Role Overview
Reporting to the Director of Marketing, the Growth Marketing Manager will be responsible for designing and executing strategies to drive lead generation, optimize the marketing funnel, and maximize campaign ROI for the new brand, Willowpack.
Willowpack is backed up by SinaPrinting company that is providing wholesale print services to print resellers (print shops, sign shops, copy shops). Willowpack provides custom packaging solutions to brands and manufacturers. Specifically, Willowpack produces labels, product boxes, and pouches.
This role will focus on delivering high-quality leads to sales, collaborating closely with cross-functional teams to ensure effective lead handoff and alignment. The Growth Marketing Manager will use data-driven insights to refine campaigns, improve conversion rates, and support our growth.
Key Responsibilities
- Design and execute multi-channel lead generation campaigns (including paid media, organic, email marketing, and content marketing) to drive high-quality leads, MQLs and SQLs.
- Monitor and analyze every stage of the marketing funnel, identifying drop-off points, delivering quality leads and reducing junk leads, optimizing conversion rates, and implementing nurture strategies to move leads through the funnel.
- Develop and manage campaigns end-to-end, from ideation to execution, ensuring they align with our growth objectives and target audiences.
- Track key performance metrics (e.g., CPL, CPA, MQL-to-SQL conversion), providing actionable insights and making data-backed recommendations for improvement, evaluate and report on performance of specific campaigns, optimize campaigns based on performance data.
- Design and implement A/B tests and experiments across channels and touchpoints to optimize audience targeting, keywords, ad creative, messaging, landing pages, and email workflows.
- Work closely with sales, product, and customer success teams to ensure alignment and smooth handoff of leads from marketing to sales.
- Allocate and optimize the marketing budget across channels, focusing on maximizing ROI and maintaining an efficient cost-per-lead.
- Utilize CRM and marketing automation tools (such as Salesforce, email marketing platforms (e.g. Klaviyo and Outplay), and other inbound marketing and marketing automation platforms and tools to manage campaigns, track lead data, and optimize nurturing sequences.
Qualifications
- 5-10 years experience with a proven track record of success and demonstrable results in multi-channel lead generation campaigns.
- Experience in building, optimizing, and managing the full marketing funnel.
- Strong understanding of digital marketing channels including but not limited to paid ads, email market, SEO.
- Experience setting up marketing automations using various platforms.
- High-growth start-up experience at a SaaS or manufacturing company B2B is a plus.
- Deep knowledge of Salesforce (or comparable CRM) and at least one email automation platform and marketing automation platform.
- Cross-functional collaborator who operates without ego and aims for the team’s success and the best business outcomes.
- Open to learn and adopt new marketing technologies.
- Self-starter who takes initiative and owns the process and results.
- Excellent English written and verbal communication skills.
