Mission
The Director Marketing (DM) is responsible for driving strategic operational
execution of the marketing function. Working closely with the CRO, PMM and
executive leadership team, the DM will drive execution of product and content
marketing, demand generation (including events, digital, automation and integrated
campaigns), customer and partner marketing, branding, and corporate
communications. The DM role is strategic + tactical / operational and expected to
operate in a highly-collaborative, cross-functional and data-driven manner to lead our
marketing efforts.
Desired Outcomes
First 90 days
● Gain product expertise demonstrated by internal certification; attend Connect
‘24 recorded training sessions
● Get to know team, business, customers, partners; participate in 3 customer
and 3 partner QBRs
● Evaluate current team structure and evaluate AOP headcount to ensure that
we have the right team/experience in place to hit 2024/2025 targets.
● Drive marketing 2H24 replan to ensure appropriate resource allocation,
investments and expected metrics to support the AOP and business growth
expectations for 2H2024 as well as ramp for 2025.
● Refine initial ICP and segmentation to ensure alignment with 2024/2025
planning.
● Implement “ABM” campaign approach to drive 2H pipeline generation within
existing MSP (and partner) network. Will require alignment between marketing
demand gen, events, and Partner Team.
● Ensure systematic/thematic cadence to content marketing materials including
blogs, webinars, contributed articles, sponsored content.
● Own measured media / press effort to establish “rolling thunder” approach to
company advancements, strategic updates, and customer/partner news
● Evaluate customer and partner marketing needs and opportunities to include
in 2H2024 plan.
6 Months
● Working within our ICP and segmentation strategy build brand awareness
● Work with CEO/CRO and key stakeholders to drive the rebrand and website
in Q3 2024 to support mid-long term demand gen and growth
● Present technical training on company’s 2024 demand gen and strategic
marketing effort
● Drive marketing AOP involvement to ensure appropriate resource allocation,
investments and expected metrics to support the business growth
expectations for 2025
Responsibilities
● Build the marketing engine: Work with team leaders to hire, enable and
operate a highly predictable, highly performant GTM marketing function in the
Americas; Direct and partner marketing in the subregions of US/Canada
● Metrics-driven leadership: Build a performance-focused team, ensuring a
KPI-driven approach that measures activities, process and most importantly
results to inform marketing initiatives performance.
● Demand Generation Strategy: Build and execute a Demand Generation
strategy via a multi-channel approach that incorporates expert use of
marketing automation, workflows, campaigns, and reporting to meet and
exceed quarterly and annual performance targets. Optimize the demand
generation and sales pipeline funnel, oversee pacing across revenue
acquisition channels, and strategically plan investments across all channels to
maximize performance.
● Cross-functional connectivity. Identify areas for improvement, facilitate /
lead change in order to build a more connected operation (each functional
area has great opportunities here).
● Operational excellence: Work closely with CRO to implement organizational
structure, process, measurement, visibility and accountability to the marketing
function. Consistently test ongoing performance improvements.
● Culture bearer: Bring discipline and a team-oriented disposition to leading
the marketing effort; maintain and nurture and a positive, competitive and
rewarding company culture where people love to work.
● International Leadership: Learn from the European established customer
and partner marketing function — which includes the company’s signature
annual customer and partner event — while establishing America's marketing
efforts.
Responsibilities
● Owns the DG technology stack; including use and visibility of toolsets that drive
DG performance
● Leads stakeholder involvement in any strategic marketing initiative
● Regulates brand guidelines and ensures adherence
● Optimizes paid media campaigns, email marketing and SEO
● Tracks campaign performance and analyzes results
● Performs attribution modeling
● Generates management reporting on overall marketing progress and spend
● Reports to management on planned marketing initiatives
● Recommends investments in, and divestments from, digital marketing initiatives,
trade shows, events, etc. for optimum return
● Manages relationships with partners and helps them with their marketing
initiatives
● Coordinates activities of external agencies contracted to support digital
marketing initiatives
● Shapes the US website to optimize alignment with ad campaigns,
events, etc. and maximize inbound lead generation
● Evaluates on a continuous basis new digital marketing approaches and
technologies
● Provides insight into cost of a marketing qualified lead and a sales qualified lead
● Supervises event coordination
● Works closely with the sales teams to agree on messaging strategy
● Directs messaging activities and ensures press releases, blog posts, success
stories, industry analyst reports, brochures, eBooks, ad campaigns, webinars,
speaking engagements, etc. amplify lead generation results from overall
messaging strategy
Requirements:
- Growth in GE / PE Environment – Experience operating, leading, and
driving growth in an environment with a financial sponsor involved.
- Scale - Experience operating in high-growth business that's going from
~$10mm to ~$100mm.
- Team Building – Experience building out, leading, and developing
high-performing Demand Gen teams.
- Strategic Business Ability - Experience collaborating cross-functionally and
bringing an operational and strategic mindset to the DG function.
- Product Overlap - Experience marketing a product that is built for IT
professionals.
- GTM Motion Overlap - Experience operating in a high-velocity, low ACV
GTM environment. Strong history of success in a land and expand motion,
preferably directly and through MSP's.
- Demand Generation - Demand Generation experience; well versed in
Marketing Metrics with a strong understanding of the marketing funnel and
relationship with sales.
- Cultural Add - Overall cultural add with the team. Driver, collaborative,
down to earth, operational.