Senior Growth Marketing Manager (B2B)

ABOUT HATCH Hatch is an AI agent CRM platform that helps home services, home improvement, healthcare, dental, finance, and insurance businesses turn every customer interaction into revenue growth. Our AI CSRs handle conversations over SMS, email, and voice—24/7—enabling businesses to scale 1:1 communication without scaling headcount. Recently acquired by Yelp, Hatch operates as a standalone product and is expanding our reach to help thousands more businesses unlock the revenue sitting in their lead pipeline. We've driven $5.1B in revenue for our customers—and we're just getting started. THE ROLE Reporting directly to the VP Marketing, we're looking for a Senior Growth Marketing Manager to execute and optimize the programs that drive pipeline, meetings, and revenue for Hatch. This is a high-impact, hands-on role where you'll build and manage full-funnel growth campaigns, run data-driven experiments, and directly influence how thousands of businesses discover and buy Hatch. You'll execute lifecycle marketing, performance media, and account-based campaigns—building an "always-on" growth engine fueled by real-time signals, modern automation, and rigorous testing. You'll work cross-functionally with Sales, Product, Customer Success, and Engineering to ensure every dollar and every campaign ladders up to pipeline and revenue. If you thrive on moving fast, testing boldly, and turning data into actionable growth plays, this is your role. WHAT YOU'LL DO LIFECYCLE MARKETING & LEAD NURTURING - Build and manage multi-channel email programs that move prospects through the funnel—from first touch → meeting booked → closed-won. - Create nurture streams for inbound leads, demo no-shows, trial users, and cold prospects, using behavioral triggers and segmentation. - Execute re-engagement campaigns for aged leads and dormant opportunities to bring pipeline back to life. - Partner with Sales to refine lead quality, speed-to-contact, and conversion rates. PERFORMANCE MARKETING & PAID MEDIA - Execute and optimize paid campaigns across Google Ads, LinkedIn Ads, Meta/Facebook/Instagram/Threads, and programmatic channels (including programmatic out-of-home). - Hit traffic, MQL, and opportunity creation targets while driving down CAC and improving payback period. - Run A/B and multivariate tests on creative, messaging, landing pages, and audience targeting to improve conversion at every stage. ACCOUNT-BASED MARKETING (ABM) & SIGNAL-BASED GROWTH - Build and execute scaled ABM campaigns that use intent signals (e.g., hiring triggers, competitive switches, funding events) to identify and reach high-value accounts. - Use data enrichment and automation to reach decision-makers at accounts showing buying intent. - Create "always-on" programs that respond dynamically to market signals rather than static target lists. PIPELINE MANAGEMENT & REPORTING - Manage and optimize the B2B funnel: visits → MQLs → meetings → opportunities → closed-won ARR. - Build dashboards that provide visibility into channel performance, campaign ROI, CAC, LTV, and pipeline velocity. - Collaborate with Sales leadership on lead scoring, routing, and SLAs. DARK SOCIAL & COMMUNITY-LED GROWTH - Execute strategies to tap into high-intent channels where B2B buying conversations happen—LinkedIn engagement, Slack communities, and referral networks. - Build programs that activate customer advocates and drive word-of-mouth pipeline. - Implement tracking to surface dark social's contribution to pipeline. TECHNICAL SEO & ANSWER ENGINE OPTIMIZATION (AEO) - Partner with Product and Engineering to optimize the technical foundation of Hatch's organic search presence—site structure, schema markup, page speed, and crawlability. - Ensure Hatch surfaces in both traditional search engines (Google) and emerging answer engines (ChatGPT, Perplexity, Gemini). CROSS-FUNCTIONAL COLLABORATION & EXPERIMENTATION - Work with Product Marketing to translate positioning into high-performing campaigns. - Collaborate with Customer Success on upsell and expansion campaigns. - Partner with Product and Engineering to test product-led growth (PLG) motions like self-serve trials and in-product CTAs. - Run experiments, document learnings, and build playbooks the go-to-market team can leverage. WHAT YOU BRING EXPERIENCE & EXPERTISE - 6–7 years of marketing experience, with the majority in growth marketing, demand generation, or performance marketing roles at B2B SaaS companies. - Proven track record executing and optimizing full-funnel programs in a sales-led (SLG) environment, with experience incorporating product-led growth (PLG) tactics. - Deep fluency in B2B buying cycles—you understand how committees buy, how deals progress, and what levers to pull at each stage. TECHNICAL SKILLS & PLATFORMS - Expert-level proficiency in HubSpot (or similar marketing automation platforms like Marketo) for campaign orchestration, lead scoring, and lifecycle management. - Hands-on