Summary:We're seeking a hands-on, strategic and performance-driven
Senior Manager, Growth Marketing to own Highland's digital marketing engine and lead generation strategy. This is an individual contributor role reporting to the Senior Director, Marketing and is responsible for accelerating customer acquisition through a mix of hands-on campaign execution and day-to-day leadership of our digital agency.
The ideal candidate is highly analytical, brings deep expertise in paid media strategy, targeting, and campaign setup, and is a continuous learner who isn't afraid to challenge how we do things. They know how to put AI and marketing tools to work efficiently to build processes that drive growth and scale - deep AI expertise isn't required, but a bias for finding smarter ways of working is.
This role will play a critical part in scaling our presence with school districts, municipalities, and fleet operators, and in building the infrastructure to optimize pipeline growth, campaign performance, and marketing-sourced revenue.
Overview:Growth Strategy & Performance Marketing- Own full-funnel growth strategy across paid media (Google, LinkedIn, Meta, TikTok), SEO/AEO, email, and web to drive qualified leads and maximize ROI
- Direct our digital marketing agency on demand generation strategy and paid media execution - reviewing, approving, and optimizing campaigns to hit CPL and pipeline targets
- Develop paid acquisition strategies tailored to priority personas (e.g., superintendents, directors of transportation, CFOs/business managers, school board members)
- Collaborate with Sales and Market Development to align campaign targeting with key territories, procurement cycles, and prospect lists to fill the pipeline
Agency & Vendor Management- Serve as Highland's day-to-day owner of the digital agency relationship - briefing, prioritizing, and holding the partner accountable to scope, timelines, and performance
- Translate Highland's goals into clear direction for agency-led strategy and paid media, and approve deliverables against brand, quality, and performance standards
- Manage media budget and pacing alongside the agency to maximize return
- Own the balance of in-house vs. agency work, bringing execution in-house where it drives efficiency and result
Digital Analytics & Reporting- Own Highland's marketing data integrity and single source of truth across GA4, HubSpot, Looker, and ad platform dashboards
- Partner with the agency on reporting infrastructure to track core funnel KPIs across all digital channels with a goal to continually improve quality of leads
- Turn data insights into test plans and growth hypotheses; lead reporting cycles to share learnings and recommendations with leadership
Website & CRO- Optimize Highland's website for traffic, engagement, and conversion through UX improvements, funnel analysis, and A/B testing
- Own landing page strategy and performance, collaborating with the agency, design, content, and web development resources as needed
SEO/AEO & Content Performance- Own on-page and technical SEO strategy to grow organic traffic and improve rankings, including visibility within AI/LLM search
- Partner with content, brand, and PR teams to build a content calendar that supports keyword priorities and thought leadership goals
- Use tools like SEMrush to identify and fill content gaps aligned with buyer intent
CRM, Email & Personalization- Own and execute email marketing and marketing automation (HubSpot) - nurture flows, and lifecycle programs - aligned with agency strategy and recommendations
- Build and manage audience segmentation strategies for email, advertising, and nurture flows
- Support account-based marketing (ABM) campaigns in coordination with Sales - targeting high-value districts or municipalities with personalized ads and assets
- Run structured A/B tests on email subject lines, content, and send timing, using AI tools to generate and evaluate variants faster and turn results into repeatable playbooks
AI & Marketing Operations- Take a practical, efficiency-minded approach to AI and marketing tools - you don't need to be an AI expert, but you know how to put the right tools to work for targeting, campaign optimization, content, and analytics
- Partner with the agency to assess, integrate, and roll out AI tools that help drive efficiency and scale
- Build workflows and playbooks that improve team efficiency and create a scalable, data-driven marketing operation
Qualifications:- 7+ years of experience in growth, digital, or performance marketing with a track record of owning channel strategy and performance
- Comfortable operating as a senior individual contributor and subject-matter expert
- Experience managing agencies or external vendors and driving strong results from partners
- Deep hands-on experience with analytics platforms (GA4, Looker, HubSpot, etc.) and testing frameworks (A/B, multivariate)
- Deep hands-on experience with Google Ads, LinkedIn Ads, Meta Ads, and paid social tools
- Experience developing full-funnel strategies across acquisition, nurture, and retention
- Working knowledge of SEO, CRO, and marketing automation tools (HubSpot, etc.)
- Highly analytical, with strong communication skills and the ability to distill complexity into clear recommendations
- A continuous learner who stays on top of new tools and tactics, and isn't afraid to challenge how we currently do things
- Experience in B2B or public sector (B2G) marketing a plus
$145,000 - $165,000 a year
What You Can Expect from Highland:- Competitive base salary and performance-based bonus program
- A supportive, highly collaborative, team-oriented environment
- Ability to work with bright, innovative, and forward-thinking colleagues
- Health, Vision, and Dental coverage for employees & their dependents
- Generous Paid Time Off
- 401(k) program and company match
