Director, Marketing & Growth at Minga in Vancouver, British Columbia

Director, Marketing & Growth

About Minga

Minga means community. It’s the belief that we achieve more together than we ever could alone. At Minga, joining our team isn't just about a new role, it's about joining a collective that is deeply invested in your growth, your impact, and your connection to the people around you.

We’re building the Student Behavior Platform schools can’t live without, and we’re having fun doing it.

We are a tight-knit group of curious, low-ego humans who genuinely enjoy the "we" over the "me."

• Supportive Growth: You aren’t on an island. You’ll have the autonomy to do your best work and a community that has your back every step of the way.
• Shared Ownership: Whether at our Kelowna HQ or remote, you’re a vital part of a team that cares as much about the people as the product.
• Real Impact: Everything we do supports the educators and students we serve, creating a ripple effect of connection in schools everywhere.
  
  

Ready to be part of the community?
Come help us make school life better for everyone. 💙

The Role

We’re not just hiring for a position, we’re adding a teammate

Someone who wants to help build what's next, take real ownership, and grow with us along the way. We're looking for a data-obsessed, commercially minded, and creative Director, Marketing & Growth to lead our demand generation, performance channels, and customer acquisition engine. You won't just run campaigns. You'll own the pipeline, master our unit economics, and improve every stage of the growth funnel, from first impression to closed-won to expansion.

You'll also lead Minga's full marketing team across Events, Brand, Design, Organic Growth & SEO, Content, and Email Marketing. We keep a flat structure, so every team member reports directly to you, and you'll personally own demand generation and paid performance. You'll be accountable for what the whole team delivers, and you'll make sure every person on it owns clear, measurable outcomes.

This is a numbers-first role. You'll be measured on qualified pipeline, CAC, and payback period, and you'll be able to show exactly how marketing spend turns into revenue on our P&L. You'll pair that rigor with creative, high-impact campaigns that reach educators and district leaders across the K–12 landscape.

Reporting to our GTM leader, Pam Boyko you'll work hand in hand with Sales, RevOps, Account Management, Customer Experience, and Product. If you thrive at the intersection of unit economics, funnel analytics, modern search and AI discovery, and word-of-mouth growth, this is your opportunity to drive transformative growth.

You'll collaborate across teams, contribute to high-impact work, and have space to experiment, iterate, and level up; all while being surrounded by a group of people who genuinely want to see you succeed.

What You’ll Do 🚀

Team Leadership & Accountability

• Lead, develop, and be accountable for the full marketing team: Events, Brand, Design, Organic Growth & SEO, Content, and Email Marketing
• Turn company revenue goals into a marketing plan where every role has clear, measurable targets tied to pipeline, conversion, retention, or brand reach
• Give each team member clear ownership of their outcomes, and run the rhythm to track them: weekly metrics reviews, monthly retros, and quarterly planning
• Run regular 1:1s, set individual goals, give direct and timely feedback, and address underperformance early and fairly
• Build a culture of accountability, coaching, and testing where wins and misses are shared openly and decisions follow the data
• Create development plans and growth paths for every team member, including senior individual contributors
• Partner with our Principal Brand Strategist, who owns creative review and approval, so brand and performance work reinforce each other
• Recruit and hire top marketing talent, and manage agency, contractor, and vendor partners to extend the team's reach
• Report on marketing performance, spend, and forecast to the GTM leader and executive team

Funnel & Unit Economics

• Own the full funnel: map, measure, and improve every stage of the buyer journey, from first impression and MQL to pipeline, closed-won, and expansion
• Manage CAC, payback period, and ROI by channel, segment, and customer cohort, and connect marketing performance directly to our P&L and financial forecasts
• Build and maintain multi-touch attribution and dashboards that show true channel performance and incrementality
• Own HubSpot marketing standards: lead scoring, routing, lifecycle stages, and data hygiene
• Own the marketing budget and move dollars to the channels with the best return

Paid Performance & Search (Paid, Organic, and AI)

• Get maximum efficiency and ROI from paid search, paid social, and retargeting through rigorous A/B testing, bidding strategy, and landing page testing
• Set SEO and AI search strategy with our Organic Growth & SEO Manager so Minga stays visible as discovery shifts from traditional search to AI-driven answers (Google AI Overviews, ChatGPT, Perplexity)
• Design account-based programs for district and school decision makers, built around the K–12 budget and buying calendar
• Turn our website into a conversion engine through testing, landing pages, and clear calls to action

