Responsibilities

• Demand Generation. Build a repeatable system for generating qualified opportunities through paid search, paid social, SEO, email, webinars, partnerships, retargeting, ABM, and other channels.
• Marketing Strategy. Analyze our customers, market, ICPs, competitors, funnel performance, and existing acquisition channels to determine where Willow should invest—and where we shouldn’t.
• Revenue Attribution & Analytics. Establish practical attribution and reporting that helps us understand which channels, campaigns, audiences, and initiatives are producing qualified pipeline and revenue.
• Paid Acquisition. Personally manage or closely oversee campaigns across platforms such as Google Ads, LinkedIn, Meta, and other relevant channels. Optimize around lead quality, CAC, pipeline, conversion, and ROI—not simply clicks and impressions.
• Content & Brand. Build a consistent content engine across email, social media, website content, thought leadership, case studies, webinars, sales collateral, and other channels that establishes Willow as the authority in our category.
• SEO & AI Search. Own traditional SEO while developing Willow's visibility across emerging AI-driven discovery platforms and search experiences.
• Email & Lifecycle Marketing. Build campaigns and automated nurture sequences for prospects, previous customers, existing customers, partners, and other key audiences.
• Sales Alignment. Work closely with sales leadership to improve lead quality, funnel conversion, messaging, sales enablement, and the feedback loop between marketing and sales.
• Marketing Infrastructure. Improve our analytics, CRM integration, lead tracking, automation, dashboards, attribution, and reporting.
• AI-Enabled Marketing. Identify ways to use AI to dramatically increase the productivity of our marketing function across research, content development, campaign creation, personalization, analysis, reporting, and workflow automation.

Requirements

• Have significant hands-on B2B marketing experience.
• Have built or materially improved demand-generation programs.
• Understand how marketing connects to pipeline and revenue.
• Have hands-on experience across several channels such as paid media, SEO, content, email, social, webinars, partnerships, or ABM.
• Understand attribution, funnel metrics, CAC, conversion rates, and marketing ROI.
• Have experience working closely with sales teams.
• Know how to diagnose whether a growth problem originates in marketing, sales, positioning, targeting, pricing, or another part of the funnel.
• Are comfortable personally launching campaigns and creating marketing assets when necessary.
• Are highly analytical but don't allow imperfect data to prevent action.
• Understand how modern AI tools can make a small marketing organization dramatically more productive.

Preferred

• Experience in mortgage, fintech, financial services, SaaS, professional services, or another B2B environment with a considered sales process is helpful but not required.