Growth Marketing Specialist - B2C - MakeMusic

Company Information

We are musicians, athletes, coaches and teachers who truly believe in our mission to help people achieve their best. Our software platforms connect performers, instructors and creators enabling them to publish, teach and train using the principles of deliberate practice.

You may know us as TrainingPeaks, MakeMusic, TrainHeroic and Alfred Music. All these brands are under the Peaksware umbrella. TrainingPeaks develops software for coaches and athletes to track, analyze and plan endurance training. TrainHeroic develops software solutions for the strength and conditioning needs of coaches and athletes. Alfred develops software to transform how music is composed, taught, learned and performed. Alfred Music creates and publishes educational music to help teachers, students, professionals and hobbyists experience the joy of making music. 

We would love to have you join our ever-growing team! All applicants will receive equal consideration for employment regardless of gender, race, national origin, age, sexual orientation, gender identity, physical disability, religion, or length of time spent unemployed.

General Summary

The Growth Marketing Specialist is a key member of the marketing team responsible for driving top-of-funnel lead generation and supporting the business development team for our B2C market. This role focuses on leveraging advanced outreach tools such as Klayvio to develop and execute marketing strategies specifically for an online store, utilizing digital channels like SEO, PPC, email marketing, and social media to drive traffic, increase conversions, and boost sales. All while closely monitoring customer behavior and analyzing data to optimize campaigns and improve the overall online shopping experience.

You will work directly with the Digital Marketing and Content Marketing Team Members, amongst others. This position reports directly to the Sr. Director of Growth

Key Responsibilities:

The Growth Marketing Specialist for Alfred is responsible for developing and executing online e-commerce and B2C marketing strategies to drive sales and traffic to an online store, utilizing digital marketing tactics like SEO, PPC, email marketing, social media advertising, and website optimization to attract customers, convert leads, and maximize return on investment (ROI) by analyzing data and making data-driven decisions to improve customer engagement and retention. Experience in measuring metrics inclusive of but not limited to customer acquisition cost, return on ad spend, (CAC/ROAS), conversion rate optimization (CRO), lifetime value (LTV), and retention/repeat rate.

Lead Generation + Retention:

• Design and execute targeted top-of-funnel campaigns to generate high-quality leads that align with the company’s ideal customer profile (ICP).
• Leverage tools like Klayvio and others to manage automated and targeted outreach campaigns, ensuring consistent and personalized prospect engagement.
• Incorporate cart abandonment recovery, personalized engagement campaigns, and loyalty programs to help drive repeat purchases and long-term value.

Support for Business Development Team:

• Partner closely with stakeholders to ensure seamless collaboration and alignment on lead follow-up strategies.
• Work with the PMM team to create and optimize outreach sequences, cadences, and messaging.
• Assist in optimizing the customer journey from discovery to purchase and beyond.

Campaign Development & Optimization:

• Develop multi-channel campaigns to support lead engagement and progression through the funnel.
• Collaborate with the marketing team to create assets (e.g., email templates, sales playbooks, outreach messaging) tailored to top-of-funnel needs.
• Continuously analyze campaign performance, conduct A/B tests, and refine strategies to maximize conversion rates.
• Support strategy in other areas inclusive but not limited to organic social media, influencer collaborations, affiliate partnerships, short form UGC (TikTok, Instagram Reels, YouTube Shorts). 

Tool & Technology Management:

• Manage and optimize the use of outreach tools (Klayvio), CRM systems, and marketing automation platforms for efficient lead tracking and reporting.
• Ensure marketing and sales technology stacks are integrated for seamless data flow and reporting.

Data Analysis & Reporting:

• Monitor and analyze outreach metrics, including email open rates, response rates, and call connect rates, to measure campaign effectiveness.
• Provide regular reports to the marketing and business development teams, highlighting areas of success and opportunities for improvement.

Requirements

Required Skills and Experience:

• 3+ years in B2C marketing, demand generation, or sales enablement, with a focus on top-of-funnel activities and collaboration with business development teams.
• Proven experience managing marketing automation platforms and CRM systems
• E-commerce experience in a B2C setting
• Familiarity with outreach and automation tools and CRM systems (e.g., Klayvio) 
• Strong analytical skills with proficiency in data analysis tools (e.g., Google Analytics, Excel)
• Experience in designing and executing multi-channel marketing campaigns
• Strong collaboration and communication skills to work effectively across marketing and business development teams.
• Excellent ability to craft engaging and personalized outreach content.
• Analytical mindset to interpret campaign performance data and optimize efforts.
• Detail-oriented and highly organized, with the ability to manage multiple projects simultaneously.
• Understanding of SaaS business models and customer lifecycle
• Knowledge of marketing best practices and compliance regulations

Preferred:

• Background in B2C SaaS, music industry experience a plus.
• Knowledge of Account-Based Marketing (ABM) and personalized lead engagement strategies.

Don’t meet every single requirement? Don’t worry. We still want to hear from you and encourage you to apply.

The work characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Benefits

Compensation

Peaksware/MakeMusic is committed to fair and equitable compensation practices. The salary rang for this role in Colorado is $58,477 - $97,461. Final compensation for this role will be determined by various factors such as a candidate’s relevant work experience, skills, and certifications.

This role is eligible for variable compensation, including bonus.

Benefits and Perks

Health

• Medical
• Dental
• Vision
• Health Savings Account
• Flexible Spending Account
• Dependent Care Flexible Spending Account
• Paid Parental Leave
• Teladoc
• Employee Assistance Program (EAP)
• Additional coverage options such as accident and critical illness insurance and hospital indemnity

Disability and Life

• Company-paid Short Term Disability
• Company-paid Long Term Disability
• Company-paid Basic Life Insurance and AD&D
• Employee-paid Supplemental Life Insurance for Employee, Spouse, and/or Child

Additional

• 401(K)
• 401(K) Matching
• Pet Insurance
• 9 paid holidays annually and unlimited Flexible Time Off (FTO)
• Free TrainingPeaks, TrainHeroic, MakeMusic accounts, and Alfred Music product
• Access to the Performance and Recovery Center (PARC), our on-site fitness facility
• Employee only access to on-site locker rooms and showers
• Employee only access to secure, indoor bike storage
• Access to our onsite Music Studio
• An assortment of “grab’n go” fruit and snacks as well as on tap cold brew, kombucha, and beer.
• Beautiful onsite cafe that includes indoor and outdoor seating and lounge areas.
• Access to e-bikes available exclusively to Peaksware employees
• Significant investment in resources for employee growth and development
• Corporate discounts on select gym memberships and top brand gear
• Flexible work schedule in a culture of trust

Please contact [email protected] if you require a reasonable accommodation to review our website or to apply online.

Work Environment

This job operates in a professional office environment that is well-lighted, heated, and/or air-conditioned with adequate ventilation and a noise level that is usually moderate. This role routinely uses standard office equipment such as computers, phones, photocopiers and filing cabinets.

All employees must comply with all safety policies, practices and procedures. Report all unsafe activities to your manager and/or Human Resources.

Physical Demands

While performing the duties of this job, the employee is regularly required to sit and move about the facility; use hands to handle, or feel; talk by expressing ideas by means of the spoken word; and hear by perceiving the nature of sounds. The employee is occasionally required to stand, walk, and reach with hands and arms. The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.