Head of Growth and Performance Marketing

We are hiring a hands-on growth marketer who has built or rebuilt a B2B new-logo demand engine and is ready to do it again. 

This role owns new-logo pipeline for Advantive across our three lines of business: Distribution, Manufacturing and Quality, and Packaging. Reporting to the VP, Marketing, you will own demand generation end to end and carry direct accountability for the programs that generate qualified new-logo demand, convert it into pipeline, and show up in closed-won revenue. Our targets are clear: 5x pipeline coverage and 30 percent new-logo growth. This role is how marketing delivers its share of that. 

It is an ownership role. You will design the funnel model, set the channel plan and budget, direct our paid media agency and third-party partners to pipeline outcomes, build the attribution and reporting that Sales and Finance trust, and put AI to work across targeting, content, personalization, and testing. You will be a hands-on builder, working closely with Content, Digital Marketing, Business Development, Product Marketing, Marketing Operations, and Revenue Operations. You will build what does not yet exist and continuously improve what does, turning strategy into measurable, scalable demand-generation programs.

This role sits close to the top of the company. You will work directly with our CRO, our line-of-business GMs, and sales leadership on where growth investment goes, and you will present pipeline results to the executive team.

Advantive is an AI-forward organization. We expect this leader to run a growth engine that uses AI and automation as its default operating model, not as an add-on. 

Business Outcomes 

• Marketing-sourced and marketing-influenced new-logo pipeline growing quarter over quarter across all three lines of business, in support of 5x pipeline coverage and 30 percent new-logo growth
• Improved conversion at every stage of the new-logo funnel, from first touch to MQL to sales-accepted opportunity to closed-won
• Marketing's contribution to closed-won new-logo bookings measured, reported, and trusted by Sales, Finance, and the executive team
• A repeatable, measurable, AI-driven demand engine that scales as the function grows 

Key Responsibilities:

New-Logo Growth Strategy and Ownership

• Own the new-logo demand strategy, targets, and quarterly plan for each line of business, developed with the GMs, CRO, and sales leaders
• Translate ICP, target account lists, and competitive displacement plays into channel, campaign, and budget decisions
• Own the growth marketing budget and manage spend to pipeline and revenue outcomes, not activity 

Channel Ownership and Performance Marketing

• Lead new-logo demand generation strategy and performance across paid search, paid social, programmatic display, retargeting, intent-based and account-based programs, review sites, syndication, and partner channels.
• Ensure paid investments tied to new-logo acquisition have clear strategy, targets, budgets, and creative direction, and are measured against pipeline and revenue outcomes, not clicks and impressions.
• Expand the channel mix by identifying, testing, and scaling third-party programs, such as reviews sites, content syndication, intent-data providers, industry media, and marketplaces, that reach buyers in our markets.
• Own the full-funnel marketing process for new-logo demand, ensuring leads are appropriately qualified, progress effectively, receive timely business development follow-up, and convert to opportunities.
• Define nurture and lead-progression strategies by funnel stage and segment, ensuring prospects receive the right engagement to move forward.
• Run structured experimentation across channels, offers, landing pages, and creative; stop what does not work quickly and scale what does.
• Drive conversion-rate optimization across the website and campaign landing experiences in partnership with the digital team.

AI-Driven Growth Operations

• Design and deploy AI-enabled workflows for audience research, account scoring, content generation, personalization at scale, and campaign optimization
• Use AI agents and automation to compress the time from insight to launched program
• Set standards for how AI is used in growth marketing, including quality controls and brand governance, so the engine scales without breaking trust
• Bring practical, tested AI capabilities into the function rather than chasing trends 

Funnel Analytics, Attribution, and Reporting

• Partner with RevOps and Marketing Ops to define the new-logo funnel, stage definitions, and conversion benchmarks in Salesforce
• Ensure new-logo multi-touch attribution and pipeline reporting are accurate, actionable, and trusted by Sales, Finance, and leadership as the source of truth.
• Diagnose where new-logo deals stall and bring data-backed recommendations to sales leadership on fixing it
• Report weekly on pipeline creation, coverage, conversion, cost per opportunity, and marketing-influenced closed-won 

Sales and Executive Alignment

• Work directly with the CRO, GMs, and sales managers on target accounts, campaign timing, and pipeline reviews
• Present growth marketing plans and results to the executive team
• Partner with Marketing Operations on lead routing, follow-up speed, sequencing, and MQL-to-meeting conversion
• Collaborate with Product Marketing on offers, messaging, and competitive plays that convert in market
• Provide insight into how Content, Digital, and Events programs contribute to the new-logo funnel, enabling each team to optimize its impact on pipeline and revenue.

