Guava (JoinGuava.com)

Guava is a digital banking and community platform designed for and by Black small business owners. Guava is on a mission to close the racial wealth gap by facilitating the growth and resilience of Black small businesses with financial products designed to meet their needs.

Guava is a rapidly growing seed stage company based in New York City backed by Precursor Ventures, Backstage Capital, First Close Partners, Heron Capital, and other top angel and institutional investors.

About this role

We are looking for our first Head of Marketing to help us amplify our mission and grow our membership. If you’re passionate about empowering Black-owned businesses and changing the status quo, holistically about sustainable growth and meaningful engagement, this is the perfect opportunity for you.

Working closely with Guava’s CEO, you’ll help us establish a brand that represents financial empowerment and celebrates Black entrepreneurship. We look to you to help us identify new and creative ways to reach business owners across the country and expand our community, ensuring that Guava becomes synonymous with Black entrepreneurial success, supported by education & community. As our Head of Marketing, your responsibilities will include:

Creating and executing Guava’s marketing strategy:

• Develop and lead growth marketing for Guava utilizing resourceful, grassroots methods for acceleration towards repeatable and scalable acquisition for member growth.
• Rapidly expand Guava's member base (small business owners, entrepreneurs and solo-preneurs, creators, side hustlers) in close collaboration with key business impact areas (partnerships, product, community, etc.) through a deep understanding of the market dynamics, cultural nuances, and member needs.
• Define a comprehensive GTM strategy to adapt and scale Guava’s marketing campaigns across growth, lifecycle, and brand aligned to our member acquisition goals.

Make data-driven decisions:

• Oversee marketing strategy to manage our overall blended CAC and establish healthy LTV.
• Establish a rubric for measuring channel and tactic performance (online and offline - inclusive of community-driven and brand-driven marketing initiatives) – to understand ROI, impact on overall member growth across tactics and contextualize for the business and leadership team.
• Evangelize a data-driven culture that transforms marketing data into actionable insights.

Owning internal and external cross-functional relationships: