Senior Manager, Growth Marketing

Highland Electric Fleets•Beverly, MA

About The Position

Highland Electric Fleets is seeking a hands-on, strategic, and performance-driven Senior Manager, Growth Marketing to own the company's digital marketing engine and lead generation strategy. This individual contributor role reports to the Senior Director, Marketing and is responsible for accelerating customer acquisition through a mix of hands-on campaign execution and day-to-day leadership of their digital agency. The ideal candidate is highly analytical, brings deep expertise in paid media strategy, targeting, and campaign setup, and is a continuous learner who isn’t afraid to challenge existing processes. They should know how to leverage AI and marketing tools efficiently to build growth-driving and scalable processes. This role is critical for scaling Highland's presence with school districts, municipalities, and fleet operators, and for building the infrastructure to optimize pipeline growth, campaign performance, and marketing-sourced revenue.

Requirements

7+ years of experience in growth, digital, or performance marketing with a track record of owning channel strategy and performance.
Comfortable operating as a senior individual contributor and subject-matter expert.
Experience managing agencies or external vendors and driving strong results from partners.
Deep hands-on experience with analytics platforms (GA4, Looker, HubSpot, etc.) and testing frameworks (A/B, multivariate).
Deep hands-on experience with Google Ads, LinkedIn Ads, Meta Ads, and paid social tools.
Experience developing full-funnel strategies across acquisition, nurture, and retention.
Working knowledge of SEO, CRO, and marketing automation tools (HubSpot, etc.).
Highly analytical, with strong communication skills and the ability to distill complexity into clear recommendations.
A continuous learner who stays on top of new tools and tactics, and isn’t afraid to challenge how we currently do things.
Experience in B2B or public sector (B2G) marketing a plus.

Nice To Haves

Deep AI expertise isn’t required, but a bias for finding smarter ways of working is.

Responsibilities

Own full-funnel growth strategy across paid media (Google, LinkedIn, Meta, TikTok), SEO/AEO, email, and web to drive qualified leads and maximize ROI.
Direct the digital marketing agency on demand generation strategy and paid media execution, reviewing, approving, and optimizing campaigns to hit CPL and pipeline targets.
Develop paid acquisition strategies tailored to priority personas (e.g., superintendents, directors of transportation, CFOs/business managers, school board members).
Collaborate with Sales and Market Development to align campaign targeting with key territories, procurement cycles, and prospect lists to fill the pipeline.
Serve as Highland’s day-to-day owner of the digital agency relationship, briefing, prioritizing, and holding the partner accountable to scope, timelines, and performance.
Translate Highland’s goals into clear direction for agency-led strategy and paid media, and approve deliverables against brand, quality, and performance standards.
Manage media budget and pacing alongside the agency to maximize return.
Own the balance of in-house vs. agency work, bringing execution in-house where it drives efficiency and results.
Own Highland’s marketing data integrity and single source of truth across GA4, HubSpot, Looker, and ad platform dashboards.
Partner with the agency on reporting infrastructure to track core funnel KPIs across all digital channels with a goal to continually improve quality of leads.
Turn data insights into test plans and growth hypotheses; lead reporting cycles to share learnings and recommendations with leadership.
Optimize Highland’s website for traffic, engagement, and conversion through UX improvements, funnel analysis, and A/B testing.
Own landing page strategy and performance, collaborating with the agency, design, content, and web development resources as needed.
Own on-page and technical SEO strategy to grow organic traffic and improve rankings, including visibility within AI/LLM search.
Partner with content, brand, and PR teams to build a content calendar that supports keyword priorities and thought leadership goals.
Use tools like SEMrush to identify and fill content gaps aligned with buyer intent.
Own and execute email marketing and marketing automation (HubSpot) – nurture flows, and lifecycle programs – aligned with agency strategy and recommendations.
Build and manage audience segmentation strategies for email, advertising, and nurture flows.
Support account-based marketing (ABM) campaigns in coordination with Sales – targeting high-value districts or municipalities with personalized ads and assets.
Run structured A/B tests on email subject lines, content, and send timing, using AI tools to generate and evaluate variants faster and turn results into repeatable playbooks.
Take a practical, efficiency-minded approach to AI and marketing tools – knowing how to put the right tools to work for targeting, campaign optimization, content, and analytics.
Partner with the agency to assess, integrate, and roll out AI tools that help drive efficiency and scale.
Build workflows and playbooks that improve team efficiency and create a scalable, data-driven marketing operation.