🔹 Job Title: Growth Marketing Lead - Newly Formed Business
🔹 Company: Pilot.com
🔹 Location: San Francisco, California
🔹 Job Type: On-site, Full-time
🔹 Category: Marketing
🔹 Date Posted: May 15, 2025
🔹 Experience Level: 5-10 years
🚀 Job Overview
Key aspects of this role include:
1. Building and executing a full-funnel marketing strategy for newly formed startups and small businesses.
2. Designing programs that drive conversion without relying on sales.
3. Collaborating with product marketing to create educational content.
4. Serving as the marketing voice of the customer and providing feedback to influence product direction.
*ASSUMPTION:* This role requires a strong understanding of the startup ecosystem and the unique challenges faced by newly formed businesses.
📋 Key Responsibilities
✅ Go-to-Market Strategy & Execution
- Partner with R&D, product marketing, and GTM leadership to understand pain points and product priorities.
- Design and lead integrated campaigns across paid, owned, and earned channels to engage prospects at every stage of the funnel.
- Collaborate with product marketing to develop compelling, educational content: blog posts, videos, tools, guides, and case studies.
- Act as a feedback loop between newly formed businesses and R&D, translating customer needs and objections into actionable product insights.
- Find opportunities for frictionless conversion that don’t require sales intervention and experiment with conversion levers across marketing channels.
*ASSUMPTION:* Success in this role requires strong project management skills and the ability to work effectively with cross-functional teams.
✅ Demand Generation & Activation
- Launch and manage regional marketing plans, including digital campaigns, outbound and referral programs, as well as entrepreneur-focused events.
- Build demand gen programs that show up in the right channels at the right time, from community to content to paid.
- Develop self-serve journeys and digital touchpoints, e.g., conversion-optimized landing pages, content flows, onboarding sequences, or interactive tools that drive commitment without a sales touch.
- Ideate and test creative new initiatives that educate founders and SMB owners while driving measurable ROI.
*ASSUMPTION:* This role requires a deep understanding of marketing funnels and a data-driven approach to optimization.
✅ Marketing Infrastructure & Ops
- Partner with MarketingOps and RevOps to implement right-sized tools, automations, and tech stack enhancements.
- Establish repeatable workflows to scale programs and performance.
*ASSUMPTION:* Success in this role depends on strong operational skills and the ability to work effectively with marketing and revenue operations teams.
✅ Measurement & Optimization
- Track and analyze program performance with an eye toward improving efficiency, conversion, and CAC.
- Drive a culture of test-learn-optimize across all efforts.
*ASSUMPTION:* This role requires strong analytical skills and a commitment to continuous improvement.
🔍 Company Context
🔹 Industry: Fintech
🔹 Company Size: 201-500 employees
🔹 Founded: 2016
🔹 Company Description: Pilot.com provides small businesses with dedicated finance experts who learn the ins-and-outs of their business. Pilot integrates directly with the billing, banking, expense, and payroll systems customers already use. With a special blend of custom software and expert bookkeepers, Pilot delivers accurate, consistent bookkeeping and financial management and tax services that give entrepreneurs the freedom to focus on their business.
🔹 Company Specialties: Accounting, Bookkeeping, Financial Management, Tax Services, Startups, Small Businesses
📊 Role Analysis
🔹 Career Level: Mid-career to senior-level role with significant growth opportunities.
🔹 Reporting Structure: This role reports directly to the Head of Marketing or a similar senior-level position.
🔹 Work Arrangement: On-site with flexible remote work arrangements possible for qualified candidates.
🔹 Growth Opportunities: This role offers significant equity opportunities and the chance to impact company strategy and growth.
*ASSUMPTION:* Success in this role requires a strong entrepreneurial spirit and a willingness to take on new challenges as the company grows.
🌍 Location & Work Environment
🔹 Office Type: On-site with a flexible remote work arrangement for qualified candidates.
🔹 Office Location: San Francisco, California
🔹 Geographic Context: San Francisco is known for its vibrant startup ecosystem and diverse cultural scene. The city offers a high cost of living but also high earning potential and numerous networking opportunities.
🔹 Work Schedule: Full-time with a standard workweek of 40 hours, with flexibility for remote work arrangements.
*ASSUMPTION:* This role may require occasional travel to attend industry events or meet with clients.
💼 Interview & Application Insights
🔹 Typical Process: The interview process typically includes phone screens, behavioral interviews, and case studies to assess the candidate's strategic thinking and problem-solving skills.
🔹 Key Assessment Areas: Marketing strategy, campaign management, data analysis, and communication skills.
🔹 Application Tips:
+ Highlight your experience with product-led growth or marketing for service-based businesses.
