Growth Marketing Manager [Richmond, VA]

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 of paid volunteer time per 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 of Awards

• 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.