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Lauren Novak

Growth Marketing Lead — Demand Gen & Lifecycle
New York, NY (hybrid) · lauren.novak.mktg@gmail.com · linkedin.com/in/lauren-novak-growth
✓ AI-interview verified Avatar consented Open to: Head of Growth / Director Available: 3 weeks
⬇ Word (.docx) ATS-clean formats for job boards & applications

Growth marketer with 9 years across B2B and B2C — the last four running full-funnel demand at Ramp, where my programs source 40% of new-business pipeline. I'm the marketer who kills the channel the dashboard loves when the holdout test says it's harvesting demand we already owned. Paid, lifecycle, content, and the analytics to know which one is actually working. Looking for a Head of Growth or Director seat where marketing is measured on pipeline, not impressions.

Experience

Growth Marketing Lead
Ramp · New York, NY
Mar 2022 – present
  • Own paid acquisition and lifecycle across the finance-automation suite; programs source 40% of new-business pipeline on an $18M annual budget.
  • Cut blended CAC 28% while scaling spend 2.4× by reallocating from last-touch winners to incrementality-tested channels.
  • Built the experimentation program from scratch — 200+ tests/year across landing pages, offers, and audiences, with a decision log the whole go-to-market org reads.
  • Killed our highest-'performing' paid channel after a six-week holdout showed 80% of its conversions were cannibalized organic demand; reinvested in podcasts and branded search grew anyway.
  • Manage a team of 5 (2 paid, 2 lifecycle, 1 analyst); two promotions out of the team in three years.
Senior Lifecycle Marketing Manager
Squarespace · New York, NY
Jan 2019 – Mar 2022
  • Owned onboarding, upgrade, and winback journeys across email and in-product messaging for 3M+ trial users a year.
  • Rebuilt the trial onboarding series around activation milestones instead of a calendar drip — trial-to-paid conversion +19%.
  • Email- and CRM-attributed revenue grew $14M/year over my tenure; ran the migration from homegrown tooling to Braze.
Media Planner → Account Supervisor
VaynerMedia · New York, NY
Jun 2016 – Jan 2019
  • Planned and bought paid social for two national CPG accounts (~$30M combined annual spend); promoted twice in three years.
  • Agency years taught me creative velocity — how to brief, test, and kill ad concepts weekly without precious attachment.

Selected projects

"Attribution is lying to you"SaaStr 2025 talk

How last-touch dashboards misallocate budget, and the holdout-test playbook we used at Ramp to find out what actually moves pipeline. 40-minute session, standing room.

Growth decision loginternal system

A public-to-the-company log of every experiment: hypothesis, result, and the budget decision it drove. Copied by two other teams at Ramp.

Want to go deeper? Talk to Lauren's AI avatar — face-to-face or by chat, right on this page — then reach out to set up a live conversation.
Lauren Novak
lauren.novak.mktg@gmail.com
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