Growth Marketing Manager
ApprovalMaxThe Company
ApprovalMax is a product-led B2B SaaS company in accounts-payable automation, integrating with Xero, QuickBooks, and NetSuite. Our users love the product, the challenge is making sure more of the right people discover it. This role exists to turn paid channels and digital spend into a predictable, scalable growth engine that delivers free trials, demos, and pipeline.
The Role
We’re looking for a senior Growth Marketing Manager to own and drive performance across our paid and digital channels. This isn’t a traditional PPC role. We need a strategic operator who experiments boldly, improves systems, and delivers measurable growth. You’ll amplify and convert existing content, optimise acquisition campaigns, improve funnels, and leverage AI and automation to scale results. Acting as a thought partner to the Director of Digital and Demand Generation, you’ll combine hands-on execution with insight-driven strategy, testing new ideas, expanding channels, and maximising pipeline contribution. The ideal candidate is data-driven, commercially minded, and thrives on experimentation and continuous improvement.
This is a fully remote UK-based role, with occasional travel to the London office for team days
Responsibilities:
Own paid acquisition performance
Build, manage, and continuously optimise campaigns across Google Ads, LinkedIn, and other channels (Email, Meta, G2, Bing, Reddit) where our buyers spend time.
Manage account structures, bidding strategies, audiences, and creative testing to reduce CAC and improve ROAS.
Use AI workflows, automation rules, and custom audiences to sharpen performance.
Expand beyond brand campaigns into scalable acquisition and retargeting.
Be accountable for results (trials, demos, pipeline contribution), not just activity (impressions, clicks).
Drive experimentation & growth
Design and run structured experiments: new audiences, messaging angles, campaign types, new channels, and ad formats.
Build and own a testing roadmap for not just random one-off tests but a deliberate programme of learning.
Manage a dedicated test budget and build business cases to scale what works.
Improve funnel & Conversion performance
Challenge and improve landing page performance and user journeys, do not blindly accept poor UX.
Work with content and design to increase conversion rates from click to signup to trial.
Use behavioural tools (Hotjar, Clarity, PostHog) to inform CRO decisions.
Build smarter systems & leverage AI
Use AI tools (Claude, Gemini, etc.) to accelerate copy testing, campaign builds, and reporting.
Help build campaign automation, reporting automation, and scalable marketing workflows.
Work with the Marketing Ops Manager on attribution, tracking, and data infrastructure improvements. This is a digital-first, tech-enabled role and not a manual, old-school PPC operator.
Own reporting & insights
Build and maintain clear reports and dashboards in Looker studio/GA4/HubSpot that show paid performance against business outcomes.
Report against trials, demos, CAC, payback, and funnel conversion rates as north-star metrics.
Proactively surface insights: what happened, why, and what to do next.
Provide leading indicators (CPA, CPC, CVR) daily/weekly, and lagging indicators (CAC, LTV, pipeline) monthly.
Collaborate across marketing
Request relevant content (webinars, videos, case studies, product launches) for testing and building demand through paid channels.
Partner with field, product, and customer marketing to extend campaign reach.
Give creative and strategic input, not just execute briefs handed to them.
Act as a thought partner to the Director: bring ideas, challenge thinking, help prioritise.
Support and build new GTM plays
Support Unify go-to-market initiatives with building new targeted campaigns.
Help build and optimise email outbound workflows alongside marketing ops.
Contribute to new vertical campaigns (e.g. construction) in partnership with regional marketing leads.
Connect paid strategy to the broader demand-generation and demand-capture philosophy (not just lead gen).
Must-haves
4+ years hands-on experience in performance or growth marketing, ideally in B2B SaaS or FinTech.
Deep expertise in Google Ads (search, display, PMax, scripting, bid strategies, search query management).
Strong LinkedIn Ads experience; exposure to Email, Unify, Meta, G2, or Bing is a plus.
Proven track record of improving performance metrics and scaling campaigns.
Experience designing and running structured experiments (not just A/B testing ad copy).
Solid understanding of attribution, conversion tracking, and marketing funnels.
Proficiency with HubSpot Marketing Hub and GA4.
Comfortable using AI tools to accelerate work (copy, analysis, reporting).
Native or near-native English speaker with excellent written communication.
UK-based, with legal right to work in the UK.
Nice-to-haves
Experience with CRO and behavioural tools (Hotjar, Microsoft Clarity, PostHog).
Familiarity with SEO/SEM tools (Ahrefs, SEMrush) to inform paid strategy.
Experience building dashboards in HubSpot or similar.
Experience in AP automation, accounting software, or FinTech verticals.
Familiarity with product-led growth models and free-trial funnels.
Proactive and self-starting: brings ideas, does not wait for direction.
Commercially minded: thinks in pipeline and revenue, not just clicks and impressions.
What we Offer:
Regular performance-based compensation reviews
26 days paid time off
1 additional day off for your Birthday
Remote office assistance
Service years recognition financial reward
Growing international business with 10,000+ subscribers