Growth Lead
About Citrusbug
Citrusbug Technolabs is an AI-enabled solution engineering company. It helps growing businesses find where AI, automation, and digital products can create real value, then designs, builds, deploys, and supports the right solution from the ground up. Its work spans AI agents, custom software, cloud, data, and IoT across healthcare, fintech, logistics, and real estate, for clients in North America, Europe, the Middle East, and Asia. Citrusbug is rated 4.7 on Clutch.
Website: https://citrusbug.com
The Mandate
Own Citrusbug’s end-to-end growth engine, from strategy and positioning to demand generation, conversion, sales alignment, and measurable pipeline impact.
What Success Looks Like
A repeatable, data-led growth system that creates qualified opportunities in priority international markets and improves the quality and efficiency of the sales pipeline.
Why Citrusbug?
- 100% Self-funded and profitable
- 13+ Years in business
- 60% SQL-to-revenue conversion
- 80%+ Customer retention
- Work directly with the founders and influence growth priorities.
- Help shape a business-first, engineering-led growth story.
- Take ownership, experiment, learn quickly, and see the impact of your work.
What You Will Own
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Growth Strategy and Go-to-Market
- Develop and execute a comprehensive growth strategy aligned with business objectives, revenue targets, and sales priorities.
- Identify priority markets, industries, customer segments, and service offerings with the strongest growth potential.
- Define and continuously refine ideal customer profiles (ICPs), buyer personas, account segments, and buying triggers.
- Build compelling positioning, value propositions, and messaging for Citrusbug’s software development, AI, cloud, and other relevant technology services.
- Translate business goals into channel strategies, campaign plans, budgets, and measurable growth targets.
- Identify new market opportunities, emerging customer needs, and potential service-led growth opportunities.
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Demand Generation and Pipeline Development
- Build a multi-channel demand generation engine that creates new demand rather than relying solely on existing search intent.
- Plan and execute account-based marketing (ABM), paid search and social campaigns, email nurture programmes, webinars, virtual events, and partner-led initiatives.
- Develop targeted campaigns for priority accounts, industries, decision-makers, and international markets.
- Build and test outbound marketing programmes in partnership with sales, including account-based messaging, relevant content, and coordinated outreach.
- Explore and scale relevant third-party platforms, industry directories, marketplaces, and review platforms such as Clutch, GoodFirms, and G2.
- Develop campaigns that move prospects from initial engagement to qualified meetings and sales opportunities.
- Continuously test new channels, campaign formats, and acquisition strategies to identify scalable sources of demand.
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Conversion Rate Optimisation and Funnel Management
- Own the marketing funnel from initial acquisition and lead capture through qualification, opportunity creation, and sales handoff.
- Improve conversion rates across landing pages, website journeys, campaign assets, forms, and nurture sequences.
- Establish lead qualification criteria, scoring frameworks, and clear definitions of marketing-qualified leads (MQLs) and sales-qualified leads (SQLs), in alignment with sales.
- Analyse funnel drop-offs and identify opportunities to improve lead quality, speed to conversion, and pipeline efficiency.
- Build nurture journeys for prospects who are not yet ready to engage with sales.
- Use experimentation and performance data to continuously improve campaign effectiveness and conversion outcomes.
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Content, SEO and Organic Growth
- Set the strategic direction for SEO and content marketing, ensuring these activities contribute to qualified demand and business growth.
- Work with the existing content and SEO team to prioritise high-intent keywords, service pages, industry pages, use cases, and thought leadership.
- Build content programmes that address buyer challenges, support consideration and evaluation, and strengthen Citrusbug’s credibility in international markets.
- Connect organic search, paid acquisition, landing pages, and content distribution into a cohesive acquisition strategy.
- Track the contribution of organic and content initiatives to qualified leads, sales opportunities, and pipeline rather than relying only on traffic and keyword rankings.
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Sales Alignment and Revenue Contribution
- Work closely with sales leadership to align marketing priorities with target accounts, market opportunities, service offerings, and revenue goals.
- Establish a structured marketing-to-sales handoff process with clear qualification criteria, ownership, and follow-up expectations.
- Create shared visibility into lead quality, campaign performance, pipeline progression, and revenue contribution.
- Analyse feedback from sales conversations and lost opportunities to refine ICPs, messaging, campaigns, and targeting.
- Identify opportunities to improve sales enablement through relevant case studies, capability presentations, service-specific content, and campaign assets.
- Build a feedback loop between marketing and sales to improve the quality and commercial relevance of demand generated.
What We Are Looking For
A growth marketer who connects strategy, hands-on execution, and commercial outcomes.
- 5+ years of experience in B2B growth marketing, demand generation, performance marketing, or integrated B2B marketing.
- Demonstrated experience generating qualified demand and sales pipeline in international markets, preferably the US, UK, Europe, Australia, or the Middle East.
- Experience in B2B technology, software development, IT services, SaaS, or technology consulting.
- A track record of building or scaling acquisition channels, ideally from the ground up, with measurable business outcomes.
- Strong understanding of ICP development, buyer personas, account-based marketing, multi-channel campaigns, and go-to-market strategy.
- Practical experience with paid acquisition, email nurture, landing pages, conversion optimisation, and campaign analytics.
- Ability to connect SEO and content strategy with demand generation and revenue objectives.
- Strong analytical skills and the ability to interpret performance data, identify growth opportunities, and make informed decisions.
- Experience working closely with sales teams to improve lead quality, conversion, and pipeline progression.
- Familiarity with CRM, marketing automation, analytics, and campaign management platforms.
- Strong communication skills and the ability to work independently in a fast-moving, results-oriented environment.
How Success Will Be Measured
Success in this role will be measured by the quality, consistency, and commercial impact of the growth engine you build. Key performance indicators will include:
- KPI: Qualified demand - Growth in relevant, qualified leads and sales-accepted opportunities from target markets.
- KPI: Pipeline contribution - Marketing-sourced and marketing-influenced pipeline, with clear attribution rules.
- KPI: Conversion performance - Improvement in lead-to-meeting, meeting-to-opportunity, and opportunity-to-customer conversion rates.
- KPI: Acquisition efficiency - Cost per qualified lead, cost per opportunity, and customer acquisition efficiency.
- KPI: Channel scalability - Development of repeatable acquisition channels that can be scaled sustainably.
- KPI: Sales alignment - Better lead quality, stronger marketing-to-sales handoffs, and actionable feedback loops.
- KPI: Growth operations - Effective measurement, experimentation, automation, and team processes.
Ready to build what comes next?
Bring your growth mindset, commercial curiosity, and ability to turn insight into execution. Help Citrusbug build a repeatable growth engine, and share in the value it creates.
The Shared Earning Pool
Whoever helps the company earn, earns. Beyond salary, Citrusbug sets aside an earning pool for the marketing team, shared across the team. Contributions to revenue, down to the last cent generated, are recognised and shared. The growth engine you build helps reward the people who build it.