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ExecuNet

This is a Full-time position in Tampa, FL posted April 23, 2021.

JOB DESCRIPTION:

Company is an agile, fast-growing company that is pioneering the next wave of data-led #fintech, and we’re in need of Vice President of Marketing to scale the company and drive demand with an ultra modern tool set. You’ll lead inbound and outbound initiatives, with granular account-based marketing profiling and targeting, that support the company’s marketing and demand generation approach to data analytics software and services. You’ll also own the martech stack, automation processes, and partner/agency ecosystem for the company. This role is an important leadership position that will help define post-merger marketing strategy, following the company’s acquisition of CU Rise Analytics. As part of the broader revenue organization, this role reports to the Chief Revenue Officer.

ROLE RESPONSIBILITIES:

Are you a demand gen leader who tracks leading software firms and their go-to-market initiatives Do you get fired up when you hear the abbreviations ABM, SEO, SEM, and MQL, but think that’s just scratching the surface Do you have a list of cutting-edge demand gen stuff you’ve wanted to do but haven’t been able to Are you passionate about leadership and professional development If yes, this role might be a great fit! 

Company is building a well-funded demand gen and sales funnel process based on the way prospects actually buy, not the way most tech firms tend to market or sell.  As an experienced marketer with a firm understanding of the B2B buying process, you’ll be able to jump in quickly to help the organization drive revenue and results. Role and broader marketing team responsibilities:

Demand generation:

  • Conceives of, plans, and executes integrated multi-media, multi-channel campaigns that attract, interest, and convert prospective buyers, building an actionable lead and appointment pipeline.
  • Builds an effective process for fast follow-up and conversion of leads or appointments.
  • Tracks, measures, analyzes, and reports on weekly lead gen activity, using key metrics and KPIs to assess effectiveness and results, optimizing campaigns and budgets based on new learnings.
  • Introduces and manages account-based marketing strategy as well as inbound and outbound marketing mix, which includes keywords/phrases, search engine optimization, and paid search.
  • Works with internal and external partners to produce content that buyers will love, including web, ads/retargeting, reports, collateral, presentations, emails, graphics, podcasts, videos, etc.
  • Coordinates the integration of leads and appointments from events, updating contact records
  • Builds marketing campaign calendar, highlighting key dependencies and execution considerations in weekly team meetings, and ensuring timely campaign delivery.
  • Manages the building, testing, and sending of emails to prospects or clients, as needed.
  • Contributes to short- (email, blog, ad, social, etc.) and long- form (trend report, buyer guide, implementation, etc.) content for campaigns; able to provide writing and content samples.
  • Delivers a strategic narrative that educates clients about industry trends and how Company fits in to that new future, being an ambassador for the company’s brand.

System and process responsibilities:

  • Governs the administration of the marketing automation system, forms, plug-ins, CRM integration, processes, and workflows relating to the demand gen strategy.
  • Introduces new tools and techniques (automation, AI, chatbots, syndicated content, dynamic media, etc.) that meet or exceed the needs of buyers at each step of the purchase process.
  • Oversees accuracy/completeness of contact database, contact growth, target client profiling, list segmentation and augmentation, buyer persona matching, and unsubscribed re-engagement.
  • Assists in negotiating and managing commercial agreements or relationships with vendors.
  • Leads ad hoc projects and initiatives; identifies trends, patterns, and insights in the data.

Event Management:

  • Plans and executes powerful experiential events, from small to large in-brand events and quick-turn activations, ensuring a best-in class client experience.
  • Evaluates current events strategy and identifies areas for increased effectiveness, mapping to high value awareness and engagement, resulting in intent-based leads and appointments.
  • Sets up detailed project documentation, outlining roles & responsibilities, timelines that clearly define goals and expectations, and stakeholder touchpoints.
  • Closely manages project budgets including the ability to develop accurate cost estimates for events as well maintaining the budget and post-project reporting.
  • Continues to develop, cultivate and strengthen third party vendor relationships consisting of but not limited to: agencies, freelancers, production teams, hotel liaisons, audio visual teams, etc.

Brand Management:

  • Builds a brand process that allows the company, its solutions, and its people to emotionally resonate with important stakeholders, positively influencing their perceptions and feelings.
  • Evolves the brand so that its essence and mystique come through in a clear brand promise, allowing audiences to quickly understand whom we serve and how.
  • Oversees the brand planning and management process, creating a consistent and compelling brand that instills trust and confidence in internal and external stakeholder groups.
  • Updates and digitally stores company brand assets and master files for both controlled access and general employee distribution.
  • Ensures the legal aspects of the brand are accurately represented, including trademarks, registrations, disclaimers, copyright notifications, terms and conditions, and privacy policy.

Creative Design:

  • Defines the visual identity and brand design system, inclusive of logos, taglines, color palette, icon library, typography, and template specifications for multimedia assets, etc.
  • Leads creative design and campaign initiatives tied to go-to-market strategies and plans, inclusive of messaging themes, email campaigns, event identity, web properties, collateral, etc.
  • Coordinates brand, creative, or campaign deliverables with agencies and/or other outside resources in the execution of marketing deliverables.

Leadership responsibilities:

  • Coaches and develops direct/indirect employees in areas like functional skills and interpersonal competencies; helps employees maximize their talents and improve performance gaps.
  • Provides frequent feedback to employees as they build and implement their personal development plans; encourages employees and provides them with resources to be successful.
  • Coordinates with marketing, sales, and product leaders/team members in an agile, objective, and collaborative manner; ability to influence and compromise, with emotional intelligence. 
  • Commitment to continuous skill development and performance improvement, creating a professional development plan that is purposeful and actionable; lead by example.
  • Manage large marketing budget with multiple components, including vendor relationships, contractors, and associated invoices.

Requirements

EDUCATION/EXPERIENCE:

Bachelor’s degree (BA or BS) from an accredited college or university plus a minimum of six (6) years experience in the specific or related field; MBA preferred. High school diploma or equivalent plus a minimum of ten (10) years’ experience in the field. Additional credentialing in demand generation systems or product management is a plus.

SKILLS/BACKGROUND:

B2B technology, SaaS, or E-commerce experience highly desirable; knowledge of the credit union, financial services, or payments industries is a plus. Adept at managing budgets and deadlines; rigorous thinker who can solve problems and move projects along. Expertise with Salesforce, HubSpot, Highspot, LinkedIn Sales Navigator, Google, WordPress, Asana, Adobe Creative Suite, Cvent, and digital agency relationships is valuable. Must be strongly proficient in Microsoft PowerPoint, Excel, and Word.