Senior Director of B2B Marketing, Microfunnel Strategy

Smartcat was founded in 2016 to help global enterprises create and manage their multilingual content. Today, Smartcat is the essential language AI platform for the global enterprise. 

Our client-tailored language AI turns content in any format into any language, from documents to videos to complex websites and software, making global operations simple for any corporate team. It also allows any user to create new content by tapping into a multilingual enterprise library. 

More than 1,000 global companies including 25% of the Fortune 500 trust Smartcat to communicate their innovations and ideas all over the world.

Smartcat’s vision is to realise a world where there is equal access to innovations and ideas. 

Smartcat is backed by Matrix Partners, FJ Labs, and other leading VC firms focusing on SaaS, marketplaces and AI. You might recognize names like HubSpot, Zendesk, Uber, Stripe, RigUp, and Quora in their portfolios. Despite the economic recession, Smartcat is growing at 150% YoY. It's well-funded and capital efficient, providing a unique combination of a hyper-growth environment with downside protection and the ability to think and plan long-term.

Outcomes

1. Within the first three months, establish a microfunnel playbook from the top to the bottom of the funnel (awareness through to open deal) to simultaneously grows MQLs, product activation and meetings 

2. Lead a cross functional team of product, sales and marketing to achieve ambitious goals while taking into account and navigating possible divergent objectives while keeping the overall growth of the business in mind.

3. Obsessively maintain a center of excellence for customer knowledge across key personae and JTBD to inform progress, bottlenecks and areas of focus.

 

Responsibilities

• Develop strategic initiative to drive product adoption and open deals for personae-based microfunnels across all marketing channels and with the consideration of full-funnel activities (acquisition, engagement, retention)
• Spearhead the continuous analysis of each stage of the microfunnel to identify bottlenecks and strategize opportunities for A/B tests to increase KPIs.
• Use multiple methods and channels for each stage of the funnel
• Acquisition: ads, webinars, nurtures, direct mail, outbound, landing pages, events
• Onboarding: emails, registration, in product promotions
• Activation: first experience, repeat visits and adoption
• Strategize, Execute and Monitor integrated approach for all JTBD and personas across all segments
• Develop and lead microfunnel strategy and execution for 1:Many, 1:Few and 1:1 programs
• Interface with stakeholders across multiple functions to solicit the best ideas and follow through on execution of each microfunnel strategy
• Work cross-functionally with internal and external stakeholders to keep projects on track.
• Quarterback and contribute to regular planning sessions
• Maintain a center of excellence for testing and learning
  Manage project timelines to ensure testing launches are met 
• Communicate campaign strategy and plans with stakeholders.
• Continuously analyze results and impact of initiatives and surface insights to optimize performance

Requirements

• 7+ years of experience in marketing for B2B in a PLG to enterprise motion
• Ideally series B+ motion from $10M ARR to $100M ARR
• Experience with microfunnels / personae-based GTM motion for the enterprise, HR and specifically L&D teams preferred
• MBA in marketing preferred
• Experience working with sales to drive revenue, pipeline, and account engagement
• Outstanding written and verbal communication skills.
• Experience using automation and analytics platforms such as Hubspot, Drift / Intercom, Outreach, ZoomInfo, 
• Experience with ABM Martech Tools and Reporting
• Desire to work in a fast-moving rocketship, own and design programs, and make a meaningful impact on the success of the business.
• Understanding of digital marketing funnel and lead management
• Experience working with a global mindset to help regional teams execute campaigns globally
• Excellent organizational skills and can multitask across teams, projects, and priorities
• Experience within the SaaS organization
• Growth and learning mindset
• Additional languages preferred

Why joining Smartcat might be your best move so far

• Innovating the $50 Billion industry
  Smartcat’s innovative business model taps into this $50B language translation industry with a platform allowing enterprise end users to stop using traditional outsourcing an