal match for our brand? written answer