Principal Growth Marketing Manager

🚀 Job Overview

As Principal Growth Marketing Manager at Vendia, you'll drive demand and growth for their innovative data solutions by developing and executing multi-channel marketing strategies. You'll own the entire growth marketing funnel from strategy to execution, with direct impact on customer acquisition, pipeline development, and revenue generation. Reporting to the CMO, you'll build scalable marketing processes that engage target customers and partners while optimizing marketing automation tools.

ASSUMPTION: Based on reporting to the CMO and the seniority level, this appears to be a leadership position with potential for building and managing a team as the function grows, though team management isn't explicitly mentioned.

📋 Key Responsibilities

• ✅ Define and implement persona-based targeting approach and channel-specific content strategy
• ✅ Launch and manage customer and partner acquisition campaigns across multiple channels
• ✅ Leverage website, paid advertising, social media, events, and other channels to build awareness and generate qualified leads
• ✅ Manage engagement across social media platforms to build community and drive engagement
• ✅ Test, analyze, and optimize campaign performance to continuously improve results
• ✅ Monitor revenue performance metrics and identify areas for improvement
• ✅ Own marketing demand budget allocation and optimization across all acquisition channels
• ✅ Drive marketing-led growth OKRs with quantitative and qualitative analysis

🎯 Required Qualifications

Education: Not specified

Experience:

• 10+ years of relevant work experience in marketing, product marketing, or strategy consulting
• 8+ years of experience in B2B demand generation and/or growth marketing
• Experience in B2B SaaS and data technology marketing
• Experience managing marketing budgets and prioritizing spend

Skills:

• Strategic B2B marketing expertise
• Proficiency with marketing automation, ABM, and paid/social tools
• Data-driven analysis and optimization capabilities
• Cross-functional collaboration and relationship building
• Budget management and resource allocation
• Exceptional verbal and written communication
• Self-starter with problem-solving abilities
• Project management and multitasking capabilities

💰 Compensation & Benefits

Salary Range: Not specified

Benefits:

• Medical, dental, and vision insurance
• 401(k) plan
• Responsible Adults Paid Time Off Policy
• Paid holidays including Winter Break
• Home office setup stipend

Industry Comparison: Not specified

ASSUMPTION: Based on the seniority level (Principal) and required experience (10+ years), this role likely offers competitive compensation in the upper range for marketing leadership positions in the tech industry. The company states that compensation decisions are determined using various factors and individual qualifications, suggesting a flexible approach that may include base salary, bonuses, and possibly equity, which is common for this level in startups.

🔍 Company Context

Industry Position: Vendia provides an innovative solution for real-time and trusted multi-party data visibility and insights, powered by distributed ledger and serverless technology. They help enterprises automate and accelerate data workflows across business networks.

Company Size: Rapidly growing startup

Company Stage: Growth-stage startup backed by $50M in investment from top-tier investors

ASSUMPTION: As a venture-backed company with significant funding ($50M mentioned), Vendia is likely in a high-growth phase focused on market expansion and customer acquisition, which explains the critical importance of this growth marketing role.

📊 Role Analysis

Career Level: Senior/Leadership

Reporting Structure: Reports directly to the Chief Marketing Officer (CMO)

Team Size/Composition: Not specified, but role description suggests potential to shape and grow the function

Growth Opportunities: Opportunity to significantly influence marketing strategy and build marketing functions at a growing startup, which could lead to expanded leadership responsibilities

ASSUMPTION: As a Principal-level role reporting to the CMO at a growing startup, this position likely offers substantial autonomy and opportunity for career advancement as the company scales. The role may involve building and eventually leading a team as the marketing function expands, though this isn't explicitly stated.

🌍 Location & Work Environment

Office Type: Likely remote with possible hybrid options

Geographic Context: Manitoba is a central Canadian province with a growing tech scene, particularly in Winnipeg. The cost of living is generally lower than major Canadian tech hubs like Toronto or Vancouver.

