Head of Growth

SkillCat; New York (NY); Hybrid; USD 150,000 - 230,000; Full time

Job summary

SkillCat is seeking a highly entrepreneurial Head of Growth and Marketing to own the growth function across experimentation, analytics, SEO/AEO, social and creator distribution, earned media, and conversion.

This hands-on role requires strategic thinking, fast execution, and willingness to write copy, pull data, talk to customers, and launch experiments yourself when the fastest path to learning. NYC hybrid in-office required.

Qualifications

• Have personally helped grow a consumer product, audience, community, or brand.
• Have run growth experiments across multiple channels, not just paid acquisition.
• Have built organic distribution through social, creators, influencers, UGC, ambassadors, communities, or partnerships.
• Understand what makes ideas and content spread across major platforms like TikTok, Instagram, YouTube, Reddit, LinkedIn, and emerging platforms.
• Are highly analytical and comfortable digging into funnels, performance, and experiment results.
• Understand SEO and AEO well enough to identify opportunities, set priorities, and effectively manage outside experts.

Responsibilities

• Growth & Experimentation: Find new channels, audiences, partnerships, and growth opportunities. Launch quickly, learn, kill what isn't working, and scale what is.
• Social, Creators & Distribution: Build organic growth engines across TikTok, Instagram, YouTube, Reddit, LinkedIn, creators, influencers, ambassadors, communities, partnerships, and emerging platforms.
• Earned Attention: Find stories worth talking about. Build relationships with creators, journalists, communities, and partners, and create reasons for people to talk about SkillCat.
• Analytics & Conversion: Understand what is driving growth, investigate dips and spikes, measure experiments, find friction in the funnel, and turn data into action.
• SEO & AEO: Own the strategy for how SkillCat gets discovered across Google, ChatGPT, Gemini, and other search platforms. Identify opportunities, set priorities, and work closely with outside experts to execute.

Skills

Growth experiments

Analytics

SEO

AEO

Social distribution

Tools

Google Analytics

CRM tools

Job description

SkillCat is building the leading education and career platform for America's skilled trades. Hundreds of thousands of people have used SkillCat to learn HVAC, electrical, plumbing, and other trades, earn industry certifications, and build better careers without taking on massive student debt.

We've grown quickly, profitably, and with a small team, and we're still early. This is an unusually high-impact marketing role: you'll work directly with the founder, own the growth function, have the freedom to test unconventional ideas quickly, and help build a consumer brand that could define an enormous and historically underserved category.

About the Role

SkillCat is looking for a highly entrepreneurial Head of Growth and Marketing to find and scale the next ways we grow.

This is a hands-on role for someone who thinks strategically, moves quickly, and likes getting things live. You'll own growth across experimentation, analytics, SEO/AEO, social and creator distribution, earned media, and conversion.

The question we want you constantly asking is:

Where else can SkillCat grow?

What You'll Own

Growth & Experimentation: Find new channels, audiences, partnerships, and growth opportunities. Launch quickly, learn, kill what isn't working, and scale what is.

Social, Creators & Distribution: Build organic growth engines across TikTok, Instagram, YouTube, Reddit, LinkedIn, creators, influencers, ambassadors, communities, partnerships, and emerging platforms. Develop ideas and programs capable of reaching millions of people without relying primarily on paid media.

Earned Attention: Find stories worth talking about. Build relationships with creators, journalists, communities, and partners, and create reasons for people to talk about SkillCat.

Analytics & Conversion: Understand what is driving growth, investigate dips and spikes, measure experiments, find friction in the funnel, and turn data into action.

SEO & AEO: Own the strategy for how SkillCat gets discovered across Google, ChatGPT, Gemini, and other search platforms. Identify opportunities, set priorities, and work closely with outside experts to execute.

What We're Looking For

You'll probably thrive here if you:

• Have personally helped grow a consumer product, audience, community, or brand
• Have run growth experiments across multiple channels, not just paid acquisition
• Have built organic distribution through social, creators, influencers, UGC, ambassadors, communities, or partnerships
• Understand what makes ideas and content spread across TikTok, Instagram, YouTube, Reddit, LinkedIn, and emerging platforms
• Are highly analytical and comfortable digging into funnels, performance, and experiment results
• Understand SEO and AEO well enough to identify opportunities, set priorities, and effectively manage outside experts
• Move quickly and have a strong bias toward action
• Are relentlessly curious about new channels, tools, trends, and growth opportunities
• Are obsessed with understanding customers
• Are resourceful and comfortable figuring things out yourself
• Use AI and automation naturally in your work
• Understand internet culture, creators, communities, and modern distribution
• Are comfortable cold emailing, DMing, calling, pitching, and building relationships
• Take ownership without waiting for someone to tell you what to do.
• This Is a Hands-On Role. We are not looking for someone who only manages agencies, teams, or strategy.

You should be willing to write the copy, pull the data, talk to customers, build the scrappy landing page, learn the new tool, DM the creator, pitch the journalist, or launch the experiment yourself when that is the fastest way to learn.

You should be equally comfortable deciding what we should do and rolling up your sleeves to make it happen.

Compensation $150,000–$230,000 salary. Compensation will depend on experience and track record.

In-Person/Hybrid in New York City - 2-4 days in-office (Strong preference for this, willing to consider exceptional candidates not in NYC)