Senior Growth Marketing Manager

We're looking for a commercially minded Senior Growth Marketing Manager to lead and scale our growth engine across B2B and B2C audiences. This is a hands-on, data-driven role focused on driving qualified pipeline and direct acquisition, improving channel efficiency, accelerating conversion across the full funnel, and owning growth performance end-to-end.

You'll own the strategy and execution of campaigns, experiments, and initiatives that expand the reach, impact, and revenue contribution of Mindtools Kineo's solutions — working across inbound, outbound-assisted, account-based, partner-driven, and direct-to-consumer channels.

Key Responsibilities

Area

Growth Strategy & Leadership

• Partner with the Director of Growth Marketing to own the end-to-end growth strategy aligned to pipeline, acquisition, and revenue targets across all audience segments.

• Build and execute data-backed growth plans spanning awareness, acquisition, lead generation, nurturing, and conversion.

• Identify and prioritise high-impact opportunities across channels, segments, and industries through structured experimentation and continuous optimisation.

• Lead the scaling of demand generation and acquisition infrastructure, including workflows, lead scoring, segmentation, and routing processes.

• Contribute to team development, mentoring junior marketers and raising the overall capability of the growth function.

Digital Acquisition

• Manage and optimise paid channels across B2B and consumer acquisition (LinkedIn, Google Search, Meta, programmatic, ABM platforms, and partnerships).

• Collaborate with the Web and CRO Manager to drive SEO strategy, high-intent content programmes, and organic growth.

• Develop audience-specific landing pages, inbound funnels, and A/B tests to improve conversion rates across segments.

• Launch targeted campaigns for priority accounts, industries, regions, and consumer cohorts.

Retention & Lifecycle Marketing

• Design and execute email and multi-step nurture journeys that move prospects through the funnel and improve conversion at every stage.

• Improve lead quality, nurture effectiveness, and velocity through lifecycle optimisation.

• Partner with Sales and Product Marketing to enhance onboarding, sales enablement materials, and mid-funnel content.

Analytics & Insights

• Own growth metrics, reporting, and forecasting across campaigns, channels, and funnel stages.

• Use data to inform decision-making, surface efficiency opportunities, and identify pipeline and acquisition acceleration levers.

• Maintain dashboards and ensure performance insights are clearly visible for senior leadership, sales, and commercial teams.

Collaboration & Execution

• Partner closely with sales, product marketing, brand, content, and product teams to deliver coordinated growth initiatives.

• Brief and manage creative assets for campaigns, including ads, emails, landing pages, and enablement materials.

• Manage budget allocation, pacing, and ROI optimisation across channels and campaigns.

Person Specification

Category

Requirement

Essential

• 5+ years' experience in growth, demand generation, or performance marketing roles, with exposure to both B2B and consumer or mixed-audience environments.

• Proven track record of driving lead generation, pipeline growth, and direct acquisition through performance-based campaigns.

• Strong analytical skills and hands-on experience with tools such as Google Analytics 4, Looker/Data Studio, HubSpot, or similar.

• Experience in lifecycle and nurture automation using HubSpot CRM, Salesforce Marketing Cloud, or equivalent platforms.

• Experimentation mindset with demonstrable A/B testing and CRO experience.

• Excellent communication, project management, and cross-functional stakeholder skills, with the confidence to influence at a senior level.

Desirable

• Experience in EdTech, learning solutions, SaaS, or subscription/membership-based environments.

• Understanding of marketing automation best practices, lead scoring, and CRM pipeline flows.

• Familiarity with ABM platforms, intent data tools, and product-led growth approaches.

• Basic design or copywriting skills for rapid campaign testing and execution.

Values & Behaviours

Value

Behaviours

Be Curious

• Seeks to understand the business, its commercial drivers, and emerging risks.

• Asks thoughtful questions that deepen insight and challenge assumptions.

• Embraces new tools, data sources, and ways of working.

Provide Insane Customer Service

• Delivers timely, accurate, and genuinely useful Growth Marketing insight.

• Anticipates stakeholder needs and proactively provides clarity and solutions.

• Maintains a service mindset even under pressure.

Act Like It’s Your Own Business

• Demonstrates strong ownership, accountability, and commercial judgement.

Go Above and Beyond

• Continuously learning and improving, challenging existing approaches and driving smarter, simpler ways of working

• Consistently delivers high‑quality outputs, especially during critical reporting cycles.

• Shows resilience, adaptability, and a willingness to solve complex problems.

Be a Team Player

• Builds strong, trusting relationships across the business.

• Fosters a culture of collaboration, transparency, and shared accountability.