Growth Marketing Manager — Demand Gen & CRO

Virginia Green; Richmond (VA); On-site; USD 115,000 - 130,000; Full time

Job summary

Virginia Green is seeking a strategic, growth-minded Digital Marketing Manager who understands the full customer journey—from awareness to conversion—to drive qualified demand.

The role will set campaign priorities across paid search, SEO, local visibility, and website optimization, oversee agency partners, and ensure digital investments deliver measurable business results. The manager reports to the VP of Marketing and coordinates cross-functional teams to improve customer experiences.

Qualifications

• 5–7+ years in progressive marketing with digital strategy and agency management.
• Experience leading paid media strategy and digital campaigns.
• Strong knowledge of website management, SEO, AEO, CRO, local search.
• Experience managing Google Business Profile and local listings.
• Experience in reputation-management and review generation.
• Proven ability to manage agencies and partner relationships.
• Strong project, communication, and stakeholder-management skills.
• Ability to balance strategic priorities with hands-on leadership.

Responsibilities

• Lead digital demand-generation strategy across paid search and media, SEO/AEO, local visibility, campaign development, and audience and channel strategy.
• Monitor lead quality, cost per lead (CPL), customer acquisition cost (CAC), and other key performance indicators.
• Establish campaign briefs, target audiences, messaging frameworks, channel plans, measurement approaches, and performance expectations.
• Own the digital lead-capture and customer-experience roadmap, including website priorities, landing pages, conversion-rate optimization, forms, calls, review and reputation touchpoints, and the overall lead flow.
• Oversee the development and optimization of digital experiences, including new web pages, landing experiences, tools, and applications. Translate business needs into requirements and guide work through UX, design, development, testing, launch, and ongoing optimization.
• Lead external agencies, vendors, and specialists by setting strategy and priorities; developing briefs; reviewing plans and deliverables; managing timelines and investment; and holding partners accountable for quality, performance, and results.
• Manage local business listing strategy, including Google Business Profile, to maintain accurate information, strong local visibility, and consistent brand representation.
• Partner with internal business, product, and operational stakeholders to translate priorities into campaign and website requirements; communicate progress, performance, risks, and recommendations to leadership.
• Monitor campaign, website, and conversion performance; translate data into actionable recommendations and continuous improvement opportunities.
• Evaluate and test emerging technologies, platforms, and digital marketing opportunities to identify those with meaningful potential for the business.
• Establish scalable digital marketing processes, documentation, reporting standards, and best practices.

Skills

Digital marketing strategy

Campaign leadership

Agency management

Paid media

SEO

AEO

CRO

Local search

Marketing analytics

Google Business Profile

Reputation management

Review monitoring

Stakeholder management

Project management

Communication

Cross-functional coordination

Education

Bachelor's degree or equivalent

Tools

HubSpot

Job description

Virginia Green is seeking a strategic, growth-minded Digital Marketing Manager who understands the full customer journey—from awareness to conversion—to drive qualified demand.

The role will set campaign priorities across paid search, SEO, local visibility, and website optimization, oversee agency partners, and ensure digital investments deliver measurable business results. The manager reports to the VP of Marketing and coordinates cross-functional teams to improve customer experiences.