Role: Growth Strategy Lead Â
Location:Â Remote - Minneapolis, MN
The Opportunity: This is an opportunity to join OLIVER's dedicated in-house studio, embedded with a leading healthcare education institution, as Growth Strategy Lead - the growth intelligence function for a fully integrated creative production studio serving a large enrolled population across a broad, multi-brand portfolio of students, professionals, and enterprise audiences in the healthcare education sector.Â
The constraint on the next phase of growth is not a lack of strategy - it is content velocity, content relevance, and the ability to test and personalize at scale. Your role is to make sure the studio is always working from the sharpest possible growth foundation, turning audience insight, funnel performance, and market intelligence into clear direction for creative and CRM execution.Â
You will own the end-to-end growth strategy for the email and CRM program - the studio's most commercially critical workstream - while providing growth direction and optimization across paid, social, owned, and emerging channels. This is supported by a platform architecture where OMG organizes and orchestrates the work, Pencil is where the work gets created and optimized, and Share of Model is how our client stays one step ahead in AI-driven discovery. You will be one of the primary users of all three.Â
We support flexible working and are open to different arrangements. We offer reasonable adjustments throughout the process.Â
About the role:Â
The Growth Strategy Lead is the growth backbone of the OLIVER studio. Approximately 60% of your focus sits on lifecycle, CRM, and email - owning the strategy, audience architecture, and optimization roadmap for enrollment growth programs. The remaining 40% spans the broader funnel: paid social, organic social, owned content, web, and performance marketing - providing growth direction, experimentation frameworks, and optimization that ensures the studio is always creating the right content for the right audience in the right channel.Â
You are the person who connects insight to growth. You work closely with the Business Director on client strategy, with CRM Campaign Managers on lifecycle performance, with the Associate Creative Director on content strategy, and with the Data Analyst on measurement. The studio is measured on outcomes such as cost per asset, speed to delivery, and creative effectiveness in market - and your growth direction should be visibly improving the last of these.Â
What you will be doing:Â
Lifecycle & CRM Growth Â
- Own the end-to-end CRM and email growth strategy for enrollment programs across the portfolio - lead nurture, application, enrollment, and early-retention journeysÂ
- Define and maintain audience segmentation frameworks, personalization strategies, and lifecycle contact architectures across a multi-brand portfolio of institutions, tailored to each brand's maturityÂ
- Drive the shift from reactive, one-off sends toward planned, reusable growth programs - targeting a majority-planned mix, refreshed evergreen nurtures, and a reusable, modular content libraryÂ
- Build and own the experimentation and optimization roadmap - A/B and multivariate frameworks, cadence strategies, personalization logic, and subject-line and conversion analysisÂ
- Partner with the Data Analyst and CRM Campaign Managers to build closed-loop measurement and attribution, translating performance into clear growth recommendations that feed the next cycleÂ
- Maintain deep fluency across the CRM, marketing automation, and CDP stack; advise on platform utilization, automation and decisioning opportunities, and data quality requirementsÂ
Full-Funnel Growth & OptimizationÂ
- Provide growth direction and optimization across the broader funnel - paid social, organic social, owned content, web, and performance marketing - ensuring channel strategies are coherent, audience-relevant, and aligned with institutional enrollment goalsÂ
- Design growth loops and cross-channel experiments that connect acquisition, activation, and retention into a measurable, compounding systemÂ
- Use Share of Model to understand brand visibility in AI-generated answers, optimize AI search visibility, identify share of voice across models, and surface brand strengths and weaknesses - translating these real-time insights into growth and content prioritiesÂ
- Develop content and channel testing frameworks that let the studio learn faster, optimize more efficiently, and prove creative effectiveness across formatsÂ
- Partner with the Associate Creative Director to translate growth insight into creative direction - ensuring campaigns are rooted in audience understanding and funnel intelligenceÂ
- Lead brand and audience insight work: analyze conversations, sentiment, behavior, and content resonance; identify barriers (such as cost), motivators (such as career outcomes), and engagement triggers (such as authentic narratives) to prioritize messaging and growth opportunitiesÂ
- Monitor competitor positioning, category trends, and audience signals across higher education to inform ongoing growth recommendationsÂ
- Contribute to QBR preparation alongside the Business Director, bringing a growth performance narrative and forward-looking, full-funnel recommendations to senior client stakeholdersÂ
Account-Wide Growth LeadershipÂ
- Serve as the studio's primary growth voice - connecting client ambitions to studio capability, and ensuring every workstream has a clear, insight-driven growth foundationÂ
- Work across the studio's full team to embed growth thinking in briefing, production, and review - not just in planning documentsÂ
- Develop optimization frameworks the whole studio can use, from creative testing protocols to content scoring via Pencil's performance intelligenceÂ
What you need to be great in this role:Â
- Proven experience in a senior growth, strategy, planning, or integrated marketing role - with a track record of driving measurable results across multiple channels, not just oneÂ
- Deep expertise in CRM, email, and lifecycle growth in a complex, multi-program environment; experience with enterprise marketing automation platforms (Salesforce Marketing Cloud, Marketo, Eloqua, or equivalent) is essentialÂ
- Strong working knowledge of paid social, organic social, owned content, and/or performance marketing - with the ability to build testing and optimization frameworks across the funnelÂ
- A growth operator's mindset: fluent in funnel metrics, experimentation, cohort/retention analysis, and CAC/LTV thinkingÂ
- An understanding of the higher education landscape is a meaningful differentiator: students are increasingly ROI-conscious and looking for clear career pathways; adult learners and working professionals are now central growth audiences; persistent healthcare workforce shortages drive demand for specialized programsÂ
- Strong analytical capability: comfortable with performance data, attribution modelling, A/B testing analysis, and translating insight into clear growth directionÂ
- Experience working with data and analytics teams to build measurement frameworks and performance dashboardsÂ
- Confident communicator and presenter; able to articulate growth thinking clearly to senior marketing stakeholdersÂ
- A proactive, insider mindset: you don't wait for briefs - you anticipate needs, surface growth opportunities, and bring the studio's thinking to the table before it's asked forÂ
- Collaborative working style with the ability to coordinate across creative, CRM, delivery, and client teams in a distributed, multi-location studioÂ
Gen AI & Agentic ThinkingÂ
- Strategic command of the studio's three core platforms: OMG (where the work is organized and orchestrated), Pencil (where the work is created and optimized), and Share of Model (how our client stays one step ahead in AI-driven discovery)Â
- Experience using AI tools to accelerate research, audience insight, content strategy, and growth planning - with rigorous human judgment applied to all outputsÂ
- Ability to leverage Pencil's direct connection to live ad accounts - pulling creative performance data back into the production workflow in real time, with every asset scored, tracked, and fed back into the next brief; this is the intelligence layer most agencies don't haveÂ
- Agentic leadership: systematic, hypothesis-led thinking applied to complex, multi-channel growth challengesÂ
- Ability to set AI-informed quality standards and testing frameworks the broader studio can adoptÂ
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