Growth Marketing Manager

📌 Core Information

🔹 Job Title: Growth Marketing Manager

🔹 Company: Acuity Insights

🔹 Location: Remote (Canada)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: June 17, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote (Canada)

🚀 Job Overview

Key aspects of this role include:

• Building and optimizing demand generation strategies for Acuity's Program Experience products
• Collaborating cross-functionally with various teams to launch and optimize integrated campaigns
• Expanding market reach into new regions and tailoring campaigns for diverse audiences
• Establishing testing and measurement practices to drive experimentation and continuous improvement
• Contributing to Acuity's evolution into a unified platform company and shaping its demand generation engine

ASSUMPTION: This role requires a strategic mindset and a strong understanding of B2B SaaS marketing to build and optimize demand generation strategies that drive full-funnel awareness and conversion.

📋 Key Responsibilities

✅ Develop, plan, and execute demand generation strategies, campaigns, and performance metrics for Acuity's Program Experience products

✅ Collaborate with cross-functional teams to launch and optimize integrated campaigns across various channels

✅ Own market entry in new regions, tailoring campaigns for diverse audiences

✅ Establish testing and measurement practices to drive experimentation and continuous improvement

✅ Contribute to Acuity's evolution into a unified platform company and shape its demand generation engine

ASSUMPTION: This role requires a strong focus on data-driven decision making, continuous learning, and a test-and-learn approach to optimize marketing efforts.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: Proven experience (5-10 years) in demand generation, marketing, or a related role within the B2B SaaS industry

Required Skills:

• Proven track record in building and optimizing demand generation programs
• Experience running campaigns across multiple marketing channels
• Strong analytical skills and data-driven mindset
• Excellent communication and collaboration skills
• Familiarity with marketing automation tools and CRM systems

Preferred Skills:

• Experience with HubSpot or similar marketing automation platforms
• Fluency in English and French
• Experience working in a remote or hybrid environment

ASSUMPTION: This role requires a candidate with a strong background in demand generation, a proven track record of driving results, and a data-driven approach to marketing.

💰 Compensation & Benefits

Salary Range: $100,000 - $120,000 CAD per year

Benefits:

• Learning budget of $3,000 annually for professional or personal development
• Employee stock options as part of Acuity's shared growth
• Generous time off, including two-week company-wide closure in December and one Friday off per month from February to November
• Comprehensive health benefits coverage via Equitable Life of Canada and Nivati
• Retirement planning with a GRSP matching program up to 2% of salary
• Parental leave with a 16-week top-up beyond EI

Working Hours: Full-time (40 hours per week) with flexible work arrangements

ASSUMPTION: The salary range provided is based on industry standards for a Growth Marketing Manager role with 5-10 years of experience in the B2B SaaS industry in Canada.

📌 Applicant Insights

🔍 Company Context

Industry: Higher Education Technology

Company Size: Medium (51-200 employees)

Founded: 2014 (as Altus Assessments, unified as Acuity Insights in 2022)

Company Description:

• Acuity Insights helps higher education institutions uncover and nurture potential in their students through admissions assessment, program management, and analytics solutions
• The company supports students and institutions across North America, the U.K., Australia, New Zealand, and Saudi Arabia
• Acuity Insights is committed to being more than a software provider, offering practical solutions, strategic insights, and guidance to its partners

Company Specialties:

• Applicant Screening
• Non-Cognitive Assessments
• Program Management
• Data Analytics
• Higher Education Admissions
• Medical Education

Company Website: acuityinsights.com

ASSUMPTION: Acuity Insights is a growing, remote-first company with a strong focus on higher education technology and a commitment to helping institutions uncover and nurture potential in their students.

📊 Role Analysis

Career Level: Mid-Senior level with growth opportunities

Reporting Structure: Reports to the Director of Marketing and collaborates with various cross-functional teams

Work Arrangement: Remote (Canada) with up to 6 weeks per year to work internationally

Growth Opportunities:

• Potential to grow into a leadership role as Acuity's demand generation function evolves
• Opportunities to expand skills and expertise in a growing, dynamic company
• Chance to shape Acuity's demand generation engine and contribute to its overall growth

ASSUMPTION: This role offers significant growth potential as Acuity's demand generation function evolves and the company continues to expand its reach into new markets.

🌍 Location & Work Environment

Office Type: Remote-first with occasional in-person meetups

Office Location(s): Toronto, Ontario (headquarters) with remote employees across Canada

Geographic Context:

• Canada has a diverse and growing higher education sector, with over 1.6 million students enrolled in universities and colleges
• The higher education industry is experiencing significant changes and growth, driven by technological advancements and evolving student needs
• Remote work is increasingly common in the tech industry, with many companies offering flexible work arrangements

Work Schedule: Full-time (40 hours per week) with flexible hours and a focus on results and outcomes

ASSUMPTION: The remote-first work environment at Acuity Insights offers employees the flexibility to balance work and personal responsibilities while maintaining a strong connection to the company and its mission.

