Growth Marketing Manager, Formative

The Role:

Are you passionate about using your growth marketing skills to make a real difference in the classroom? We are looking for a data-driven, product-centric Growth Marketing Manager to accelerate the growth of Formative.com. At Formative, we believe in the power of our tools—enhanced with thoughtful AI—to save teachers time and help students get the personalized feedback they need to succeed. In this role, you will be a pivotal member of our team, responsible for orchestrating the initiatives that get our powerful learning tools into the hands of more educators, ensuring our impact on education continues to grow.

You will work as a key collaborator with our in-house channel specialists (PPC, SEO, etc.) to achieve our primary business goals:

• Increase qualified traffic to our platform
• Increase the conversion rate of visitors to active free trials/sign-ups.
• Increase the conversion rate from free/trial users to individual paid customers (B2C) or B2B leads.

This is a role for a marketer who excels at project ownership, cross-functional collaboration, and hands-on optimization of the user journey in a high-velocity testing environment.

Why You'Ll Love This Role:

You are the central driver of our growth initiatives. You’ll collaborate daily with our in-house experts, acting as the catalyst who turns strategy into coordinated action. Your job isn't to be the expert in every channel, but to ensure all channels are working in concert to hit our goals. We value self-starting operators who can think strategically but are happiest when they are analyzing data, launching tests, and improving systems. You will have the support of a deeply knowledgeable team and the autonomy to make a direct, measurable impact.

What You'Ll Do:

• Orchestrate Growth Initiatives: You will be the central driver for growth projects, working closely with our in-house specialists in paid media, SEO, and content to guide campaign strategy and ensure cohesive execution. You will own the project, the goals, and the results.
• Own the Conversion Funnel: Your core hands-on responsibility will be to continuously build, test, and improve the user journey from first visit to paid customer. This includes owning the optimization of landing pages, sign-up flows, and user onboarding sequences.
• Leverage In-Product Messaging: You will directly own and implement parts of the in-product conversion process. Your hands-on work will involve creating user guides, workflows, and targeted messages (experience with tools like Pendo is a major plus) to guide users toward activation and payment.
• Independently Analyze and Act on Data: You will personally pull data from various sources to build and monitor performance dashboards. Your primary focus is on deriving actionable insights without hand-holding and using that data to propose the next set of tests and initiatives.

What You'll Bring (The Right Fit):

• A Proven Track Record in Driving Growth: At least 3 years in a growth-focused role (PLG, SaaS, or B2C). You must be able to show specific initiatives you drove and the exact metrics you moved.
• Deep Channel Expertise & Collaborative Skill: You have mastery in at least one or two key acquisition channels (e.g., Paid Search, Email Automation) and are comfortable getting your hands dirty across several others. You have enough operational knowledge to collaborate effectively with specialists and drive strategy.
• Advanced Technical Proficiency: You can navigate a modern growth stack to get work done. Direct, hands-on experience with Salesforce, Google Analytics, and Google Tag Manager (GTM) is essential. You must have a demonstrated understanding of platform-specific settings, bid strategies, optimization levers, and technical details like pixel implementation and attribution models.
• AI-Enhanced Workflow: You are curious about and have experience incorporating AI tools into your own marketing workflows to increase efficiency and drive creative insights.
• A Relentless, Systematic Optimizer: You have a passion for continuous A/B testing and thrive in a high-velocity testing environment, consistently working to improve key funnels.
• Proactive & Resilient Problem Solver: You have a demonstrated pattern of taking ownership, proactively identifying and solving problems independently, and finding alternative solutions when faced with blockers or limited resources.
• Innate ROI-Driven Thinking: You instinctively think and talk in terms of CAC, LTV, and ROI. You proactively identify and kill underperforming initiatives, prioritize based on opportunity cost, and are relentlessly focused on driving measurable business outcomes.

Preference for EdTech Experience: Previous experience in the EdTech space is a huge plus. A passion for improving education is a must.

Base compensation: $82,800 - $110,000. Total compensation for this role also includes incentive stock options and benefits. This compensation range may be adjusted based on actual experience. 

Why you’ll love working at Newsela:

• Health & Wellness: Comprehensive medical benefits with employer contribution to premiums and to HSA accounts. Additional benefits such as pet insurance, free access to the Calm app, and more to help you stay healthy: mind, body, and soul. 
• Work From Home: We are a fully remote company. We provide a monthly tech stipend to support your WFH needs!
• Supporting ALL Families: Inclusive benefits to support you and your family, including parental leave, fertility support, adoption, and more! 
• Financial Wellbeing: Invest in your future with our 401(k) plan, which includes a employer match to help you build long-term financial security.
• Time Off: Flexible PTO plus 10 company holidays plus winter break (Dec 24th - Jan 1st).
• Professional Development: Newsela offers an annual learning and development allowance to employees to attend external training sessions, classes, workshops, conferences, and educational materials to foster professional growth within their current role and career aspirations at Newsela.
• Make A Difference: No matter your role or department, the work you do each day helps share the future of education and improves the lives of students and teachers.

About Newsela:

Newsela takes authentic, real world content from trusted sources and makes it instruction ready for K-12 classrooms. Each text is published at five reading levels, so content is accessible to every learner. Today, over 3.3 million teachers and 40 million students have registered with Newsela for content that's personalized to student interests, accessible to everyone, aligned to instructional standards, and attached to activities and reporting that hold teachers accountable for instruction and students accountable for their work. With over 15,000 texts on our platform and multiple new texts published every day across 20+ genres, Newsela enables educators to go deep on any subject they choose.

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