Growth Marketing Manager

About Us

Highland Electric Fleets’ electrification-as-a-service (EaaS) model aims to make electric school buses and other clean heavy duty vehicles attainable for every district across the US and Canada. Our turnkey solution tackles financing, vehicle procurement, infrastructure upgrade and maintenance to create a reliable and affordable fleet for our customers.

We know that cleaner buses create healthier communities and it’s our mission to eliminate the barriers to better student health and cleaner air - just 10 electric buses will reduce the pediatric asthma risk for 1,500 students!*

We are looking for candidates that want to help support this mission…

• Source: American Journal of Respiratory and Critical Care Medicine. Based on estimates for Highland customer with large fleet

Summary

We’re seeking a strategic and performance-driven Growth Marketing Manager to own Highland’s digital marketing engine and lead generation strategy. This highly cross-functional role is responsible for accelerating customer acquisition through paid media, SEO, website optimization, CRM, and personalization. The ideal candidate combines analytical depth with creative testing instincts and has a passion for turning data into revenue.

This role will play a critical part in scaling our presence with school districts, municipalities, and fleet operators — and in building the infrastructure to optimize pipeline growth, campaign performance, and marketing-sourced revenue.

Key Responsibilities Include

Growth Strategy and Performance Marketing

• Design, execute, and optimize full-funnel growth campaigns across Google Ads, LinkedIn, Meta, and TikTok to drive qualified leads and maximize ROI
• Develop paid acquisition strategies tailored to priority personas (e.g., school district officials, fleet managers, municipal procurement officers)
• Collaborate with Sales and Market Development to align campaign targeting with key territories and prospect lists to fill the pipeline

Digital Analytics and Reporting

• Monitor and analyze campaign, website, and funnel performance using GA4, HubSpot, Looker, and ad platform dashboards
• Build reporting infrastructure to track KPIs across all digital channels (CPL, conversion rate, CAC, ROAS, MQL velocity) with a goal to continually improve quality of leads
• Turn data insights into test plans and growth hypotheses; lead weekly reporting cycles to share learnings and recommendations

Website & CRO

• Optimize Highland’s website for traffic, engagement, and conversion through UX improvements, funnel analysis, and A/B testing
• Own landing page strategy and performance, collaborating with design, content, and web development resources as needed
• Conduct CRO experiments focused on increasing email capture and asset downloads

SEO & Content Performance

• Develop and implement on-page and technical SEO strategies to grow organic traffic and improve rankings
• Partner with content and PR team to build a content calendar that supports keyword priorities and thought leadership goals
• Use tools like SEMrush to identify and fill content gaps aligned with buyer intent

CRM, ABM & Personalization

• Build and manage audience segmentation strategies for email, advertising, and nurture flows using HubSpot
• Support account-based marketing (ABM) campaigns in coordination with Sales — targeting high-value districts or municipalities with personalized ads and assets
• Develop lifecycle marketing programs to nurture leads across stages and accelerate time-to-close

Social Media (Paid and Organic)

• Oversee the Social Media Coordinator in executing Highland’s organic strategy — building reach, engagement, and advocacy among parents, school officials, and other municipal decision makers
• Lead Highland’s paid social strategy across Meta, LinkedIn, TikTok and emerging platforms
• Test and iterate social content formats and messaging to optimize for reach and conversion

Qualifications

• 5+ years of experience in growth, digital, or performance marketing with a track record of owning channel strategy and performance
• Deep hands-on experience with analytics platforms (GA4, Looker, HubSpot, etc.) and testing frameworks (A/B, multivariate)
• Deep hands-on experience with Google Ads, LinkedIn Ads, Meta Ads, and paid social tools
• Experience developing full-funnel strategies across acquisition, nurture, and retention
• Working knowledge of SEO, CRO, and marketing automation tools (HubSpot, etc.)
• Strong analytical and communication skills, with the ability to distill complexity into clear recommendations
• A bias for testing, learning, and continuous improvement
• Experience in B2B or public sector marketing a plus

$115,000 - $130,000 a year

What You Can Expect From Highland

• Competitive base salary and performance-based bonus program
• A supportive, highly collaborative, team-oriented environment
• Opportunities to make a difference, be heard, add value, and be recognized
• Growth and development with a leader in this new and exciting industry
• Ability to work with bright, innovative, and forward-thinking colleagues
• Health, Vision, and Dental coverage for employees & their dependents
• Life insurance, public transportation assistance
• Generous Paid Time Off
• 401(k) program and company match

Highland Electric Fleets provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, Highland Electric Fleets complies with applicable state and local laws governing nondiscrimination in employment. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.