New

Head of Software Growth

London, England, United Kingdom

Disguise sits at the heart of the most inspiring live and virtual experiences in the world, leading the market in building a software and hardware solution that designs, sequences and controls the most spectacular productions across film and TV, broadcast, live and corporate events.

Role: Head of Software Growth

Function: Commercial/Marketing

Reports to: Vice President of Marketing

 

Why You’re Here

You're here to help us build our PLG motion of a breakthrough software product in live media.

We are looking for someone who can take us from 0 to 1 on architecting and launching a self-service flywheel to take that software into the world of smaller shows, nightclubs, independent operators, and other large markets where our high-touch sales team can't reach.

The Head of Growth is the strategic engine behind disguise’s evolution into a software-led powerhouse. Your mission is to "game and grow" our software user base by obsessing over the entire ecosystem. You will move beyond traditional marketing to architect a data-driven growth machine that converts the global community of visual artists and operators into high-value, long-term users of our X1 product and the Octopus platform.

You don't just watch the funnel; you design the mechanics of it—using telemetry, behavioral psychology, and product-led strategies to turn our software into a self-scaling revenue engine.

You think in journeys, not campaigns. You’re obsessed with understanding where users drop off, why they convert, and what makes them come back.

You’re excited by the shift from hardware-first to a software-led ecosystem and you want to help build the growth model that powers it.

 

What You’ll Do:

Drive the growth engine behind our new software portal and product ecosystem. Work at the heart of our transformation into a scalable, software-led business and help define how we acquire, activate, convert, and retain software users globally.

 

Key Responsibilities:

1. ICP Architecture & Journey Definition

  • Intentional ICP Definition: Go deep into defining our Ideal Customer Profiles (ICPs)—from the touring VJ and independent video operator to the studio engineer. You will define not just who they are, but their technical needs, pain points, and triggers.
  • Behavioral Intelligence: Map the specific behaviors of these ICPs to understand how they interact with professional video software. Use these insights to design high-conversion user journeys within our Octopus platform.
  • Journey Design: Architect the path from "first download" to "power user," ensuring that every touchpoint within the platform is optimized to drive activation and reduce friction.

2. Retention and Monetisation

  • Defining PQL (Product-Qualified Lead) triggers for retention, by partnering with product to identify behaviours that indicate readiness to pay, whilst also partnering with Sales to build the qualified leads into their funnel. 
  • In-Product PQL monetisation: Partner intimately with the Product team to develop PQL generation capabilities. 
  • Telemetry-Led Growth: Leverage product telemetry to gain real-time visibility into user behavior. Use this data to automate interventions, nudge users toward high-value features, and inform product prioritization.
  • Feedback Loop: Work cross-functionally to make sure product roadmap prioritizes retention and monetisation, as well as working with marketing and Sales to execute and bring users in through the funnel.

3. Marketing Strategy & Pipeline Growth

  • Addressable Pipeline Expansion: Translate ICP behaviors into targeted marketing strategies. You will inform top-of-funnel campaigns to ensure we are attracting the "right sort" of users who have the highest propensity to convert and scale.
  • Growth Marketing Sync: Work with the broader marketing team to align performance marketing, content, and community efforts with the specific behavioral triggers identified in our Octopus platform.
  • Ecosystem Obsession: Monitor the entire software ecosystem (including competitors) to ensure Disguise remains the platform of choice for the next generation of visual creators.

4. Experimentation & Optimization

  • The "Game & Grow" Roadmap: Run a continuous "always-on" experimentation engine. Test licensing models, onboarding flows, and referral loops to maximize the lifetime value (LTV) of the software user base.
  • Conversion Optimization: Own the conversion metrics across the software business, from web traffic to Octopus sign-ups, and from trial users to paid X1 licensees.

