Growth Marketing Specialist

Job description

**Who we are** At Picnic, we’re reinventing the way employees experience lunch at work. By partnering with top local restaurants and batching hundreds of orders, we make it easy for companies to offer high-quality, individually packed meals, without fees or tips. Our mission is to create a seamless, affordable, and joyful lunch experience that benefits both employees and employers. ### **About the Role** We are seeking a data-driven, results-oriented **Growth Marketing Specialist** to lead the strategy, execution, and optimization of integrated demand generation programs that drive pipeline growth and revenue. This role owns the full-funnel demand engine, from awareness and lead acquisition through MQL generation, pipeline creation, and revenue attribution. The ideal candidate combines strong digital marketing expertise with a deep understanding of marketing operations, lead management, conversion optimization, and performance measurement. They are equally comfortable building campaign strategy, managing paid acquisition programs, optimizing nurture journeys, and analyzing attribution data to identify growth opportunities. ### **What you’ll do** **Demand Generation Strategy & Execution** - Develop and execute integrated demand generation programs that drive qualified pipeline and revenue growth. - Own demand generation plans aligned to company growth objectives and sales targets. - Design and manage multi-channel campaigns across paid media, webinars, virtual events, email marketing, content syndication, organic channels, and partner marketing. - Continuously optimize conversion rates throughout the buyer journey using testing, segmentation, and audience insights. **Paid Digital Marketing** - Manage paid acquisition programs across channels including Google Ads, LinkedIn, display, retargeting, and emerging digital platforms. - Oversee budget allocation, bid strategies, audience targeting, and campaign performance. - Analyze channel efficiency and optimize CAC, CPL, MQL volume, pipeline contribution, and ROI. - Partner with content and creative teams to develop compelling campaign assets and messaging. **Webinar & Virtual Event Programs** - Own the strategy and execution of webinar and virtual event programs designed to generate pipeline and accelerate opportunities. - Collaborate with internal subject matter experts, partners, and external speakers to develop engaging event content. - Establish event KPIs, attendee engagement strategies, follow-up workflows, and post-event reporting. - Measure event impact on MQLs, pipeline generation, opportunity progression, and revenue influence. **Lead Management & Marketing Operations** - Partner closely with Sales and Marketing Operations to define and optimize lead lifecycle stages, including MQL, SQL, and opportunity definitions. - Manage lead scoring frameworks, qualification criteria, routing rules, and nurturing programs. - Monitor funnel performance and identify opportunities to improve lead quality, conversion rates, and sales alignment. - Ensure data quality, segmentation accuracy, and campaign tracking integrity across marketing systems. **Analytics, Attribution & Reporting** - Own demand generation reporting and performance measurement across all channels and campaigns. - Develop dashboards and reporting frameworks that provide visibility into campaign performance, pipeline contribution, and revenue impact. - Analyze marketing attribution models and make recommendations to improve investment decisions and channel mix. - Deliver actionable insights on growth opportunities, risks, and performance trends. ### **What we’re looking for** - 4+ years of experience in demand generation, growth marketing, digital marketing, or revenue marketing roles. - Proven track record of driving measurable pipeline and revenue growth in a B2B environment. - Go to market experience. - Google analytics expertise. - Deep expertise in paid digital marketing, including search, social, display, and retargeting campaigns. - Hands-on experience managing webinar and virtual event programs. - Strong understanding of lead scoring, lead lifecycle management, MQL frameworks, nurturing strategies, and funnel optimization. - Experience with marketing attribution models and revenue performance measurement. - Advanced analytical skills with the ability to translate data into actionable recommendations. **What else you need to know** This role is based in our Bogotá office location. As a company driven by innovation and continuous change, close collaboration is essential. We’re constantly reimagining our industry, creating new products, and refining our processes, and we do our best work together. That’s why all of our office-based teams work onsite, five days a week. **Ready to join us as we serve those who serve others?** *#LI-Onsite*