Growth Marketing Manager

About groundcover

We’re not here to blend in - we’re here to change how observability works.

groundcover has built a radically different approach to cloud-native observability that competitors can’t match. We’re a fast-growing Series C startup delivering the most modern, developer-first observability platform for cloud-native environments. Unlike legacy tools that are heavy, costly, and complex, our solution is lightweight, instantly deployable, and built for today’s AI-driven world.

Join a team that’s redefining the category and shaping how engineers everywhere understand and optimize their systems.

About the Role

You’ll help build the engine that turns market awareness and buyer interest into qualified pipeline.

As Revenue Marketing Manager, you’ll own major demand programs end-to-end, from audience and CTA, through activation, testing, Sales follow-up, and performance analysis. You’ll work across paid acquisition, lifecycle, content, events, partner programs, retargeting, and account-based plays depending on the business objective.

This is both a strategic and hands-on role. You’ll be expected to understand the why behind a program, build the execution plan, get it into the market, analyze what happened, and recommend what we should do next.

You won’t wait for someone else to tell you that a campaign isn’t working.

What You’ll Own

Integrated Revenue Programs

• Turn company priorities, product launches, competitive opportunities, and market trends into integrated demand programs.
• Build campaign plans that define audience, message, offer, channel mix, Sales motion, KPIs, and expected pipeline contribution.
• Coordinate paid, lifecycle, content amplification, digital events, partners, and SDR/AE activation around common campaign objectives.
• Own assigned programs from launch through performance review and iteration.
• Build repeatable programs rather than one-off campaigns.

Digital Acquisition & Paid Growth

• Own hands-on execution across Google, LinkedIn, Reddit, retargeting, and other high-value channels.
• Manage campaign-level spend, targeting, creative testing, landing-page testing, and optimization.
• Develop a strong point of view on where the budget within your programs should move based on performance.
• Test new channels, formats, audiences, offers, and creative approaches.
• Partner with agencies and external specialists while remaining accountable for outcomes.

Lifecycle & Audience Activation

• Design and run nurture and re-engagement programs across inbound, target accounts, event audiences, and other high-intent segments.
• Build personalized journeys based on persona, account context, behavior, and buying signals.
• Partner with Revenue Operations on lifecycle architecture, routing, automation, and data quality.
• Continuously test messaging, timing, offers, and next-best actions to improve conversion.

Digital Events & Third-Party Programs

• Own the strategy, execution, and performance of owned digital events, including webinars, virtual roundtables, and other online programs.
• Manage third-party digital programs and sponsorships from evaluation through execution, including audience strategy, promotion, lead capture, and follow-up.
• Partner with Product Marketing, Developer Marketing, partners, and speakers to develop programming that is relevant to our buyers and supports broader campaign priorities.
• Build the full demand motion around each program, including promotion, registration, attendance, SDR/AE activation, nurture, and post-event conversion.
• Measure programs based on engagement, qualified meetings, pipeline contribution, and ROI, not registrations alone.

Sales & SDR Activation

• Partner directly with Sales and SDR teams to turn campaigns into meetings and pipeline.
• Build clear campaign follow-up motions, account lists, messaging, and enablement.
• Define what Sales needs before a campaign launches, not after leads appear.
• Gather qualitative feedback from Sales and combine it with campaign data to improve future programs.
• Inspect where campaign engagement fails to convert and recommend changes.

Performance & Optimization

• Own pipeline contribution targets for assigned campaigns and channels.
• Analyze conversion, qualified meetings, pipeline, CAC, ROI, velocity, and other program-level metrics.
• Bring recommendations, not just reporting.
• Identify underperforming programs early and recommend whether to optimize, pause, expand, or stop.
• Run a consistent experimentation cadence and document what was learned.

AI-Native Execution

• Use AI to accelerate audience research, campaign development, content variation, personalization, analysis, and optimization.
• Identify opportunities to reduce repetitive work and increase campaign velocity.
• Partner with Revenue Operations on automation and agentic workflows where deeper system integration is required.
• Experiment with new tools based on business value, not novelty.

Requirements

What You Bring

• 5–7 years of B2B SaaS demand generation, integrated, growth, or revenue marketing experience.
• Proven experience owning multi-channel programs that produced qualified pipeline.
• Hands-on experience with paid acquisition, lifecycle/nurture, audience activation, and campaign optimization.
• Experience working directly with Sales and SDR teams to convert campaigns into pipeline.
• Strong analytical instincts and comfort making decisions from imperfect data.
• Ability to connect channel metrics to business outcomes rather than optimizing only for CTR, CPL, or MQL volume.
• Experience managing meaningful campaign budgets and reallocating spend based on performance.
• Strong written and verbal communication skills.
• Comfortable operating independently in a fast-moving environment where priorities can shift.
• AI-native working style and demonstrated curiosity around automation and experimentation.

Strongly Preferred

• Experience marketing technical B2B products to engineering, infrastructure, security, DevOps, platform, or IT audiences.
• Experience with HubSpot, Google Ads, LinkedIn Campaign Manager, Reddit, Unify, or similar tools.
• Experience with account-based or signal-driven programs.
• Experience in a high-growth startup or scale-up environment.

Why This Role Matters

The ideal candidate is a problem-solver, self-starter, and system thinker who thrives in ambiguity. You should enjoy shaping campaigns from scratch, collaborating with Sales, and contributing to the marketing vision. groundcover is moving fast, and this role offers the opportunity to directly impact pipeline, experiment with new approaches, and grow with the company.