Who You Are:
The Senior Manager, GTM Programs owns program strategy and execution for two connected priorities: activating five named growth markets 1 California, Texas, Colorado, Georgia and Florida 1 across both greenfield and brownfield acquisition, and expanding ExtensisHR's two specialized motions, PEO Premier and SchoolCloud, beyond their current geographic concentration into every priority market.
This position works closely with the Manager, GTM Programs; Senior Manager, Field & Event Marketing; Manager, Vertical Campaigns; Senior Manager, Conversion & Website; Manager, MarTech & Analytics; and Sales and Broker Relations leadership.
What You9ll Do:
- Growth Market Activation 1 California, Texas, Colorado, Georgia and Florida
- Own the go-to-market program strategy for the five named activation markets, building a distinct plan for each rather than a single template, and partnering with the Manager, GTM Programs on pilot design and day-to-day execution.
- Design greenfield and brownfield programs separately, because the markets differ sharply. Texas is approximately 90 percent greenfield and converts best; Florida is roughly 84 percent brownfield and behaves as a switcher market; Colorado wins in both segments; California carries the right acquisition mix with a conversion gap; Georgia is early and thinly developed.
- Build greenfield programs for first-time PEO buyers on payroll-only platforms such as ADP, Paychex and QuickBooks, and brownfield programs for displacement of incumbent PEO and broker relationships, timed to incumbent renewal dates.
- Align each market's program to its healthcare offering, including the Kaiser enrollment goals carried in California, Colorado and Georgia, so campaign messaging reflects what the market can actually compete on.
- Report activation results by market and by acquisition type, and recommend which markets graduate to fully resourced motions and which should pause.
- PEO Premier and SchoolCloud Expansion Across All Geographies
- Own end-to-end program strategy for PEO Premier, ExtensisHR's highest-converting direct motion, and lead its expansion beyond the New York metropolitan market into every priority geography, including the money-center metropolitan areas within the activation markets.
- Build and execute targeted test campaigns for all Premier sub-verticals 1 independent sponsors, registered investment advisers, family offices, hedge funds, venture capital and private equity 1 each sized to prove or disprove the segment, with the sales-enablement materials it needs, and scale only what converts.
- Own and refine the dual-channel broker and direct go-to-market motion for SchoolCloud, and build targeted test campaigns for all school sub-verticals 1 charter, private, independent and vocational 1 across every priority geography, each timed to its own budget cycle and vendor-selection calendar, and scale only what converts.
- Develop co-branded, partner-centered SchoolCloud marketing programs, including broker-specific content, collateral, sales-enablement tools and broker-appreciation events, and serve as Marketing's dedicated liaison to Broker Relations for the motion.
- Partner with Sales and Product Marketing to strengthen positioning, objection handling and competitive differentiation for both motions as they enter markets where ExtensisHR has limited presence.
- Vertical & Geo Campaign Strategy (Shared)
- Contribute to and maintain the broader vertical-prioritization framework, including Double Down, Fix-Before-Scaling, and Route-to-Broker segments, and integrate PEO Premier and SchoolCloud into the wider go-to-market plan.
- Partner with the Manager, GTM Programs and geography-focused campaign owners to align messaging and timing across markets.
- Support the Tier 2 referral-partner ecosystem, including professional-services firms, CPAs, financial advisers, and small-business advisers aligned with the Financial Services and PEO Premier audiences.
- Pipeline, Reporting & Cross-Functional Alignment
- Own pipeline and conversion reporting for the five activation markets split by greenfield and brownfield, and for the PEO Premier and SchoolCloud motions by geography.
- Partner with Marketing Operations and the Manager, MarTech & Analytics to ensure relevant accounts are accurately flagged and routed through Warmly, Apollo.io, Catalyst, and the CRM.
- Provide monthly updates to the Senior Director, Revenue Marketing on program performance, spend, and recommended adjustments.
- Budget & Vendor Stewardship
- Manage the program-level budget for product-, vertical-, and geography-centered campaigns, including events, partner and referral programs, and product and vertical campaigns, with attention to execution, performance, and return on investment.
- Evaluate and manage vendors and partners supporting these motions, including broker-event sponsorships and co-marketing relationships.
Additional Functions
- Perform additional responsibilities as assigned to support the efficient operation of the Marketing department and the organization.
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:
- Six to eight years of experience in B2B demand or program marketing, including ownership of a named vertical, channel, or product-line motion.
- Experience developing, executing, and scaling direct-channel go-to-market customer-acquisition programs across multiple distinct markets, including both new-market entry and displacement of incumbent providers, while supporting broker and referral-partner channels.
- Strong understanding of funnel metrics, including MQL/RFI conversion, segment-level win rate, and customer acquisition cost, with experience reporting program-level return on investment to senior stakeholders.
- Experience in Financial Services, Professional Services, PEO or HR technology, insurance, or another regulated B2B industry is strongly preferred.
- Familiarity with HubSpot, Warmly, Apollo.io, Catalyst, or comparable demand, intent, and CRM tools is preferred.
- Demonstrated ability to collaborate across Marketing, Sales, Broker Relations, Product Marketing, Marketing Operations, and Client-facing teams.
- Experience managing program budgets, vendors, channel partners, or co-marketing relationships.
Competencies
- Strategic program ownership and execution
- Go-to-market strategy and channel fluency
- Multi-market program design, greenfield and brownfield
- Broker and referral-partner enablement
- Funnel analytics and ROI management
- Budget and vendor stewardship
- Cross-functional influence and relationship building
- Executive communication and reporting
- Prioritization, adaptability, and sound judgment
Physical Demands
- Ability to sit or stand for extended periods while performing desk-related tasks.
- Prolonged use of a computer, keyboard, and mouse, requiring repetitive motion.
- Ability to lift and carry office supplies or equipment up to 20 pounds.
- Occasional bending, reaching, and twisting to retrieve files or supplies.
- Ability to walk throughout the office, including moving between different departments or meeting rooms.
- Ability to communicate effectively in person and via phone or video conferencing.
- Ability to focus and maintain attention for long periods while working on various tasks.
- Must be able to communicate effectively in both verbal and written form.
- Occasional travel may be required.
- The work environment is typically quiet and climate-controlled, with standard office equipment available.
- This role may be performed in a hybrid or remote setting, depending on business needs and employee accommodation.
What We Offer:
Position Salary:
125k-170k
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.
#INDMM
