Growth Marketing Lead

Job description

Join Ferrovial

Where Innovation Meets Opportunity Are you ready to elevate your career with a global leader in infrastructure solving complex problems and generating a positive outcome on people’s lives? At Ferrovial , we are not just a company; we are a community of innovators and trailblazers.

Listed on two major stock markets

Nasdaq - 100 Index (US) and IBEX 35 (Spain), we are also member of the Dow Jones Sustainability Index and FTSE4Good. We operate in more than 15 countries and have a workforce of over 22,000 professionals worldwide. Ferrovial’s activity is carried out through our business units, including Highways, Airports, Construction, and Energy. Why Ferrovial?

Global presence, local impact

Be part of a company that is shaping the future of infrastructure worldwide, with challenging roles and projects that make a real difference.

Collaborative excellence

Work alongside talented professionals in a collaborative environment where your ideas and contributions are valued.

Inclusive Culture

Thrive in an innovative and respectful workplace that values every voice, celebrates what makes us unique and turns differences into innovation.

Career growth

Benefit from global and cross-business unit mobility, with development processes designed to ensure your professional growth.

Compelling benefits and employee wellbeing

Enjoy a comprehensive benefits package that rewards your hard work and dedication and take advantage of initiatives designed to support your physical and psychological health.

Productivity tools

Utilize cutting-edge tools like Microsoft Copilot to enhance your productivity and efficiency.

Position Summary

We are seeking a customer-focused, analytical, and digitally fluent Growth Marketing Lead for Prism , a growing tolling rewards platform with a customer website and iOS/Android mobile application. This role owns the strategy and execution needed to drive customer acquisition, activation, and engagement across paid, owned, product, and organic channels. This is an AI-enabled marketing role within the company. The Growth Marketing Lead will use approved AI tools to accelerate research, audience and journey analysis, campaign ideation, content development, personalization, testing, reporting, and optimization while applying human judgment, brand standards, privacy requirements, and legal/compliance review.

The role will also help establish repeatable, responsible AI-enabled marketing workflows and document practical use cases for broader adoption. The Growth Marketing Lead will work closely with the Platform Operations Lead.

The Platform Operations

• Lead will provide insight into platform health, customer support trends, defects, enhancements, releases, and operational KPIs; the Growth Marketing
• Lead will translate those signals into growth opportunities, customer communications, experiments, content improvements, and measurable journey optimization.

This is not a software development or platform operations role.

Key Responsibilities

Growth Strategy & Experimentation Growth strategy: Develop and manage an integrated growth plan across acquisition, activation, and engagement, with clear audiences, hypotheses, channel roles, KPIs, and measurement plans.

Funnel optimization

Identify friction and opportunities across the customer journey, then prioritize tests that improve conversion, adoption, repeat engagement, and customer value.

Experimentation roadmap

Build and maintain a structured testing backlog for messaging, audiences, offers, landing pages, onboarding, channel mix, cadence, and customer experiences.

Campaign planning

Create briefs, value propositions, message maps, journey requirements, calls to action, channel plans, and launch documentation for acquisition and engagement initiatives.

Performance management

Monitor results, diagnose performance drivers, summarize insights, and recommend actions based on campaign, content, product, and customer data.

AI-Enabled Marketing AI-enabled workflows

Use company-approved AI tools to support research, segmentation exploration, journey mapping, campaign ideation, copy development, content variations, QA, synthesis, and performance reporting.

Responsible AI use

Apply human review and follow company policies for privacy, security, intellectual property, accuracy, brand, accessibility, and legal/compliance approval.

Growth intelligence

Use AI-assisted analysis to surface patterns, clarify hypotheses, accelerate learning, and turn complex inputs into actionable recommendations without replacing source data or accountable decision-making.

Personalization at scale

Partner with CRM, analytics, product, and technology stakeholders to define practical personalization use cases, content requirements, decision rules, and measurement approaches.

AI discovery readiness

Structure customer-facing content so it is clear, consistent, authoritative, and understandable by search engines, answer engines, and AI assistants.

Enablement and documentation

Create reusable prompts, playbooks, templates, QA steps, and documented use cases that improve marketing efficiency and consistency across the organization.

Customer Journey & Customer Communications Customer journey management

Plan and optimize communications across onboarding, activation, offer education, and engagement.

Cross-channel execution

Develop conversion-oriented messaging and content for email, SMS, push notifications, in-app messaging, web, help center, paid media landing pages, and promotional assets.

Iterable and CRM support

Define audience notes, personalization inputs, content requirements, QA checklists, test plans, and launch documentation for automated and scheduled campaigns.

Campaign QA

Review customer communications for accuracy, audience fit, personalization, link integrity, offer terms, brand standards, accessibility, and channel-specific formatting.

Journey consistency

Ensure customer messaging is coordinated across marketing, product, support, web, app, and operational touchpoints.

Acquisition, Content & Discoverability Customer acquisition

Develop and optimize messaging, landing pages, offers, referral experiences, and supporting assets across paid and owned channels.

Website and content marketing

Create and improve product education, promotional pages, FAQs, guides, explainers, and customer education content that support awareness, conversion, engagement, and trust.

SEO and ASO

Lead content optimization for search and app stores, including keyword strategy, on-page content, metadata, internal linking inputs, FAQ structure, app listing copy, and content refreshes.

