The Manager, GTM Programs owns two connected areas of the Direct growth plan: greenfield pilot programs in new or underdeveloped verticals and geos, and brownfield expansion — generating incremental pipeline within existing client accounts and known target accounts before they earn a dedicated program owner.
This role is where ExtensisHR tests what's next. Greenfield markets like California, Texas, and Florida sit outside our historically strongest geos but represent a large share of obtainable opportunity, and industries like Technology, Business Services, and Healthcare convert below our blended average today and need program-level attention to “fix before scaling.” At the same time, our 93% renewal rate and the Tier 1 (Customer Advocate) referral program represent a warm, underleveraged expansion opportunity inside our own book of business. This role owns both motions — piloting new territory and mining the value we already have.
What You'll Do:
1. Greenfield Pilot Programs
- Design and run pilot campaigns for priority “Fix-Before-Scaling” verticals (Technology, Business Services, Healthcare) and “Optimize” geos (California, Texas, Florida), where conversion is currently below the 32% blended win rate and needs targeted messaging, offer, or channel adjustments before scale spend follows.
- Build and test campaign frameworks for new-to-ExtensisHR audiences — first-time PEO buyers on payroll-only systems (ADP, Paychex, QuickBooks) in the 20–40 employee sweet spot — in coordination with the geo and vertical prioritization set by the Senior Director.
- Report pilot results (cost, conversion, deal quality) back to the Senior Director, GTM Revenue Marketing and Senior Manager, GTM Programs to inform whether a vertical or geo graduates to a fully-resourced, dedicated motion.
2. Brownfield & Account Expansion
- Own programs that generate incremental pipeline from existing accounts and known target accounts, in partnership with Client Success and Sales.
- Support and help scale the referral partner ecosystem, particularly Tier 1 (Customer Advocates — existing clients with high renewal loyalty) by building referral prompts and campaigns tied to QBRs, ESC touchpoints, and the Work Anywhere® portal.
- Identify upsell and cross-sell opportunities within the existing book (e.g., PEO Pro to Premier, or additional Work Anywhere® platform modules) and build lightweight campaigns to support Sales in surfacing them.
3. Campaign Execution & Coordination
- Execute day-to-day program logistics for greenfield and brownfield campaigns: email, direct mail, digital, and light ABM tactics, in coordination with the Vertical Campaigns and Field & Event Marketing teams.
- Maintain campaign calendars, briefs, and asset requests, working with Content and Design to produce vertical- and geo-specific messaging.
- Support event logistics and follow-up for pilot-market activations, in partnership with the Events Associate.
4. Reporting & Data Hygiene
- Track pilot and expansion program performance against the model assumptions and flag deviations early.
- Partner with Marketing Operations and the MarTech & Analytics manager to ensure pilot and brownfield accounts are properly tagged in HubSpot and Salesforce for clean attribution.
- Provide regular updates to the Senior Director, GTM Revenue Marketing and close partnership with the Senior Manager, GTM Programs on what's working, what isn't, and what should be killed, scaled, or handed off.
AI Utilization and Literacy:
A key function of this role includes the effective use and understanding of artificial intelligence (AI) tools and technologies to enhance productivity, decision-making, and overall performance. This position is expected to maintain awareness of emerging AI applications relevant to their responsibilities, apply AI tools ethically and effectively, and continuously develop their AI proficiency.
What You Bring:
- 3–6 years in B2B demand, program, or field marketing, ideally with some exposure to both new-market/new-vertical testing and existing-account/expansion marketing.
- A test-and-learn mindset — comfortable running smaller, lower-certainty pilots and being disciplined about killing what doesn't work.
- Working knowledge of funnel math (MQL/RFI conversion, win rate, CAC) sufficient to read and act on program performance data.
- Strong organizational skills — this role manages several concurrent, smaller-scale programs rather than one large one.
- Experience with HubSpot, Salesforce, or similar CRM/marketing automation tools; familiarity with intent tools (Warmly, Apollo.io) a plus.
- Comfort working cross-functionally with Sales and Client Success, particularly around account-based expansion and referral programs.
What We Offer:
Position Salary:
100k-145k
Effective 06/1/2025 NJ passed a Pay Transparency Law which requires NJ based hiring to include a compensation range on each job posting. This compensation range is presented in good faith for candidates that are hired in these roles will be presented a salary within the range stated on the job posting.
At ExtensisHR, we recognize there are many factors that influence your overall satisfaction both at work, and in your personal life. Under ourYou Supportedprogram, we provide a perfect mixture of compensation, benefits, company culture, and resources to our employees that help you reach a happier, more balanced life. Some of these offerings include:
- Competitive compensation and performance-based incentives.
- Progressive Paid-Time Off Program, including volunteer and life event leave.
- Group Medical, Dental, Vision, and Life insurance from day one.
- 401(k) with company match.
- Voluntary benefits including 529 College Savings, Home & Auto insurance, pet care, and more.
- Student loan assistance program.
- Onsite Wellness Rooms and free Headspace meditation app access.
- Extensive professional development and career advancement programs.
- Employee Referral Program.
- Discounts in retail and entertainment.
- Social and community outreach committee for inclusive culture and networking.
- Complimentary coffee and snacks when in the office.
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