Head of Consumer Growth

As Hedra's first dedicated Head of Consumer Growth, you will be responsible for architecting and driving consumer acquisition, activation, and monetization. This zero-to-one role involves designing and executing growth experiments across various channels like social/influencer, paid media, SEO, and Generative Engine Optimization. You will work closely with GTM, Engineering, and Product teams to optimize the full funnel from awareness to free-to-paid conversion, building foundational systems and scaling successful strategies. The ideal candidate thrives in ambiguity, moves with speed, learns from failures, and possesses strong analytical rigor to transform experiments into revenue-generating machines.

Must Have

• 5-10 years in growth marketing, performance marketing, or growth product roles.
• Proven success building growth functions at early-stage companies (seed through Series B).
• Director, Senior Director, or Head of Growth level experience.
• Track record of driving measurable user acquisition and revenue growth in B2C tech.
• Deep, hands-on expertise in 2-3 of: social/influencer marketing, paid social advertising, SEO/SEM, community growth, or lifecycle marketing.
• Ability to build and scale acquisition channels from scratch.
• Understanding of product-led growth (PLG) models and self-serve conversion funnels.
• Experience designing and running growth experimentation frameworks.
• Highly analytical, comfortable with funnels, cohorts, attribution modeling, and data-informed decisions.
• Scrappy and hands-on approach to launching campaigns and setting up ads.
• Resilient and optimistic mindset in startup environments.
• Mission-driven and energized by building from scratch.
• High agency to propose solutions and execute without detailed direction.
• Experimentation mindset, comfortable with failure as a learning tool.
• Realistic expectations for startup life.

Good to Have

• Experience marketing to creators, designers, prosumers, or technical audiences.
• Experience with AI products, creative tools, video platforms, or design software.
• Strong experience with analytics platforms (PostHog, Hex, Google Analytics, etc.).
• Prior experience at a company that achieved viral growth or built strong network effects.
• Community management experience (Discord, Reddit, creator communities).
• Familiarity with attribution modeling, incrementality testing, or advanced analytics.
• Prior management experience or demonstrated ability to mentor and develop team members.

Perks & Benefits

• Competitive compensation and equity
• 401k
• Healthcare (Silver PPO Medical, Vision, Dental)
• Lunch and snacks at the office

About Hedra:

Hedra is a frontier artificial intelligence company for generative media. We're building world-leading models and beautifully simple software for turning your ideas into impact, with backing from leading VCs at A16Z, Index Ventures, and Abstract Ventures

We've grown to millions of creators on our platform and are at our next big inflection point: building the growth engine that takes us to the next level of rapid, scalable growth.

What makes Hedra exciting:

• Timing: AI video is exploding, and we're positioned at the forefront of this transformation
• Impact: Join on the ground floor - you'll be our first dedicated consumer growth hire with direct influence on company trajectory
• Team: Work in-person in San Francisco with a world-class team of builders with experience at companies including Figma, NVIDIA, Google, Meta, and TikTok.
• Autonomy: Own the consumer growth stack from day one with high visibility to leadership

Role Description

As our Head of Consumer Growth, you'll be the architect and driver of consumer acquisition, activation, and monetization. You'll design and run growth experiments across social/influencer, paid media, SEO, and emerging channels like Generative Engine Optimization, and you'll work closely with GTM, Engineering, and Product to optimize the full funnel from awareness through free-to-paid conversion.

This is a zero-to-one role. Starting as a hands-on individual contributor you'll build foundational systems, test new strategies and tactics, establish repeatable playbooks, and scale what works. As growth compounds, you'll hire and lead a consumer growth team.

We're looking for a builder who thrives in ambiguity, moves with speed, learns from failures fast, and has the analytical rigor to turn experiments into revenue-driving machines.

What You'll Do

Acquisition & Channel Strategy

• Design and execute acquisition campaigns across social/influencer, paid social (Meta, TikTok, YouTube), and organic channels like SEO/GEO.
• Build and manage relationships with creators, influencers, and brand partners who can authentically showcase Hedra to their communities
• Test and validate new channels with disciplined experimentation—scale what works, kill what doesn't
• Own CAC, LTV, and channel ROI metrics; drive profitable, efficient growth

Growth Experimentation & Analytics

• Establish and run a growth experimentation framework with clear hypotheses, success metrics, and decision criteria
• Launch rapid tests across messaging, audiences, creative, landing pages, and offers
• Partner closely with GTM to instrument tracking, build dashboards, and extract insights from data
• Report weekly on the growth dashboard: traffic → signup → activation → conversion → revenue

Conversion & Lifecycle Marketing

• Optimize free-to-paid conversion funnels in close partnership with Product and Product Marketing
• Implement foundational lifecycle marketing (email, in-app messaging) to drive activation, engagement, and upgrades
• Identify friction points in onboarding and activation flows; design and test improvements

Community & Creator Programs

• Grow and steward community initiatives (Discord, creator programs) that turn users into advocates and evangelists
• Develop playbooks for user-generated content, creator showcases, and organic amplification
• Build the foundation for community-led growth with plans to hire dedicated support as programs scale

Agency & Vendor Management

• Manage relationships with agencies and vendors for campaign strategy and execution.
• Allocate spend within approved budgets, making strategic trade-offs between channels and campaigns

Team Building

• Start as an IC, with potential to hire and lead a consumer growth team as growth scales.

Team Overview

You'll join Hedra's Marketing team, reporting directly to the Head of Marketing.

What We're Looking For

Required Qualifications:

Experience & Background:

• 5-10 years in growth marketing, performance marketing, or growth product roles
• Startup DNA is highly valued: Proven success building growth functions at early-stage companies (seed through Series B), ideally as a first or early growth hire
• Director, Senior Director, or Head of Growth level experience (Senior Manager considered for exceptional candidates with the right trajectory)
• Track record of driving measurable growth in user acquisition and revenue in B2C tech, ideally consumer apps, creator tools, or AI products

Growth Expertise:

• Deep, hands-on expertise in 2-3 of: social/influencer marketing, paid social advertising, SEO/SEM, community growth, or lifecycle marketing
• Proven ability to build and scale acquisition channels from scratch—comfort with zero-to-one experimentation
• Understanding of product-led growth (PLG) models and self-serve conversion funnels
• Experience designing and running growth experimentation frameworks with clear metrics and learnings
• Highly analytical: comfortable with funnels, cohorts, attribution modeling, and making data-informed decisions

Mindset:

• Scrappy and hands-on: You launch campaigns yourself, write copy, set up ads, and don't wait for perfect conditions
• Resilient and optimistic: You've succeeded despite ambiguity, constraints, and setbacks in startup environments
• Mission-driven: You're energized by the challenge of building something from nothing with a small, focused team
• High agency: You see gaps, propose solutions, and execute without needing detailed direction
• Experimentation mindset: Comfortable with failure as a learning tool; you move fast and iterate based on data
• Realistic expectations: You understand startup life, and you thrive in it

Nice-to-Have / Bonus Points

• Experience marketing to creators, designers, prosumers, or technical audiences
• Experience with AI products, creative tools, video platforms, or design software
• Strong experience with analytics platforms (PostHog, Hex, Google Analytics, etc.)
• Prior experience at a company that achieved viral growth or built strong network effects
• Community management experience (Discord, Reddit, creator communities)
• Familiarity with attribution modeling, incrementality testing, or advanced analytics
• Prior management experience or demonstrated ability to mentor and develop team members

What We Offer

• Benefits:
• Competitive compensation and equity
• 401k
• Healthcare (Silver PPO Medical, Vision, Dental)
• Lunch and snacks at the office