Growth & Digital Marketing Manager

Job description

Apera is an innovative, Vancouver-based company at the forefront of robotics, AI, and machine vision — recognized with the 2025 Frost & Sullivan Technology Innovation Leadership Award and the 2024 BC Tech "Company of the Year, Growth" award. We're on a mission to redefine AI-driven robotic vision. Apera AI helps manufacturers make their factories more flexible and productive. Robots enhanced with Apera's software have 4D Vision — the ability to see and grasp objects with human-like capability. Challenging applications such as bin picking, sorting, packaging, and assembly are now open to fast, precise, and reliable automation. We work with the world's leading automotive OEMs and Tier 1 suppliers. Our portfolio spans Vue (our 4D Vision software), Forge (a no-code simulation and AI training studio where customers build, validate, and de-risk robotic cells before any hardware is bought), and VuePod, our new turnkey, productized bin-picking cell. **Role Purpose** This role owns the operational engine that turns marketing strategy into executed campaigns, measurable demand, qualified pipeline, and revenue contribution. Working closely with the senior marketing leader, this person will operationalize campaign strategy across HubSpot, paid media, website, SEO, GEO, social, ABM, webinars, email, and SDR handoff. They will be responsible for both executing campaigns directly and building the technical backend that helps marketing and sales act on the right accounts, contacts, signals, and engagement at the right time. This is a hands-on growth, campaign, and AI orchestration role. The ideal candidate is part HubSpot power user, part digital marketer, part marketing operations builder, and part AI-enabled GTM operator. This person will own pipeline targets for campaigns they run directly, while also supporting campaigns led by others on the team through operational, technical, data, and performance optimization support. **Key Responsibilities** **Campaign Execution and Pipeline Generation** - Build, launch, and manage full-funnel marketing campaigns that generate qualified demand and pipeline. - Operationalize campaign strategy created with the senior marketing leader into executed programs across email, landing pages, forms, workflows, paid media, social, webinars, content syndication, events, ABM, and partner campaigns. - Own campaign setup, tracking, QA, launch, optimization, and performance reporting. - Ensure every campaign has clear audience segmentation, CTA, conversion path, lead routing, follow-up logic, and pipeline measurement. - Manage campaigns that support both new logo demand generation and existing customer expansion. - Own specific campaign pipeline targets and report regularly on progress against those targets. **HubSpot, Marketing Operations and Lead Lifecycle** - Own HubSpot campaign setup, landing pages, forms, email campaigns, workflows, lists, lifecycle stages, UTMs, campaign attribution, and reporting. - Manage lead segmentation, target account lists, nurture workflows, webinar registrations, and SDR handoff. - Build and maintain dashboards that track campaign performance, MQLs, SDR follow-up, meetings booked, opportunity creation, and pipeline contribution. - Monitor lead routing, lifecycle progression, and SDR SLA adherence. - Identify and fix operational gaps that slow down lead conversion or reduce sales visibility. **AI-Enabled GTM Orchestration** - Use AI tools and data sources to identify high-intent ICP accounts, contacts, buying signals, and engagement patterns. - Build workflows that combine firmographic, technographic, intent, engagement, website, and sales signals. - Support enrichment and orchestration workflows using tools such as HubSpot, ZoomInfo, Apollo, Clay, Claude, Jasper, Userled, or similar platforms. - Create AI-assisted account intelligence briefs for SDRs and sales, including account signals, likely use case, key contacts, recommended messaging angle, and next best action. - Help automate Slack, HubSpot, and sales alerts when target accounts show meaningful engagement. - Use AI to accelerate campaign research, content repurposing, list building, performance analysis, and SDR enablement. **Paid Media, Social and Performance Marketing** - Own day-to-day execution and optimization of paid media campaigns across paid search, paid social, retargeting, and other digital channels. - Manage paid search campaigns targeting high-intent solution, application, category, and competitor terms. - Manage paid social campaigns across LinkedIn and other relevant channels such as Meta, YouTube, Reddit, or programmatic where appropriate. - Build and manage retargeting audiences, lookalike audiences, matched audiences, and account-based paid campaigns. - Optimize campaigns based on CPL, conversion rate, cost per qualified lead, cost per meeting, pipeline contribution, and campaign ROI. - Test creative, audiences, messaging, CTAs, landing pages, and time-of-day/dayparting strategies to improve performance. **Website, SEO, GEO and Conversion Optimization** - Own website campaign operations, landing page builds, page updates, forms, CTAs, tracking, and conversion optimization. - Support SEO execution across application pages, industry pages, blog content, resource pages, and campaign landing pages. - Support GEO/AEO execution so Apera content is more discoverable in AI search and answer engines. - Optimize website pages for conversion, including messaging hierarchy, CTAs, forms, routing, page speed, content structure, and analytics. - Monitor website performance, top pages, conversion paths, organic traffic, keyword performance, AI-search visibility, and form submissions. - Work with agencies, designers, developers, and internal stakeholders to improve website performance and lead capture. **ABM and SDR Support** - Build and maintain target account lists for ABM campaigns. - Support 1:few ABM campaigns across priority verticals, use cases, and buying committees. - Translate market