Growth Marketing Lead, Vertical (Hybrid)

Responsibilities

• Own ambitious pipeline targets for new logo acquisition in each priority vertical. You set the channel strategy and budget by industry, and you own the number.
• Direct and run paid acquisition hands-on: search, social, display, and ABM built around industry-specific audiences, keywords, and firmographic targeting, optimized for pipeline quality and CAC efficiency in each vertical.
• Shape SDR outbound strategy for each vertical: define industry ICPs, the personas and titles that buy, messaging frameworks built on each industry's pain points, and sequencing.
• Build and scale owned and industry channels: work with SEO teams to launch vertical landing pages and SEO, email and lifecycle, content, webinars, customer stories, and referral programs, plus the channels each industry already trusts, such as trade associations, industry events, publications, communities, and vertical software partners.
• Run a high-velocity experimentation program across verticals. Test new industries, channels, and partnerships with small bets, read the signal fast, and give leadership clear evidence on which verticals to scale and which to cut. Share learnings, kill losers fast, and scale winners.
• Deploy a multi-million dollar budget across online and offline channels , shifting spend toward the industries and channels with the strongest pipeline ROI.
• Turn vertical strategy into an execution plan with the Vertical marketing team . You build the channel plan, pipeline targets, and budget for each one, and report back on which verticals are showing pull.
• Brief and coordinate execution partners. Work with Product Marketing on industry messaging and proof points, Content and Creative on vertical assets, Field and Events on industry events, and Growth on paid media and sponsorships. You set the timelines and hold partners to shared pipeline goals.
• Close the loop with Sales and RevOps. Run a weekly review with SDR leadership and Enablement on lead quality and conversion by vertical. Work with RevOps on industry tagging, routing, and attribution so pipeline, win rate, and message resonance are reported by vertical.
• Coordinate with the core New Logo Growth team. Agree on audience splits, shared channels, and budget so the two programs avoid bidding against each other or contacting the same accounts twice, and share what each team learns.

Requirements

• 6-8+ years of growth marketing experience with demonstrated ownership across paid, owned, AND outbound/SDR enablement, including meaningful time running acquisition into vertical markets.
• You've personally built and scaled multi-channel acquisition programs from scratch that drove measurable pipeline in specific industries or vertical segments.
• Hands-on experience shaping SDR outbound strategy for industry buyers: messaging, sequencing, ICP and persona definition, and channel selection. You write sequences in each industry's language that convert.
• Experience reaching buyers through industry channels such as trade associations, events, publications, and partner ecosystems, and judging which ones produce pipeline.
• Strong experimentation DNA. You've run high volumes of tests, understand statistical rigor (including how to read results from smaller vertical audiences), and can spot high-leverage bets quickly.
• Analytical and technical—comfortable in SQL, BI tools, and marketing automation. You build your own dashboards and don't wait for someone to pull data.
• Proven track record of managing meaningful paid budgets with clear accountability to pipeline and revenue outcomes, not just lead volume.
• Incredible writing skills. You can write ads, emails, and outbound copy that convert and sound credible to an operator in a specific industry.
• Self-starter with a bias toward action who thrives in high-velocity, ambiguous environments. You move fast and figure things out independently.
• Strong ownership mentality; you take maximum accountability for performance and can clearly communicate performance drivers to cross-functional teams and execs.