Growth Marketing Lead

About RunLoyalRunLoyal is a vertical SaaS and payments platform for pet care businesses boarding, grooming, training, daycare, and dog parks. We're a growing platform with strong product-market fit and a healthy sales conversion engine.Our 2026 north star is profitability. The constraint isn't product or sales conversion both are performing.

The constraint is top-of-funnel demand, and the leverage point is growth marketing: making the platform legible to the right buyers, in the right channels, at the moment they're searching for a solution and turning every customer into a compounding source of expansion and word of mouth.We're hiring a Growth Marketing Lead to own that end-to-end.

The Role:This is a full-stack growth role. Demand and pipeline generation is the priority channel ownership, content strategy, AEO, and the measurement layer that ties them together. Product marketing positioning, launches, sales enablement sits inside this remit, not separate from it.You'll inherit a foundation.

We are laying the measurement layer, channel baselines, and instrumentation over the next 90 days. Your job is to operate that foundation, extend it, and compound it not rebuild it.It's positioned for a mid-tier growth marketer stepping into a leadership scope. You won't have direct reports on day one.

By the end of year one if the work is landing you'll be defining the org structure of a growth team and hiring into it.This is also a deliberately AI-augmented role. AI has reshaped what a single growth operator can do paid social campaign management, content production, audience research, creative iteration. We expect the person in this seat to operate at that new ceiling, not the old one.

Our existing motion already includes AI agents for social outreach, AI-assisted content generation, and AI-driven analytics. The next hire should extend that posture, not relearn it.

What You'll Own:North Star - Monthly qualified leads

Compounding metricNet Revenue Retention. Acquisition without retention is leaky-bucket marketing. You'll own the marketing levers that compound revenue from existing customers add-on adoption, customer marketing, expansion content, lifecycle programs.

Leading indicatorVisitor QL conversion rate, tracked by channel, updated weekly. Per-channel conversion is the dial you control; QL volume is the lagging outcome.(QL = an ICP-fit business with verified intent typically a demo request that meets our qualification criteria.)You own Visitor through QL. Sales owns QL through Close. The hand-off is a qualified lead in the CRM.

Responsibilities:1. Demand and pipeline generation (primary)Own the paid and organic channel portfolio paid social, paid search, SEO, email, organic social, partner referrals as a single performance engineRun paid social end-to-end with AI-augmented workflows. The Meta ecosystem now lets a single operator do what used to require an agency pod creative variants, audience iteration, copy testing, optimization briefs, all generated and refined with AI in the loop.

We expect you to operate at that leverageAudit, reallocate, and brief agency partners with data, not opinionsStand up new channels as scoped projects AI agents on social and messaging surfaces, website chat, ICP-specific landing pages, competitor comparison pagesTest new ad surfaces with clean experiment design

• Content strategyOwn content as the demand-gen engine, not as a separate function. Every piece of content has a channel destination, a query target, and a measurable conversion path or it doesn't shipPlan and execute the editorial calendar across blog, AEO, sales enablement, and product launchesUse AI tooling to scale production drafts, variants, translations, comparison frameworks at a pace that didn't exist 12 months agoBuild a content engine that feeds AEO, paid landing pages, and sales conversations as a single connected system
• Answer Engine Optimization (AEO)Execute our AEO program: canonical FAQ hub, ICP-specific buyer's guides, competitor comparison pages, entity-consistency audit, review mobilization on G2 / Capterra / Software Advice / GetAppEarn placements in the third-party category roundups LLMs cite when buyers ask "what's the best software for a dog boarding business"Track citation rate against a benchmark query set and lift it quarter-over-quarter
• Product marketingOwn positioning, messaging, and the canonical entity description across every owned surfaceDrive launches for new features and add-ons tie launch to in-product discovery, sales enablement, content, and AEOBuild sales enablement assets that close more of the deals our demo-to-close rate is already creating.
• Customer marketing, Product Marketing & NRRMarketing-led add-on adoption discovery, in-product education, lifecycle emailCustomer storytelling that compounds case studies, video testimonials, community contentConvert satisfied customers into reviews, referrals, and word of mouth that feeds back into acquisition.
• Analytics - operate and extendOperate the unified GTM dashboard and per-channel Visitor QL baseline laid by the contractor engagementExtend instrumentation to cover NRR-relevant signals add-on adoption funnels, customer marketing engagement, expansion pathsWeekly GTM scorecard published to the team

What We're Looking For:Background4-7 years in growth marketing, demand generation, or full-stack product marketing roles at B2B SaaS companiesTrack record of owning a demand gen number QLs, MQLs, pipeline, ARR contribution and moving it. This is the requirementHands-on with HubSpot (or equivalent CRM), GA4, Meta Ads Manager, Google Ads. You don't outsource a UTM auditStrong content background you can write the comparison page, brief the agency, and edit the buyer's guide in the same weekVertical SaaS, SMB SaaS, or marketplace experience preferred.

Pet industry experience not required domain interest is.

AI-native working styleThis is non-negotiable. We want someone who:Uses LLMs as a daily multiplier content drafts, research, competitive analysis, copy variants, dashboard sketches, customer interview synthesisOperates paid campaigns at the new AI-leveraged ceiling, not the agency-era oneIs comfortable building lightweight agents for outreach, content workflows, or analytics or learning to, fastTreats AEO / LLM-search as a core marketing discipline, not a buzzwordCan write a Claude prompt that produces a usable deliverable in one shot, and knows when to iterateIf your default reaction to "the LLM can probably do this part" is "show me," we want to talk.

Operating postureComfortable in early-stage ambiguity. We have a 90-day plan, not a 3-year playbookStrong writer. Most of our buyers research on their phones; the words on a page are the product, oftenData-driven, but you know when to ship a comparison page on Tuesday rather than wait for the perfect one on FridayHigh agency.

You'll have a CEO, a Head of Product, and a Sales lead in your corner but the growth motion will move at the speed you set.

Stretch into leadershipThis role is structured so the right person grows into a Head of Growth seat as we scale. By month 12, we'd expect you to:Have hired and onboarded 1-2 marketers under youBe contributing to board-level GTM reporting alongside the CEOOwn marketing budget and channel strategy at the company levelIf you're a strong growth marketer ready for the next step but not yet handed the keys at your current company, this is the seat for that step.

Tools You'll Use Day-to-DayMarketing & analytics: HubSpot, GA4, Meta Ads Manager, Google Ads, Looker StudioAI / agents: Claude (extensive), custom agents on social and messaging surfacesInternal: Notion, Slack, Google Workspace

How to ApplySend us:A short note on why this role specifically the demand-gen-first, AI-augmented, mid-tier-to-leadership shape of it fits where you areOne example of a demand metric you owned and moved, with the specifics (channel, baseline, lift, time)A link to a piece of work you're proud of a comparison page, launch announcement, paid creative system, dashboard, or anything that shows how you thinkOptional but encouraged: a Claude artifact (prompt + output) that you'd put on the table as evidence of how you work with AIWe read every application. First conversations are a screening call, a 45 minutes with our Head of Product, then a trial brief a single deliverable, scoped to a few hours, that lets both sides see how we'd work together. And finally a working session with the CEO, Head of Product and Head of Sales.

RunLoyal is a small, high-trust team. We move fast, we tell each other the truth, and we don't waste each other's time. If that's the environment you do your best work in, we'd love to hear from you.