💼 Interview & Application Insights

Typical Process:

• Application review and response
• Conversation with recruiter to learn more about the role, team, company, and culture
• Conversation with the hiring manager to explore relevant experiences and share more about the role and team
• Case study presentation and team conversations to assess alignment and ways of working
• Decision and follow-up within 2-4 business days
• Offer conversation and references

Key Assessment Areas:

• Relevant experience in demand generation and marketing
• Data-driven mindset and analytical skills
• Strategic thinking and ability to develop and execute campaigns
• Collaboration and communication skills
• Alignment with Acuity's mission and values

Application Tips:

• Tailor your resume and cover letter to highlight relevant experience and skills for this role
• Prepare a case study demonstrating your demand generation experience and results
• Research Acuity Insights and be prepared to discuss how your skills and experience align with the company's mission and values

ATS Keywords: Demand Generation, Marketing, B2B SaaS, Campaign Management, Data-Driven, A/B Testing, Marketing Automation, CRM, Full-Funnel Marketing, Growth Marketing

ASSUMPTION: The interview process at Acuity Insights is designed to be thoughtful, transparent, and worthwhile for both the candidate and the hiring team, with a focus on finding the best fit for the role and the company.

🛠️ Tools & Technologies

• HubSpot (or similar marketing automation platform)
• CRM system (e.g., Salesforce, HubSpot CRM)
• Google Analytics
• SEO tools (e.g., SEMrush, Ahrefs)
• Paid advertising platforms (e.g., Google Ads, LinkedIn Ads)
• Email marketing tools (e.g., Mailchimp, Constant Contact)

ASSUMPTION: The tools and technologies required for this role may evolve as Acuity's demand generation function grows and changes, and the successful candidate should be comfortable learning and adapting to new tools as needed.

👔 Cultural Fit Considerations

Company Values:

• Caring: Acuity prioritizes the well-being and success of its employees, partners, and the learners they serve
• Curious: Acuity fosters a culture of continuous learning and growth
• Driven: Acuity is committed to delivering meaningful results and making a lasting impact

Work Style:

• Remote-first with a focus on results and outcomes
• Collaborative and cross-functional, with a strong emphasis on communication and teamwork
• Data-driven and iterative, with a test-and-learn approach to decision making

Self-Assessment Questions:

• Do you thrive in a remote work environment and prefer to work independently with clear goals and expectations?
• Are you comfortable collaborating with cross-functional teams and communicating effectively in a virtual setting?
• Do you have a strong data-driven mindset and a proven track record of using data to inform marketing strategies and campaigns?

ASSUMPTION: Acuity Insights values candidates who are self-motivated, results-driven, and comfortable working in a remote, collaborative environment with a strong focus on data and continuous learning.

⚠️ Potential Challenges

• Demand generation is a greenfield function at Acuity, requiring the successful candidate to build and evolve the function from scratch
• The higher education industry is experiencing significant changes and growth, presenting both opportunities and challenges for marketing strategies and campaigns
• The remote work environment may present unique challenges for collaboration and communication, requiring strong self-motivation and time management skills
• The successful candidate must be comfortable working with ambiguity and adapting to change as Acuity's demand generation function evolves

ASSUMPTION: The successful candidate for this role should be comfortable working in a dynamic, evolving environment and able to adapt to change as Acuity's demand generation function grows and changes.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this role requires a strong focus on demand generation and full-funnel marketing, with a data-driven approach to campaign development and optimization
• The higher education industry presents unique challenges and opportunities for marketing strategies and campaigns, requiring a deep understanding of the sector and its trends
• This role offers significant growth potential as Acuity's demand generation function evolves and the company continues to expand its reach into new markets

ASSUMPTION: This role is unique in its focus on demand generation within the higher education technology industry, and candidates should have a strong understanding of both the marketing and higher education sectors to be successful.

📝 Sample Projects

• Developing and executing a full-funnel demand generation campaign for Acuity's Program Experience products, driving awareness, engagement, and conversion across multiple marketing channels
• Conducting market research and analysis to identify new opportunities for Acuity's demand generation engine, including emerging markets and untapped audience segments
• Optimizing Acuity's marketing automation flows and CRM processes to improve lead scoring, nurturing, and handoff to the sales team

ASSUMPTION: The successful candidate for this role should have a strong track record of developing and executing successful demand generation campaigns and a deep understanding of the marketing technology stack.

❓ Key Questions to Ask During Interview

• Can you describe the current state of Acuity's demand generation function and how this role will contribute to its evolution?
• How does Acuity approach cross-functional collaboration and communication in a remote work environment?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Acuity support the professional development and growth of its employees, particularly in a remote work environment?
• What are the most significant challenges facing the higher education industry, and how does Acuity plan to address them through its demand generation strategies?

ASSUMPTION: The interview process at Acuity Insights is designed to be a two-way conversation, allowing candidates to learn about the role, team, and company while giving the hiring team insight into their skills, experiences, and motivations.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare a case study demonstrating your demand generation experience and results
• Research Acuity Insights and be prepared to discuss how your skills and experience align with the company's mission and values
• Follow up with the hiring team one week after submitting your application to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.