Head of Growth Marketing

Most Loved Workplace® and Best Practice Institute help organizations understand their workplace culture and communicate credible evidence of their strengths as employers. Our audiences include CEOs, people leaders, talent acquisition teams, and employer-brand leaders. Certification is earned through assessment; paid services and licensing support the use and activation of earned recognition. This role connects buyer needs to useful content, campaigns, and customer experiences, with accountability from brief through publication, delivery, measurement, and improvement. Louis contributes expertise and direction; you own production and coordination rather than making the founder the default writer or repair step.

• Positioning and buyer understanding: learn the platform, certification methodology, packages, pricing, and competitive alternatives, then translate features into specific, evidence-backed buyer benefits
• Review sales conversations and interview customers to identify buying triggers, objections, and why deals progress or stall; build distinct messages by segment and stage
• Demand generation and marketing execution (75%): own one weekly TheWorkAhead.ai thought-leadership newsletter and one weekly educational conversion email in HubSpot, drawing on Louis's expertise, research, sales conversations, and approved customer evidence
• Own one editorial calendar across both emails, LouisCarter.com, BPI, Most Loved Workplace®, LinkedIn, Facebook, Instagram, X, and customer content; research, write, edit, repurpose, and publish articles, social adaptations, customer stories, and campaign video where useful
• Build a repeatable AI-assisted content operation using agents, bots, and reusable workflows; personally deliver core work and brief, review, and direct existing contributors or approved specialists when their skills or capacity are needed
• Own documented quality checks and human approval before release: sources, claims, brand voice, product accuracy, customer approvals, links, and calls to action; check video scripts, captions, sound, visuals, and playback, and test campaign pages and workflows for mobile use, forms, tracking, integrations, error handling, and follow-up
• Personally create campaign briefs, email copy, landing pages, nurture sequences, ads, and sales-support assets — and launch them in HubSpot, AI-assisted tools, and our website environments
• Build qualification and conversion paths from first engagement through application, assessment, package consideration, and sales conversation
• Prioritize the channels most likely to produce qualified demand within budget — paid search, LinkedIn, email, retargeting — and own launch readiness: forms, mobile, links, routing, tracking, follow-up
• Use tools such as Claude, Floot, and Lovable to build and improve landing pages, campaign experiences, content workflows, and automation, inspecting output and knowing when engineering review is required
• Own acquisition-focused SEO and answer engine optimization: search intent, content briefs, pillar content, internal linking, and conversion paths
• Agree qualified-lead and opportunity definitions, routing, and attribution with Sales and RevOps; review sourced opportunities, objections, wins, and losses with Sales
• Account Executive side: equip AEs with targeted campaigns, sequences, case evidence, and sales-support assets that move new-business opportunities from first conversation to signed package
• Customer Success and Account Management side: build onboarding, adoption, renewal, and expansion campaigns — customer nurture, upgrade and add-on offers, recognition-activation content, and account-based plays that help account managers grow existing clients
• Partner with Customer Success to turn customer results and stories into proof that fuels both retention and new-business demand
• Client solutions (20%): personally deliver agreed marketing components of CertCheck and VisiPage education, customer articles, and employer visibility work; align scope, priorities, quality standards, and deadlines with Customer Success and Account Management
• Distribute relevant customer articles through newsletters and social channels; use Semrush and available analytics to improve and report on SEO/AEO, referral traffic, and visibility; explain to clients what was delivered, what the evidence shows, and what should happen next
• Technical maintenance and troubleshooting (5%): own routine HubSpot setup, segmentation, workflows, forms, tracking, website updates, and reporting connections; verify analytics coverage, search indexation, routing, and email delivery, and surface dated blockers before relevant site migrations
• Personally build, test, and troubleshoot integrations through native connectors, APIs, webhooks, or automation platforms; write, refine, and document reusable prompts and AI workflows; evaluate tools for quality, cost, business value, and reliable data flow, and coordinate deeper engineering work when needed
• Set a focused campaign roadmap, budget, and weekly commitments with the founder and relevant sales and client teams; prioritize agreed capacity and approved specialist support, and maintain a live campaign register with audiences, owners, targets, tracked links, results, and dated next steps

• Marketing-sourced qualified pipeline
• New-client revenue from marketing-sourced opportunities
• Marketing-influenced renewal, upgrade, and expansion revenue from existing customers
• Timely client marketing deliverables, useful reporting, and evidenced improvements against agreed visibility baselines
• Two consistent weekly emails and reliable cross-property content production, with documented quality checks and stronger contributor output
• Conversion through the funnel, evaluated by offer and traffic source rather than one universal percentage
• Acquisition efficiency against validated baselines, audience, channel, budget, and sales-cycle length
• Reduced dependence on the CEO for campaign production and coordination
• Weekly reporting with source data, date ranges, live links, and next steps; distinguish qualified buyer traffic from broad informational traffic and inbound leads from imported or outbound contacts, and establish baseline and 30-, 60-, and 90-day targets for qualified traffic, leads, and meetings
• Opens, clicks, traffic, and content output are diagnostic only — not evidence of business success

• Previously owned growth or demand generation at a lean B2B business with recurring revenue and a consultative sales process
• Campaigns you personally built and launched with demonstrable commercial results — able to distinguish your own execution from agency or large-team work
• Strong positioning, conversion copywriting, email, landing-page, nurture, and paid-campaign skills
• Strong writing and editing judgment: turn founder expertise and imperfect drafts into finished work, lead contributors through one editorial calendar, and keep client commitments alongside growth priorities
• Experience supporting both new-business sales (Account Executives) and customer growth (Customer Success / Account Management) with marketing programs
• Practical HubSpot proficiency: segmentation, campaigns, workflows, reporting, and collaboration with RevOps
• Experience connecting marketing activity to qualified pipeline and revenue, including the limitations of attribution
• Working Semrush knowledge and hands-on SEO/AEO experience, with the confidence to explain evidence, visibility results, and next steps to clients
• Essential: working pages, tools, or workflows you personally built and tested with Floot, Lovable, or comparable AI-assisted building platforms
• Essential: practical integration-building experience connecting marketing systems and AI tools, including troubleshooting data flow and failed automations
• Essential: advanced practical proficiency in AI processes, agents, bots, and prompt engineering; demonstrate workflows you designed and operated with reusable prompts, orchestration, integrations, failure handling, human review, and measurable gains in quality or production capacity
• Essential: independent content production and a documented quality-assurance process for written, video, and AI-built campaign assets
• Experience managing a defined budget and making resource decisions in a small organization
• References from former leaders who can verify your responsibilities, execution, and results
• Experience marketing to HR leaders or selling HR technology, employer-brand services, or research is valuable; comparable buyer complexity and results matter more than an exact industry match

Compensation is $140,000 base with $180,000 on-target earnings, subject to a written incentive plan documenting qualification rules, attribution, measurement windows, targets, and payout timing. Palm Beach Gardens, Florida / South Florida hybrid preferred. Start as soon as practical. Send your resume or LinkedIn profile and a short note with: (1) two campaigns you personally delivered — audience, offer, budget, your contribution, measurement period, and resulting opportunities or revenue; (2) a writing or editing sample showing how you improve content quality; (3) your experience with HubSpot, Semrush, SEO/AEO, and client reporting; (4) a live example or short walkthrough of a content-production process, agent, bot, or campaign tool you personally built, explaining your platforms, prompts, integrations, quality checks, failure handling, and business results; (5) your location, availability for a local hybrid schedule, start date, and compensation expectations. Finalists complete a short paid exercise using our materials to demonstrate content quality, an AI workflow or agent, and pre-release quality checks, followed by reference checks.