 

What Success Looks Like 

First 90 days

• Full diagnostic of the current new-logo funnel by line of business, with conversion benchmarks, coverage by segment, and the top three leaks identified
• Growth marketing plan and budget for the next two quarters approved by the VP, Marketing and CRO
• First wave of paid and third-party programs live under your direction, with a working test-and-learn cadence
• Agreed funnel definitions and reporting with RevOps and Sales 

First 6 months

• Measurable improvement in MQL-to-opportunity conversion and cost per qualified opportunity
• AI-enabled workflows running in production for at least two core growth processes (for example, account targeting and content personalization)
• Marketing-sourced new-logo pipeline reported and reviewed in the sales operating cadence 

First 12 months

• Marketing-sourced and marketing-influenced new-logo pipeline and closed-won growing quarter over quarter across all three lines of business, with coverage trending toward 5x
• The growth engine documented, repeatable, and ready to scale
• Trusted partner to the CRO, GMs, and executive team on where the next dollar of growth investment should go 

 

Competencies 

Ownership: Treats new-logo pipeline as a personal commitment, not a shared metric. Runs toward accountability and does not wait to be handed a plan. 

Builder mindset: Comfortable starting with limited process and imperfect data. Builds the function with the team around them rather than waiting for it. 

Commercial fluency: Speaks the language of bookings, pipeline coverage, and cost per opportunity. Earns credibility with sales leaders and GMs by understanding how deals actually close. 

Executive presence: Presents plans and results clearly to the CRO, GMs, and executive team. Argues from data and holds a position. 

Cross-functional orchestration: Aligns Sales, BDR, RevOps, Product Marketing, Digital, Content, and Finance around a single view of the funnel. 

Channel expertise: Deep understanding of third-party demand channels, including review sites, content syndication, intent-data providers, industry media, marketplaces, and account-based programs, and how to apply them to generate measurable new-logo pipeline.

AI fluency: Designs and deploys AI-driven growth workflows, not just individual tool use. Validates outputs, protects confidential information, and applies human judgment. 

Funnel analytics and attribution: Builds the models, reads the data, and translates it into decisions. Fluent in Salesforce and Pardot data.  

 

Qualifications 

Required

• Built or rebuilt a B2B new-logo demand generation or growth marketing function with direct pipeline accountability, with results you can describe in specifics
• 7+ years in B2B marketing, with meaningful time owning demand generation, growth, or performance marketing
• Hands-on experience with paid digital, programmatic, and account-based marketing platforms and the analytics behind them, including managing agencies to pipeline outcomes
• Demonstrated use of AI tools, agents, and automation in a production marketing environment, and the ability to use them responsibly, including validating outputs and protecting confidential information
• Working command of Salesforce and Pardot (or comparable marketing automation), including campaign attribution, lead scoring, and funnel reporting
• Excellent written and verbal communication; able to present to executives and hold a position with data
• Willingness to travel up to 15% for business and industry events 

Preferred

• Experience adding and scaling third-party demand channels (review sites, intent data, syndication, partner programs) and leveraging website engagement tools such as Qualified
• Experience marketing to manufacturing, distribution, or industrial software buyers
• Experience in a multi-product, private-equity-backed or high-growth software environment
• Bachelor's degree or equivalent experience 

 

The Advantive Way 

How Advantive works, in brief: six values, five promises, and three AI habits, one way of working. The values are who we are; the promises are what we deliver. This is what we hire for, at every level, and it applies to this role in full. 

Our Values: who we are 

The bar below which no behavior is acceptable, on the floor, in the backbone, and in this role. 

  

The Five Promises: what we deliver 

The standard by which all work is measured. Not values, but promises: harder to walk back, easier to coach against. 

1.) Start where the work is. Go to the floor before the office; build from reality, not theory. 

2.) Make it run. Ship software that runs where the work happens, and own it in production. 

3.) Own the hard part. The customer's job is hard enough; we don't hand off the mess. 

4.) Show up as a team. Heroes burn out; teams compound. No vanishing reps. 

5.) Move their number. Outcomes, not activity. The number the customer is judged on, not ours. 

 

How we work with AI 

Openly Learn: share what works, failures included. Nurture Curiosity: ask the model why; don't accept first answers.

Earn Trust: the operator decides what's true; verify before you ship. 

Customer First and Customer Outcomes: a requirement of this role. Advantive measures itself by the customer's number, not internal activity ("Move their number"). This role keeps a relentless focus on the buyers we serve and the outcomes they are judged on: pipeline that converts, prospects who see real value before they ever sign, and revenue that reflects real problems solved, not leads logged. Candidates must demonstrate a customer-first, outcome-obsessed operating instinct, not activity- or throughput-thinking. 

 

Our Hiring Process 

As part of our process, candidates complete a short assessment. Everyone at the company, from early career through the CEO, has taken these assessments. The assessment email will come from a no-reply address via our applicant tracking system (Hirebridge). 

Advantive is an equal opportunity employer. We are committed to equal employment regardless of race, color, ethnicity, ancestry, religion, sex (including pregnancy, sexual orientation, or gender identity or expression), national origin, age, disability, veteran status, or other class protected by applicable law. All qualified applicants will receive consideration for employment without regard to these characteristics. We are committed to providing reasonable accommodations to individuals with disabilities and to ensuring a fair and inclusive hiring process. 

Advantive does not make job offers without conducting face-to-face (including virtual) interviews and will never ask for money or personal information such as Social Security or bank information during the interview process.