Growth Marketing Specialist

Socket.dev; Pittsburgh (Allegheny County); On-site; USD 75,000 - 90,000; Full time

Job summary

Banyan Software is seeking a Growth Marketing Specialist for ZAP Solutions in Pittsburgh to expand reach, generate qualified sales opportunities, and execute demand-generation campaigns that support campus-focused software solutions.

You will own content, email campaigns, landing pages, and digital initiatives, collaborate with sales, and use HubSpot to track metrics and optimize performance toward demo requests, information requests, and sales-ready leads.

Qualifications

• 3+ years in demand generation, lead generation, or related field.
• Demonstrated experience generating qualified leads and sales opportunities.
• Experience with email marketing, landing pages, forms, lead nurturing, and conversion optimization.
• Strong writing and content-development skills.
• Experience creating sales and marketing collateral.
• CMS experience for updating website content.
• Experience with HubSpot or similar CRM/marketing automation.
• Ability to analyze campaign results and drive data-based improvements.
• Organizational skills and ability to manage multiple initiatives.
• Collaborative with sales and accountable for results.

Responsibilities

• Develop and execute campaigns to generate qualified leads, demo requests, and sales opportunities.
• Drive prospects toward demo requests, meetings, information requests, and conversions.
• Build targeted campaigns for higher education markets and accounts.
• Create and manage email campaigns and lead-nurturing programs.
• Develop landing pages, CTAs, forms, and conversion assets.
• Collaborate with sales to identify target audiences and opportunities.
• Develop inbound/outbound strategies to reach new prospects.
• Track leads from engagement to opportunity creation and handoff.
• Continuously test messaging and channels to improve engagement and conversion.

Skills

Demand generation

Lead generation

Email marketing

Content development

Sales collateral

CMS

HubSpot

CRM

Data analysis

Website content

Tools

HubSpot

Job description

Banyan Software is the best permanent home for software businesses that serve specialized industries, their employees, and their customers. With a buy-grow-and-hold-for-life approach and a permanent capital base, Banyan acquires and grows companies worldwide, honoring founder legacies and helping portfolio companies modernize through shared AI expertise and operational discipline. Founded in 2016, Banyan operates more than 120 portfolio companies across North and South America, Europe, and APAC, and has appeared on the Inc. 5000 list for six consecutive years. The Banyan Software Foundation, endowed with $100 million in Banyan stock, leverages technology to build a greener and more equitable world.

Growth Marketing Specialist

About ZAP Solutions

ZAP Solutions is a Pittsburgh-based technology company providing specialized software solutions to higher education institutions across the United States. Our flagship AMP and SAMS platforms help admissions, student affairs, and academic teams improve processes, manage data, automate workflows, and better support students. We are seeking a Growth Marketing Specialist to help expand our reach, generate qualified sales opportunities, and execute marketing initiatives that directly support company growth.

This is a hands-on marketing role with a strong focus on demand generation, lead generation, and sales pipeline development.

The primary goal of this position is to create interest in our software solutions and convert that interest into measurable sales opportunities — including demo requests, information requests, qualified leads, and sales conversations.

The Demand Generation & Marketing Manager will also own and support broader marketing initiatives, including content creation, sales collateral, email campaigns, website updates, digital marketing, and activities that strengthen the ZAP Solutions, AMP, and SAMS brands.

This role is ideal for someone who enjoys both the creative and analytical sides of marketing and wants their work directly connected to measurable business growth.

The Role

Key Responsibilities

Demand & Lead Generation

• Develop and execute campaigns designed to generate qualified leads, demo requests, and sales opportunities.
• Drive prospects toward demo requests, meetings, information requests, and other meaningful conversions.
• Build targeted campaigns for specific higher education markets, audiences, and accounts.
• Create and manage email campaigns and lead-nurturing programs.
• Develop landing pages, calls-to-action, forms, and other conversion-focused assets.
• Work closely with the sales team to identify target audiences, accounts, and opportunities.
• Develop strategies for reaching new prospects through inbound and outbound marketing channels.
• Track leads from initial engagement through sales handoff and opportunity creation.
• Continuously test messaging, offers, audiences, and channels to improve engagement and conversion rates.

