B2B Growth Marketing Manager, Performance Marketing

As a B2B Growth Marketing Manager at Canva, your primary responsibilities will include developing and overseeing a comprehensive performance marketing strategy, managing external agency resources, and optimizing campaigns across various channels. You'll partner with internal teams, track KPIs, and create data-driven insights to enhance marketing strategies and ensure maximum ROI.

To qualify for the B2B Growth Marketing Manager position at Canva, you should have at least 6 years of experience in performance marketing, especially within B2B contexts. You must demonstrate proficiency in managing multi-million dollar budgets and a deep understanding of B2B buying behaviors, along with excellent collaboration skills and the ability to craft impactful strategies.

Canva emphasizes a robust performance marketing strategy that involves continuous testing and optimization. As a B2B Growth Marketing Manager, you will collaborate with data analysts to build dashboards that track KPIs and experiment results, allowing for the identification of performance trends and opportunities for improvement across marketing channels.

At Canva, you can expect a vibrant and inclusive culture that promotes creativity, teamwork, and innovation. We value the unique skills and backgrounds of our team members, encouraging continuous learning and collaboration. We also offer flexible working conditions and a range of benefits designed to support both your professional and personal growth.

Canva is dedicated to the professional growth of its employees, including B2B Growth Marketing Managers. We provide resources for continuous learning, opportunities to take on new challenges, and a supportive environment that encourages innovation and exploration of new strategies and ideas to achieve our goals.

When developing a performance marketing strategy, I first conduct a thorough analysis of the target B2B audience to understand their pain points and key decision-making factors. Then, I outline specific goals and select appropriate channels, like paid social or search, creating targeted content that speaks to those audiences, always backed by analytics to monitor and adjust strategies as necessary.

Throughout my career, I have successfully managed multi-million dollar budgets by closely tracking performance metrics and optimally allocating resources to high-performing campaigns. By analyzing ROI and adjusting spend based on channel performance, I've consistently achieved and exceeded designated marketing objectives.

Collaboration is key in performance marketing. I ensure clear communication with internal teams such as creative and analytics to align our campaigns with business objectives. When working with external agencies, I establish clear expectations, timelines, and performance metrics to ensure that deliverables meet quality standards and campaign goals.

I prioritize metrics such as customer acquisition cost (CAC), return on investment (ROI), lead conversion rates, and engagement metrics like click-through rates (CTR) and bounce rates. Together, these give a comprehensive view of campaign effectiveness and areas for improvement.

I approach A/B testing by carefully defining the elements I want to test, such as headlines, calls-to-action, or targeting options. I ensure that the sample size is adequate to draw statistically significant conclusions and analyze the results to iterate and optimize the marketing strategy based on data-driven insights.

One successful campaign I led involved targeted social media ads that resonated with specific B2B personas. By leveraging deep insights from market research and tailoring our messaging, we increased engagement rates significantly. Success stemmed from accurate audience segmentation and continuous optimization based on real-time performance data.

I stay updated on performance marketing trends by regularly attending webinars, subscribing to industry newsletters, engaging with thought leaders on platforms like LinkedIn, and analyzing case studies to see what strategies others are successfully implementing.

To optimize underperforming campaigns, I begin by conducting a thorough analysis of performance data to identify issues such as weak targeting or ad creatives. I then implement changes such as revising ad copy, adjusting targeting criteria, or increasing the budget on better-performing segments, followed by continuous monitoring to evaluate the impact of these changes.

I balance experimentation with immediate marketing goals by setting aside a small percentage of the budget for testing new ideas. This allows for innovation while ensuring that core campaigns continue to drive critical results. I consistently analyze data from both experiments and live campaigns to make informed decisions.

I approach presentations to senior stakeholders by focusing on key metrics that demonstrate impact and ROI. I aim to create clear visuals that illustrate trends and results, and I always tie strategies back to broader business objectives, ensuring that I address any potential questions or concerns proactively.