experience managing and optimizing paid campaigns in Google Ads, LinkedIn Ads, Meta/Facebook/Instagram, and programmatic channels (programmatic out-of-home a plus). - Strong grasp of analytics tools like Google Analytics 4 (GA4), Mixpanel, Amplitude, or similar; comfortable pulling your own reports and building dashboards. - Working knowledge of technical SEO principles and tools (e.g., Screaming Frog, SEMrush, Ahrefs). - Bonus: SQL or other data querying skills; experience with enrichment tools and intent data platforms. MINDSET & APPROACH - Data-native: You live in the metrics. You can design experiments, interpret results, and translate findings into actionable next steps. - Customer-centric: You understand the jobs-to-be-done framework and use insights to inform messaging and targeting. - Bias toward action: You'd rather launch and learn than wait for perfection. You move fast, test rigorously, and iterate based on what the data tells you. - Strategic + executional: You can build the plan and roll up your sleeves to execute it—writing ad copy, building email workflows, pulling reports, whatever it takes. - Collaborative influencer: You can align cross-functional stakeholders (Sales, Product, CS, Engineering) around shared goals. OUTCOMES YOU'VE DRIVEN - Drove measurable improvements in MQL or pipeline creation through channel optimization and funnel improvements. - Reduced CAC or improved payback period through rigorous testing and reallocation of spend. - Executed ABM or signal-based programs that generated measurable pipeline from target accounts. - Built lifecycle nurture programs that improved lead-to-opportunity or opportunity-to-close conversion rates. WHY HATCH? - Massive market opportunity: We serve 2,000+ businesses and just scratched the surface. With Yelp's backing, we're scaling fast. - Real impact: The campaigns you build will directly drive pipeline, revenue, and company growth. You'll see your work show up in the numbers—weekly. - Autonomy + impact: You'll have significant ownership over execution, budgets, and results—with room to influence strategy. - Work with cutting-edge AI: You'll be marketing a product that's genuinely transformative in the marketing realm—our customers see 4X higher response rates, 2X faster replies, and millions in revenue impact. WHAT SUCCESS LOOKS LIKE IN YEAR ONE - Month 1–3: Audit current programs, identify quick wins, and launch your first round of experiments. Build reporting dashboards and align with Sales on lead quality and routing. - Month 4–6: Scale what's working. Launch or relaunch ABM and lifecycle programs. Optimize paid spend and improve conversion rates across the funnel. - Month 7–12: Hit quarterly pipeline targets. Document and scale repeatable playbooks. Become the go-to expert on B2B growth at Hatch. What you'll get: - Effective your first day: Full medical, vision, and dental - 15 days PTO (accrual begins on date of hire and increases with 2+ years of tenure thereafter), 12 paid holidays, plus one floating holiday - Up to 14 weeks of parental leave - Monthly wellness subsidy - Work from home reimbursement - Flexible spending account - 401(k) retirement savings plan - Employee stock purchase plan - Compensation range for this position is $132,000 - $198,000 annually. You may also be offered a bonus and benefits. We’re proud to be an equal opportunity employer and consider qualified applicants without regard to race, color, religion, sex, national origin, ancestry, age, genetic information, sexual orientation, gender identity, marital or family status, veteran status, medical condition or disability.   Actual salary offered may vary based on multiple factors, including but not limited to, an individual's location and experience.   We will consider for employment qualified candidates with arrest and conviction records, consistent with applicable law (including, for example, the San Francisco Fair Chance Ordinance for roles based in San Francisco, the Los Angeles County Fair Chance Ordinance for roles based in the unincorporated areas of Los Angeles County, and the California Fair Chance Act for roles based in California).   Where required by law, a criminal background check will not be conducted until after a conditional offer of employment is made, and any evaluation of a candidate's criminal background check will be subject to an individualized assessment that takes into account the candidate's specific criminal records and the responsibilities and requirements of the particular role.   We are committed to providing reasonable accommodations for individuals with disabilities in our job application process. If you need assistance or an accommodation due to a disability, you may contact us at accommodations-recruiting@yelp.com or 415-969-8488.   Note: Yelp does not accept agency resumes. Please do not forward resumes to any recruiting alias or employee. Yelp is not responsible for any fees related to unsolicited resumes.