Content governance

Maintain source-of-truth messaging, content libraries, naming conventions, approval status, and version control for customer-facing content. Analytics, Measurement & Cross-Functional Partnership Measurement framework: Partner with cross-functional team to build success metrics and reporting requirements with Analytics, including channel, campaign, content, lifecycle, conversion, and customer journey measures.

Insight-to-action loop

Combine campaign performance, platform data, customer support themes, qualitative feedback, and market learning to refine priorities and improve the customer experience.

Platform Operations partnership

Maintain a regular working cadence with the Platform Operations Lead to review platform health, support trends, upcoming changes, operational risks, and growth implications.

Cross-functional coordination

Partner with Product, Technology, Customer Support, Operations, Analytics, Creative, Legal/Compliance, and executive stakeholders to align strategy, requirements, messaging, launch readiness, and results.

Special projects

Support product launches, platform enhancements, seasonal campaigns, rewards promotions, new market content, and other strategic growth initiatives as needed. Primary focus Platform health, support trends, operational KPIs, defects, enhancements, releases, and operational coordination. Growth strategy, funnel performance, customer acquisition, lifecycle engagement, experimentation, content, and conversion. Customer insight Identifies recurring issues and operational opportunities from support and platform data.

Turns customer friction and behavioral signals into journey improvements, campaigns, tests, and clearer content. Campaigns and journeys Provides operational inputs, dependencies, status, and monitoring support. Owns campaign strategy, messaging, journey design, testing, optimization, and performance recommendations. Platform changes Tracks defects, enhancements, requirements, release readiness, and operational impact. Develops growth plans and customer-facing communications for features, offers, updates, and next-best actions.

AI-enabled work Provides accurate operational context and source information for supported use cases. Uses approved AI tools to accelerate marketing analysis, development, QA, documentation, and optimization with human oversight. Reporting lens Operational performance, support KPIs, platform issues, and stakeholder visibility. Growth funnel, campaign and content performance, lifecycle engagement, conversion, experimentation, SEO/ASO, and message effectiveness.

Required Qualifications

Bachelor's degree in Marketing, Communications, Business, Digital Media, Analytics, or a related field, or equivalent professional experience. 7+ years of experience in growth marketing, lifecycle marketing, CRM marketing, digital marketing, customer marketing, content marketing, or a related discipline. Demonstrated experience improving acquisition, activation, engagement, retention, or conversion through campaigns, customer journeys, and structured experimentation.

Experience using data and performance reporting to identify opportunities, evaluate tests, and recommend actions. Practical experience using generative AI or AI-assisted tools for marketing research, content, analysis, automation, personalization, or workflow improvement, with strong human review and quality control. Experience collaborating across marketing, product, technology, customer support, operations, analytics, creative, and legal/compliance.

Strong writing, project management, prioritization, and stakeholder communication skills. Proficiency with Microsoft Office applications, especially Word, Excel, and PowerPoint.

Preferred Qualifications

Experience with marketing automation platforms such as Iterable, Braze, Salesforce Marketing Cloud, HubSpot, Marketo, Klaviyo, or similar tools. Experience with SEO, ASO, AI-assisted discovery, answer-engine readiness, structured content, or content governance. Familiarity with tools such as Google Analytics/GA4, Google Search Console, Microsoft Clarity, SEMrush, AppsFlyer, Amplitude, Figma, Jira, Zendesk, Databricks, or similar platforms.

Experience producing executive-ready growth plans, test roadmaps, performance recaps, and recommendations. Desired Personal Characteristics Customer-focused and motivated by measurable growth and better customer experiences. Analytical and curious, with the ability to connect data, customer insight, messaging, and channel performance. A strong writer and simplifier who can turn complex information into clear, persuasive, compliant communications.

AI-forward but disciplined, with sound judgment about accuracy, privacy, brand, and when human review is essential. Highly organized, collaborative, proactive, and comfortable owning initiatives from hypothesis through launch and optimization. Comfortable balancing speed, experimentation, operational realities, and stakeholder alignment in a changing environment. What Success Looks Like A clear growth roadmap connects acquisition, activation, and engagement priorities to measurable outcomes.

Campaigns and lifecycle journeys launch with strong strategy, accurate execution, consistent messaging, and defined learning objectives. Approved AI tools and documented workflows improve marketing speed, insight quality, content variation, QA, and repeatability without compromising human accountability. Campaign, content, product, and customer support signals are translated into prioritized tests and customer journey improvements.

The Platform Operations Lead and Growth Marketing Lead operate as close partners with clear ownership, dependable information exchange, and coordinated launch readiness. Performance results are reviewed regularly and used to improve audiences, offers, messaging, channel strategy, product education, and customer experience. Prism maintains scalable growth playbooks, content and prompt libraries, testing documentation, and repeatable execution processes.

Seize the challenge. Move the world together! Innovative, creative, respectful, and diverse are some of the ways we describe ourselves. We are motivated by challenges, and we collaborate across our business units to move the world together. Your journey to a fulfilling career starts here! Ferrovial is an equal opportunity employer. We treat all jobs applications equally, regardless of gender, color, race, ethnicity, religion, national origin, age, disability, pregnancy, sexual orientation, gender identity and expression, covered veteran status or protected genetic information (each, a “Protected Class”), or any other protected class in accordance with applicable laws. #WeAreFerrovial