B2C Growth Marketing Specialist

OffSec is a provider of professional development, training, and education for cybersecurity practitioners. The B2C Growth Marketing Specialist will build, execute, and optimize customer growth campaigns across lifecycle email, social media, content, promotions, and other digital channels while using performance data to improve retention, engagement, and conversion.

Responsibilities:

• Retention Architecture: Build and optimize automated lifecycle journeys designed to increase "return learners" and reduce churn within our subscription products
• Habit-Forming Engagement: Manage newsletters, technical deep-dives, and community-driven communications that keep OffSec top-of-mind between certification attempts
• Smart Segmentation: Utilize learner data to create personalized "next step" recommendations, guiding students from entry-level certs to advanced specializations
• Launch Execution: Partner with Product Marketing to lead the B2C execution for new course launches and certifications, ensuring the community is primed and ready to "Try Harder."
• Promotional Engine: Design and coordinate high-conversion marketing promotions, including holiday sales, bundle offers, and community contests
• Creative Campaigns: Collaborate with brand and paid media teams to develop ad copy and creative assets that resonate with the individual cybersecurity practitioner
• Incentive Management: Oversee "swag" distribution and prize fulfillment for community giveaways, ensuring a premium experience for winners
• Growth Metrics: Monitor full-funnel performance for the B2C segment, tracking key metrics like Retention Rate, Customer Lifetime Value (LTV), and Conversion-to-Purchase
• Continuous Testing: Partner with the Marketing Ops team to create a rigorous lead-with-data testing across email subject lines, landing pages, and promotional offers to identify what moves the needle
• Market Insights: Support marketing tracking and analytics implementation to ensure we have a clear view of which promotions drive the highest ROI

Requirements:

• 4–7 years of experience in B2C digital marketing, growth marketing, or lifecycle marketing
• Experience executing marketing campaigns across social media, email marketing, or digital marketing channels
• Experience managing and optimizing social media campaigns and content
• Experience running email marketing or lifecycle campaigns
• Strong writing and editing skills for marketing content
• Comfort analyzing marketing performance and campaign metrics
• Strong organizational skills and ability to manage multiple projects
• Experience using Hubspot or a similar lifecycle marketing platform
• Experience working with marketing analytics tools such as Google Analytics or Plausible
• Familiarity with marketing tracking tools like Google Tag Manager
• Experience collaborating with SEO or paid media agencies