Marketing Generalist - SMB Growth & Strategy

Who We Are PocketSuite started with a simple observation. Our CEO Chinwe experienced yet another late arrival with her cleaner - then wait 60 to 90 days to send an invoice. She was ready to pay on the spot, but the cleaner was juggling multiple calendars and an out-of-state accounting business partner just to run their business. Chinwe teamed up with Yang, her co-founder - engineer #5 at NetSuite, who had helped build business management systems for Fortune 500s - because he wanted to do the same thing for the solo hairstylist, the mobile dog trainer, the independent therapist. That was 2015 (YC W16). Today, PocketSuite is the all-in-one platform thousands of service professionals and SMBs use to get booked, get paid, convert new leads, manage their operations, and communicate with their clients. We call it the Rule of 5: if our pros can't figure out a feature in 5 seconds, we haven't done our job. That constraint shapes every line of code we ship. What makes us different from the dozen other "booking and payments" tools? We go vertical. We don't build a generic calendar and call it a day. We're an operating system that includes the specific workflows a dog trainer needs to manage multi-session packages, or the exact invoicing flow an esthetician needs when they're finishing up at the spa. That verticalization strategy - a mile wide, an inch deep on the features that actually matter - is why our service businesses stay. We're a small, founder-led team. Chinwe and Yang still check in code, review PRDs, and talk to customers every day. You won't be a cog here. The Role PocketSuite is hiring a Marketing Manager to lead our SMB growth strategy—connecting the dots across channels, campaigns, and partnerships to drive measurable customer acquisition and expansion. This role is designed for someone who understands how to market to SMB service businesses —fast-moving, ROI-driven customers who expect clarity, speed, and value. You will own the strategy, systems, and performance of marketing. You’ll partner closely with our Content Marketing Manager, who leads content creation and execution. What You’ll Own 1. Marketing Strategy & Channel Leadership (SMB Focus) Drive PocketSuite’s SMB marketing strategy across channels Identify highest-impact acquisition and engagement channels for SMB audiences Align messaging and campaigns to the needs of service-based small businesses Translate company goals into clear marketing plans and priorities Act as the central connector across marketing, partnerships, sales, and support 2. Marketing Systems & Performance (HubSpot) Own and administer HubSpot CRM as the core marketing engine Build and optimize lifecycle workflows, segmentation, and reporting Establish clear attribution and performance tracking across campaigns Turn marketing into a measurable, repeatable growth function 3. Lifecycle Marketing (Email + SMS) Own strategy and execution of email and SMS campaigns Design customer journeys across onboarding, engagement, and expansion Partner with content to ensure messaging aligns with campaign goals Continuously test and optimize for conversion and retention 4. Social Strategy (Leadership, Not Execution) Define the overall social strategy, positioning, and content pillars Partner with the Content Marketing Manager to execute against that strategy Ensure consistency across platforms and alignment with brand and growth goals Use social as a lever for both acquisition and engagement—not just presence 5. Events, Webinars & Partnerships Own strategy and execution for industry events and trade shows Partner with the partnerships team to activate co-marketing opportunities Develop and scale webinars and digital engagement programs Ensure all initiatives drive measurable pipeline and customer growth What Success Looks Like Clear, focused SMB marketing strategy that drives consistent growth HubSpot functioning as a true revenue engine Campaigns that convert—not just generate activity Social presence that is intentional, not reactive Strong alignment between strategy (this role) and execution (content) Partnerships and events that produce measurable pipeline Your First 90 Days Days 1–7: Get Oriented: Align on company vision and 2026 priorities. Meet the marketing, sales, product, and professional services team. Review our 2026 goals, existing KPIs, and HubSpot dashboards, as well as our existing content assets. Learn the product by shadowing user onboarding sessions, participating in self-study and live training, and engaging in a secret shopper exercise: book a session, send an invoice, message a client. Start getting to know our customers and why they chose us. Days 7–14: Get Comfortable: Meet our existing partners and learn more about their plans for the year. Join events (webinars, conferences, etc.) and get a feel for what’s working and where there are opportunities to expand and improve. Run some pilots. Days 14–30: Get Your Hands Dirty: Propose a full-funnel, customer lifecycle management strategy with MQL & SQL targets, timeline, and steps. Update marketing tools/systems to be able to execute the plan and track metrics. By Day 60: You're hitting 30-day milestones associated with the approved customer lifecycle management plan. By Day 90: You're hitting 60-day milestones associated with the approved customer lifecycle management plan and making recommendations on any adjustments/enhancements needed to stay on track and build on what’s working. Who You Are 4–7+ years in marketing with strong experience in SMB or SMB2B marketing Proven experience marketing to small business owners or service professionals Deep hands-on experience with HubSpot Comfortable owning strategy while staying close to execution Strong cross-functional collaborator who can drive alignment Results-oriented—you think in terms of pipeline, conversion, and growth