Customer Marketing & Referral Engines

• Design, launch, and scale referral programs that turn happy educators, administrators, and advocates into active champions, built on the power of peer recommendation in K–12
• Partner with Account Management and Customer Experience on onboarding nurture, cross-sell campaigns, and user group activation that lower churn, grow accounts, and raise LTV
• Bring creative storytelling to performance channels so every campaign resonates with educators and district leadership

Pipeline Forecasting & Revenue Partnership

• Partner with Sales and RevOps on lead-to-revenue models, pipeline delivery forecasts, and lead velocity
• Define the Marketing to Sales handoff, including qualification criteria and lead response SLAs, and hold both sides to it
• Work with the SDR team on campaign targeting, lead quality feedback, and conversion from meeting to closed-won
• Work with Product to bring solution-first messaging to market and keep it consistent across every channel
• Work with Finance and Operations on budget planning, headcount, and forecasting

What We Require ✅

This role requires a proven growth marketing leader who has built and scaled demand engines in a B2B SaaS environment:

• 6+ years in growth or performance marketing, with a track record of scaling high-growth SaaS, EdTech, or B2B businesses and at least 3 years leading a multi-disciplinary marketing team
• A proven record of building pipeline that converts to revenue, with the numbers to show it
• Quantitative and financial fluency: you can explain CAC:LTV mechanics and payback to executives with total clarity, and you understand how marketing spend shows up in the P&L
• You live in your data: Google Analytics, HubSpot or Salesforce, Tableau or Looker, and Excel
• Hands-on mastery of paid acquisition (Google Ads, Meta, LinkedIn) and modern organic and AI search strategy
• K–12 market awareness: purchasing cycles, stakeholder dynamics (teachers, principals, and district administrators), and the role of trust and word-of-mouth in education sales
• A track record of developing marketers and leaders: you've promoted people and that's a point of pride
• Excellent written and verbal communication, including executive-level presentation
• Post-secondary education in Marketing, Business, or a related field, or equivalent demonstrated experience

Bonus points if you have

• Direct experience marketing to K–12 schools, districts, or other public sector buyers
• Experience designing referral or advocacy programs that measurably drove new customer acquisition
• Experience scaling a marketing function through a stage of fast growth

Who You Are 🌟

• Data-obsessed and commercially minded: you think in CAC, and payback, and every decision ties back to revenue
• An owner: you hold yourself accountable for results, and you build a team that owns its numbers the same way
• A strategic thinker who executes: you build the plan and stay close enough to the work to know when to adjust
• A creative problem solver: you balance quantitative rigor with bold campaigns and referral loops that get people talking
• A builder: you've stood up or scaled a growth function before and know what rigor and repeatability actually require
• A coach first: your instinct is to develop your people, not just manage their numbers
• Mission-aligned: you care about the impact Minga has on schools and students
• Low-ego and collaborative: you succeed by making the people around you better
  

Role Compensation 💰

Base Salary: 80/20
Variable: 80/20
OTE: $160,000 - $190,000 CND

Compensation Philosophy & Transparency 💰

At Minga, we believe compensation should reflect impact, fairness, and market alignment, supporting our mission to empower educators and students while building a high-performing, people-first culture. Our standard is to pay at or near the midpoint of the range unless there is a clear business rationale to vary. This approach allows for growth and provides room to learn and develop within the role. We also conduct annual compensation reviews in November, which take into account both market benchmarks and individual performance.

Check out our Benefits & Perk Page for a full review of the overall compensation package.

AI at Minga 🤖

At Minga, we believe AI should make your work faster, smarter, and less repetitive — not more complicated. AI is meant to augment how we work, not replace human thinking or judgment

• Leverage AI, but stay you. We expect you to use the tools available to you, but remember that Minga is built on real people. Your resume and "Why Minga" answer will be read by a real life human, so give us a glimpse of the person behind the profile.
• During your interview we value your unique voice over a perfect prompt. It's okay to not answer perfectly.
  

What You Can Expect From Us 💙

At Minga, you’re more than just an application, you’re a real person with a story we want to hear.

We believe in clear communication, mutual respect, and ensuring every candidate walks away feeling valued, whether we end up working together or not.

Ready to Apply? 👋

If this role feels like a fit or even a maybe, hit apply.

We’re genuinely excited to learn more about you. Let’s build something meaningful together.