Demand Generation Manager, Granum
Tree Care
CA$100-125k
More information about location
Software ecosystem for the green industry
Job no longer available
Software ecosystem for the green industry
201-500 employees
Job no longer available
CA$100-125k
More information about location
201-500 employees
Company mission
To empower landscapers and arborists to unlock their potential by improving their operations.
Role
Who you are
- 5+ years in demand generation or related growth marketing, ideally in B2B SaaS
- Strong preference for candidates who've marketed a vertical-specific product, or marketed to SMB or mid-market buyers — that's the closest analog to our tree care motion
- Track record of owning a pipeline number and hitting it — not just running campaigns, but being on the hook for the outcome
- Real fluency with campaign performance data — you can read funnel metrics, spot the difference between a lead-quality problem and a held-rate problem, and know which lever to pull
- Comfort owning email copy end-to-end — strategy, copy, send, measure
- Demonstrated track record for working successfully across several functions — without losing momentum or ownership
- Tree care or green-industry experience is a great bonus but not required; we care more about demand gen craft and willingness to go deep on the segment
- Reads the data on their own. You don't wait for a weekly meeting to know how a campaign is going. You're already in the dashboard, and you've already formed a view
- Goes deep on the segment. You build real intuition for the tree care operator — what their day looks like, what they care about, what they're skeptical of — and that intuition shows up in every brief you write
- Calls the play. When a campaign is underperforming, you don't just report the number; you bring a recommendation. Pivot, double down, or kill — your call to make and defend
- Stays close to sales. You listen to calls, talk to AEs, read what prospects are actually saying. The best campaign signals don't come from a dashboard
- Operates with relentless curiosity: whether that’s going deep on why a campaign isn’t meeting expectations, or how AI can be leveraged to improve efficiency, you’re always trying to push the envelope
- You've actively used AI tools in your day-to-day marketing work — even informally — and can talk about what's worked and what hasn't
- You're curious about agentic AI and willing to be a thoughtful partner as we build tooling that supports digital execution
- You're comfortable with the idea that AI will progressively change how the work gets done, and you see that as an opportunity rather than a threat
- Strong POV, but collaborative spirit. You'll work closely with Product Marketing, Brand, Partnerships, Digital, Content, MOPS, Market Engagement, and your peer DGMs — none of those relationships work if you can't bring expertise without ego
- Clear communicator. You can write a brief that doesn't need a follow-up call to interpret, defend a recommendation with data, and tell a partner why their request needs to wait or change
- Bias to ship. We move fast. The work is never finished, and the goal is to keep getting better, not let perfect be the enemy of good
- Required: HubSpot, Salesforce (or equivalent CRM), Zoom Webinars, as well as hands-on experience with one or more AI tools (Claude, ChatGPT with custom workflows, Zapier AI, Clay, etc.)
- Bonus: You've built an AI-powered workflow that meaningfully changed how you operated, or led a vertical-specific demand program at a SaaS company
What the job involves
- We're looking for a demand gen manager to own the new-logo pipeline for our tree care segment
- You'll set the strategy, build the quarterly campaign plan with input from your key stakeholders, read the signals coming back from the market, and make the calls on what to do next
- This is an individual contributor role on a fast-moving demand gen team
- You'll have full revenue accountability for tree care new-logo pipeline, but you won't be doing it alone — campaigns get built in close partnership with Brand & Events, Partnerships, Digital, Content, Product Marketing, and our Market Engagement team
- The numbers and the programming are yours; the work is collaborative
- If you're the kind of demand gen marketer who reads pipeline data the way some people read box scores, who knows when a campaign is working before anyone seeks out updates from you, and who'd rather own one segment well than ten segments shallowly — keep reading
- You'll report to the Sr. Director of Demand Generation
- Sales accepted targets for tree care new-logo each quarter
- Campaign strategy that ladders to those numbers
- Tier designation on every campaign (Tier 1 flagship / Tier 2 supported / Tier 3 self-serve)
- Pivot, kill, and double-down calls on live campaigns based on what the data is telling you
- Quarterly campaign plan with priorities, tiers, and capacity requests in partnership with Events, Partnerships, Design, Digital, and Content. You understand buyer journeys and how to create high intent and low intent plays to meet buyers where they’re at across a variety of channels
- Campaign briefs — offer, audience, messaging direction, target SAL volume, key dates
- Comfortable with owning email marketing, landing page builds, and webinar execution for your segment–we’re hands on!
- Outreach strategy briefs to Market Engagement before every launch
- Live campaign performance reads — demo held rate, conversion patterns, channel mix, lead quality
- Sales call themes — you stay close to what tree care prospects are actually saying
- Pipeline shape and pacing against quarterly targets
- Translating those signals into the next campaign decision (or the next conversation with Product Marketing, Digital or Brand)
- Develop and maintain a deep understanding of the tree care operator — what they care about, how they buy, what they're skeptical of, what other tools they use
- Partner with Product Marketing to facilitate an intentional feedback loop; bring market signals back when something needs to shift
- Make sure every campaign — copy, offer, channel, follow-up — reads as built for tree care, not retrofitted from somewhere else
- SALs set for tree care new-logo. Top-of-funnel volume, on target, every quarter
- SALs held for tree care new-logo. Volume that converts to held meetings — your campaigns generate the lead pool; Market Engagement converts it; the held rate is the joint outcome you read
- Secondary: pipeline contribution from your campaigns, ICP fit quality, and the health of the campaign program (consistent launches, clean handoffs, no gaps)
Our take
Granum is the result of a merger of the companies SingleOps, LMN and Greenius, which delivers software for green industry players such as landscapers, tree care providers and irrigation services. It does this to help them streamline their workflows and optimise the experience of their customers.
Granum's offers comprehensive collection of business software including; CRM and invoicing, scheduling and job costing, reporting and analytics, and much more. Though it is not unique in delivering these features, its specialisation in serving green industry clients makes it a strong choice for businesses in that field, who may not find many industry-tailored options on the market.
With good funding at its back, the company has been expanding both its platform and its team. In 2022 it was ranked as the fastest-growing software company in the green industry for the second consecutive year. With a string of acquisitions and new innovations, the company is on steady track to remain at the forefront of this sector.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 4 rounds)
Jul 2022
$74m
GROWTH EQUITY VC
Apr 2020
$6m
SERIES B
Total funding: $82.6m
Company benefits
- Great insurance (health, dental, and vision)
- Unlimited vacation policy
- Remote work environment
- Sabbatical benefit
- Company-Paid Health Insurance
Company HQ
Sandy Springs, GA
Leadership
Mark Sedgley
(CEO)They are also the CEO of LMN. Previously the CEO of Traxero and CRO of Personify Corp. They also spent over 16 years at MemberClicks, joining as a Director of Customer Experience before becoming a VP of Sales & Business Development and then the President and CEO.
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