Marketing is the lifeblood of Canvas, from attracting new customers to engaging with the base to nurture and grow the relationship. The Director of Marketing Automation will be responsible for overseeing and implementing our automated marketing platforms and campaigns.
Your proven track record of marketing B2B SaaS solutions to small and medium sized business will set the stage for your success. You will have a verifiable background in building effective campaigns, measuring their success and rapidly adapting to improve key metrics. You will also have a clear understanding of the latest technology and techniques to gain the best returns.
The ideal candidate for this senior role will covet the adrenaline of a venture-backed start-up entering its 5th year of hyper revenue growth. You will have a laser focus on meeting your goals and accept the challenge of driving marketing automation throughout the customer journey.
For at least five years, you will have been part of a successful marketing team that has sold cloud services to the business sector. You will be able to demonstrate integrity in all business dealings, extensive experience of leading edge technology platforms, possess excellent communications skills and collaborate effectively with stakeholders.
Your Most Important Initiatives:
Establish a range of automated marketing campaigns based on key success criteria, reviewing existing programs across the business and optimizing where appropriate
Act as the point person to coordinate the schedule of all pre-purchase and post-purchase customer communications through our systems (Pardot, Localytics, etc.)
Administer ChurnZero deployment and work collaboratively with direct and channel stakeholders: Customer Success, Sales, Account Management, Product and Marketing
Introduce impactful marketing automation throughout the customer journey from to maximize evaluation of our product, trial-to-paid conversion rates, new customer onboarding, expansion and retention
Ensure that all marketing and sales systems share appropriate data to remove discrepancies, establishing an effective, cross-business marketing automation program
Deliver a steady stream of qualified leads into the sales and account management function, refining lead scoring segmentation and campaigns to deliver high conversion rates
Drive high volume of self-serve customers to reduce the cost of customer acquisition and ramp sell-through and sell-up frequency to increase account value
Undertake A/B testing on automated campaigns to maximize results, segmenting audiences and optimizing campaigns to increase effectiveness
Demonstrate the technical knowledge and business expertise to utilize the latest web and mobile approaches in marketing automation to differentiate Canvas.
What you bring:
Previous experience using Marketing Automation platforms such as Marketo, Pardot, Hubspot and Eloqua. Understanding of messaging platforms such as UrbanAirship and Localytics
Management of customer engagement comms throughout activation and evaluation period, experience of using platforms such as Pardot and Appcues
Working knowledge of the latest churn/contraction predictive, customer health systems such ChurnZero or Gainsight
Track record of engaging customers throughout their lifecycle with latest in mobile, email and web marketing techniques, working in harmony with customer acquisition teams
Ability to build effective campaigns, interacting effectively with other departments to thread marketing automation into core growth marketing programs
Strong analytical mindset, with the acumen to quickly analyze campaigns, determine their relative success and make sound judgments on improvements
Experience in B2B SaaS sector focusing on the SMB market, with well-founded email marketing and mobile messaging campaign experience
What Success Looks Like:
Grow the share of high quality leads as proportion of total volume
Increase rate at which customers complete installation and activation of Canvas
Increase new self-serve customer numbers and grow customer lifetime value
Amplify account expansion and reduce churn/contraction in accounts
Objectives and Key Results
MRR: Net monthly expansion of current base
Campaign Impact: achieve goals for open rate, click rate and unsub rate
Signals: create 3 new use cases for ChurnZero each quarter