VP, Growth Marketing

Meridio; United States; Remote; USD 150,000 - 200,000; Full time

Job summary

A remote-first technology company is seeking a VP of Growth Marketing to build and scale marketing efforts. This role involves leading demand generation strategies and collaborating across teams to drive high-quality leads in an SMB market. Ideal candidates will have over 10 years experience in B2B marketing with a hands-on approach and proven success in startup environments. Attractive benefits include equity and a 401(k) match.

Benefits

401(k) with match

DTO

Equity

Remote-first with purposeful on-sites

Qualifications

• 10+ years in B2B growth marketing/demand generation.
• Proven success in generating demand in SMB/MM markets.
• Collaborative leader with a track record in startups.

Responsibilities

• Own marketing-sourced lead generation targets.
• Build and scale multiple marketing channels.
• Translate company outcomes into marketing content.

Skills

B2B growth marketing

Demand generation

Channel scaling

HubSpot

Google Analytics 4

Tools

Google Ads

LinkedIn

Meta

Optimizely

VWO

Hotjar

Job description

VP of Growth Marketing

Role Summary

Meridio is a remote-first company on a mission to make health benefits for small businesses simple, affordable, and accessible. We’re looking for a scrappy, hands-on VP of Growth Marketing to build and scale the engine that drives predictable demand, high-quality leads, and capital-efficient growth.

This role reports directly to the CEO and leads our marketing function, with the Director of Marketing and contractors/agencies reporting in. You’ll collaborate closely with Sales, Customer Experience, and Product to deliver high-quality lead generation and lifecycle marketing programs, all while ensuring CAC payback ≤ 8 months, focused on SMB/MM companies.. We’re seeking someone who thrives in a VC/PE-backed startup environment, can set strategy, and is equally comfortable rolling up their sleeves to execute. The role is fully remote (U.S.) with core collaboration hours from 10am–4pm ET.

What You’ll Do

• Lead Generation & Demand Gen: Own marketing-sourced lead generation targets by segment (SMB/MM); manage channel mix to achieve them within CAC and payback guardrails.
• Channel Build: Build and scale 3–5 channels (paid search/social, content/SEO, webinars/events, email/lifecycle, CRO, PR).
• Partner-Led Growth: Develop 2–4 high-leverage partner marketing motions (co-marketing, lead sharing, partner campaigns) with shared dashboards and QBRs.
• Messaging & Content: Translate Meridio outcomes (RBP savings, $0 deductible options, member experience) into compelling offers, case studies, nurture programs, and landing pages.
• Attribution & RevOps: Partner with Sales and RevOps to ensure accurate tracking, lead scoring, routing SLAs (<24h to first touch), and full-funnel visibility (MQL → SQL → opportunity).
• Website & Conversion: Own the website as a growth asset; drive continuous CRO testing to increase conversion and speed-to-value.
Collaboration: Work cross-functionally with Sales, Customer Experience, and Product to ensure consistent messaging, quality handoffs, and lifecycle marketing that supports acquisition, activation, and retention.
• Scrappy Execution: Personally run and optimize campaigns in ad platforms, email tools, and CRO experiments — not just manage vendors or teams.

30/60/90 Outcomes

• 30 days: Deep understanding of ICPs, current funnel performance, and channel baselines; dashboards live; initial channel test plan drafted; first case studies and partner co-marketing calendar built.
• 60 days: At least two partners producing repeatable, high-quality leads contributing to qualified lead flow; website CVR improvements; nurture programs and lifecycle campaigns in motion.
• 90 days: Repeatable weekly marketing-qualified lead (MQL) flow at or above target; ≥25% of new leads partner-sourced; CAC payback trending toward ≤12 months

What Great Looks Like (Metrics)

• Weekly marketing-qualified leads (MQLs) generated vs. target by segment.
• 40–50% of new qualified leads sourced from marketing-led campaigns and partners (target range, to be aligned with leadership).
• CAC & payback within guardrails; ROMI tracked by channel.
• MQL → SQL conversion rate improving quarter-over-quarter.
• Website conversion rate (CVR) improvements through CRO experiments.
• Landing page performance (CTR, form fills, demo requests) trending up.
• Nurture program engagement rates (open/click/response).
• Lead-to-opportunity velocity (time from MQL to SQL to opportunity).
• Reactivation of dormant leads/accounts (e.g., % re-engaged after nurture).
• Marketing influence on retention and expansion campaigns (upsell, cross-sell).
• Lead quality improving over time (higher SQL % and better opportunity creation).
• Alignment with Sales: lead routing SLA <24h and consistent definitions of MQL/SQL.

Qualifications

Must-haves

• 10+ years in B2B growth marketing/demand generation with startup experience in VC- or PE-backed companies, including proven success generating demand and qualified leads in SMB/MM markets.
• Proven track record of building and scaling marketing channels with measurable CAC and payback improvements.
• Hands-on operator fluent with HubSpot (CRM/marketing automation), Google Analytics 4 (website and funnel performance), ad platforms (Google Ads, LinkedIn, Meta), and conversion rate optimization (CRO) experimentation tools (e.g., Optimizely, VWO, Hotjar).
• Prior player-coach experience: grew a marketing function from early stage to scale while remaining execution-oriented.
• Experience managing and mentoring marketers (e.g., Director of Marketing, agencies, contractors).
• Demonstrated success improving funnel performance — including lead quality, conversion rates, and lifecycle engagement.
• Collaborative leader who partners closely with Sales, Customer Experience, and Product to drive alignment and growth.

Nice-to-haves

• Background in healthtech, insurtech, benefits, or fintech.
• Experience building partner-led growth programs in payroll/PEO/benefits ecosystems.

What This Role Is Not

• Not a sales role — you won’t own quota or close deals. You’ll partner with Sales to ensure marketing delivers qualified leads.
• Not a brand-only role — this is about measurable growth, not just awareness.
• Not a strategist-only role — you’ll be scrappy, hands-on, and execution-heavy.

Benefits & How We Work

• 401(k) with match
• DTO
• Equity
• Remote-first with purposeful on-sites; high ownership, high candor culture
• We value speed, clarity, and measurable outcomes over politics and busywork.