Success Metrics (KPIs)

  • Time to Value (TTV). How quickly can you drive users to experience their first value return. 
  • Active Software User Growth: Month-over-month increase in the X1/Octopus user base.
  • PQL Conversion Rate: Efficiency of turning in-product behaviors into qualified revenue opportunities.
  • Activation Rate: Percentage of new users reaching the "Aha!" moment within their first 7 days.
  • LTV/CAC: Optimizing the cost of acquiring the "right" users against their long-term value to the software ecosystem.
  • Tracking and improvement of product engagement and feature use. 

Experience & Requirements

  • Growth Mastery: 4+ years in a growth, growth marketing, or product management role at a company driving SAAS Product Led Growth.
  • Analytical Obsession: You live in the data. Proficiency with telemetry tools and behavioral analytics (e.g., Mixpanel, Amplitude, or similar) is essential.
  • The "disguise" Mindset: A deep interest in the intersection of technology and creativity (Live Events, Virtual Production, or XR).
  • Strategic Connector: Comfortable working across functions and articulating valid contributions to product and marketing roadmaps.
  • Entrepreneurial Spirit: You are a builder who thrives on defining a role and a category, rather than just following a playbook. You are here to take things from 0 to 1. 

 

Skills, behaviours and values we are looking for

Skills

  • Deep user research capability: able to conduct interviews, synthesise insights and identify unmet needs.
  • Commercial acumen: understands pricing, revenue models, partnerships and expansion mechanics.
  • Analytical mindset: comfortable defining KPIs and using data to inform decisions.
  • Strategic thinking: able to move from insight to scalable growth frameworks.
  • Strong communication: able to align cross-functional stakeholders around opportunity areas.

Behaviours

  • Curious and explorative: actively seeks new markets and unconventional opportunities.
  • Experimental: comfortable testing, iterating and learning quickly.
  • Outcome-driven: balances innovation with tangible commercial impact.
  • Autonomous yet collaborative: drives initiatives while building strong cross-functional alignment.
  • Resilient: comfortable operating in emerging, undefined market spaces.

Values alignment

  • Honest - makes data-driven, transparent recommendations.
  • Evolutionary - continuously adapts based on user and market feedback.
  • Fearless – explores new territories and challenges assumptions.
  • Resilience – persists through iteration to find scalable growth models.
  • Belong – builds inclusive relationships with customers and internal teams.

About Disguise

Disguise is the industry-leading platform sitting at the heart of a new era of visual experiences. One powerful integrated system of software, hardware and services to help create the next dimension of real-time spectacle.
We partner with the biggest entertainment brands and companies in the world to deliver the A-list of live music events, live TV broadcasts, immersive experiences, installations, theatre, film and TV production, corporate communications and brand product launches. Working with Disney, Snapchat, Netflix, ESPN, the Burj Khalifa, and Adele, Disguise is the number one partner delivering the next dimension of entertainment. 

 

Don’t Disguise your differences.

Innovation comes from everyone. We strive to create a workplace that reflects our diverse audience. We celebrate our people for their full authentic selves, and embrace uniqueness. Inclusion and Equity matter at Disguise. We create together and we create everywhere. 

 

Our values

  • Honest. We are real with ourselves and our clients and share our ideas with openness and transparency. 
  • Evolutionary. We innovate using our user’s ever-changing needs so our technology remains ahead-of-the-game.
  • Fearless. We take the best path, not the easiest, and innovate where it’s right, not where it’s simplest.
  • Resilience. We don’t give up until we find the right solution, even if it means going outside our remit.
  • Belong.  We create an environment where everyone feels like they belong and is empowered to do their best work.

 

Our benefits

  • We have a suite of globally relevant competitive benefits packages as we want to make sure we retain the best talent out there. Our benefits for every perm hire, globally include:
  • Unlimited Paid Time Off - with minimum time you must take set at 20% above statutory
  • Hybrid working between home and our offices (dependent on role and location)
  • Mental health and wellbeing support - subscription to the Calm app, mental health first-aid buddies, employee assistance programmes
  • Gig allowance - £400 (or local equivalent) to spend on tickets every year to immerse yourself in our industries
  • Belonging policies -  including (but not limited to) support for Parental, Fertility, Miscarriage, Menopause and Transitioning
  • Training, coaching & mentoring

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