Summary of the B2B - Director, Growth Marketing job at CookUnity

About the Team

CookUnity Business delivers chef-crafted meals tailored to the teams, patients, and clients our partners serve. Across Healthcare and Corporate—including Smart Fridge as a Corporate offering—we replace processed food service with fresh, dietitian-reviewed meals from award-winning chefs.

Our marketing team turns that value into a clear go-to-market strategy that builds credibility, creates demand, and drives measurable commercial growth.

The Role

The Director, Growth Marketing, B2B will lead the B2B marketing function and own the go-to-market strategy across CookUnity Business. This leader will partner closely with Sales to define and prioritize our ideal customer profiles, sharpen our messaging, build scalable lead-generation and outreach programs, and directly influence pipeline and revenue.

This is a strategic and hands-on leadership role. You will set the roadmap, own the budget and performance targets, and lead the team responsible for content, paid media, CRM, events, organic channels, and website optimization. You will develop the existing team and build the additional capabilities the function needs as the business grows.

The ideal candidate understands how B2B buyers move from awareness to purchase, can translate that insight into differentiated vertical-specific GTM motions, and knows how to create strong operating rhythms with Sales. You will be the head of B2B Growth Marketing and will hold the function accountable for qualified pipeline and revenue.

Responsibilities

GTM Strategy and Revenue Growth

• Own the end-to-end B2B go-to-market strategy across Healthcare and Corporate, aligning marketing priorities with commercial goals.
• Partner with Sales leadership to understand the sales motion, define and prioritize ICPs, identify buyer needs, and translate those insights into differentiated messaging and campaigns.
• Build the full-funnel demand-generation roadmap, from awareness and lead generation through pipeline creation, conversion, expansion, and retention.
• Establish goals and KPIs for marketing-sourced and marketing-influenced pipeline, conversion, acquisition efficiency, and revenue impact.
• Own the B2B marketing budget and allocate investment based on performance and business priorities.
• Create a strong operating cadence with Sales, including shared pipeline reviews, campaign planning, lead-quality feedback, and ongoing optimization.

Demand Generation and Commercial Execution

• Develop integrated, vertical-specific programs across paid media, organic and social channels, CRM, events, partnerships, website, and sales outreach.
• Build lead-generation and outreach strategies that create qualified demand and help Sales engage priority accounts effectively.
• Lead content strategy, paid media, and campaign execution through the team, ensuring every channel supports the broader GTM strategy.
• Translate ICP and buyer insights into value propositions, case studies, thought leadership, campaigns, and sales enablement materials that accelerate deals and improve win rates.
• Oversee lifecycle programs, website conversion, SEO, vertical-specific landing pages, and field marketing.
• Identify and test new channels and tactics—including retargeting, out-of-home advertising, and direct mail—based on customer insight and performance data.
• Partner with the B2C team on PR and shared opportunities where CookUnity’s broader brand can strengthen B2B growth.

Analytics and Optimization

• Build on CookUnity Business’s marketing dashboard to create clear visibility into performance, pipeline, revenue, and spend.
• Connect insights across Salesforce, paid channels, CRM, website, and other data sources to identify bottlenecks and optimize investment.
• Use attribution, experimentation, and customer feedback to prioritize initiatives and scale the strategies with the greatest commercial impact.
• Communicate performance clearly to senior leadership, including what is working, what is not, and where the team should focus next.

Team and Cross-Functional Leadership

• Lead, coach, and develop the existing B2B marketing team while defining the structure and capabilities needed for the next stage of growth.
• Hire and build the team beyond its current structure, creating clear ownership, high standards, and accountability.
• Lead the broader cross-functional marketing effort, ensuring functional owners execute against a unified GTM roadmap.
• Partner with Operations, Partnerships, Brand, Creative, Data, Product, Tech, and vertical leaders to connect marketing strategy with customer needs and business priorities.
• Influence at every level by sharing insights, presenting results, and championing B2B marketing as a strategic growth driver.

Qualifications

• 8+ years of experience in B2B growth marketing, demand generation, or go-to-market leadership, ideally within healthcare, corporate or enterprise services, or another multi-vertical business.
• Proven track record building and scaling B2B GTM programs that generate measurable pipeline and revenue.
• Deep understanding of ICP development, segmentation, positioning, messaging, lead generation, sales motions, and funnel optimization.
• Strong partnership with Sales, with experience creating shared goals, feedback loops, and programs that improve pipeline quality and conversion.
• Experience leading multi-channel programs across content, paid media, CRM, events, organic and social, website, and sales enablement.
• Demonstrated experience developing high-performing teams and building new capabilities as a function scales.
• Strong analytical judgment and fluency with funnel, pipeline, attribution, and budget data.
• Excellent communication and stakeholder-management skills, with the ability to align creative, commercial, operational, and technical teams.
• A true player-coach who can set strategy, lead a team, and personally drive the highest-priority work.
• Startup or high-growth experience preferred.
• Ability to leverage generative AI to increase the quality and speed of work.

Who You Are

• Builder Mentality: You bring ideas, create structure from ambiguity, and get excited about building what comes next.
• Commercially Minded: You understand customers, sales motions, and the connection between marketing decisions, pipeline, and revenue.
• Extreme Ownership: You take responsibility for outcomes, solve problems proactively, and openly share wins and misses.
• Mission-Driven: You care about food, health, and improving the experience of people in workplaces and care settings.
• Empathetic: You listen carefully, disagree respectfully, and put the audience’s needs at the center of your work.
• Clear and Direct: You communicate simply and crisply in writing, meetings, and executive updates.
• Growth-Oriented: You seek feedback, adapt quickly, and make decisions using insight, data, and customer feedback.
• Analytical: You work backward from results, identify the KPIs that matter most, and turn findings into action.

Learn More About CookUnity

We believe great leadership starts with alignment on vision, values, and ways of working. Explore CookUnity's Leadership Principles to learn more about how we operate, collaborate, and scale.

If this excites you, we’d love to connect!

Benefits

🩺 Health Insurance coverage

🌅 401k Plan

📈 Stock Options Plan granted on Day 1

🌟 Eligible for a bi-annual performance bonus

⛱ Unlimited PTO

🗓️ 5-year Sabbatical: After 5 years with CookUnity, you get a 4-week paid sabbatical

🐣 Paid Family Leave

🕯 Compassionate Leave

🥘 Monthly CookUnity meal credits

🤖 AI-forward workplace with enterprise access to ChatGPT and Claude

🧘🏽‍♀️ Wellness perks and fitness subsidies

👩🏾‍🏫 Personalized Spanish coach

🚀 The opportunity to help change how people eat and how chefs work