Head of Growth Marketing

Location: In-person, NYC (5 days/week)

Type: Full-time

Salary Range: k

Report to CEO & Founder Suzy Welch

About Becoming You Labs

Becoming You Labs is a behavioral science company dedicated to helping people and organizations live with clarity, alignment, and purpose. Founded by Dr. Suzy Welch—three-time NYT best-selling author and professor at NYU Stern—our work grew out of a course she created on life design and decision-making that sparked a global movement.

At the heart of our method is a simple but powerful idea: your purpose lies at the intersection of your authentic values, your natural aptitudes, and your most energizing, economically viable interests. We design science-backed assessments and transformative learning experiences that guide people through this discovery process—and then help them make decisions that stick, not because they're easy, but because they're true.

We are not in the business of quick fixes. We're a research-based, fast-growing, cash flow-positive behavioral science company with five successful products, more than 80,000 customers in our first year, and a full pipeline of products in beta, with GTM plans for 2025 and 2026. We also have the soul of a think tank and the spirit of a mission-driven start-up, building sustainable frameworks for self-discovery and decision-making that transform lives and stand the test of time. 

Joining BY Labs means becoming part of a team that:

• Builds for real impact, creating tools people return to at every inflection point in life and leadership.
• Lives the work, applying the same systems of clarity and alignment to ourselves that we give to the world.
• Moves with urgency and purpose, rejecting jargon and trends in favor of sharp thinking and lasting ideas.
• Treats every user's journey with respect, meeting people in moments of uncertainty and change with sincerity and care.
• If you want to do the most meaningful work of your career—building tools and experiences that help people, families, and organizations live authentically—we'd love to hear from you.

The Role

We're looking for a
Head of Growth Marketing & Partnerships

to architect and execute the full-funnel growth engine for the Becoming You ecosystem—across digital products, certification programs, live events, and enterprise offerings.

You'll own the growth system from
awareness → conversion → retention → expansion

, integrating brand storytelling, lifecycle marketing, and strategic partnerships to scale our reach and revenue.

This is a hands-on, highly cross-functional role—ideal for someone who's scaled early-stage
edtech, self-discovery, or wellness brands

and knows how to translate mission into measurable growth. You'll work directly with Dr. Suzy Welch and the leadership team to connect behavioral science with business strategy, designing a growth model that compounds intelligently and stays true to our purpose.

What You'll Do
Growth Strategy & Funnel Architecture

• Design and execute the growth playbook—from go-to-market to scale—for our products, certification programs, and content ecosystem.
• Develop and optimize multi-channel funnels for both B2C and B2B audiences.
• Translate behavioral insights, audience data, and performance metrics into actionable growth plans.
• Create launch strategies for new products, with clear hypotheses, goals, and post-launch analyses.

Email & Lifecycle Marketing (B2C + B2B)

• Own our email strategy for both individual users and professional segments (coaches, therapists, educators, and enterprises).
• Develop automated email journeys—lead nurturing, onboarding, retention, and reactivation—across audiences.
• Partner with content and design to craft high-performing campaigns that educate, inspire, and convert.
• Measure and optimize engagement, deliverability, and ROI through segmentation and A/B testing.

Performance Marketing & Analytics

• Lead paid and organic growth campaigns across social, search, and affiliate channels.
• Build and manage the growth stack: analytics, CRM, automation, attribution, and experimentation frameworks.
• Run A/B tests to improve conversion at every stage of the funnel.
• Define and track growth KPIs—CAC, LTV, retention, MRR, and engagement—and use them to drive decision-making.

Product & Monetization Strategy

• Collaborate with product leadership to shape pricing, bundling, and monetization strategies that increase lifetime value.
• Partner with content and product teams to create high-conversion lead magnets, webinars, and digital experiences.
• Design data-driven onboarding and retention flows that turn first-time users into long-term advocates.

Partnerships & Business Development

• Build partnerships across coaching, education, and wellness sectors that expand distribution and credibility.
• Launch affiliate, ambassador, and institutional programs to scale reach and trust.
• Represent Becoming You Labs at events, conferences, and collaborations with thought leaders and enterprises.

You Might Be a Fit If You…

• Have
  4–10 years of experience

in growth, lifecycle marketing, or business development—ideally in
edtech, wellness, or purpose-driven consumer products.
- Have successfully launched and scaled digital or hybrid products.
- Understand how to build and manage a full growth stack (analytics, CRM, automation, attribution).
- Can execute
email and lifecycle marketing

strategies for both consumer and professional audiences.
- Are equally fluent in creative storytelling and data-driven experimentation.
- Thrive in ambiguity, move fast, and stay grounded in clarity and purpose.
- Are based in
New York.

Bonus Points

• Experience scaling a
  multi-product edtech or certification ecosystem.
• Expertise in tools like HubSpot, GA4, Mixpanel, Webflow, Zapier, Meta Ads, or similar.
• Experience with
  subscription or membership models.
• Strong storytelling and messaging instincts—you turn insights into conviction.