Position PurposeThe Growth Marketing Manager partners with the CEO and leadership team to define Workshop Digital's marketing strategy and is responsible for increasing Workshop's brand visibility and driving qualified pipeline for the Business Development team. The Growth Marketing Manager builds and executes the annual marketing plan, stewards the Workshop Digital brand, and manages the Marketing Coordinator. This role is both strategic and hands-on: they set the direction for internal marketing and personally deliver key pieces, while growing the coordinator's ownership of day-to-day execution.
Position SummaryThe Growth Marketing Manager supports the company by:
- Advising the CEO and Leadership Team proactively on marketing strategy, positioning, and growth opportunities
- Building and owning the annual marketing plan, quarterly goals, and marketing budget
- Leading, managing, and developing the Marketing Coordinator function
- Generating marketing-sourced pipeline and partnering with Business Development to convert it into revenue
- Stewarding the Workshop Digital brand, messaging, and positioning across every channel
- Leading content, thought leadership, and sales enablement efforts that showcase our expertise and client results
- Owning marketing operations, including CRM, marketing automation, attribution, and reporting
- Supporting recruitment marketing that positions Workshop Digital as a best place to work
- Maintaining a pulse on industry trends, competitors, and emerging channels, including AI search
ResponsibilitiesLEAD, MANAGE, AND HOLD TEAM ACCOUNTABLE (LMA)- Directly manage the Marketing Coordinator, setting clear weekly and quarterly priorities
- Define personal and professional development goals for direct reports and track progress towards reaching them
- Conduct effective one-on-ones, team meetings, and quarterly check-ins with direct reports, providing ongoing feedback, coaching, and support
- Review the coordinator's work for quality, accuracy, and brand alignment before it goes live
- Identify opportunities for the coordinator to take greater ownership and accountability for processes and channels
- Build and document marketing workflows, SOPs, and calendars so work runs smoothly and consistently
- Drive opportunities for process/procedure improvement
- Listen to team members' concerns and proactively address and resolve issues or conflicts
- Escalate significant issues or concerns to your direct manager or the Leadership Team, as appropriate
- Hire, onboard, and manage freelancers and vendors as needed to extend team capacity
INTERNAL COMMUNICATION AND RELATIONSHIPS- Proactively seek and gracefully receive feedback
- Tactfully share feedback with colleagues
- Partner with Business Development, Client Services, and department leads to align marketing with company objectives
- Recruit internal subject matter experts to contribute to content, webinars, and speaking opportunities
- Share marketing plans, results, and upcoming campaigns with the company so everyone knows what marketing is doing and why
- Identify, approve, lead, or delegate special projects
MARKETING STRATEGY & PLANNING- Own Workshop Digital's marketing strategy, focused on new client acquisition, client retention and expansion, and brand awareness
- Build the annual marketing plan and quarterly goals, and present them to the CEO and Leadership Team for approval
- Define and maintain our ideal client profiles, target industries, and positioning for each service line
- Own and manage the marketing budget, allocating spend across channels to maximize ROI
- Establish marketing KPIs in partnership with leadership, and adapt strategy based on results
- Conduct competitor and target audience research to sharpen positioning and uncover opportunities
PIPELINE & SALES ENABLEMENT- Generate marketing-sourced pipeline that meets agreed targets for marketing qualified leads (MQLs) and sales qualified leads (SQLs)
- Define and maintain the lead handoff process with Business Development
- Develop lead nurture programs that move prospects from first touch to a sales conversation
- Create and maintain sales enablement materials, including pitch decks, one-pagers, case studies, and proposal content
- Support account-based marketing efforts for high-priority prospects
BRAND, CONTENT & THOUGHT LEADERSHIP- Serve as the steward of the Workshop Digital brand, ensuring all marketing follows our brand guidelines and voice
- Develop and execute a content strategy that showcases our expertise, client results, and industry thought leadership
- Own the company website as a lead generation asset, including landing pages, conversion paths, and ongoing optimization
- Build a steady pipeline of client case studies and success stories in partnership with Client Services
- Lead award, speaking opportunities, events, and webinar submissions
- Own PR efforts
- Manage partner marketing opportunities
CHANNELS & CAMPAIGNS- Own campaign briefs and ensure the successful planning, execution, and measurement of campaigns within established timelines and budgets
- Oversee execution across all marketing channels including, but not limited to, LinkedIn and other social channels, email, SEO, paid media, and events
- Ensure Workshop Digital is visible in AI-driven search experiences and answer engines, not just traditional search results
- Implement A/B testing and experimentation to optimize messaging, creative, and channel performance
- Develop and execute recruitment marketing campaigns in partnership with People Operations
MARKETING OPERATIONS & REPORTING- Own the CRM and marketing automation platforms, including lead scoring, list management, and data quality
- Maintain attribution and tracking so marketing's contribution to pipeline and revenue is clear
- Develop and maintain regular reporting on marketing performance, pipeline, and ROI for the Leadership Team
- Translate data into actionable insights and recommendations
- Ensure all marketing activities follow applicable regulations and best practices, including privacy, email consent, and client approval of case studies and testimonials
- Monitor industry trends, emerging channels, and marketing technology, and recommend cost-effective solutions
Qualifications- 4+ years of experience in B2B growth marketing, with a track record of driving pipeline and revenue growth
- Agency or professional services marketing experience strongly preferred
- 2+ years of people management experience, including coaching, performance reviews, hiring, and development
- Experience building and owning a marketing plan and budget
- Proficiency in digital marketing channels, including SEO, paid media, email, LinkedIn, and content marketing
- Hands-on experience with CRM and marketing automation platforms (e.g., Salesforce, HubSpot) and analytics tools (e.g., GA4)
- Familiarity with AI search, answer engine optimization, and using AI tools to improve marketing workflows
- Excellent writing skills, with a portfolio of work to share
- Experience managing freelancers, agencies, or vendors
- Creative thinker with a data-driven and analytical mindset
- Strong project management skills with the ability to manage multiple projects simultaneously
- Clearly and effectively articulates thoughts and ideas
- Excellent written, verbal, and interpersonal communication abilities
- Ability to adapt to a fast-paced, dynamic environment
- Proficiency with Microsoft Office and Google Workspace
- Experience working in an agile team environment
- 4-year degree in Marketing, Business, Communications, or a related field preferred
- Relevant certifications (e.g., Google Analytics, HubSpot) are a plus
Benefits- Competitive salaries
- 25 days PTO, 5 days STO, 12 Holidays
- Hybrid workspace for Richmonders (only Mondays are required)
- 3 months fully paid Parental Leave
- 8 hours of paid volunteer time per quarter
- 401k with 3% non-elective contributions
- A comprehensive health benefit package, including 2 medical plans, dental, and vision insurance
- Life insurance, short-term, and long-term disability
- Profit sharing
- 2x a year company-wide meetup in Richmond, VA
- Committee Membership (Community, Culture, Health & Wellness)
Salary- Expected base salary range is $85,000 - $115,000 annually, based on experience.
We are ideally looking for one hybrid employee located in Richmond, Virginia, or one Remote employee in the states of Virginia, Ohio, Illinois, North Carolina, New York, Colorado, Texas, or California.The pay range for this role is:
85,000 - 115,000 USD per year (Richmond, VA)
