GTM & Growth Campaign Manager — B2B Lead Generation (MONTHLY RETAINER)

We are looking for an experienced GTM / Growth Marketing / Lead Generation expert who can take ownership of marketing campaigns from strategy through qualified leads, sales opportunities, and ultimately new business.

We have approximately 20 different campaigns/products/services that we want to take to market. We will start with Campaign 1, establish a repeatable system, measure what works, optimize it, and then expand the same framework across additional campaigns.

This is not a traditional Social Media Manager position.
We are not looking for someone whose primary objective is simply to post content, gain followers, or increase impressions.

The ultimate objective is:
Visibility → Qualified Leads → Meetings → Proposals → Customers → Revenue

What We Already Have
Our internal team can already support:
• Landing page design and development
• Video editing and short-form video production
• Case studies
• Demo videos
• Graphic design and creative assets
• Website development
• Technical/product expertise
• Content production support

You will therefore not be expected to personally design everything.

Your responsibility is to determine what needs to be done, where we need to market, whom we need to target, what messaging should be used, and how the campaign should generate business.
Our internal team can execute many of the creative and technical requirements based on your direction.

Your Responsibilities
1. Campaign Strategy
For each campaign, help define and refine:
• Ideal Customer Profile (ICP)
• Industries
• Target company size
• Geography
• Target companies
• Decision-makers / job titles
• Buyer personas
• Pain points
• Buying triggers
• Value proposition
• Competitive positioning
• Offer
• Call-to-action
• Acquisition channels
• Campaign KPIs
You should be able to look at a product or service and determine:
Who is most likely to buy this, why would they care, where can we reach them, and how do we convert them into a sales conversation?
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2. Cold Email Outreach
Own or manage the cold outreach strategy, including:
• Prospect database strategy
• Lead list building
• Segmentation
• Decision-maker identification
• Email messaging
• Multiple campaign angles
• Subject-line testing
• Follow-up sequences
• Personalization
• Deliverability considerations
• Campaign optimization
• Reply analysis
• Positive-response tracking
We do not want mass email blasting.
We want highly relevant and targeted B2B outreach.
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3. LinkedIn Outreach
Develop a systematic LinkedIn strategy including:
• Target-account research
• Decision-maker identification
• Connection outreach
• Personalized messaging
• Follow-ups
• Account engagement
• Founder-profile strategy
• Social selling
• Relationship building
LinkedIn should work together with cold email and content—not operate independently.
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4. Founder-Led Content
Help build a strong founder-led content strategy.
You should advise us on:
• What the founder should talk about
• What videos should be recorded
• Industry insights
• Educational content
• Case-study content
• Behind-the-scenes content
• Product demonstrations
• Problem/solution videos
• Opinion/thought-leadership content
• FAQ and objection-handling content
Our creative team can edit and produce the material.
Your responsibility is to make sure the content supports the commercial objective of the campaign.
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5. Organic Social Media Strategy
Determine how Campaign 1 should be distributed across relevant channels, potentially including:
• LinkedIn
• YouTube
• Instagram
• Facebook
• TikTok
• YouTube Shorts
• Industry communities
We are looking for intelligent content distribution and repurposing, rather than random posting.
For example:
One strong case study may become:
• YouTube video
• LinkedIn video
• LinkedIn post
• Short-form videos
• Instagram Reel
• YouTube Short
• Founder post
• Website article
• Newsletter content
• Cold outreach proof asset
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6. Paid Acquisition
Assess and manage or recommend paid campaigns where appropriate, including:
• Google Ads
• Meta Ads
• LinkedIn Ads
• YouTube Ads
• Retargeting
We do not expect every platform to be used for every campaign.
You should determine:
Which channel deserves budget and why?
Campaigns should be tested, measured, optimized, and scaled based on qualified lead generation—not vanity metrics.
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7. SEO / GEO / AEO
Help determine opportunities for:
• SEO
• Google search visibility
• Commercial-intent keywords
• Landing-page optimization
• Industry-specific content