+ Showcase your ability to create and execute successful marketing campaigns tailored to specific audiences.
+ Demonstrate your understanding of the unique challenges faced by newly formed businesses and how your marketing strategies address these challenges.
🔹 ATS Keywords: Growth marketing, demand generation, product-led growth, marketing strategy, conversion optimization, startup ecosystem, small business marketing, educational content, go-to-market strategy, marketing operations, measurement, optimization
*ASSUMPTION:* The interview process may include assessments of your cultural fit and alignment with Pilot's values and work style.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., HubSpot, Marketo)
- CRM software (e.g., Salesforce, HubSpot CRM)
- Email marketing tools (e.g., Mailchimp, Constant Contact)
- Social media management tools (e.g., Hootsuite, Buffer)
- SEO and content marketing tools (e.g., SEMrush, Ahrefs)
- Analytics and reporting tools (e.g., Google Analytics, Tableau)
*ASSUMPTION:* The specific tools and technologies required for this role may evolve as the company grows and adopts new technologies.
👔 Cultural Fit Considerations
🔹 Company Values: Pilot.com values include reliability, expertise, empathy, and continuous learning. Candidates should demonstrate a strong alignment with these values.
🔹 Work Style: Pilot.com values a collaborative, data-driven, and customer-centric work style. Candidates should be comfortable working in a dynamic, fast-paced environment and be able to balance multiple priorities.
🔹 Self-Assessment Questions:
+ How do you ensure that your marketing strategies align with Pilot's values and work style?
+ Can you provide an example of a time when you had to adapt your marketing approach to better serve a specific customer segment?
+ How do you stay up-to-date with the latest marketing trends and technologies, and how do you apply this knowledge to your work?
*ASSUMPTION:* Success in this role requires a strong cultural fit with Pilot's values and work style, as well as a willingness to learn and adapt in a dynamic environment.
⚠️ Potential Challenges
1. Balancing the need to drive demand with minimal sales involvement while still meeting revenue targets.
2. Keeping up with the rapidly evolving marketing landscape and emerging technologies.
3. Managing a high volume of inbound leads and ensuring a positive customer experience.
4. Collaborating effectively with cross-functional teams, including product, sales, and customer success, to align marketing efforts with overall company strategy.
*ASSUMPTION:* Success in this role requires strong project management skills, the ability to work effectively with cross-functional teams, and a deep understanding of the marketing funnel and customer journey.
📈 Similar Roles Comparison
1. This role differs from traditional marketing roles in its focus on newly formed businesses and the unique challenges they face.
2. The role requires a strong understanding of the startup ecosystem and the ability to create marketing strategies tailored to this specific audience.
3. Unlike traditional marketing roles, this role places a strong emphasis on product-led growth and self-serve journeys, with a focus on driving conversion without relying on sales.
*ASSUMPTION:* Success in this role requires a deep understanding of the unique needs and challenges faced by newly formed businesses and the ability to create marketing strategies that address these specific pain points.
📝 Sample Projects
1. Developing a targeted content marketing campaign to educate founders and SMB owners about the benefits of Pilot's services for newly formed businesses.
2. Creating a referral program that incentivizes satisfied customers to refer their peers to Pilot's services.
3. Designing a webinar series featuring industry experts who can provide valuable insights and advice to newly formed businesses.
*ASSUMPTION:* Success in this role requires a strong understanding of the unique needs and challenges faced by newly formed businesses and the ability to create marketing projects that address these specific pain points.
❓ Key Questions to Ask During Interview
1. How does Pilot measure the success of its marketing campaigns, and how do you ensure that your strategies align with these metrics?
2. Can you describe a time when you had to pivot your marketing strategy due to changes in the market or customer feedback? How did you approach this challenge, and what was the outcome?
3. How do you ensure that your marketing efforts are consistent with Pilot's brand voice and values?
4. Can you provide an example of a time when you had to collaborate with a cross-functional team to execute a marketing campaign? How did you ensure that the campaign aligned with overall company strategy and goals?
5. How do you stay up-to-date with the latest marketing trends and technologies, and how do you apply this knowledge to your work at Pilot?
*ASSUMPTION:* Success in this role requires a strong understanding of the unique needs and challenges faced by newly formed businesses and the ability to create marketing strategies that address these specific pain points.
📌 Next Steps for Applicants
To apply for this position:
1. Submit your application through the provided link: [Application URL]
2. Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
3. Prepare for behavioral interviews that focus on your problem-solving skills, strategic thinking, and cultural fit.
4. Be ready to discuss your understanding of the unique challenges faced by newly formed businesses and how your marketing strategies address these specific pain points.
5. Follow up with the hiring manager after your interview to reiterate your interest in the role and address any remaining questions.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