Work Schedule: Not specified, likely standard business hours with flexibility

Regional Considerations: Manitoba experiences cold winters, which may affect commuting if in-office work is required. The province has a growing tech ecosystem and economic diversification initiatives.

ASSUMPTION: Since the company mentions being "headquartered in San Francisco and Seattle" while listing this role in Manitoba, and states they "embrace remote workers but also love interactive development," this is likely a remote position with possible occasional travel to headquarters. The home office stipend mentioned in benefits further supports this assumption.

💼 Interview & Application Insights

Typical Process: For senior marketing roles at tech startups, the interview process typically includes:

1. Initial screening with a recruiter or HR
2. Interview with the hiring manager (likely the CMO)
3. Case study or strategic marketing exercise
4. Panel interviews with cross-functional stakeholders (Sales, Product, etc.)
5. Final interview with executive leadership

Key Assessment Areas:

• Strategic thinking and marketing acumen
• Results-driven approach with tangible campaign outcomes
• Budget management and ROI optimization
• B2B SaaS marketing expertise
• Cross-functional collaboration capabilities
• Leadership and initiative

Application Tips:

• Showcase specific B2B demand generation campaigns with measurable results
• Highlight experience with marketing automation tools and ABM strategies
• Demonstrate data-driven decision making with concrete examples
• Emphasize experience working with sales teams and driving pipeline
• Show how your work directly impacted business growth and revenue

ATS Keywords: B2B marketing, demand generation, growth marketing, ABM, pipeline generation, multi-channel marketing, marketing automation, paid digital, SaaS marketing, data technology, marketing analytics, lead generation, marketing budget management, social media management, OKRs, marketing strategy

ASSUMPTION: These insights are based on industry standards for similar roles at B2B SaaS companies, typical interview processes for senior marketing positions, and the specific requirements mentioned in the job description.

🛠️ Tools & Technologies

The role mentions expertise with marketing automation, ABM, and paid/social tools. Based on industry standards for similar roles, you may be expected to work with:

• Marketing Automation: HubSpot, Marketo, Pardot, or similar
• ABM Platforms: Demandbase, 6sense, Terminus, RollWorks
• Analytics Tools: Google Analytics, Looker, Tableau, PowerBI
• CRM: Salesforce, HubSpot CRM
• Paid Advertising: Google Ads, LinkedIn Ads, Meta Ads Manager
• Social Media Management: Hootsuite, Sprout Social, Buffer
• Content Management: WordPress, Contentful
• Project Management: Asana, Monday.com, Jira

ASSUMPTION: While the listing doesn't specify exact technologies, these are standard tools used in B2B growth marketing and demand generation roles at SaaS companies. The listing mentions "robust set of marketing automation tools," suggesting Vendia has already invested in some of these platforms.

👔 Cultural Fit Considerations

Company Values: The job posting mentions Vendia's "Kind Humans Policy" and states that playing nicely with others is a key requirement. The company describes its culture as dynamic, with a focus on rapid, iterative delivery and continuous learning from customer engagements. They emphasize a "succeed or fail together" mentality.

Work Style: The role requires someone who is:

• Self-motivated and proactive
• Results-oriented and metrics-driven
• Collaborative across functional teams
• Comfortable in a fast-moving, dynamic environment
• Able to balance strategic thinking with tactical execution
• Adaptable and innovative

Self-Assessment Questions:

• Am I comfortable with the autonomy and responsibility of owning growth marketing strategy at a scaling startup?
• Do I thrive in fast-paced environments where priorities may shift rapidly?
• Am I both analytically minded and creatively inclined?
• Can I effectively collaborate across departments while driving my own initiatives?
• Am I passionate about innovative technology and data solutions?
• Do I have a growth mindset and commitment to continuous learning?

ASSUMPTION: Based on the company description as a "rapidly growing" startup and the mention of a "dynamic" culture focused on "rapid, iterative delivery," Vendia likely has a fast-paced work environment typical of growth-stage startups. This role would best suit someone who thrives with autonomy, can manage multiple priorities, and enjoys building processes from the ground up.