• AI search visibility
• GEO / Generative Engine Optimization
• AEO / Answer Engine Optimization
• Visibility within tools such as ChatGPT, Gemini, Perplexity, and AI-powered search experiences
The objective is to create both immediate acquisition and longer-term inbound lead generation.
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8. Existing Customer & Warm Network Campaigns
Develop ways to introduce new products/services to:
• Existing customers
• Past customers
• Previous prospects
• Warm leads
• Professional contacts
• Vendors
• Industry relationships
We already have a network and customer history.
We want someone who understands that existing relationships can often generate opportunities faster than cold marketing.
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9. Partnerships & Channel Development
Identify potential:
• Strategic partners
• Referral partners
• Consultants
• Agencies
• Distributors
• Technology partners
• Manufacturers
• Complementary service companies
• White-label opportunities
• Joint marketing opportunities
You should actively look for companies that already have relationships with our ideal customers.
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10. Industry Websites, Communities & Directories
Research where our target audience already spends time.
This can include:
• Industry websites
• Associations
• Professional directories
• Trade publications
• Forums
• Communities
• LinkedIn groups
• Reddit communities where relevant
• Specialist marketplaces
• Business directories
• Vendor directories
• Procurement portals
• Industry newsletters
• Relevant online publications
We want someone who goes beyond the obvious channels.
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11. Trade Shows & Events
Identify relevant:
• Trade shows
• Conferences
• Exhibitions
• Industry events
• Webinars
• Networking opportunities
• Speaking opportunities
You should also think strategically about events.
For example, attending an event should not simply mean walking around the exhibition.
It could involve:
• Researching exhibitors beforehand
• Identifying target companies
• Connecting with decision-makers before the event
• Booking meetings
• Following up afterward
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12. Lead Nurturing
Create a system for prospects who are interested but not ready to purchase immediately.
This could include:
• Email nurturing
• Case studies
• Newsletters
• Educational content
• Follow-up campaigns
• Product updates
• Testimonials
• New project examples
• Demo invitations
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13. CRM & Sales Pipeline
We want every serious opportunity tracked.
The campaign should have visibility into:
Prospect → Contacted → Responded → Qualified → Meeting → Proposal → Negotiation → Won/Lost
You should help establish or manage this process and ensure qualified opportunities do not disappear because of poor follow-up.
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What Success Looks Like
We are not primarily measuring success by:
• Followers
• Likes
• Number of posts
• Impressions
• Number of emails sent
Those metrics can be useful, but they are not the end goal.
We care about:
• Qualified prospects
• Positive responses
• Qualified leads
• Meetings booked
• Sales opportunities
• Proposals
• Customer acquisition
• Pipeline value
• Revenue generated
• Cost per qualified lead
• Cost per meeting
• Customer acquisition cost
• Channel ROI

We will begin with one campaign.
The initial objective will be to:
1. Understand the product/service.
2. Review the existing assets.
3. Refine the ICP.
4. Define target geographies.
5. Identify decision-makers.
6. Define positioning and messaging.
7. Select acquisition channels.
8. Build the prospecting strategy.
9. Launch outreach and content.
10. Test paid acquisition where appropriate.
11. Activate existing customers and partners.
12. Monitor leads and sales opportunities.
13. Analyze results.
14. Improve the campaign.
15. Document the winning process before moving to additional campaigns.
Once we establish a working model, we plan to roll this out across approximately 20 campaigns.
Ideal Candidate

Please answer the following:
1. Tell us about 2–3 B2B campaigns you personally managed that generated qualified leads or customers.
Please include numbers wherever possible.
2. What acquisition channels did you use?
3. What was the approximate monthly budget?
4. How many qualified leads, meetings, opportunities, or customers did the campaign generate?
5. Which parts did you personally manage versus delegate to other team members?
6. If you were given a new B2B technology product tomorrow, briefly explain how you would approach the first 30 days of the campaign.
7. What tools do you normally use for cold outreach, LinkedIn, CRM, analytics, SEO, paid ads, and lead research?