Director of Performance Marketing

📌 Core Information - Job Title: Director of Performance Marketing - Company: Relay - Location: Toronto, Ontario, Canada - Job Type: Full-Time, Hybrid (2 office days per week) - Category: Fintech, Growth Marketing - Date Posted: June 23, 2025 - Experience Level: 10+ years of experience in growth marketing 🚀 Job Overview Key aspects of this role include: - Developing and executing Relay's customer acquisition strategy across various channels to drive growth. - Leading and mentoring a team of channel managers to ensure consistent execution and optimization of campaigns. - Collaborating with Product and Finance teams to optimize marketing efforts and achieve acquisition goals. - Owning the design and execution of A/B and multivariate tests across marketing, signup, and onboarding flows. - Managing affiliate marketing programs to maximize their impact on growth. ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of marketing funnels, A/B testing, and conversion rate optimization. The ideal candidate will have experience working with SMBs and a proven track record of optimizing multi-million dollar marketing budgets. 📋 Key Responsibilities ✅ Develop and execute Relay’s customer acquisition strategy, looking across paid and owned channels to develop an efficient, dynamic, and constantly improving growth engine. ✅ Develop, execute, and optimize paid marketing campaigns across social, search, display, and emerging platforms to drive customer acquisition and ROI. ✅ Collaborate with Product teams to identify and execute growth opportunities within the product experience, including referral programs, onboarding flows, and upsell initiatives. ✅ Own the design execution of A/B and/or multivariate tests across our marketing, signup, and onboarding flows, leveraging quantitative and qualitative data to inform decisions. ✅ Deep fluency in CAC and LTV, with the ability to bring a strategic point of view on the right investment and efficiency levels for a highly dynamic business. ✅ Manage affiliate marketing programs, ensuring they align with Relay’s objectives and maximize their impact on growth. ✅ Lead and mentor a team of channel managers, ensuring the consistent execution and optimization of campaigns. ✅ Collaborate with Finance to develop and track budgets and forecasts, and work with Product to align on initiatives that drive growth. ASSUMPTION: The ideal candidate will have experience in growth marketing, with a strong track record in paid performance marketing. They should be analytical, data-driven, and able to interpret data to turn insights into actionable strategies. 🎯 Required Qualifications - Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience). - Experience: 10+ years of experience in growth marketing, with a strong track record in paid performance marketing. - Required Skills: - Proven experience optimizing multi-million dollar marketing budgets. - Deep understanding of key performance marketing platforms, tools, and techniques, including Facebook Ads, Google Ads, and analytics tools. - Expertise in product-led growth strategies and collaborating with Product teams to identify acquisition and retention opportunities. - Strong data analytics skills, including SQL, Python, and R (bonus points). - Exceptional communication and collaboration skills for working cross-functionally with Finance, Product, and Marketing teams. - Leadership experience with a passion for mentoring and a track record of building high-performing teams. - Preferred Skills: - Experience working at an early-stage company and seeing it through scale. - Experience working with SMBs. ASSUMPTION: The ideal candidate will have a strong understanding of marketing funnels, A/B testing, and conversion rate optimization. They should be analytical, data-driven, and able to interpret data to turn insights into actionable strategies. 💰 Compensation & Benefits - Salary Range: $180,000 - $220,000 CAD per year (based on industry standards for a Director of Performance Marketing role in Toronto with 10+ years of experience). - Benefits: - Competitive salary and meaningful equity. - Comprehensive health benefits, including flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents. - Flexible vacation and time off, with an extra week of office closure during the end-of-year holidays. - Parental leave with top-up for all full-time employees, regardless of location and accessible for all parents: birthing, non-birthing, and adoptive. - Hybrid work environment with two office days per week, including lunch, snacks, and beverages on-site. - Dog-friendly space. - Personal and professional growth opportunities through ongoing feedback, mentorship, and coaching. - Top-tier equipment, including multiple screens and ergonomic seating. - Social connection opportunities, including two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders. ASSUMPTION: The salary range is estimated based on industry standards for a Director of Performance Marketing role in Toronto with 10+ years of experience. Benefits are comprehensive and designed to support employees' well-being and work-life balance. 📌 Applicant Insights 🔍 Company Context - Industry: Fintech, focusing on small business banking and money management. - Company Size: Mid-sized, with a focus on growth and innovation. - Founded: 2021, with a mission to increase the success rate of small businesses by providing an all-in-one, collaborative money management platform. - Company Description: Relay is a collaborative money management platform designed to help small businesses thrive. We believe in empowering small business owners with the tools and resources they need to grow and succeed. - Company Specialties: Small business banking, money management, growth marketing, and customer acquisition. 🔍 Company Website: https://relayfi.com/ ASSUMPTION: Relay is a growing fintech company focused on providing small businesses with the tools and resources they need to succeed. The company values innovation, collaboration, and customer-centricity. 📊 Role Analysis - Career Level: Director-level role, reporting directly to the VP of Growth. - Reporting Structure: This role will lead a team of channel managers and collaborate with cross-functional teams, including Product and Finance. - Work Arrangement: Hybrid, with two office days per week in Toronto. - Growth Opportunities: - As Relay continues to grow, there will be opportunities for the Director of Performance Marketing to expand their team and take on additional responsibilities. - The ideal candidate will have the opportunity to shape the growth marketing function and make a significant impact on Relay's success. ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to build and lead a high-performing team and drive Relay's customer acquisition strategy. 