Senior Growth Marketing Manager (B2B)

📋 Description

• • Hatch is seeking a highly motivated and data-driven Senior Growth Marketing Manager to join our dynamic team. In this pivotal role, reporting directly to the VP Marketing, you will be instrumental in executing and optimizing comprehensive growth programs designed to generate pipeline, secure meetings, and drive revenue for Hatch. This is a hands-on, high-impact position where you will architect and manage full-funnel growth campaigns, conduct rigorous data-driven experiments, and significantly influence how thousands of businesses discover and adopt Hatch's innovative AI agent CRM platform.
• • You will be responsible for building and managing an 'always-on' growth engine, leveraging multi-channel lifecycle marketing, performance media, and account-based marketing (ABM) strategies. This engine will be fueled by real-time signals, modern automation technologies, and a relentless commitment to testing and iteration. Your success will be measured by your ability to directly contribute to pipeline and revenue growth, making this a critical role within the marketing organization.
• • **Lifecycle Marketing & Lead Nurturing:**
• • Develop, implement, and manage sophisticated multi-channel email marketing programs. These programs will guide prospects seamlessly through the entire sales funnel, from initial engagement to a booked meeting and ultimately to a closed-won deal.
• • Design and execute targeted nurture streams for various lead segments, including inbound leads, demo no-shows, trial users, and cold prospects. These streams will be triggered by behavioral data and segmented effectively to ensure relevance and maximize engagement.
• • Spearhead re-engagement campaigns for aged leads and dormant opportunities, aiming to revive potential pipeline and recapture lost opportunities.
• • Collaborate closely with the Sales team to refine lead quality definitions, optimize speed-to-contact processes, and enhance overall conversion rates throughout the lead lifecycle.
• • **Performance Marketing & Paid Media:**
• • Execute and meticulously optimize paid advertising campaigns across key platforms, including Google Ads, LinkedIn Ads, Meta (Facebook, Instagram, Threads), and programmatic channels. Experience with programmatic out-of-home (OOH) is a plus.
• • Consistently achieve ambitious targets for website traffic, Marketing Qualified Leads (MQLs), and opportunity creation, while simultaneously working to reduce Customer Acquisition Cost (CAC) and improve the payback period for marketing investments.
• • Conduct extensive A/B and multivariate testing on campaign elements such as creative assets, messaging, landing page designs, and audience targeting strategies to drive incremental improvements in conversion rates at every stage of the funnel.
• • **Account-Based Marketing (ABM) & Signal-Based Growth:**
• • Build and execute scalable ABM campaigns that leverage intent signals (e.g., hiring triggers, competitive shifts, funding announcements) to precisely identify and engage high-value target accounts.
• • Utilize data enrichment tools and marketing automation to effectively reach key decision-makers within accounts exhibiting strong buying intent.
• • Develop and implement 'always-on' ABM programs that respond dynamically to real-time market signals, moving beyond static target account lists.
• • **Pipeline Management & Reporting:**
• • Actively manage and optimize the entire B2B marketing and sales funnel, from initial website visits and MQLs to booked meetings, qualified opportunities, and closed-won Annual Recurring Revenue (ARR).
• • Develop and maintain comprehensive dashboards that provide clear visibility into channel performance, campaign Return on Investment (ROI), CAC, Lifetime Value (LTV), and pipeline velocity.
• • Partner with Sales leadership to refine lead scoring models, optimize lead routing processes, and ensure Service Level Agreements (SLAs) are met.
• • **Dark Social & Community-Led Growth:**
• • Strategize and execute initiatives to tap into high-intent channels where B2B buying conversations naturally occur, such as LinkedIn engagement, relevant Slack communities, and established referral networks.
• • Design and implement programs to activate existing customer advocates and foster word-of-mouth pipeline generation.
• • Integrate tracking mechanisms to accurately measure and attribute the pipeline contribution from dark social channels.
• • **Technical SEO & Answer Engine Optimization (AEO):**
• • Collaborate closely with Product and Engineering teams to enhance the technical foundation of Hatch's organic search presence, focusing on site structure, schema markup implementation, page speed optimization, and overall crawlability.
• • Ensure Hatch's visibility not only in traditional search engines like Google but also in emerging answer engines such as ChatGPT, Perplexity, and Gemini.
• • **Cross-Functional Collaboration & Experimentation:**
• • Work synergistically with Product Marketing to translate product positioning and messaging into high-performing marketing campaigns.
• • Partner with the Customer Success team to develop and execute effective upsell and expansion campaigns targeting the existing customer base.
• • Collaborate with Product and Engineering teams to test and iterate on product-led growth (PLG) motions, including self-serve trials and in-product calls-to-action.
• • Drive a culture of experimentation, meticulously documenting learnings and developing repeatable playbooks that can be leveraged by the broader go-to-market team.