Growth Marketing Lead

About us

Coterie Mktg is a marketing consultancy for startups building customer acquisition engines from zero to one. We support early-stage teams finding their first real go-to-market motion — mostly B2B, not exclusively.

It's founded and run by Gabrielle Dalvet — a classically trained big-brand, big-agency B2C marketer turned scrappy startup strategist who still does the execution herself. You'd work directly beneath her as the embedded strategic and execution engine across a fractional client roster.

The client we’re focusing on for this role is a software company whose product serves restaurant owners. It's a niche, high-texture industry, and the work is sharper when the person doing it actually cares about it. We want someone who's into this world — not someone treating restaurants as just another vertical.

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About the role

This is a unicorn role, and we know it. We’re looking for a marketer who can do a lot of things well — ops, web, copy, outbound, and the taste to hold it all together — and who runs at it without being told. This is a generalist role for someone who moves a whole go-to-market motion forward — not a specialist who does one thing and hands off the rest.

The person who thrives here is proactive and anticipatory. You see what the client needs before they say it, and what the Principal needs before you're asked. You bring the ABM list half-built. You catch the broken workflow before it costs a lead. You flag the website copy that's undercutting the pitch — without a ticket telling you to look. That instinct is the core of the job; everything else is toolkit.

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Key responsibilities

• Account-based marketing — Own target account selection and tiering, then build and run account-based outbound to a finite set of high-value prospects. Spearfishing trendsetter operators, not spray-and-pray. You think like a business strategist, not a task-doer.
• SEO — Technical and on-page SEO plus content-driven organic. You can run an audit, read what's broken, and either fix it or know exactly who to hand it to.
• Content strategy & production — Editorial strategy, keyword and topic research, pillar and cluster planning, and the writing itself. Finding the actual niche — not cranking out high-volume slop.
• Brand & messaging — Positioning, narrative, and voice. Getting the category story right and keeping copy in each client's voice.
• Marketing operations — HubSpot or related tool administration, workflows, lifecycle automation, reporting, and the integrations that hold the stack together. Comfortable wiring tools and building light where you need to.
• Web & conversion — Webflow edits, landing pages, on-page and CRO, and vibecoding pages and lightweight tools with Lovable, Claude, and the like.
• Whatever the client's story needs — project management, in-person events, direct mail, and content or visual production: photo, video, a whole series. When a client calls for a video series, you know how to storyboard it, price a videographer, and pick a genuinely taste-driven one over a warm body with a camera.

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Qualifications

Must haves

• Restaurant industry experience. You’ve worked for them or sold to them. You understand operators — how they think, what they're up against, how to talk to them.
• A wide tool surface and a fast learner's instinct. I'm less concerned with which tools you know than how many you've touched and how quickly you figure out the next one. HubSpot is great; newer tools like Quotient are better. I can't hire someone I have to teach every tool to — you need to just get it.
• Proactive and anticipatory. You surprise and delight. You bring the thing nobody asked for. This is the whole job.
• Sharp. Really, genuinely sharp — with taste, urgency, and judgment about what's worth doing.
• An AI realist. You're excited by what AI unlocks and fluent enough to set up connectors and wire tools together — but clear-eyed about where it falls short, and you know when to just write the copy yourself.
• Technical enough to be dangerous — SEO audits, measurement/ attribution/ analytics, and the kind of fluency where "GTM's installed but there's no custom event tracking" lands instantly and you know how to get it fixed, whether you fix it or you know who to ask.
• A real content and messaging strategist — not high-volume SEO slop; someone who finds the actual niche, thinks in pillars, and can analyze copy at the sentence level. You have a point of view, you back it with marketing fundamentals, and you're not afraid to defend it.

Nice to haves

• Cybersecurity or IT marketing experience. Rare overlap with the above, and what takes this from a 30-hour engagement to as many as 60 — a second client workstream, not just more of the first.
• Design and video chops beyond the basics — the ability to make things look genuinely good, fast.

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How to Apply

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