You're joining Loomis as their first Growth Marketing Lead. Loomis is a B2C subscription meal-planning app with 28,000 paying subscribers. The company is mid-raise for a Series B, and the CEO has told you directly: "Investors are going to look hard at our trial-to-paid conversion rate. I need it visibly moving before the data room closes in 8 weeks."
The channel & funnel data:
| Channel | % of Monthly Ad Budget | CAC | LTV | Trial → Paid Conversion |
|---|---|---|---|---|
| Paid Social | 55% | $62 | $180 | 11% |
| Paid Search | 30% | $54 | $210 | 14% |
| Organic / Content | 10% | $18 | $165 | 19% |
| Referral Program | 5% | $9 | $240 | 27% |
Funnel overview: Landing page visit → trial signup: 22% (blended across channels). Trial signup → paid conversion: 14% company-wide.
Recent test: A pricing-page redesign (new layout, clearer plan comparison) ran for 14 days and showed a +3% conversion lift — but the result was not statistically significant (p = 0.18), and the pricing page gets relatively low traffic compared to the rest of the funnel.
You have 45 minutes to diagnose the bottleneck and propose what you'd test next.
We expect you to use AI tools. We evaluate how you use them — not whether you use them. Evidence of iteration, redirection, and critical evaluation scores higher than a polished output with no process documentation.
The single highest-signal indicator: your video answer to the mandatory AI question. If you cannot name a specific moment where you redirected AI output, evaluators will assume you did not.
Mandatory AI question for your video: Walk me through one moment where you disagreed with, pushed back on, or redirected what the AI gave you — and what you did instead. Name the specific moment. Explain what the AI produced that didn't meet the bar, what you did differently, and why.
Video guidance for this role: Speak naturally and conversationally — as if you're briefing the CEO ahead of an investor call. We're listening for the quality of your diagnostic and prioritization logic — not verbal polish.
Submission: Upload each deliverable as a separate file directly on the Provn platform: your Growth Plan, your README document (Sections A, B, and C), and your video walkthrough (MP4 or MOV).
Demonstrate the ability to diagnose the actual funnel bottleneck from imperfect, aggregate channel data
Design a rigorous, hypothesis-driven experiment scoped to a real budget and dev-capacity constraint
Prioritize investment using unit economics (CAC, LTV, payback) rather than vanity metrics or organizational inertia
Translate a growth plan into a business narrative a non-marketing leader (or board) can act on
Show how you worked with AI to accelerate your process — including at least one moment where you redirected it
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