Position Overview:
The Growth Marketer manages the strategy, execution, optimization, and performance of KnowledgeCity's paid acquisition programs and marketplace presence. The role focuses on improving campaign efficiency, lead quality, marketplace visibility, category rankings, review strength, and conversion into qualified sales opportunities.
The role works closely with the Designer, Web Developer, Marketing Automations Specialist, Revenue Operations, Social & Community Manager, and sales teams. The Growth Marketer owns paid-media and marketplace decisions while coordinating the creative, technical, attribution, review, and lead-routing support required to improve performance.
This is a specialized performance-marketing role, not a generalist marketing position. The primary focus is paid advertising and marketplace growth. Organic SEO, email marketing, organic social, and editorial strategy are owned by other roles.
Responsibilities:
- Own KnowledgeCity's paid advertising and marketplace growth strategy, with accountability for qualified pipeline, channel efficiency, marketplace visibility, and ranking performance.
- Manage paid advertising campaigns across priority platforms such as Google Ads, Meta, and LinkedIn, including campaign structure, targeting, bidding, pacing, conversion health, and ongoing optimization.
- Analyze search terms, audience performance, placements, and campaign data to reduce wasted spend and continuously improve traffic quality and conversion efficiency.
- Manage budgets and bidding decisions based on downstream performance, lead quality, conversion rates, cost efficiency, and qualified sales outcomes.
- Work with the Designer to plan and test paid-ad creative, messaging, formats, and offers, using performance data to identify fatigue and improve response.
- Ensure paid-media conversion tracking is accurate and work with Revenue Operations and Marketing Automations to maintain reliable attribution from initial lead through MQL, SQL, and pipeline.
- Own conversion-rate optimization for landing pages supporting paid advertising and marketplace campaigns, including test hypotheses, performance analysis, and recommendations for implementation.
- Own and continuously improve KnowledgeCity's presence across priority software marketplaces and review platforms such as G2 and Capterra.
- Improve marketplace rankings and category visibility through profile optimization, review growth, competitive analysis, listing quality, product positioning, and platform-specific ranking opportunities.
- Develop and manage review-generation initiatives in coordination with customer-facing and community teams, while maintaining review quality and platform compliance.
- Manage paid marketplace programs, sponsored placements, pay-per-lead opportunities, lead screening, disputes, and other marketplace acquisition programs based on lead quality and business value.
- Monitor competitors across paid advertising and marketplace channels to identify changes in positioning, creative, category presence, reviews, offers, and acquisition tactics.
- Track and analyze performance across spend, impressions, clicks, conversion rates, lead quality, marketplace visibility, rankings, reviews, leads, MQLs, SQLs, cost efficiency, and pipeline contribution.
- Maintain clear reporting, testing, and optimization workflows so paid advertising and marketplace decisions are based on measurable performance and continuously improved over time.
Required Experience and Skills:
- 4+ years of experience in performance marketing, growth marketing, paid acquisition, or a related field, preferably in B2B SaaS or another considered-purchase environment.
- Strong experience managing paid campaigns across Google Ads and other relevant platforms such as Meta and LinkedIn, including targeting, bidding, budget allocation, conversion tracking, and optimization.
- Strong ability to evaluate paid-media performance using downstream outcomes such as lead quality, MQLs, SQLs, pipeline, conversion rates, and cost efficiency rather than clicks or lead volume alone.
- Experience with landing-page testing and conversion-rate optimization, including developing hypotheses, interpreting results, and coordinating implementation with web and design teams.
- Experience managing B2B software marketplace and review-platform programs such as G2 and Capterra, including profile optimization, rankings, category visibility, review growth, paid placements, and lead-generation programs.
- Strong analytical and commercial judgment, with the ability to identify wasted spend, compare channel economics, and make informed budget and optimization decisions.
- Experience working with CRM, analytics, and attribution data to connect paid and marketplace activity to qualified pipeline and revenue outcomes.
- Strong cross-functional communication and execution skills, with the ability to work effectively with design, web development, marketing automation, Revenue Operations, community, sales, and leadership.
- Highly organized, proactive, and performance-oriented, with the ability to manage multiple campaigns and marketplace initiatives while communicating clear results, priorities, blockers, and next actions.
