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Head of Growth – Job Description & 6-Month KPIs
Role overview
Job title
Head of Growth
Location
Limassol, Cyprus (hybrid) or remote within UTC−1 to UTC+4
Reporting to
Chief Marketing Officer (CMO)
Department
Marketing
Employment
Full-time
The role covers one funnel: launch paid traffic, attribute every user to the channel and campaign they came from, measure how they convert and where they drop off, and pass that data into Zoho CRM. In CRM, each lead is routed to the right specialized manager by channel, region, country and language.
The role has three blocks of ownership: analytics (the largest), traffic acquisition and CRM integration.
Responsibilities
- End-to-end and product analytics (primary focus)
- Choose, set up and own the data warehouse (for example BigQuery) and the pipelines that load data from ad platforms, mobile measurement partner, website and apps, trading platforms, payment providers and Zoho CRM.
- Implement tracking of all marketing and funnel events on web and mobile apps, under one agreed event taxonomy.
- Build end-to-end attribution: for every user, see the channel, campaign and creative they came from, through registration, KYC, first deposit (FTD) and trading.
- Build funnel reporting that shows conversion rate per step and where users drop off, by channel, country and product.
- Set up product analytics: find where users struggle in onboarding, KYC, deposit and trading flows, and propose and test improvements with the Product team.
- Analyze customer behavior: trading activity, deposit and withdrawal patterns, product usage, segments and early churn signals.
- Monitor VIP clients: identify high-value clients early, track their activity, and alert account managers to key changes such as a drop in activity or a large withdrawal.
- Track customers across all products and services (CFDs, crypto, prop trading, prediction markets, CXM Card) in one customer view, including CXM Card spending patterns such as VIP and luxury purchases, to spot high-value clients and cross-sell opportunities.
- Define one set of core metrics (registration, KYC pass, FTD, active trader, CAC, ROAS, retention, LTV) and keep them consistent across teams.
- Build dashboards in a BI tool (for example Lookerstudio, Power BI or Tableau) for Marketing, Product and Operations, so the whole company works from one source of truth.
- Traffic acquisition
- Lead paid acquisition with the traffic managers across Google, Meta (Facebook, Instagram), TikTok and mobile ad networks.
- Plan and launch campaigns by product, country and language; own channel strategy and budget allocation with the CMO.
- Set up correct conversion tracking on each platform, including passing FTD and deposit events back to ad platforms for optimization.
- Review channel and campaign performance weekly and shift budget to what converts to FTD, not just to registration.
- Zoho CRM integration and lead routing
- Integrate the data warehouse, website, apps and trading back office with Zoho CRM, so every lead carries its source, campaign, country and language.
- Keep lead, deposit and status data in sync between CRM and the warehouse in both directions.
- Design and implement routing rules in Zoho that assign leads to specialized managers by channel, region, country and language.
- Build lead scoring in Zoho: score new leads by source, country, on-site and in-app behavior, KYC progress and likelihood to make an FTD, and use the score in routing and prioritization.
- Build client scoring in Zoho: score existing clients by deposits, NGR, LTV, activity, cross-product usage and churn risk, to drive VIP status, retention actions and manager assignment.
- Measure conversion by manager and team, so lead quality and sales performance can be told apart.
- Fraud prevention
- Build fraud detection based on customer actions and behavior: multi-accounting, bonus abuse, deposit-withdrawal cycling without trading, chargeback patterns, device and IP anomalies, and affiliate fraud.
- Integrate KYT (Know Your Transaction) via Elliptic for crypto deposits and withdrawals: bring wallet risk scores into the warehouse and Zoho, and route high-risk alerts to Compliance.
- Agree risk thresholds and the alert workflow with Compliance and Risk, who keep final decisions on blocking and reporting.
- Run fraud dashboards that track alerts, confirmed cases, losses prevented and false positives.
- Leadership
- Manage and coordinate traffic managers and any analysts on the team.
- Work closely with Product, Sales/Retention, Operations and Tech on tracking and integration work.
- Report to the CMO on funnel performance and the analytics roadmap.
- KPIs for month 7 onward are set from the baselines the new analytics system produces.