Head of Growth Marketing

About Upserve, Inc.

Upserve is rebuilding its position as a leading restaurant technology platform for independent and multi-location restaurants.

Now independent again, Upserve is entering an exciting new chapter focused on helping restaurants operate more efficiently, deliver exceptional hospitality, and grow profitably.

Our platform brings together restaurant-native point-of-sale technology, payments, operational insights, and tools designed specifically for the needs of hospitality businesses.

We're investing in our product, our people, and our go-to-market capabilities to build a more scalable, data-driven growth engine.

Role Summary

Upserve is seeking a strategic, analytical, and results-oriented Head of Growth Marketing to lead our customer acquisition strategy and build a scalable, efficient revenue growth engine.

This executive will own the strategy, execution, and performance of Upserve's growth marketing programs across paid acquisition, organic search, demand generation, partner marketing, referral programs, and conversion optimization.

The Head of Growth Marketing will be accountable for driving qualified pipeline, accelerating new customer acquisition, and improving customer acquisition economics.

This is a highly visible leadership role requiring a unique combination of strategic vision, financial discipline, marketing expertise, and hands-on operational leadership.

The ideal candidate has successfully scaled customer acquisition in a B2B SaaS, payments, fintech, or SMB technology business and understands how to translate marketing investment into measurable revenue growth.

Success will be measured not by impressions, clicks, or lead volume, but by new customers, revenue contribution, CAC, and profitable growth.

Key Responsibilities

Growth Strategy & Customer Acquisition

● Develop and execute Upserve's comprehensive growth marketing strategy, aligned with company revenue and customer acquisition objectives.

● Build a scalable, multi-channel customer acquisition engine targeting independent and multi-location restaurants.

● Own marketing-sourced pipeline, new customer acquisition targets, acquisition efficiency, and marketing return on investment.

● Establish channel-level growth strategies, investment priorities, and performance targets.

● Identify opportunities to capture market share from competing restaurant technology and POS providers.

● Develop customer segmentation, targeting, and acquisition strategies based on restaurant type, size, geography, and customer lifetime value.

● Build a culture of disciplined experimentation, continuous optimization, and measurable business impact.

Performance Marketing & Digital Acquisition

● Lead paid acquisition strategy across Google Search, Microsoft Ads, Meta, LinkedIn, YouTube, retargeting, and emerging channels.

● Establish a sophisticated search marketing strategy spanning branded, non-branded, category, competitor, and restaurant-specific keywords.

● Optimize media investment based on customer acquisition cost, conversion rates, customer quality, and downstream revenue.

● Develop a systematic experimentation framework for creative, audiences, offers, bidding strategies, and landing pages.

● Build channel-level forecasting models to identify opportunities for efficient growth.

● Continuously evaluate new acquisition channels and technologies.

Organic Growth, SEO & Conversion Optimization

● Lead Upserve's organic customer acquisition strategy, including SEO, content marketing, and emerging AI-driven search discovery.

● Build a search presence across high-intent restaurant technology and POS categories.

● Develop competitive comparison, restaurant-segment, product, and solution-focused acquisition strategies.

● Own website conversion optimization, landing-page performance, and digital customer acquisition experiences.

● Establish ongoing A/B testing and conversion rate optimization programs.

● Partner with Product Marketing and Creative to develop compelling messaging that improves acquisition performance.

Partnerships, Referrals & Alternative Acquisition Channels

● Develop scalable partner marketing and referral acquisition programs in collaboration with business development and channel sales.

● Identify opportunities to acquire customers through restaurant industry associations, technology partners, consultants, and other ecosystem relationships.

● Establish measurement frameworks for partner-sourced and partner-influenced customer acquisition.

● Evaluate partner acquisition economics, including referral commissions, program costs, conversion rates, and fully loaded partner CAC.

● Develop customer referral and advocacy programs that leverage Upserve's installed customer base.

● Identify new distribution opportunities that complement traditional paid media.

Marketing Analytics, CAC & Growth Economics

● Own marketing acquisition economics, including CAC, CAC payback, marketing ROI, and customer lifetime value relative to acquisition cost.

● Establish consistent measurement of customer acquisition performance across paid, organic, partner, referral, and other channels.

● Develop a clear understanding of marginal versus fully loaded CAC to guide investment decisions.

● Partner with Finance, Sales, and Revenue Operations to establish reliable attribution, funnel reporting, and revenue forecasting.

