Director, User Adoption


Remote in North America
Job Function
Remote in North America | Marketing | Director

Experimentation, data-driven decision making and strong leadership are the core features of this new role in Paper’s marketing team. Reporting to the VP, Growth & Performance Marketing, the Director of User Adoption develops strategies to build awareness and adoption amongst students at Paper’s partner school districts of our web and mobile offering. Using a mix of in-app notifications, B2C digital campaigns and any other avenues the data leads us to, this role represents an exciting opportunity to truly influence the lives of millions of students (who have free access to the platform) across the US & Canada. 

This position can be located in any geography in the US or Canada.


– Lead Paper’s student-centered marketing efforts, measured via their impact on adoption and logins to the platform.

– Mentor, manage and grow a team focused on building strong affinity for the Paper brand amongst students.

– Develop, test and experiment ways to reach students via notifications, including developing audience segmentation and journey mapping strategies.

– Oversee B2C-focused marketing campaigns, both digital and experiential.

– Closely partner with Product & Customer Experience teams to ensure alignment on student-focused programs.

– Develop data framework/dashboards/reporting structures that measure the efficacy and impact of student-focused campaigns and programs.

– Tie marketing efforts back to the continued adoption of web/mobile app by students in partner districts.

– Clearly outline findings of experimentation, provide detailed recommendations and report on impact of the work to senior leadership in marketing and the organization broadly.


– Successful experience driving product growth amongst a B2C audience.

– A strong leader with a player-coach style, who is comfortable articulating strategy and mentoring a team while being perfectly capable of rolling up their sleeves and dive into the work.

– Firm grasp of several growth levers, including product-led growth, field marketing, and digital marketing.

– Data literacy that includes being able to distill datasets into actionable strategies and plans.

– Experience developing/overseeing detailed attribution frameworks and working with marketing automation software.

– Creative and innovative thinker that isn’t afraid to think big and fail quickly.

– A flair for crafting compelling tactics and messages that drive action.

– Demonstrated ability to build brand affinity amongst target groups.

Nice to have:

– Experience in product growth that focuses on Gen Z/student-aged populations.

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