Head of Growth (NYC)

PetsApp; New York (NY); On-site; USD 140,000 - 210,000; Full time

Job summary

Heartbeat is seeking a growth-focused product marketing leader to own the narrative, channel strategy, and creator partnerships that drive demand for paid online communities. You will shape positioning, customer stories, and organic growth, partnering with a cross-functional team to scale across social, education, and partnerships.

You’ll own lifecycle marketing, experiments, and a multi-channel program with a strong emphasis on AI agents and creator-led growth, while collaborating with

Qualifications

• > Revenue ownership: owned growth numbers and accountability.
• > Product marketing & storytelling: positioned products and narrated customer value.
• > Organic growth: drove growth through content, social & creator partnerships.
• > High test velocity: shipped 15-20+ experiments monthly.
• > SMB or B2C motion: experience selling to individuals/small businesses.
• > Creative instincts: capable of directing creative work and messaging.
• > Analytical self-sufficiency: self-serve data and hypothesis testing.
• > Experienced with AI agents: used AI tools/agents in growth work.
• > Based in NYC: in-person meetups 2-3x weekly during initial period.

Responsibilities

• > Own the growth strategy end-to-end across channels and contractors.
• > Own narrative: messaging, customer stories, competitive positioning, organic distribution.
• > Build and scale organic content and creator partnerships to drive demand.
• > Manage partner programs and paid amplification with agency partners.
• > Optimize lifecycle marketing and experiments to move users through pricing tiers.
• > Work with growth tools and AI agents to accelerate output and campaigns.

Skills

Revenue ownership

Product marketing

Organic growth

A/B testing

SMB/B2C motion

Creative instincts

Analytical mindset

AI agents

Based in NYC

Job description

About Heartbeat

Heartbeat is the platform for building and running paid online communities. Courses, memberships, events, coaching — all of it in one place, with integrated payments built in from the start. Customers build all of this through Heartbeat's AI agent, Pulse. They speak back & forth with it, build out their full business, and launch within hours. The business model is similar to Shopify's: a transaction fee on every payment processed through the platform, which means ours and our customers' revenues grow together.

When we started, we realized that for the last 10 years, knowledge & services businesses didn't have the tools to scale revenue like e-commerce stores (Shopify) and brick-and-mortar stores (DoorDash/Instacart).

Now, we've got +7,000 businesses running on the platform — creators, coaches, educators, solopreneurs, and enterprise orgs. Over the last few years, we've built an incredible product, crossed 7-figure revenue, and helped many of our customers do the same.

We've raised the best VCs in the space: early investors in Gusto, Andela, & Scale, founders of companies like Salesloft & Udemy, and execs from Constant Contact, Dropbox, and many more.

Up next, is finding more of the right customers & helping them grow revenue faster.

When we get in front of the right person, we win the sale.

The product converts, customers stick around, and they scale their revenue with us. What we haven't cracked is getting in front of enough of them. People find Heartbeat at the very end of their search — we hear "I looked at every platform and it took me two weeks to find you" almost every week. Solving that top-of-funnel & brand awareness problem is the single biggest thing standing between us and our next stage of growth. Your job is to solve it.

Your responsibilities & what you'll own

Our bet for the next stage is a product marketing & storytelling motion: sharpening how we position Heartbeat against the noise, telling the stories of what our customers actually build & earn, and getting that narrative in front of the right people organically — through social, creators, and every channel we own. We've sold features for too long. The job is to sell the outcome, get the market repeating our positioning back to us, and turn that into demand. We're already rank #1 when you search "heartbeat," we have an affiliate program with +1,000 partners, and paid ads run through an agency underneath all of it to scale whatever's already working.

You're coming into a unique organization where Claude is already "integrated" as a team member. We believe Claude is a powerful execution layer, especially when plugged into major growth systems like Hubspot, Webflow, PartnerStack, Google Ads, Meta Ads, Notion, etc. But what it can't handle is defining strategy & direction for our growth efforts. That's where you come in.

You’ll own growth end to end & have full authority to decide where to double down. Here’s what you’ll own & current state of each piece:

• Product marketing & storytelling. This is the biggest bet, and it's mostly unbuilt. We've historically sold features. Next, we need to tighten up positioning & how we weave in the stories of what customers achieve on Heartbeat. You’ll own the narrative: messaging, customer stories, competitive positioning, and distributing it organically across social & every channel we own until the market repeats it back to us.

• Content, search & education. We've hosted 85 hours of tutorials with experts & turned them into the best guides available on how to grow and scale a paid community. We also run a thriving customer community of 4,000+ builders where we host events & discussions on every facet of building a community business. There's a version of this where someone Googles a question, finds our answer, and 2-3 videos later just builds on Heartbeat.

• Creator & customer partnerships. Some of the best creators for this are already our customers. There are many community builders on the platform right now with massive audiences (+1M) on LinkedIn, YouTube, and TikTok. We've barely touched this. You’ll partner with them & other creators, sponsor content, and get trusted third-party voices talking about Heartbeat in the same terms we do.

• Partner Program. 1,000+ creators, consultants, and agencies that market Heartbeat on our behalf and drive a meaningful portion of monthly sales. It converts well but hasn't been pushed.

• Paid amplification. We work with a strong agency (the team behind growth at Superhuman, Perplexity & Cursor) plugged into our product signals. The motion we envision: prove content works organically, then put paid behind the winners and let the agency scale it. You’ll own the strategy, creative direction & segmentation. We trust the agency to turn the knobs.

• Lifecycle marketing. Our customers grow from $49/mo deals into $10K+/yr accounts as they graduate across pricing tiers & scale their transaction volumes with us. You’ll own the lifecycle pieces: emails, pop-ups, customer journeys, education, and getting the right message in front of them at the right time to ratchet up their growth.

And let's be clear, we're not looking for someone that's an expert in EVERY facet of growing this business. We want someone who can own the narrative & has grown top-of-funnel through product marketing, organic content, social, or creator-led motions, who sells to SMBs at scale (B2C experience is extremely relevant here as well), who's world-class in 1-2 channels, and good enough to be dangerous everywhere else. The right candidate for this role is a balance of experience & ambition.

What the role gives you

You’ll own Heartbeat's full growth strategy, the budget for several growth channels, and manage relevant contractors & agencies. You’ll figure out which channels are under-invested & shift focus there.

Our CEO, Murtaza, will support you throughout & pull in technical/product/design resources to help you hit your numbers. We're a very in-sync team, low ego, and you'll be surrounded by incredibly talented people in each of their own fields.

At this stage, you'll see the results of your work & decisions within the first 2-3 weeks. If you're excited about this pace, and the level of iteration & collaboration here, this role is probably a good fit.

Lastly, you'll inherit a well-built, and cleanly documented agentic system to help you build faster. It's securely integrated into all our major growth tools, and already packed with skills, writing guides, & brand guides to help you generate high quality output. With a single prompt, you'll be able to generate ad copy & emails, manage affiliate campaigns, audit live ad campaigns, trace Hubspot workflows, etc. We'll help you learn how to use our specific systems, but we expect you to already have experience working with agentic tools & processes.

Requirements

Need to have

• Revenue ownership. At some point in your career, if the growth number didn't move, it was your problem, not a contributor to someone else's strategy. You know what it feels like to be the one accountable with no one to hide behind. If you've done light content or influencer work but never actually owned the number, this isn't the right fit.

• Product marketing & storytelling. You've owned positioning, messaging, or narrative for a product, not just written posts, but decided what the market should believe about it & made them believe it. You can take a product and a pile of customer wins and turn them into a story people want to share.

• Organic growth. You've grown top-of-funnel through content, social, and/or creator partnerships, not just optimized campaigns someone else set up. You have a real point of view on how attention turns into signups, and you can point to an audience or channel you built from close to nothing.

• High test velocity. You can point to stretches where you shipped 15-20+ experiments in a month (content, creative, copy iterations, etc.). Your instinct when something isn't working is to run the next test, not spend 2 weeks in the data from the last one.

• SMB or B2C motion experience. You've grown a business selling to individuals or small businesses at scale. You understand CAC/LTV math our price point & know the volume game is fundamentally different from sales-led growth that enterprise companies chase.

• Creative instincts. You can write copy, brief a video editor or creator, & have a real opinion on what makes creative work. Not a designer, but also not someone who needs one to think about creative direction.

• Analytical self-sufficiency. You pull your own data, build your own reports, & form your own hypotheses without waiting on an analyst. You know what's happening in your channels because you looked.

• Experienced with AI agents. You already use AI tools in your day-to-day growth work, not just aware of them. Not just using ChatGPT & Claude to look things up, but managing agents that actually create usable output that's helping you hit your growth goals.

• Based in NYC. We're a remote team, but given the high-leverage nature of this role, it's important you can meet in-person 2-3 times a week in Manhattan to work with our team for the first 3-6 months.

Nice to have

• Paid acquisition experience (Google/Meta), or a track record of briefing & managing an agency that runs it.

• Experience building or scaling an affiliate or partner program.

• Have helped take a company through a meaningful growth step-change (e.g. $1M → $10M ARR) & know what that inflection looks like from the inside.

• Have managed freelance contractors (writers, editors, designers) & know how to get quality work out fast.

• Familiarity with the creator economy, coaching, or online education space.