🌍 Location & Work Environment - Office Type: Hybrid, with two office days per week in Toronto. - Office Location(s): Toronto, Ontario, Canada. - Geographic Context: Toronto is a multicultural city with a thriving tech industry and a strong focus on small business growth. - Work Schedule: Full-time, with a flexible work arrangement that allows for remote work three days per week. ASSUMPTION: The hybrid work environment offers the best of both worlds, with the opportunity to collaborate and connect with team members in the office while also enjoying the flexibility of remote work. 💼 Interview & Application Insights - Typical Process: 1. A 45-minute Google Meets video call with a member of the Talent team. 2. A 45-minute Google Meets video call with the VP of Growth. 3. A 45-minute Google Meets video call with a member of the Leadership team. 4. A take-home case study followed by a 60-minute presentation to the Growth Marketing team. - Key Assessment Areas: - Strategic thinking and problem-solving skills. - Leadership and mentoring abilities. - Data analysis and interpretation skills. - Communication and collaboration skills. - Application Tips: 1. Tailor your resume and cover letter to highlight your relevant experience and skills for this role. 2. Prepare for behavioral and situational interview questions that focus on your leadership, problem-solving, and communication skills. 3. Familiarize yourself with Relay's mission, values, and company culture to demonstrate your fit and enthusiasm for the role. - ATS Keywords: Growth marketing, customer acquisition, paid performance marketing, A/B testing, conversion rate optimization, marketing funnels, data analysis, leadership, mentoring, collaboration, product-led growth, affiliate marketing, budget management. ASSUMPTION: The interview process is designed to assess the candidate's strategic thinking, leadership, and communication skills, as well as their cultural fit with Relay's mission and values. 🛠️ Tools & Technologies - Google Analytics - Facebook Ads - Google Ads - LinkedIn Ads - Display advertising platforms - Emerging advertising platforms - SQL, Python, and R for data analysis - A/B testing tools (e.g., Optimizely, VWO, or Google Optimize) - Project management tools (e.g., Asana, Trello, or Jira) - Collaboration tools (e.g., Google Workspace, Microsoft 365, or Slack) ASSUMPTION: The ideal candidate will have experience with the tools and technologies listed above and be comfortable learning and adopting new tools as needed. 👔 Cultural Fit Considerations - Company Values: - Customer-centricity: We put our customers first in everything we do. - Innovation: We embrace change and continuously seek new ways to improve. - Collaboration: We work together to achieve our goals and support each other's growth. - Integrity: We act with honesty and transparency in all our interactions. - Work Style: - Fast-paced and dynamic, with a focus on growth and innovation. - Collaborative and supportive, with a strong emphasis on teamwork and mentorship. - Data-driven and analytical, with a focus on using data to inform decision-making. - Self-Assessment Questions: 1. How do you embody Relay's values in your work, and how have you demonstrated this in previous roles? 2. How do you approach collaboration and teamwork, and how have you supported the growth of your team members in previous roles? 3. How do you stay organized and manage multiple projects in a fast-paced environment? ASSUMPTION: The ideal candidate will be a strong cultural fit with Relay's values and work style, with a proven track record of collaboration, innovation, and customer-centricity. ⚠️ Potential Challenges 1. Managing a team remotely and ensuring consistent execution and optimization of campaigns. 2. Balancing the need for growth with the need to maintain efficiency and optimize marketing spend. 3. Collaborating effectively with cross-functional teams, including Product and Finance, to align on initiatives that drive growth. 4. Staying up-to-date with the latest trends and best practices in growth marketing, as the industry is constantly evolving. ASSUMPTION: The ideal candidate will have experience overcoming these challenges and be able to bring a strategic point of view to Relay's growth marketing function. 📈 Similar Roles Comparison 1. Director of Growth Marketing vs. VP of Growth Marketing: As a Director, this role focuses on executing and optimizing specific marketing channels, while a VP of Growth Marketing role would have a broader scope, including strategy development and team management. 2. Growth Marketing vs. Demand Generation: Growth marketing focuses on driving customer acquisition and retention through a combination of paid and owned channels, while demand generation focuses primarily on generating leads for the sales team through content marketing, events, and other channels. 3. Fintech vs. Tech: Fintech roles often require a strong understanding of financial services and regulations, while tech roles may focus more on software development and technology infrastructure. ASSUMPTION: The ideal candidate will have experience in growth marketing and a strong understanding of the fintech industry, as well as the unique challenges and opportunities it presents. 📝 Sample Projects 1. Developing and executing a successful customer acquisition campaign across multiple channels, resulting in a significant increase in new customers and ROI. 2. Optimizing the onboarding flow to improve customer activation and retention rates, using A/B testing and data analysis to inform decision-making. 3. Collaborating with the Product team to identify and execute growth opportunities within the product experience, resulting in increased user engagement and revenue. ASSUMPTION: The ideal candidate will have experience with these types of projects and be able to bring a strategic point of view to Relay's growth marketing function. ❓ Key Questions to Ask During Interview 1. How does Relay approach customer acquisition and retention, and how does this role fit into that strategy? 2. What are the key priorities for this role in the first 90 days, and how will my work contribute to Relay's overall growth goals? 3. How does Relay support the professional growth and development of its team members, and what opportunities are there for growth within this role? 4. How does Relay collaborate with cross-functional teams, and what is the dynamic like between the Growth Marketing team and other departments? 5. What are the biggest challenges facing Relay's growth marketing efforts, and how can this role help address them? ASSUMPTION: The ideal candidate will ask thoughtful, insightful questions that demonstrate their understanding of the role and their fit with Relay's mission and values. 📌 Next Steps for Applicants To apply for this position: 1. Submit your application through this link: https://relayfi.com/careers/ 2. Tailor your resume and cover letter to highlight your relevant experience and skills for this role. 3. Prepare for behavioral and situational interview questions that focus on your leadership, problem-solving, and communication skills. 4. Familiarize yourself with Relay's mission, values, and company culture to demonstrate your fit and enthusiasm for the role. 5. Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications. ⚠️ Disclaimer: This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.