Growth Marketing Manager [Richmond, VA] at Workshop… · Richmond

Position Purpose
The Growth Marketing Manager partners with the CEO and leadership team to define Workshop Digital's marketing strategy and is responsible for increasing Workshop’s brand visibility and driving qualified pipeline for the Business Development team. The Growth Marketing Manager builds and executes the annual marketing plan, stewards the Workshop Digital brand, and manages the Marketing Coordinator. This role is both strategic and hands-on: they set the direction for internal marketing and personally deliver key pieces, while growing the coordinator's ownership of day-to-day execution.

Position Summary
The Growth Marketing Manager supports the company by:
Advising the CEO and Leadership Team proactively on marketing strategy, positioning, and growth opportunities
Building and owning the annual marketing plan, quarterly goals, and marketing budget
Leading, managing, and developing the Marketing Coordinator function
Generating marketing-sourced pipeline and partnering with Business Development to convert it into revenue
Stewarding the Workshop Digital brand, messaging, and positioning across every channel
Leading content, thought leadership, and sales enablement efforts that showcase our expertise and client results
Owning marketing operations, including CRM, marketing automation, attribution, and reporting
Supporting recruitment marketing that positions Workshop Digital as a best place to work
Maintaining a pulse on industry trends, competitors, and emerging channels, including AI search

Responsibilities
LEAD, MANAGE, AND HOLD TEAM ACCOUNTABLE (LMA)
Directly manage the Marketing Coordinator, setting clear weekly and quarterly priorities
Define personal and professional development goals for direct reports and track progress towards reaching them
Conduct effective one-on-ones, team meetings, and quarterly check-ins with direct reports, providing ongoing feedback, coaching, and support
Review the coordinator's work for quality, accuracy, and brand alignment before it goes live
Identify opportunities for the coordinator to take greater ownership and accountability for processes and channels
Build and document marketing workflows, SOPs, and calendars so work runs smoothly and consistently
Drive opportunities for process/procedure improvement
Listen to team members' concerns and proactively address and resolve issues or conflicts
Escalate significant issues or concerns to your direct manager or the Leadership Team, as appropriate
Hire, onboard, and manage freelancers and vendors as needed to extend team capacity
INTERNAL COMMUNICATION AND RELATIONSHIPS
Proactively seek and gracefully receive feedback
Tactfully share feedback with colleagues
Partner with Business Development, Client Services, and department leads to align marketing with company objectives
Recruit internal subject matter experts to contribute to content, webinars, and speaking opportunities
Share marketing plans, results, and upcoming campaigns with the company so everyone knows what marketing is doing and why
Identify, approve, lead, or delegate special projects
MARKETING STRATEGY & PLANNING
Own Workshop Digital's marketing strategy, focused on new client acquisition, client retention and expansion, and brand awareness
Build the annual marketing plan and quarterly goals, and present them to the CEO and Leadership Team for approval
Define and maintain our ideal client profiles, target industries, and positioning for each service line
Own and manage the marketing budget, allocating spend across channels to maximize ROI
Establish marketing KPIs in partnership with leadership, and adapt strategy based on results
Conduct competitor and target audience research to sharpen positioning and uncover opportunities
PIPELINE & SALES ENABLEMENT
Generate marketing-sourced pipeline that meets agreed targets for marketing qualified leads (MQLs) and sales qualified leads (SQLs)
Define and maintain the lead handoff process with Business Development
Develop lead nurture programs that move prospects from first touch to a sales conversation
Create and maintain sales enablement materials, including pitch decks, one-pagers, case studies, and proposal content
Support account-based marketing efforts for high-priority prospects
BRAND, CONTENT & THOUGHT LEADERSHIP
Serve as the steward of the Workshop Digital brand, ensuring all marketing follows our brand guidelines and voice
Develop and execute a content strategy that showcases our expertise, client results, and industry thought leadership
Own the company website as a lead generation asset, including landing pages, conversion paths, and ongoing optimization
Build a steady pipeline of client case studies and success stories in partnership with Client Services
Lead award, speaking opportunities, events, and webinar submissions
Own PR efforts
Manage partner marketing opportunities
CHANNELS & CAMPAIGNS
Own campaign briefs and ensure the successful planning, execution, and measurement of campaigns within established timelines and budgets
Oversee execution across all marketing channels including, but not limited to, LinkedIn and other social channels, email, SEO, paid media, and events
Ensure Workshop Digital is visible in AI-driven search experiences and answer engines, not just traditional search results
Implement A/B testing and experimentation to optimize messaging, creative, and channel performance
Develop and execute recruitment marketing campaigns in partnership with People Operations
MARKETING OPERATIONS & REPORTING
Own the CRM and marketing automation platforms, including lead scoring, list management, and data quality
Maintain attribution and tracking so marketing's contribution to pipeline and revenue is clear
Develop and maintain regular reporting on marketing performance, pipeline, and ROI for the Leadership Team
Translate data into actionable insights and recommendations
Ensure all marketing activities follow applicable regulations and best practices, including privacy, email consent, and client approval of case studies and testimonials
Monitor industry trends, emerging channels, and marketing technology, and recommend cost-effective solutions

Qualifications
4+ years of experience in B2B growth marketing, with a track record of driving pipeline and revenue growth
Agency or professional services marketing experience strongly preferred
2+ years of people management experience, including coaching, performance reviews, hiring, and development
Experience building and owning a marketing plan and budget
Proficiency in digital marketing channels, including SEO, paid media, email, LinkedIn, and content marketing
Hands-on experience with CRM and marketing automation platforms (e.g., Salesforce, HubSpot) and analytics tools (e.g., GA4)
Familiarity with AI search, answer engine optimization, and using AI tools to improve marketing workflows
Excellent writing skills, with a portfolio of work to share
Experience managing freelancers, agencies, or vendors
Creative thinker with a data-driven and analytical mindset
Strong project management skills with the ability to manage multiple projects simultaneously
Clearly and effectively articulates thoughts and ideas
Excellent written, verbal, and interpersonal communication abilities
Ability to adapt to a fast-paced, dynamic environment
Proficiency with Microsoft Office and Google Workspace
Experience working in an agile team environment
4-year degree in Marketing, Business, Communications, or a related field preferred
Relevant certifications (e.g., Google Analytics, HubSpot) are a plus

Benefits
Competitive salaries
25 days PTO, 5 days STO, 12 Holidays
Hybrid workspace for Richmonders (only Mondays are required)
3 months fully paid Parental Leave
8 hours ofpaid volunteer timeper quarter
401k with 3% non-elective contributions
A comprehensive health benefit package, including 2 medical plans, dental, and vision insurance
Life insurance, short-term, and long-term disability
Profit sharing
2x a year company-wide meetup in Richmond, VA
Committee Membership (Community, Culture, Health & Wellness)
List ofAwards
1x US Search Awards - Best Small PPC Agency
8x Outside Best Places to Work
8x Virginia Business Best Places to Work
3x Search Engine Land Finalist

Salary
Expected base salary range is $85,000 - $115,000 annually, based on experience.

Equal Opportunity and Inclusion Statement
Workshop Digital is an equal opportunity employer. We make employment decisions based on merit, qualifications, and business needs. We do not discriminate against any applicant or employee on the basis of race, color, religion, ethnic or national origin, sex, pregnancy, childbirth, or related medical conditions (including lactation), age, marital status, sexual orientation, gender identity, disability, genetic information, military or veteran status, or any other characteristic protected by federal, state, or local law. These protections apply equally to every individual.