intelligence, campaign engagement, and intent signals into SDR-ready account plays. - Partner with SDRs and sales to improve account prioritization, lead quality, and follow-up speed. - Ensure marketing campaigns provide sales with the accounts, contacts, signals, context, and messaging needed to act quickly. - Track which accounts, campaigns, channels, and signals are creating the best opportunities. **Reporting and Optimization** - Track performance across campaigns, channels, landing pages, email, webinars, paid media, website, SEO, GEO, social, ABM, and SDR handoff. - Produce weekly performance reports with insights and recommended actions. - Monitor funnel conversion from visitor to lead, MQL, SDR-accepted lead, meeting, opportunity, and pipeline. - Recommend budget, audience, content, and channel optimizations based on performance data. - Work with the senior marketing leader to connect marketing activity to pipeline and revenue outcomes. **KPIs and Success Measures** This role will be measured on both execution quality and business impact. Specific targets will be finalized with the marketing and sales leadership team based on current pipeline, funnel, campaign, and SDR performance baselines. **Pipeline and Revenue KPIs** - Marketing-sourced pipeline generated. - Marketing-influenced pipeline supported. - Pipeline contribution from campaigns owned directly. - Number of sales-accepted leads or opportunities from marketing campaigns. - Cost per qualified lead, cost per meeting booked, cost per sales-accepted opportunity, and campaign pipeline ROI. **Funnel and Campaign KPIs** - MQL volume and quality. - MQL-to-SDR acceptance rate. - Lead-to-meeting conversion rate and meeting-to-opportunity conversion rate. - SDR follow-up SLA adherence. - Email open, click, reply, and conversion rates. - Landing page conversion rates. - Webinar registration, attendance, and follow-up conversion rates. **Digital and Website KPIs** - Website conversion rate and demo/contact/form submissions. - Organic traffic growth and SEO keyword growth. - GEO / AI-search visibility improvements. - Paid search conversion rate, paid social conversion rate, retargeting engagement, and conversion. - Cost per conversion by channel. **ABM and Orchestration KPIs** - Target account engagement and tier 1 / tier 2 account penetration. - Number of high-intent accounts surfaced. - Number of SDR-ready account briefs created. - Signal-to-action rate. - Time from account signal to SDR/sales follow-up. - Engagement-to-meeting conversion from target accounts. **Operational KPIs** - Campaign launch velocity and campaign QA accuracy. - HubSpot workflow accuracy. - Reporting timeliness and quality. - Data/list quality and UTM/attribution hygiene. - Reduction in manual campaign operations through AI and automation. **First 90-Day Outcomes** **By the end of the first 90 days, this person should be able to:** - Own HubSpot campaign execution with limited supervision. - Build and QA landing pages, emails, forms, workflows, lists, and dashboards. - Manage paid search, paid social, retargeting, and campaign reporting. - Support SEO, GEO, website updates, and conversion optimization. - Build and maintain segmented target account lists. - Support active ABM campaigns with account segmentation, enrichment, and reporting. - Create AI-assisted account intelligence briefs for SDRs and sales. - Produce weekly campaign, funnel, website, and paid media performance reports. - Help SDRs receive better-prioritized accounts, contacts, signals, and messaging context. - Own pipeline contribution from assigned campaigns. - Reduce the senior marketing leader's time spent on campaign operations, reporting, list building, and technical execution. **Ideal Candidate Profile** - 3-6+ years in B2B demand generation, growth marketing, marketing operations, campaign management, or performance marketing. - Strong HubSpot experience required. - Experience managing landing pages, email campaigns, forms, workflows, lists, dashboards, and attribution. - Experience with paid search, paid social, retargeting, website optimization, SEO, and performance reporting. - Comfortable working with AI tools, enrichment tools, sales intelligence platforms, and automation workflows. - Familiarity with tools such as HubSpot, ZoomInfo, Apollo, Clay, Claude, Jasper, Userled, LinkedIn Campaign Manager, Google Ads, GA4, and similar platforms. - Strong analytical and operational mindset. - Able to work quickly, independently, and across multiple campaigns at once. - Strong English communication skills. - Comfortable partnering closely with SDRs, sales, agencies, and senior marketing leadership. **Bonus:** experience in industrial automation, robotics, manufacturing, SaaS, or technical B2B markets. **Working Style** - Hands-on operator who is comfortable building, launching, measuring, and improving work directly. - Comfortable working in a fast-moving growth environment where priorities can shift quickly. - Strong collaborator with sales, SDRs, product, engineering, agencies, and senior marketing leadership. - Clear communicator who can turn complex technical information into practical business and campaign execution. - High ownership mindset with strong attention to detail, follow-through, and performance outcomes. **Location and Language** - Mexico-based role. - Strong written and spoken English required. - Ability to collaborate with North American teams across time zones. **What We offer** - **Equity Participation:**As an employee-owned company, we provide a meaningful stock option program, enabling all team members to share in the company’s long-term success and growth. - **Competitive & Transparent Compensation:** We offer a competitive and transparent compensation package aligned with market benchmarks. For this role, the expected salary range is MXN 600,000 – 710,000 annually. The final compensation package will be determined based on a range of factors, including your experience, skills, and the value you bring to the role and the organization.