The mission:
As Head of Growth, you will be the architect behind Baubap’s user growth engine — designing and executing strategies that acquire, engage, and retain customers at scale. You’ll lead the expansion of our referral program, test and implement new acquisition channels, and optimize every stage of the funnel — from awareness to retention — using data, creativity, and experimentation. Your mission is to drive sustainable, profitable growth by combining performance marketing, product-driven growth, and customer insights to reach millions across LATAM. You will report directly to the CEO, and collaborate closely with Product, Data, and Engineering teams to bring growth ideas to life.
The expected outcome:
1. Acquisition & Channel Expansion
- Scale and continuously optimize Baubap’s referral program to become a core, high-performing growth engine.
- Identify, test, and launch new acquisition channels (e.g., partnerships, influencer collaborations, affiliate marketing, community marketing, organic/SEO, WhatsApp or SMS-based campaigns).
- Manage and optimize paid channels (Meta, Google, TikTok, UAC) for efficiency and ROI.
- Develop a deep understanding of our customer journey and leverage data to target high-intent users.
2. Conversion & Onboarding
- Optimize the end-to-end funnel — from awareness to app install to loan activation — reducing friction and improving conversion rates.
- Partner with Product and Data teams to design experiments (A/B tests, UX tests, landing pages) that improve activation and engagement.
- Leverage behavioral data to personalize onboarding flows and improve early user retention.
3. Retention & Lifetime Value
- Implement and measure retention loops and engagement campaigns that increase repeat usage and customer loyalty.
- Design and execute lifecycle marketing campaigns (push, email, in-app) that increase lifetime value and decrease churn.
- Collaborate with Customer Success and Product teams to identify and remove friction points in the user journey.
4. Growth Analytics & Experimentation
- Establish a strong culture of experimentation and data-informed decision making across the Growth team.
- Monitor and act on the key growth metrics (CAC, LTV, retention, viral coefficient, payback period).
- Develop dashboards, cohort analyses, and reporting frameworks to track the impact of every initiative.
5. Leadership & Cross-Functional Collaboration
- Build, mentor, and grow a multidisciplinary Growth team (performance, product, lifecycle, analytics).
- Partner with Product, Engineering, and Data to align growth initiatives with business objectives.
- Communicate strategies, insights, and progress effectively to the executive team.
Requirements
- 10+ years of experience in Growth, Performance Marketing, or related roles, with leadership experience in fast-scaling B2C companies.
- Proven record of scaling acquisition and retention channels, ideally within app-based or fintech businesses.
- Deep understanding of growth loops, funnel optimization, and experimentation frameworks.
- Advanced analytical skills with expertise in tools such as Google Analytics, Looker, Mixpanel, Appsflyer, or similar.
- Experience managing multi-channel marketing budgets and optimizing ROI.
- Strong business acumen — able to balance growth speed with cost efficiency and quality of users.
- Excellent communication and leadership skills, able to align cross-functional teams around growth goals.
- Fluent in English and Spanish.
Nice to have:
- Experience leading referral, affiliate, or community-led growth programs.
- Background in fintech, financial inclusion, or emerging markets.
- Experience in product-led growth or growth engineering environments.
- Passion for social impact and building financial products for underserved communities.
What we can offer:
- Being part of a multicultural, highly driven team of professionals
- 20 vacation days / year + 75% holiday bonus (Prima Vacacional)
- 1 month (proportional) of Christmas bonus (Aguinaldo)
- Food vouchers
- Health & Life insurance
- Competitive salary