● Build executive dashboards that connect marketing investment to qualified pipeline, customers, and revenue.

● Identify opportunities to improve conversion rates throughout the lead-to-customer journey.

● Use data and experimentation to make informed decisions about where to increase, decrease, or reallocate marketing investment.

Product Marketing

● Lead product positioning, messaging, competitive intelligence, pricing support, and go-to-market strategies.

● Launch new products and enhancements that drive merchant adoption and revenue growth.

● Develop compelling value propositions for restaurants, hospitality businesses, and small business owners.

Customer Marketing & Retention

● Create lifecycle marketing programs that increase onboarding success, product adoption, customer engagement, and retention.

● Partner with Customer Success and Sales to improve Net Revenue Retention (NRR) and Gross Revenue Retention (GRR).

● Develop campaigns supporting merchant expansion opportunities, including payments optimization and MCA renewals.

Brand & Communications

● Strengthen Upserve's market positioning as a trusted partner for restaurant technology and commerce.

● Oversee brand strategy, public relations, thought leadership, social media, content marketing, and customer advocacy.

● Ensure consistent messaging across all customer touchpoints.

Sales Alignment & Revenue Growth

● Partner closely with Sales leadership to align marketing programs with revenue objectives.

● Establish shared definitions of lead quality, qualification, attribution, and funnel conversion.

● Improve the effectiveness of marketing-to-sales handoffs, lead routing, and speed-to-lead.

● Analyze customer acquisition performance by channel, segment, geography, and sales team.

● Collaborate with Sales and Revenue Operations to identify opportunities to increase lead-to-opportunity and opportunity-to-customer conversion.

● Ensure marketing investments are optimized for actual customer acquisition and revenue rather than top-of-funnel activity.

Team Leadership & Operational Excellence

● Build, lead, and develop a high-performing growth marketing organization.

● Establish clear accountability, measurable objectives, and a performance-driven operating cadence.

● Recruit and develop talent across performance marketing, SEO, demand generation, marketing analytics, and conversion optimization.

● Manage external agencies, technology vendors, and strategic marketing partners.

● Own growth marketing budgets, forecasts, and resource allocation.

● Foster a culture of experimentation, analytical rigor, collaboration, and continuous improvement.

● Communicate growth strategy, results, opportunities, and risks to executive leadership.

Qualifications

Required Experience

● 10+ years of progressive experience in growth marketing, performance marketing, demand generation, or digital customer acquisition.

● 5+ years leading and developing high-performing marketing teams.

● Demonstrated success scaling customer acquisition in B2B SaaS, payments, fintech, SMB software, or related technology businesses.

● Proven experience managing substantial multi-channel marketing budgets with accountability for CAC, pipeline, and revenue performance.

● Deep expertise in paid search, paid social, SEO, demand generation, and conversion optimization.

● Strong understanding of customer acquisition economics, including CAC, marginal CAC, LTV, and CAC payback.

● Experience building sophisticated marketing attribution, analytics, and forecasting capabilities.

● Demonstrated ability to improve marketing efficiency while scaling customer acquisition.

● Strong knowledge of CRM, marketing automation, analytics, and digital advertising platforms.

● Experience working closely with Sales, Finance, Product Marketing, and Revenue Operations.

● Excellent analytical, communication, and executive leadership skills.

Preferred Experience

● Experience marketing technology or payment solutions to small and medium-sized businesses.

● Familiarity with the restaurant, hospitality, POS, or merchant services industries.

● Experience competing in highly competitive digital acquisition categories.

● Success building or rebuilding growth marketing capabilities in a private equity-backed or transformation-stage company.

● Experience scaling partner, affiliate, or customer referral acquisition programs.

● Familiarity with multi-location customer acquisition and vertical SaaS business models.

● Experience building teams and processes in environments where resources must be deployed carefully and efficiently.

The Ideal Candidate

The ideal candidate is a commercially minded growth leader who combines the analytical rigor of a CFO with the creativity and execution discipline of a world-class marketer.

This person understands that growth is not simply about spending more money. It's about understanding customers, identifying the most attractive acquisition opportunities, building repeatable programs, and allocating capital where it produces the greatest return.

They are equally comfortable developing a long-term acquisition strategy, reviewing channel-level CAC, challenging an attribution model, evaluating a new partnership opportunity, or working with a team to improve landing-page conversion.

Above all, they bring an ownership mentality and a track record of turning marketing investment into profitable customer growth.