Senior Manager, Growth Marketing

About the role

Abacus Insights is seeking a seasoned, results-driven Senior Manager, Growth Marketing to own and scale multi-channel demand generation programs that directly influence pipeline growth and revenue performance. This role is critical to Abacus's growth strategy and is designed for an experienced growth marketer who combines strategic thinking, strong content leadership, and deep technical execution across content, paid media, and lifecycle marketing.

Campaign Strategy & Revenue Impact

• Own the strategy, planning, execution, and optimization of multi-touch, multi-channel demand generation programs aligned to pipeline and revenue goals.
• Translate business and growth objectives into integrated campaign strategies, audience segmentation frameworks, and channel plans.
• Test “zero tech stack” ABM campaigns leveraging HubSpot, LinkedIn and Apollo across email, social and custom landing pages.
• Establish and own success metrics, including influenced revenue, pipeline contribution, CPL, conversion rates, and ROI.
• Analyze performance trends and proactively adjust strategy to improve outcomes and scale what works.

Content Strategy & Messaging Leadership

• Lead the development of campaign messaging and content strategy across channels, ensuring alignment with product positioning and buyer needs.
• Independently create and oversee high-quality long-form and short-form content across email, paid media, landing pages, newsletters, and lifecycle programs.
• Adapt messaging for multiple audiences, including executive buyers, economic decision-makers, and practitioner-level users.
• Leverage product marketing playbooks and AI tools to increase content velocity, quality, and consistency.
• Possess strong strategic and analytical skills, with the ability to translate data into insights and action.

Paid Media & Marketing Technology Ownership

• Advise on campaign execution and optimization within HubSpot, including workflows, lead management, reporting, and attribution.
• Independently manage and optimize LinkedIn Ads campaigns at scale, including audience strategy, creative testing, budget allocation, and performance optimization.
• Bring a deep understanding of paid media formats, related measurements, creative best practices, and funnel-stage alignment.
• Provide strategic oversight of Google Ads, ensuring performance accountability and alignment with broader campaign goals.

Cross-Functional Leadership & Creative Direction

• Provide clear creative direction and campaign requirements to designers and external partners to ensure assets align with strategy and channel needs.
• Influence cross-functional stakeholders through strong communication, data-backed insights, and clear recommendations.
• Lead, manage, and develop a small team of marketers—setting priorities, providing regular coaching and feedback, and owning their performance and professional growth.
• Balance people leadership with strategic ownership and hands-on execution—staying close enough to the work to set direction, raise the bar on quality, and personally deliver high-impact campaigns.

Qualifications

• 7+ years of progressive experience in B2B growth marketing, demand generation, or campaign marketing roles, with a strong preference for candidates with health plan and/or health technology experience.
• 5+ years of hands-on experience owning multi-channel campaigns using HubSpot or comparable marketing automation platforms.
• 5+ years of direct experience managing and optimizing paid media programs, with deep expertise in LinkedIn Ads Manager.
• Proven experience executing scrappy, manual ABM campaigns using LinkedIn Sales Navigator, CRM account mapping, and personalized multi-channel outreach.
• Hunger to experiment with AI tools to improve processes and measurement.
• Demonstrated success driving measurable pipeline and revenue impact through integrated marketing campaigns.
• Strong strategic and analytical skills, with the ability to translate data into insights and action.
• Exceptional writing, editing, and messaging skills, supported by a portfolio of campaign and content examples.
• Proven ability to operate autonomously, prioritize effectively, and lead complex initiatives in a fast-paced environment.
• Bachelor’s degree in Marketing, Communications, Business, or a related field (or equivalent practical experience).