⚠️ Potential Challenges

• Broad Scope: This role spans multiple marketing functions from strategy to execution across various channels, requiring versatility and excellent prioritization skills.
• Resource Constraints: As a growing startup, you may need to accomplish significant objectives with limited resources or team support.
• Complex Product: Marketing distributed ledger and serverless technology solutions requires translating complex technical concepts into compelling marketing messages.
• Measurement Complexity: B2B marketing, especially for innovative solutions in growing markets, can present challenges in attribution and ROI measurement.
• Competitive Market: The data technology space is evolving rapidly with increasing competition, requiring continuous innovation in marketing approaches.

ASSUMPTION: These potential challenges are inferred from the nature of the role, the company's stage, and typical challenges in B2B tech marketing leadership positions. The actual challenges may vary based on Vendia's specific market position and internal structure.

📈 Similar Roles Comparison

The Principal Growth Marketing Manager role at Vendia differs from similar roles in several ways:

vs. VP of Marketing: While this role reports to the CMO and has strategic responsibilities, it's more focused on hands-on execution of growth marketing initiatives rather than overall marketing department leadership.

vs. Growth Marketing Manager: The "Principal" designation and 10+ year experience requirement indicate this is a senior leadership position with greater strategic influence and broader responsibilities than a typical Growth Marketing Manager.

vs. Demand Generation Manager: While demand generation is a key component, this role encompasses broader growth marketing strategy including social media, channel strategy, and potentially customer marketing.

vs. Performance Marketing Manager: This role likely balances performance marketing (paid channels, optimization) with strategic growth initiatives and potentially some brand elements, rather than focusing exclusively on performance metrics.

ASSUMPTION: This comparison is based on standard industry role definitions and the specific responsibilities outlined in the job description. The actual scope may be more fluid given Vendia's startup nature.

📝 Sample Projects

• Integrated ABM Campaign: Develop and execute an account-based marketing strategy targeting enterprise companies in specific verticals, including personalized content, multi-channel outreach, and sales enablement materials, with clear MQL and pipeline targets.
• Channel Optimization Analysis: Conduct comprehensive analysis of current marketing channels, identify underperforming areas, reallocate budget to high-performing channels, and implement A/B testing to improve conversion rates.
• Social Media Strategy Overhaul: Develop a comprehensive social media strategy across LinkedIn, Twitter, and other relevant platforms to increase brand awareness, engage thought leaders, and drive qualified traffic to conversion-optimized landing pages.
• Marketing Automation Implementation: Streamline lead nurturing workflows, implement scoring models, and create trigger-based campaigns to move prospects through the funnel more efficiently.
• Growth Marketing Playbook: Develop a comprehensive, scalable playbook for customer and partner acquisition that can be systematically implemented and optimized.

ASSUMPTION: These projects are illustrative examples based on the responsibilities listed in the job description and typical initiatives that would fall under a Principal Growth Marketing Manager's purview at a B2B SaaS company.

❓ Key Questions to Ask During Interview

1. "What are the most important growth metrics you're looking to impact in the next 6-12 months, and what current challenges are you facing in achieving those goals?"
2. "How does the marketing team currently collaborate with sales, product, and customer success teams? What processes are already established and what areas need improvement?"
3. "Can you share more about Vendia's current customer acquisition channels and which ones have been most effective so far? What channels haven't been fully explored yet?"
4. "What marketing automation and analytics tools do you currently have in place, and how satisfied are you with their implementation and utilization?"
5. "How do you envision the growth marketing function evolving as the company scales over the next 2-3 years?"
6. "Can you tell me more about how Vendia's 'Kind Humans Policy' manifests in day-to-day work and decision-making processes?"

ASSUMPTION: These questions are suggested based on the role type and company information provided. They should be adapted based on specific interview context and the candidate's own priorities.