Content & Sales Enablement

• Create marketing content including emails, articles, customer stories, product messaging, social media content, and thought-leadership pieces.
• Develop and update sales materials including brochures, one-pagers, presentations, product sheets, and digital collateral.
• Support product launches, announcements, conferences, webinars, and other campaigns.
• Maintain consistent messaging and branding across marketing channels.

Website & Digital

• Maintain and update website content, landing pages, product information, and calls-to-action.
• Identify opportunities to improve website conversion and lead capture.
• Support SEO and digital content initiatives.
• Monitor website traffic, engagement, form submissions, and conversion performance.
• Develop and manage paid digital campaigns when appropriate.

Marketing Technology & Reporting

• Utilize HubSpot and other tools to manage campaigns, contacts, lists, forms, landing pages, and lead activity.
• Maintain accurate marketing data and audience segmentation.
• Track key metrics including leads generated, demo requests, conversion rates, campaign engagement, and contribution to sales pipeline.
• Provide regular reporting on campaign performance and recommend where marketing resources should be focused.

What We're Looking For

• 3+ years of experience in demand generation, lead generation, digital marketing, B2B marketing, growth marketing, or a related field.
• Demonstrated experience generating qualified leads and sales opportunities through targeted marketing campaigns.
• Experience with email marketing, landing pages, forms, lead nurturing, and conversion optimization.
• Strong writing and content-development skills.
• Experience creating sales and marketing collateral.
• Comfortable maintaining and updating website content using a CMS.
• Experience with HubSpot or a similar CRM and marketing automation platform.
• Ability to analyze campaign results and use data to improve performance.
• Strong organizational skills and the ability to manage multiple initiatives simultaneously.
• Comfortable working closely with a sales team and being accountable for measurable results.

Experience with B2B SaaS, higher education technology, or education markets is a plus.

How Success Will Be Measured

This is a results-oriented role. While content, brand awareness, and marketing execution are important, the primary measure of success will be the ability to generate qualified interest that contributes to sales pipeline and revenue growth.

Key measures will include:

• Qualified leads generated
• Demo meetings and requests generated
• Information request and website form conversions
• Lead-to-demo conversion rates
• Marketing-generated sales opportunities
• Campaign engagement and conversion rates
• Website conversion performance
• Contribution to sales pipeline and revenue

Who Will Thrive in This Role

We're looking for someone who thinks beyond simply completing marketing activities and focuses on what causes a prospect to engage and take the next step.

You should be comfortable developing a campaign, creating the messaging and assets, launching it, measuring the results, and adjusting the approach based on performance.

You should also be comfortable working in a smaller organization where you will have the opportunity to both develop ideas and execute them rather than handing projects off to a large marketing team.

This is an opportunity to directly influence how ZAP Solutions reaches new markets, generates sales opportunities, and grows its business.

Compensation Range - 75K - 90K USD Base

Diversity, Equity, Inclusion & Equal Employment Opportunity at Banyan: Banyan affirms that inequality is detrimental to our Global Teams, associates, our Operating Companies, and the communities we serve. As a collective, our goal is to impact lasting change through our actions. Together, we unite for equality and equity. Banyan is committed to equal employment opportunities regardless of any protected characteristic, including race, color, genetic information, creed, national origin, religion, sex, affectional or sexual orientation, gender identity or expression, lawful alien status, ancestry, age, marital status, or protected veteran status and will not discriminate against anyone on the basis of a disability. We support an inclusive workplace where associates excel based on personal merit, qualifications, experience, ability, and job performance.

Recruitment Notice

Banyan Software may use artificial intelligence (AI) tools to assist in screening and/or assessing applicants during the recruitment process. All hiring decisions are made by our team. Personal information submitted through your application will be collected and used for recruitment purposes in accordance with applicable privacy laws. Contact us at any time with questions about our process or to request accommodation.