The Marketing Manager is a high-impact role within the Innovation Economy division of The Baldwin Group, focusing on high-growth emerging sectors including Technology and Cannabis. While our inbound marketing is currently strong, this role is essential for building out our outbound engine from the ground up.
You will be responsible for creating the infrastructure that generates incremental lead pipelines. This role bridges the gap between creative marketing and strategic sales, requiring a leader who can manage complex Account-Based Marketing (ABM) efforts, high-level sponsorships, and digital funnels. A key component of this role is the implementation of AI-driven efficiencies and agentic workflows to scale our outbound motion without a linear increase in headcount.
Principal Responsibilities:
Outbound Marketing & ABM Orchestration- ABM Strategy: Partner with sales leadership including Director of Sales to design and execute high-touch Account-Based Marketing campaigns targeting large enterprise accounts.
- Collateral & Copywriting: Lead the creation of tailored sales collateral, pitch decks, and personalized outreach copy that resonates with C-suite, Finance Execs and Founders
- Creative Management: Direct internal and external designers to produce high-quality visual assets for ABM sequences, ensuring brand consistency and high engagement.
- Funnel Building: Architect and optimize multi-stage lead funnels that guide prospects from cold outreach to qualified sales opportunities.
Performance Media & Digital Acquisition- LinkedIn & Display Advertising: Work with advertising specialists to optimize performance-based campaigns on LinkedIn and industry-specific display networks, focusing on precision targeting for the Innovation Economy.
- Landing Page Optimization: Create and manage personalized landing pages using A/B testing and personalization tools to increase conversion rates for specific industry segments.
- Data-Driven Growth: Utilize performance analytics to track the buyer journey from first touch to bound policy, adjusting spend and tactics based on ROI
Sponsorships & Partnership Marketing- Sponsorship Planning: Identify, evaluate, and negotiate high-impact sponsorship opportunities with industry publishers, events, and newsletters to drive top-of-funnel awareness.
- Affiliate & Partner Growth: Oversee and scale affiliate marketing programs, working closely with industry partners to develop mutually beneficial lead-sharing pipelines.
- Event Integration: Coordinate marketing efforts around key industry events to maximize lead capture and brand authority within emerging sectors.
AI Strategy & Agentic Workflows- AI Implementation: Leverage Claude, Gemini, and OpenAI to automate and enhance marketing operations, from high-volume personalized copywriting to sophisticated lead research.
- Agentic Workflow Development: Build and manage autonomous AI workflows that handle multi-step marketing tasks, such as automated prospect intent monitoring and dynamic lead scoring.
- Prompt Engineering: Create and maintain a library of sophisticated prompts to ensure brand voice consistency and technical accuracy across all AI-generated content.
Education, Experience, Skills and Abilities Requirements:
- 5+ years in marketing, with a focus on growth, performance, or demand generation. Experience in B2B SaaS, FinTech, or Insurtech is highly preferred.
- AI Expertise: Hands-on experience building automated workflows using OpenAI (GPTs), Claude (Artifacts/Projects), or Gemini, as well as no-code automation tools (e.g., Zapier, Make) to create agentic systems.
- Full-Stack Marketing Mastery: Strong understanding of the growth stack, including LinkedIn Campaign Manager, CRM (Salesforce), 6Sense, and landing page builders.
- Visual & Verbal Aptitude: Exceptional copywriting skills and experience managing creative freelancers or agencies to produce professional marketing assets.
- Proven ability to source, onboard, and lead freelancers or offshore agencies to scale output.
- Strong track record of managing five-figure monthly ad spends and negotiating direct sponsorship deals.
What We're Looking For:
- You aren't just maintaining a system; you are excited about building an outbound marketing engine where one doesn't currently exist.
- Bachelor degree in marketing or communications
- Proven track record of effective growth marketing campaigns
- Experience in customer acquisition, retention marketing, and CRM (Salesforce)
- Excellent written and verbal communication skills
- Expertise in productivity and communications software (i.e., Google Docs, Microsoft Office, CRM, WordPress,)
- Proficiency with Adobe Creative Cloud suite - Photoshop, Illustrator & Indesign.
- Experience with project management tools such as Monday.com, Asana, Trello, Jira. Knowledge of Agile methodology is a plus.
- Experience in a startup or high-growth environment or interest cannabis business and community. Not required but a plus.
- Previous experience sourcing, managing, and leading freelancers/contractors (e.g. UpWork, Fivver, Offshore agencies) to scale marketing output.
- Passionate about lead generation, retention marketing, and driving ROI.
- Desire to work in an entrepreneurial company and drive immediate results
Special Working Conditions:
- Fast paced, multi-tasking environment.
Important Notice:
- This position description is intended to describe the level of work required of the person performing in the role and is not a contract. The essential responsibilities are outlined; other duties may be assigned as needs arise or as required to support the firm. All requirements may be modified to reasonably accommodate physically or mentally challenged colleagues.
