Senior Manager, GTM Programs

Responsibilities

• Growth Market Activation — California, Texas, Colorado, Georgia and Florida
• Own the go-to-market program strategy for the five named activation markets, building a distinct plan for each rather than a single template, and partnering with the Manager, GTM Programs on pilot design and day-to-day execution.
• Design greenfield and brownfield programs separately, because the markets differ sharply.
• Texas is approximately 90 percent greenfield and converts best; Florida is roughly 84 percent brownfield and behaves as a switcher market; Colorado wins in both segments; California carries the right acquisition mix with a conversion gap; Georgia is early and thinly developed.
• Build greenfield programs for first-time PEO buyers on payroll-only platforms such as ADP, Paychex and QuickBooks, and brownfield programs for displacement of incumbent PEO and broker relationships, timed to incumbent renewal dates.
• Align each market's program to its healthcare offering, including the Kaiser enrollment goals carried in California, Colorado and Georgia, so campaign messaging reflects what the market can actually compete on.
• Report activation results by market and by acquisition type, and recommend which markets graduate to fully resourced motions and which should pause.
• PEO Premier and SchoolCloud Expansion Across All Geographies
• Own end-to-end program strategy for PEO Premier, ExtensisHR's highest-converting direct motion, and lead its expansion beyond the New York metropolitan market into every priority geography, including the money-center metropolitan areas within the activation markets.
• Build and execute targeted test campaigns for all Premier sub-verticals — independent sponsors, registered investment advisers, family offices, hedge funds, venture capital and private equity — each sized to prove or disprove the segment, with the sales-enablement materials it needs, and scale only what converts.

Requirements

• Six to eight years of experience in B2B demand or program marketing, including ownership of a named vertical, channel, or product-line motion.
• Experience developing, executing, and scaling direct-channel go-to-market customer-acquisition programs across multiple distinct markets, including both new-market entry and displacement of incumbent providers, while supporting broker and referral-partner channels.
• Strong understanding of funnel metrics, including MQL/RFI conversion, segment-level win rate, and customer acquisition cost, with experience reporting program-level return on investment to senior stakeholders.
• Experience in Financial Services, Professional Services, PEO or HR technology, insurance, or another regulated B2B industry is strongly preferred.
• Familiarity with HubSpot, Warmly, Apollo.io, Catalyst, or comparable demand, intent, and CRM tools is preferred.
• Demonstrated ability to collaborate across Marketing, Sales, Broker Relations, Product Marketing, Marketing Operations, and Client-facing teams.
• Experience managing program budgets, vendors, channel partners, or co-marketing relationships.

Benefits

• Competitive compensation and performance-based incentives.
• Progressive Paid-Time Off Program, including volunteer and life event leave.
• Group Medical, Dental, Vision, and Life insurance from day one.
• 401(k) with company match.
• Voluntary benefits including 529 College Savings, Home & Auto insurance, pet care, and more.
• Student loan assistance program.
• Onsite Wellness Rooms and free Headspace meditation app access.
• Extensive professional development and career advancement programs.
• Employee Referral Program.
• Discounts in retail and entertainment.