Who We Are
CompTIA is a leading voice and advocate for the $5 trillion global information technology ecosystem; and the estimated 75 million industry and tech professionals who design, implement, manage, and safeguard the technology that powers the world’s economy.
Through education, training, certifications, philanthropy and market research, CompTIA promotes industry growth; the development of a highly skilled workforce and a commitment to creating an environment where innovation happens, and the opportunities and benefits made possible through technology are available to all.
Scope Summary
This role owns the full funnel for B2C and the shared marketing channels that serve both B2C and B2B. You'll manage a small team, run agency and contractor relationships for paid media, SEO, and social, and be the person who decides how all the pieces fit together. Your primary focus is B2C growth, but you'll also be responsible for ensuring the shared channels drive quality traffic for our B2B marketers. You'll have a dotted-line management relationship with the B2B growth team and a mandate to think about CompTIA's growth holistically, not just your own vertical.
This is somewhere between scaling what exists and building from scratch. We're active in a number of channels today, but there are muscles we haven't built yet: persona-led journey development, sophisticated attribution, channel mix optimization, and a testing culture that generates real learnings. You'll inherit working channels and a capable team, and your job is to turn that into a disciplined growth operation.
This is a player-coach role. You'll set the strategy and you'll get your hands dirty in the work. With a small team and an agency model, you need to be comfortable operating in a fast paced environment.
Essential Duties and Responsibilities
Own the Growth Strategy
- Define and execute the integrated growth strategy across paid media, SEO/AEO, email, social, and organic channels
- Own the funnel from awareness through conversion for B2C certification candidates and learners
- Manage shared marketing channels (paid, SEO, social) that serve both B2C and B2B, ensuring both audiences receive quality traffic
- Build and maintain a persona-led journey framework that maps content, channels, and offers to buyer stages
- Develop the channel mix model: where to invest, where to pull back, and why, driven by data rather than inertia
- Set and manage the promotional calendar across campaigns, product launches, and seasonal initiatives
Drive Quality Traffic and Conversion
- Drive quality traffic growth, not just sessions: visitors who engage, convert, and generate revenue
- Work closely with the Site Performance team on B2C conversion optimization from landing pages through purchase
- Ensure B2B traffic growth through shared channels by coordinating with the B2B growth team on targeting, content, and keyword strategy
- Build audience and awareness through social, content distribution, creator partnerships, brand partnerships, and community programs
- Develop and refine attribution modeling so you can credibly connect marketing activity to revenue outcomes
- Own CAC by channel and blended CAC targets, optimizing spend toward the most efficient acquisition paths
Manage Agencies, Contractors, and Budget
- Own agency relationships and management of paid media, SEO, and social, setting strategy and holding agencies and internal stakeholders accountable for results
- Manage the paid media budget with a clear framework for allocation, testing, and optimization across search, social, display, and video
Lead and Develop the Team
- Manage and develop a small team: a Sr. Marketing Specialist focused on social, SEO, and creator programs, and a Marketing Manager focused on email, performance, and paid media oversight
- Operate as a player-coach: set direction and do the work, with the judgment to know which requires your attention on any given day
- Coordinate with the B2B growth team (dotted line management) on shared channels, ensuring B2B isn't an afterthought in channel strategy and spend allocation
Build the Growth Infrastructure
- Stand up persona-led journey mapping
- Build a testing and experimentation framework across channels: structured tests with clear hypotheses, not random acts of marketing
- Develop a measurement and reporting framework that connects channel performance to business outcomes
- Partner with Marketing Analytics on data accuracy, dashboard development, and attribution
- Evaluate and recommend marketing technology investments that increase growth capability
Key Performance Metrics
- Qualified Traffic Growth
- B2C Funnel Conversion Rate
- Customer Acquisition Cost (CAC)
- B2B Traffic and Lead Contribution
- Channel Mix Efficiency
Skills and Qualifications
- 7+ years in growth marketing, performance marketing, or demand generation with progressive responsibility
- Experience owning the full funnel: traffic, engagement, conversion, and revenue attribution
- Deep hands-on experience in at least three of: paid search/social, SEO/AEO, email marketing, social media strategy, conversion optimization
- Proven ability to manage agencies and contractors, not just delegate but hold them accountable for outcomes
- Strong analytical skills: you think in cohorts, CAC, LTV, conversion rates, and attribution, not just impressions and clicks
- Experience managing paid media budgets with clear allocation frameworks and optimization cadences
- Track record of driving quality traffic growth, not just volume: you can explain the difference and show how you optimized for it
- Player-coach mentality: comfortable setting strategy on Monday and building a campaign in the platform on Tuesday
- Experience managing and developing a small team (2-5 people)
- Comfort with ambiguity: some channels are mature, some need to be built, and you need to prioritize across both
Education and/or Experience
- Degree preferred but not required for the role
- 7+ years of direct experience in related field
Why Join Us
We're a team of driven, creative problem-solvers who are passionate about empowering people to realize their full potential. We foster a collaborative and inclusive culture where ideas are welcomed, growth is encouraged, and success is celebrated. We're not just looking for employees, we're looking for partners who share our vision and are eager to contribute to our purpose. If you're ready to unlock your potential and reach new heights, join us today.
Our team works hard and we recognize the importance of taking care of our own. We offer our employees a comprehensive suite of benefit offerings including:
- Health, Dental, and Vision Insurance & FSA/HSA Plans
- Performance bonus up to 15% of base salary
- Unlimited PTO & 15 Paid Holidays
- Flexible Schedules & Summer Hours
- 12 weeks of Paid Parental Leave
- Sponsored Costco or Sam’s Membership
- 401K Retirement Plan with 6% company match
- Spot Bonuses for going above & beyond
- Tuition Reimbursement
- Home Office Allowance
- Wellness Reimbursement
- Student Loan Repayment
- Broadband Stipend
- Expected compensation based on experience and qualifications – $124,000 - $160,000
CompTIA seeks excellence through diversity in its staff. We prohibit discrimination based on race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, veteran status, or marital status.
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