Go To Market Specialist

Job Purpose:

Our Go To Market (GTM) Specialist will source and nurture leads that result in minimum of $50M in sales-accepted, sales-qualified pipeline annually. This role will create demand through AI-enabled prospecting, outbound motions, tradeshows, campaigns, content, and GTM experimentation — and nurture leads until they are ready for a productive sales engagement. This is a hands-on marketing role that sits at the critical handoff between Marketing and Sales and success is defined by the quality, velocity and consistency of Veritiv's priority growth markets pipelines delivered to Sales.

Job Responsibilities:

Lead Generation & Pipeline Sourcing
● Own a $50M annual KPI for sales-accepted, sales-qualified pipeline sourced. Ensure leads meet agreed-upon qualification criteria before handoff to Sales.
● Generate inbound and outbound leads using AI-powered research, intent signals, list building, personalization, and sequencing tools. Prospect target accounts through outbound email, LinkedIn, calling, events, and content-driven GTM motions.
● Design and execute campaigns and GTM experiments with a clear focus on lead creation and qualification.
Lead Nurturing & Sales Readiness
● Nurture leads through structured, multi-touch workflows until they are sales ready. Use AI to personalize messaging, prioritize follow-up, and optimize timing and cadence.​
● Maintain clear documentation of lead context, use cases, and engagement history to support effective sales handoff and partner closely with Sales to define what “sales-ready” means and continuously improve lead quality.
Go-to-Market Execution
● ​Execute GTM programs for assigned growth markets, solution areas, or product families. Align GTM activity with Sales priorities, capacity, and coverage models.
● Develop and refine ICPs, buyer personas, and target account lists based on real engagement and conversion data, as well as support commercialization of new offerings by generating early demand and market feedback.
Events, Tradeshows & Field Activation
●​ Own lead generation and follow-up for tradeshows, conferences, and customer events. Use AI to accelerate lead enrichment, scoring, and prioritization.
● Manage pre-event targeting, on-site lead capture, post-event nurturing workflows and ensure events produce qualified leads that convert into active pipeline for Sales.
GTM Assets & Enablement Support
● Create and maintain GTM assets that support lead generation and nurturing (messaging frameworks, use-case summaries, sales teasers). Ensure GTM materials are current, relevant, and optimized for prospect engagement.
● Maintain lead-generation and GTM resources in SF.com or other CRM.
Measurement, Insights & Optimization
● Track and report KPIs including leads generated, MQLs, SQLs, pipeline sourced, conversion rates, and velocity. Continuously test, refine, and scale GTM motions based on real performance data.
● Use AI-enabled analysis to identify patterns, friction points, and opportunities to improve lead quality.​
● Feed prospect and customer insights into Product, Innovation, and broader GTM strategy.

Additional Responsibilities & Qualifications:

● 7+ years of experience in marketing, partnerships, or go-to-market strategy, ideally within a growth marketing focused role and strong background in sales or account management.

● Track record of implementing AI tools to improve lead generation productivity and pipeline growth with proven success building and scaling enterprise co-marketing programs that deliver measurable growth.

● AI enabled prospecting experience and proficiency using AI powered tools.

● Build constructive and results orientated relationships internally and externally that become enablers to the growth strategy.

● Strategic thinker with strong program management skills and a bias for turning ideas into action.

● Comfortable navigating ambiguity and influencing cross-functional stakeholders at all levels.​

● Experience presenting to and engaging with executive-level marketing leaders (VP/CMO) at enterprise brands.

• Salary: $120,000-$135,000

Work Experience:

● 5-10 years of related job experience.● Ability to manage multiple projects, work under pressure, and adapt to sudden changes in the work environment.● Ability to work in a team environment.● Ability to work quickly and efficiently.● Excellent verbal, written, people, and diplomacy skills are required.● Experience of interpreting strategy and policy in order to set and deliver objectives.● Experience with Salesforce.com or other CRM is preferred.● Must be highly motivated, flexible and deadline driven.● Strong customer service skills (friendly, courteous and helpful).● Strong planning and organization skills are required.● Strong problem-solving and attention to detail skills are required.● The ability to communicate with all levels of the organization.

Education:

● Bachelor's Degree Preferred

Some travel may be required.

What We Offer

• Engaging and inclusive culture with employee-led Employee Resource Groups, Veritiv Cultural Alliance, recognition platform, etc.
• Extensive training opportunities, professional development programs, career pathing, and mentorship opportunities.
• Collaborative atmosphere with our customers and suppliers to create healthier, safer and more sustainable communities through our responsible operations and innovative solutions.
• Healthcare benefits, 401k, paid time off and tuition reimbursement.

About Veritiv

Together with its subsidiaries, Veritiv is the leading full-service provider of packaging solutions. Veritiv also provides JanSan, hygiene, print and publishing products and services. Veritiv serves customers in a wide range of industries, through team members around the world helping shape the success of its customers. For more information, visit www.veritiv.com and connect with the Company on LinkedIn.