VP of Marketing Job Description

Vice President of Marketing at a SaaS B2B product company (Content Management Software for colleges and universities “Softdocs”)

Company description

Launched in 1998, 110+ employees (2021).

Requirements

• Define, shape and lead the strategic, long-term marketing direction of the company while also taking a hands-on role executing the tactics that create demand and new customers.
• This position will own all aspects of the company’s marketing activities, reporting to the CEO and working closely with leaders of the Sales, Professional Development, Professional Services and Support teams. Ultimately, the VP of marketing will be responsible for driving pipeline and sales enablement for a fast growing, private equity backed SaaS business.
• We seek an individual who has the intellect, drive, passion, energy and experience to lead the company to success via creative and cost-effective marketing programs. Ideally the candidate will have leadership experience in the Enterprise Content Management and Workflow space and have deep experience with bringing SaaS products to launch. The candidate will be tasked to drive brand awareness and new customer acquisition in the US. This role will be responsible for outbound and inbound marketing including lead generation, demand generation, and driving top-of-the-funnel awareness.
• This position is responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve company objectives of sales, growth, profitability, and visibility while ensuring a consistent marketing message. Working directly with partners, customers, and sales reps, the VP of Marketing will develop and execute high touch marketing programs that generate leads and pipeline, build awareness of Softdocs in target segments, and build customer advocacy.
• Partner with the leadership team with the sole ambition of driving ARR growth and ARR retention.
• Own all pipeline targets and ensure targets are met.
• Set the market positioning and messaging for the company ensuring and extending a strong brand for the company and its products.
• Increase brand awareness perception in the Higher Education and K-12 markets
• Create, manage, coordinate and execute all marketing strategies and implement tactical plans that drive pipeline.
• Set the marketing strategy, leadership and direction for effective inbound and outbound lead and demand generation.
• Create the company’s content strategy that consistently creates and publishes meaningful content – on our website, distributed broadly and for use internally.
• Drive influencers and analysts to speak, write, and recommend the company and its products.
• Achieve targeted results and ensure timely and effective execution of marketing tactics and programs.
• Develop, execute and track integrated marketing programs that support the acquisition of new customers and drive revenue.
• Analyze, evaluate, plan and execute on both existing and potential marketing activities and strategies.
• Develop benchmark criteria to measure the efficiency and effectiveness of marketing programs.
• Measure the effectiveness of the marketing department and implement improvements as required.
• Coach, mentor, and raise the team’s ability to deliver and exceed expectations while creating opportunities for top talent.

Experience

• 5+ years of marketing leadership experience with a minimum of 2 years in the enterprise software market strongly preferred. 
• BS/BA degree or equivalent (MBA a plus).
• Experience bringing new SaaS products and solutions to market.
• Demonstrable experience hitting pipeline targets for a growth SaaS business.
• Quantifiable evidence of your marketing leadership resulting in sustained, strong revenue and pipeline growth.
• Proven leadership experience in a fast-paced company with overall responsibility for meeting the company’s marketing objectives, leading its marketing strategy and setting its marketing vision and direction.
• Ability to develop strongly differentiated product and solutions positioning and messaging.
• A complete mix of marketing experience – demand generation, lead generation, partner marketing, field marketing, online, advertising, promotions and PR.
• Must be able to demonstrate creative thinking with analytical rigor and a commitment to meet the financial goals and other key performance indicators (qualified leads, conversion rates, etc) of the company.
• Experience designing and running small and large-scale customer events and demonstrates ability to serve as the face of the company during events.
• Strategic positioning experience, ideally in an aggressive, ever changing environment.
• Hands on experience with Salesforce and Pardot
• Outstanding leadership skills that motivate employees to exceed expectations and ensures accountability for results that maximize contribution to business objectives.
• Ability to articulate a vision and strategy in a way that inspires and motivates a team and focuses their energy on achieving business goals; proven track record of recruiting, developing, managing and mentoring a team of professional marketing professionals.
• Demonstrates a “time is of the essence” mentality resulting in a sense of urgency in driving meaningful and measurable results.
• Experience leading sales/business development is a big plus.

VP of Marketing at a SaaS B2B product company (Promotion Engine Software for marketers “Talon.One”)

Company description

Launched in 2015, 65+ employees (2021).

Requirements

• Develop the team and implement effective structures for all Marketing functions, including Demand Generation, Product Marketing, Channel & Partnerships Marketing, and Marketing Operations.
• Prepare, and manage quarterly, and annual budgets for the Marketing department, and ensure spend is generating the desired outcomes, and results.
• Work with the Founders/Executive team, and marketing team to devise a global marketing plan that supports goals, and the Global marketing strategy.
• Set, monitor, and report on goals, and results, including full-funnel metrics that align to the Sales targets, digital strategy metrics, campaign ROI, and customer engagement metrics.
• Develop marketing strategies to boost brand awareness, increase Thought Leader reputation, and generate demand (sales leads) globally.
• Ensure our brand message is strong and consistent across all channels and marketing efforts (e.g. events, email campaigns, web pages, internal communications, and promotional materials).
• Identify opportunities to reach targeted market segments and expand market share.
• Participate in the planning of business objectives.
• Collaborate with peers in other departments to create innovative, efficient and high-performing marketing programs.
• Represent the company at industry events and conferences, as well as with media, analysts, customers, and partners.

Experience

• Founded experience building, and leading Marketing teams, preferably within the software/SaaS industry.
• Bachelor’s degree, and or relevant qualification in marketing, communications, business, or related field.
• Experience in lead generation using a full range of marketing tactics, including digital, email, events, and account-based marketing.
• Track record of effectively targeting and achieving lead goals (MQLs) for Mid-Market and Enterprise segments.
• Strong project management skills including production schedules, budgets, stakeholder coordination, and agency/vendor oversight.
• Excellent communicator who can convey complex ideas and data in written and verbal formats to team members.
• Fluency in English required.