VP – Growth Marketing

As the VP of Growth Marketing, you will directly impact Posit’s revenue growth and market presence through a targeted, data-driven, and highly personalized marketing approach. You will bring together several marketing functions to deliver more integrated buyer’s journeys and customer experiences. You will own:

• Growth marketing strategy and execution, developing and implementing a comprehensive plan that aligns with business objectives, fuels revenue growth, and drives a measurable impact across all stages of the customer journey.
• Multi-channel campaigns, leading the creation and execution of integrated, data-driven campaigns that attract, engage, and convert target audiences at scale.
• Account-Based Marketing (ABM), establishing and scaling personalized, high-touch marketing programs that deepen engagement with high-potential target accounts and optimize conversion rates across 1:1 and 1:few motions.
• Field marketing programs, designing and overseeing regional events, trade shows, and our user conference to enhance brand presence and generate qualified leads in key locations.
• Customer marketing initiatives, crafting and executing strategies focused on customer retention, expansion, and advocacy, leveraging insights to build meaningful engagement and loyalty.
• Partner marketing efforts, cultivating and managing strategic co-marketing programs with technology partners and channel partners to extend our reach, increase lead generation, and amplify product value.

You will play a key role in cross-functional collaboration to ensure seamless alignment and effectiveness across Posit’s marketing, sales, product, and customer success efforts. You will work with other teams and individuals:

• Sales: Collaborate closely with Sales to align growth marketing initiatives and campaigns with revenue targets, provide insights from campaigns and ABM efforts, develop lead-nurturing strategies, and refine account prioritization and segmentation.
• Customer Success: Work with Customer Success to create integrated customer marketing campaigns from the ground up to support expansion and retention motions. Utilize feedback and insights from Customer Success to shape customer marketing programs and advocacy programs such as online peer reviews, customer references, and product advisory groups.
• Partner Teams: Engage with partner managers to design and execute co-marketing initiatives, working jointly on go-to-market strategies, content creation, and campaigns with both technology and channel partners.
• Field Marketing and Events Team: Coordinate with field marketing and events teams to strategize and execute in-person events that complement broader growth campaigns, enhance regional presence, and drive customer and partner engagement.
• Creative and Content Teams: Collaborate with creative and content teams to develop tailored content assets for campaigns, ABM initiatives, face-to-face events, and customer engagement, ensuring brand consistency and quality.
• Product Marketing: Partner with Product Marketing to ensure campaigns and messaging align with various personas within our ideal target accounts and reflect the latest product value proposition, benefits, and differentiators. Coordinate on product launches, positioning, and competitor analysis to optimize impact in growth initiatives.
• Product Management: Collaborate with Product Management on high-touch customer events, such as Product Advisory Groups, and understand and incorporate product roadmaps into marketing strategies, especially for campaigns targeting specific features or enhancements.
• Data and Analytics: Partner with data analysts to track and analyze growth marketing metrics, gather insights for campaign optimization, and build predictive models that inform future strategies.
• Executive Leadership: Work with the CMO, CEO, and other executives to align growth marketing initiatives with Posit’s strategic priorities, report on growth metrics, and secure buy-in for long-term investments in growth strategies.

What you will learn:

• Understanding Posit’s Product Suite and Technical Ecosystem: Posit’s products support data science workflows in R and Python, which can involve complex technical concepts. Gaining a solid understanding of Posit’s product capabilities, open-source contributions, and how they deliver value to data professionals and businesses will be essential for creating impactful marketing strategies.
• Customer Journey Nuances in Data Science: Data scientists, analysts, and technical stakeholders have distinct behaviors, pain points, and decision-making processes. The VP will need to learn about Posit’s unique customer journey, including the role of technical reviews, community influence, open-source adoption paths, and the impact on the sales cycles.
• Navigating the Data Science Market Dynamics: The data science market has rapid innovation cycles, constantly evolving tools, methodologies, and competing platforms. They’ll need to stay current on market trends and understand how Posit’s products fit within this landscape, including the adoption patterns of data science teams within larger organizations.
• Aligning ABM with Multiple Buying Groups: Account-based marketing (ABM) is essential for reaching high-value enterprise clients, where purchasing decisions often involve multiple stakeholders from various departments. The VP will need to adapt ABM strategies to effectively engage multiple buying groups, each with different priorities while aligning these efforts with the extended sales cycles typical of data science solutions.
• Leveraging Open-Source Community Engagement: Posit’s roots are in open-source contributions, meaning community engagement is a key aspect of the brand. Learning how to authentically engage with the open-source community to drive brand visibility and trust without overt commercialization will be key.

