Director of B2C Marketing & Monetization

Similarweb is the leading digital intelligence platform used by over 4000 global customers. Our wide range of solutions is used throughout companies ranging from Fortune 5 through SMB.

We help our customers succeed in today’s digital world through data-focused insights that drive competitive benchmarks, strategic analysis, sales processes, investments, and more.  

In 2021, we went public on the New York Stock Exchange, and we haven’t stopped growing since!

We are looking for an exceptional Director of B2C Marketing & Monetisation to lead growth across a portfolio of B2C products operating across mobile apps, websites, browser extensions, and other digital platforms.

This is a full-stack B2C leadership role spanning growth, brand, and monetization. You will own marketing strategy and execution across multiple products, channels, business models, and funnels, while building a high-performing team that delivers scalable, measurable results.

What you’ll do

• Own the end-to-end B2C marketing strategy across a multi-product portfolio, aligned with user growth, engagement, retention, revenue, and monetisation goals
• Lead performance marketing, media buying, and paid acquisition across key channels, including Google, Meta, TikTok, search, display, video, programmatic, affiliate, and other paid sources
• Drive organic growth through SEO, AEO/GEO, ASO, and content-led discoverability strategies across web, app, and emerging search surfaces
• Build and scale user and data acquisition engines that expand reach, improve audience quality, and strengthen the company’s first-party data assets and panel capabilities
• Optimize the full customer lifecycle across acquisition, activation, engagement, retention, reactivation, loyalty, and conversion through lifecycle marketing, CRM, and marketing automation across email, push, in-app messaging, SMS, and remarketing channels
• Own and evolve monetization strategy across subscriptions, freemium, upsell, cross-sell, ad monetization, pricing, promotions, partnerships, and conversion optimization
• Build and scale partnership and distribution programs as meaningful growth levers
• Own core marketing and business KPIs, including CAC, CPI, ROAS, conversion, retention, churn, LTV, payback, ARPU, and revenue contribution
• Build a strong experimentation culture across creatives, offers, landing pages, onboarding flows, pricing, retention journeys, and monetization levers
• Partner closely with Product, BI, Monetization, Creative, Operations, and senior leadership to translate business goals into scalable marketing execution
  
  

What we’re looking for

• 5–10+ years of experience in B2C marketing leadership roles, with a strong track record in performance-driven environments
• Proven success managing multi-channel marketing across performance marketing, media buying, programmatic, affiliate, search, SEO, brand, and funnel optimisation
• Strong analytical capabilities, including experience with attribution, incrementality, experimentation, forecasting, and marketing analytics
• Experience working across multiple products, funnels, KPIs, and growth models
• Strong understanding of B2C monetisation models, including subscription, freemium, ad-supported, and hybrid businesses
• Proven people leadership experience, including building and managing strong teams; experience managing managers is a plus
• Strategic thinker with a hands-on approach and strong operational discipline
• Excellent communication and stakeholder management skills
• Fluent English, written and verbal
• Bachelor’s degree in Marketing, Business, Economics, or a related field; MBA is an advantage
  
  

Strong advantages

• Experience in app-first businesses and mobile growth
• Experience in marketing browser extensions or web utilities
• Experience in international, multi-geo marketing operations
• Experience in high-growth, multi-product B2C environments
• Familiarity with AI-native marketing workflows, automation, and creative optimization systems

Why is this role different?

This role sits at the intersection of growth, brand, monetisation, portfolio management, and cross-platform execution. It is a rare opportunity to lead a sophisticated B2C marketing engine inside a company with global reach, unique data assets, and ambitious growth goals.

If you know how to operate across both strategy and execution, and you are excited to build at scale in a complex, high-impact environment, we’d love to talk.

Why you’ll love being a Similarwebber:

You’ll actually love the product you work with: Our customers aren’t our only raving fans. When we asked our employees why they chose to come work at Similarweb, 99% of them said “the product.” Imagine how exciting your job is when you get to work with the most powerful digital intelligence platform in the world.

You’ll find a home for your big ideas:  We encourage an open dialogue and empower employees to bring their ideas to the table. You’ll find the resources you need to take initiative and create meaningful change within the organization. 

We offer competitive perks & benefits: We take your well-being seriously, and offer competitive compensation packages to all employees. We also put a strong emphasis on community, with regular team outings and happy hours.

You can grow your career in any direction you choose: Interested in becoming a VP or want to transition into a different department? Whether it’s Career Week, personalized coaching, or our ongoing learning solutions, you’ll find all the tools and opportunities you need to develop your career right here. Diversity isn’t just a buzzword: People want to work in a place where they can be themselves. We strive to create a workplace that is reflective of the communities we serve, where everyone is empowered to bring their full, authentic selves to work. We are committed to inclusivity across race, gender, ethnicity, culture, sexual orientation, age, religion, spirituality, identity, and experience. We believe our culture of equality and mutual respect also helps us better understand and serve our customers in a world that is becoming more global, more diverse, and more digital every day.

We will handle your application and information related to your application in accordance with the Applicant Privacy Policy available here, as applicable: https://www.similarweb.com/corp/legal/applicant-privacy-policies/