Senior Digital Marketing Manager

📋 Description

• • **A Unique Opportunity to Shape the Future of the Green Industry**: Granum Inc. is a leading software company dedicated to empowering landscapers and arborists across North America. By integrating three trusted industry brands—LMN, SingleOps, and Greenius—into a unified ecosystem, Granum provides comprehensive solutions for estimating, scheduling, crew training, invoicing, and payments. This role is pivotal in driving demand generation and digital marketing strategies that directly impact the growth and success of Granum’s clients. If you thrive in a collaborative, innovative, and data-driven environment, this is your chance to make a measurable difference in an industry ripe for transformation.
• • **What You’ll Do Day-to-Day**:
• • **Own Paid Media Strategy and Execution**: Develop and execute paid media campaigns across Google, Meta, Bing, and LinkedIn for LMN, Greenius, and SingleOps. Allocate budgets, optimize channel mix, and leverage AI tools to maximize ROI. Forecast performance weekly against CAC (Customer Acquisition Cost) and demos-booked targets, and adjust strategies based on data-driven insights.
• • **Drive Reporting and Forecasting**: Build and maintain forecasting models to guide paid media planning. Provide weekly and monthly reports on paid media, AEO/SEO, CRO, and website performance. Conduct variance analysis to diagnose discrepancies between forecasted and actual results, and translate data into actionable recommendations for marketing leadership.
• • **Optimize SEO/AEO and Website Performance**: Own the technical foundation of SEO and AEO, including Core Web Vitals, schema, redirects, and site architecture. Collaborate with the Content Marketing team to ensure technical SEO supports keyword strategy and topical authority. Make judgment calls on whether issues are content-related or technical, and implement solutions to improve indexation and site performance.
• • **Lead Conversion Rate Optimization (CRO)**: Design, execute, and analyze CRO experiments to optimize website and landing page performance. Set hypotheses, run controlled tests, and determine winning variations to drive measurable improvements in conversion rates. Build and maintain a test backlog based on performance insights, not just stakeholder requests.
• • **Manage Landing Page Infrastructure**: Maintain and optimize the landing page template library across HubSpot and WordPress. Establish routing rules for campaign-specific platforms and enable self-service capabilities for Demand Gen Managers (DGMs) running Tier 2/3 campaigns. Ensure the infrastructure is robust, scalable, and minimizes bottlenecks.
• • **Collaborate Across Teams**: Work closely with Demand Gen Managers, Content Marketing, Marketing Operations (MOPS), Product Marketing, and AI Enablement teams. Provide expertise, data-driven insights, and recommendations to align digital marketing efforts with broader business goals. Partner with external agencies to amplify campaign impact and efficiency.
• • **About Granum**: Granum is not just a software company—it’s a mission-driven organization committed to reshaping the green industry. With a culture rooted in collaboration, innovation, and shared success, Granum has earned recognition as a top workplace, including awards like Comparably’s Best Leadership Teams, Inc. 5000’s Fastest-Growing Companies, and Built In’s Best Places to Work. The company operates by core values such as "We Before Me," "Bias to Act," and "Unconditional Transparency," fostering an environment where employees are empowered to take ownership, challenge the status quo, and grow both personally and professionally.
• • **What You’ll Learn and Achieve**:
• • **Mastery of Data-Driven Marketing**: Develop deep expertise in forecasting, performance analysis, and cross-channel optimization. Hone your ability to interpret complex data sets and translate them into strategic decisions that drive business growth.
• • **Leadership in Digital Transformation**: Play a key role in Granum’s investment in AI and automation, shaping how digital marketing evolves within the company. Gain hands-on experience with cutting-edge tools and methodologies that are redefining the industry.
• • **Impact at Scale**: Your work will directly influence the success of Granum’s clients—landscapers and arborists who rely on the company’s software to grow their businesses. This is an opportunity to see the tangible results of your efforts in an industry that values innovation and efficiency.
• • **Professional Growth in a Supportive Environment**: Granum is committed to your development, offering tailored career conversations, access to learning resources, and a culture that encourages experimentation and learning from failure. Whether you’re refining your technical skills or expanding your strategic thinking, you’ll have the support to grow into a leader in digital marketing.