Genflow
Commercial Growth Director
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Commercial Growth Director
Genflow is the world’s leading creator agency - building, launching and scaling creator-first brands across fitness, fashion, beauty, nutrition, wellness, education and productivity. We manage 65+ creator brands and deliver consulting and done-for-you services across digital products and back-end funnel ecosystems. We move fast, experiment relentlessly and value senior operators who design commercial systems and translate insight into revenue.
Role overview This senior cross-portfolio role owns commercial strategy and growth design for Genflow’s digital product businesses: courses, paid communities, paid mentorships, cohort and evergreen accelerators, masterminds, online events, and associated back-end offers. You will review data, market signals and customer feedback to define what problems to solve, design the strategic commercial plan (pricing, offer architecture, funnel ecosystems) and translate that plan into prioritised roadmaps and executable briefs for Delivery and Growth teams. You will be a senior commercial lead to clients and the business, accountable for shaping roadmaps, defining economics and ensuring execution drives sustainable revenue.
Mission Craft commercially robust product ecosystems and pricing that maximise lifetime value and margin, by combining rigorous analysis of unit economics and customer insight with practical playbooks for offers, funnels and promotions.
Core responsibilities Commercial strategy and offer architecture: define pricing, packaging and funnel ecosystems for digital products (free > low-ticket > order bumps > upsell > back-end premium offers), including cohort vs evergreen strategies and bundling/ascension logic. Data-led problem framing: review funnel data, unit economics, market dynamics and qualitative customer feedback to prioritise strategic opportunities and design hypotheses to test. Pricing ownership: set pricing architecture, discount rules, price tests, and elasticity experiments across launches and evergreen funnels. Unit economics and modelling: build and maintain models that clarify CAC, contribution margin, payback period and LTV; use these to set advertising budgets, ROAS targets and commercial guardrails. Back-end ecosystems: design and optimise multi-step ascension paths and retention mechanics (subscription models, replenishment/recurring, cohort-based reactivation, community hooks). Product insight & demand shaping: mine customer and audience insight, surveys, support tickets and customer interviews to create topic/angle recommendations, winning lead magnets and product roadmap inputs. Portfolio strategy & roadmaps: act as senior commercial lead across a portfolio of clients (outside of pod system), produce monthly roadmaps and strategic briefs, and prioritise initiatives across brands. Client engagement: join client calls on a monthly basis to present the roadmap, commercial plan and recommended activations; translate client goals into measurable roadmaps. Handoffs & briefs: create clear, executable briefs for Growth, Creative and Delivery teams, including success metrics, instrumentation requirements, UX/copy guidance and launch discipline. Partner with Growth Marketing leads: align on funnel optimisations, landing pages, messaging, testing plans and CRO work; ensure experiments map back to commercial hypotheses. Testing & experimentation governance: define experiment frameworks (A/B, price tests, cohort experiments), oversee execution, evaluate results and scale winners. Reporting & governance: own monthly commercial KPIs, dashboards, and business reviews that tie offer performance to revenue and margin.
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Outcomes: first 90 days Complete commercially-focused audit across assigned brands: key funnel metrics, existing offers, pricing and unit economics. Deliver a prioritised 3-month commercial roadmap for each assigned brand including clear tests, pricing changes and rollout plan. Implement or refine unit economics templates and dashboards that map CAC → LTV → payback for core offers.
Outcomes: 6-12 months Measurable improvement in portfolio-level commercial metrics: increased ARPU / attach rate, improved CAC payback, improved conversion on upsells and higher LTV cohorts. Running library of documented, repeatable monetisation playbooks used across brands. Scalable handoff process between Commercial, Growth and Delivery that reduces time-to-launch and improves experiment velocity. Trusted dashboards and reporting informing leadership budget allocation and product roadmap decisions.
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Core metrics you will own CAC, CAC payback, contribution margin per customer. Customer lifetime value (LTV) and retention cohorts. Attach rates on order bumps/upsells and average order value (AOV). Conversion rates at purchase, onboarding activation, upsell, and rebill. Revenue attributable to designed offers and back-end ecosystems. Show/booked rate for events and calls (where applicable).
Required experience and skills Senior commercial/strategy experience (6+ years), with at least 3 years owning pricing, offers, or monetisation for digital products (courses, communities, masterminds, cohort/evergreen offers). Demonstrable experience designing and testing pricing architecture and back-end ascension funnels with measurable business outcomes. Strong quantitative skills: comfortable building and owning unit-economics models, cohort analysis and forecasting; fluency with spreadsheet modelling and report tooling. Excellent product and commercial judgment: able to convert customer feedback and market insight into product topics, angles, and monetisation moves. Hands-on experience translating strategy into clean briefs for Growth/Delivery teams, and the discipline to QA launches. Strong stakeholder management: experience advising senior clients or leadership and running client-facing commercial reviews. Solid familiarity with funnel tooling and analytics: Webflow/ClickFunnels/other LP builders, GA4, Hotjar/Clarity, GTM, UTM hygiene and CRM flows (Klaviyo, etc.). Excellent written and verbal communication: can present strategy and financial tradeoffs clearly. Bias for action: deploys pragmatic experiments and scales winners fast.
Nice-to-have Experience in the creator economy, edtech, coaching or agency/portfolio models.
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