Growth Marketing Lead

Petual•San Francisco, CA

4d•Onsite

About The Position

Petual is an early-stage company that helps internal audit teams test controls using agents, with human reviewers checking and signing off on the work. The company is building its marketing function, and this role will help establish growth marketing alongside the Head of Marketing. The Growth Marketing Lead will own paid and account-based marketing, including the channels, offers, and experiments used to reach target companies. The role involves testing ideas across channels, scaling successful approaches, and building an AI-native system for launching and evaluating experiments using agents and automations connected to the CRM. Buyers are leaders of internal audit teams at public companies; their decisions are skeptical, involve multiple stakeholders, and can take months. The role works closely with Sales, which owns buyer conversations, and with the community and events lead, who is a peer. The company works together in person in San Francisco. The remit is emerging and will be shaped by the person hired; headcount is expected to follow results.

Requirements

Four to eight years of experience in B2B growth or account-based marketing, selling to enterprise buyers with long sales cycles and buying committees.
Experience running paid campaigns against named accounts, especially on LinkedIn, with responsibility for a budget and the ability to demonstrate campaign impact.
Experience testing across three or more channels, evaluating results, and scaling a successful test into a recurring program.
Ability to provide examples of personally written copy and offers for buyers at different stages and explain how they differ.
Experience building pipeline systems using AI and automation, with the ability to show the system built, the problem it solved, and what it replaced.
Systems-oriented approach, including experience replacing manual plays with automated systems and knowing when to build, buy, or use a simpler process.
Experience building the system behind an events or field program.
Ability to distinguish actual changes in results from tracking problems and to identify bad data before it informs a decision.

Responsibilities

Determine which channels and offers will move target accounts forward at different stages of their buying process.
Own paid acquisition on LinkedIn and other channels where target buyers can be reached, within an agreed budget.
Run small experiments across multiple channels, assess them based on the opportunities they create, scale successful tests, and stop unsuccessful ones.
Run one-to-one and one-to-few account-based plays with Sales, tailoring the channel, message, and offer for each account; Sales owns the conversations.
Write ads, emails, sequences, and landing pages using claims the company can substantiate.
Build and operate the system that supports experiments, including buyer-stage signals and CRM handoffs from forms, lists, and ads, with the goal of launching new tests within days.
Run the invitations, lists, and follow-up systems behind events, in partnership with the community and events lead.
Document each test's expected results, actual results, and potential changes to inform future budget decisions.
Build and operate an events or field-program system.
Use AI and automation to build pipeline systems and replace manual processes where appropriate.
Distinguish genuine performance changes from tracking problems and identify bad data before it affects decisions.