Head of Consumer Growth

We’re a team of immigrants and experts who have struggled with our own journeys through the complex, high-stakes U.S. immigration system. That is why we are building deeply customer-centric products and experiences to become the default trusted partner for all families and businesses. We are the largest player in the family immigration industry, and a high-growth challenger serving corporate clients. Across both consumer and business segments, we’ve aided over 100,000 individuals in their quest for U.S. residency. 

We're backed by influential venture investors around the country, including Foundry Group (led by Brad Feld), Trilogy Equity Partners, Pioneer Square Labs, Emerson Collective (Laurene Powell Jobs’ foundation), Two Sigma Ventures, and Jerry Yang. 

Today, we are a dynamic growth-stage technology company with 350+ employees across the U.S. and Philippines. We are growing both organically and through strategic acquisitions. We are well-capitalized and positioned for long-term success.

Boundless is seeking a highly strategic and results-oriented Head of Consumer Growth to lead our efforts in driving significant scale for our B2C business. This critical leadership role will be responsible for developing and executing comprehensive strategies to generate high-quality leads and optimize the conversion funnel, ultimately transforming prospects into loyal, paying customers. The Head of Consumer Growth will own key performance indicators (KPIs) across the entire customer lifecycle, from initial awareness to final purchase, and will lead a team to achieve ambitious growth targets. The ideal candidate will be a strategic thinker with a deep passion for immigration who understands the unique challenges immigrants face and who has a mastery of longer, consultative customer journeys with higher consideration and deeper educational needs.

• Strategy Development & Execution: Develop and implement a holistic demand generation and conversion strategy aligned with overall business objectives and revenue goals. 
• Create marketing strategies that effectively communicate complex immigration pathways in accessible ways to diverse audiences with varying levels of English proficiency and legal understanding. 
• Develop messaging that balances technical accuracy with emotional reassurance during a high-stress life transition
• Design acquisition and conversion frameworks tailored to specific immigration pathways with their unique requirements and timelines
• Use AI, including agentic AI, to optimize workflows and drive efficiencies. 
• Lead Generation: Oversee all top-of-funnel activities to generate a consistent and growing pipeline of qualified leads. This includes managing and optimizing various channels such as:
• Digital marketing (SEO, SEM/PPC, Social Advertising, Display Advertising).
• Email marketing.
• Partners and affiliates.
• Conversion Optimization: Drive continuous improvement in conversion rates across the entire customer journey. This includes:
• Analyzing and optimizing website user experience (UX) and user interface (UI)
• Developing and optimizing sales funnels.
• Implementing and managing CRM and marketing automation systems.
• Managing customer communication channels and where they live on the website (chat, email, SMS, phone).
• Working closely with customer success teams to optimize handoffs and downstream conversion.

Consumer sales: Oversee our consumer sales operation, managing directors, managers and senior managers based in the US and the Philippines. This includes:

• Improving our current sales operation and conversion funnel, finding opportunities to optimize and automate current processes and SOPs.
• Creating conversion strategies that acknowledge the consultation-like nature of the purchase decision.
• Performance Measurement & Analysis: Establish and track key performance indicators (KPIs) across the demand generation and conversion funnel, including:
• Website traffic and engagement.
• Lead volume and quality.
• Cost per acquisition (CPA).
• Conversion rates at each stage of the funnel.
• Effectiveness of inbound communication channels (chat, phone, SMS, email).
• Outbound sales team efficacy metrics.
• Customer acquisition cost (CAC).
• Customer lifetime value (CLTV).
• Provide regular reporting and insights to senior leadership, identifying areas for improvement and optimization.
• Team Leadership & Development: Build, mentor, and manage a high-performing team of marketing and sales professionals. Foster a collaborative and results-driven culture.
• Budget Management: Develop and manage the demand generation and conversion budget, ensuring efficient allocation of resources and maximizing ROI.
• Technology & Tools: Evaluate, implement, and manage relevant marketing and sales technologies and tools to support demand generation and conversion efforts.
• Cross-Functional Collaboration: Collaborate closely with Product and Customer Success teams to ensure alignment and a seamless customer experience.

Qualifications:

• 10+ years of progressive experience in demand generation and conversion marketing, with a significant portion in a B2C environment. 
• Ability to travel to the Philippines 2-3 times per year to support the 100+ person B2C sales team located in this geographic region. 
• Experience in marketing regulated services or products with significant educational components.
• Experience with multi-channel attribution across extended customer journeys.
• Experience managing inside sales/business development teams is strongly preferred. At a minimum, the successful candidate will have dotted-line experience to this function. 
• Proven track record of developing and executing successful demand generation and conversion strategies that have resulted in significant revenue growth.
• Deep understanding of the B2C customer journey and various marketing channels and tactics.
• Strong analytical skills with the ability to interpret data, identify trends, and make data-driven decisions.
• Experience with marketing automation platforms (e.g., Marketo, HubSpot, Pardot), CRM systems (e.g., Salesforce, Dynamics 365), and web analytics tools (e.g., Google Analytics).  
• Excellent leadership, communication (written and verbal), and interpersonal skills.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities.
• Strong empathy and cultural sensitivity.

Preferred Qualifications:

• Experience in immigration or similar fields.
• Experience building and scaling marketing teams.
• Familiarity with A/B testing and other optimization methodologies.
• Experience with customer segmentation and personalization strategies.

Compensation range: $162k to $226k