You have:

• 10+ years in B2B software marketing, with at least 5 years in a growth-oriented leadership role
• Experience in data science and/or open-source software
• Proven track record in building and scaling successful ABM, field, and partner marketing programs that drive measurable revenue impact
• Strong analytical skills with experience in using data to inform marketing strategy, measure campaign performance, and optimize program ROI
• Strong operational and project management abilities, adept at leading cross-functional teams and handling complex initiatives.
• Excellent communication and collaboration skills, with the ability to influence stakeholders across various functions.
• Proven ability to build, lead, and mentor high-performance teams.
• A data-driven mindset with a passion for continuous improvement, innovation, and scaling high-growth marketing efforts

Within 1 month, you’ll…

• Understand the Business:
• Deep-dive into Posit’s business model: Understand the company’s mission, vision, and core values.
• Understand the Product and Market Positioning: Dive deeply into Posit’s product offerings, including the unique value propositions of each, their technical capabilities, and how they support data science workflows. Learn about the competitive landscape and Posit’s market positioning to understand better where growth opportunities lie.
• Study customer personas, mainly focusing on high-value enterprise segments (aka tiles) and the various buyer personas involved in decision-making.
• Conduct a Marketing Audit:
• Review the current marketing strategy: Analyze the effectiveness of the current marketing strategy and identify areas for improvement.
• Analyze marketing performance metrics: Review key metrics such as website traffic, lead acquisition costs, and lead funnel conversions.

Assess the current marketing team: Evaluate the team’s strengths, weaknesses, and opportunities for improvement.

• Meet Key Stakeholders and Build Cross-Functional Relationships
• Conduct one-on-one meetings with leaders in Sales, Product, Customer Success, and Partner teams to understand their needs, goals, and pain points.
• Establish relationships with team members in Product Marketing, Content, and Field Marketing to get a holistic view of ongoing campaigns and initiatives.
• Identify Quick Wins and Strategic Opportunities
• Quick Wins: Based on initial assessments, identify potential quick wins—such as optimizing a high-performing campaign, strengthening partner co-marketing, or refining target account messaging - and prioritize them.
• Strategic Opportunities: Begin to outline broader strategic opportunities that could drive long-term growth, even if they require deeper exploration beyond the first 30 days.
• Develop a 90-Day Action Plan
• By the end of the first 30 days, draft a 90-day action plan that aligns with Posit’s business goals and outlines specific growth marketing initiatives. This plan should set clear, measurable objectives for upcoming campaigns, ABM enhancements, customer marketing programs, and partner strategies.

Within 3 months, you’ll…

• Refine and Implement the Growth Marketing Strategy
• Finalize a comprehensive growth marketing strategy, incorporating insights from initial assessments. This should cover campaign goals, ABM focus areas, field marketing events, customer and partner marketing plans, and clear performance metrics.
• Develop a calendar of prioritized growth initiatives with a timeline for launch and key milestones.
• Create and enforce a growth marketing tactic playbook.
• Optimize Campaigns and Initiate ABM Programs for Key Accounts
• Launch or refine at least one multi-channel campaign targeting high-value segments. Ensure alignment with Sales and Product Marketing to create messaging and content that resonates with key buyer personas.
• Initiate and scale ABM efforts by identifying and engaging with multiple buying groups within strategic accounts, tailoring outreach, messaging, and content to their specific needs and decision-making roles.
• Scale Customer Marketing Programs
• Combine and glue existing customer marketing tactics under well-defined campaigns to increase customer retention, expansion, and advocacy. This could include nurturing campaigns, customer success stories, or online review programs.
• Partner with Customer Success to identify high-potential customer accounts for expansion efforts and create personalized marketing touches to support growth within existing accounts.
• Scale Field Marketing and Partner Campaigns
• Scale and improve the execution of all field marketing activities targeting key market segments and personas.
• Play an active leadership role in the planning and execution of our marquee user conference
• Launch new co-marketing campaigns with a technology or channel partner(s), including shared content or events, to amplify reach and drive new leads through a trusted partner’s network.

• Establish Data-Driven Reporting and Key Metrics
• Refine analytics and reporting processes to track and measure the impact of all growth marketing initiatives. Define KPIs for campaigns, ABM, customer marketing, and partner activities, ensuring alignment with revenue and growth objectives.
• Set up a regular reporting cadence with the CMO and key stakeholders to share early wins, challenges, and learnings, providing transparency and alignment on growth outcomes.
• Build and Empower the Growth Marketing Team
• Hire and onboard new staff to support our growth strategy. Identify any skills gaps and make recommendations for professional development or new hires if needed.
• Establish team goals, responsibilities, and workflows, fostering a collaborative and high-performance environment focused on executing growth initiatives with excellence.

Within 6 months, you’ll…

• Drive Measurable Revenue Impact through Growth Campaigns
• Implement a series of targeted, multi-channel campaigns that deliver quantifiable pipeline growth. Leverage data-driven insights from the first 90 days to optimize these campaigns, improving conversion rates and refining messaging for core personas.
• Establish a framework for continuous campaign testing and optimization, using data to fine-tune messaging, channels, and tactics.
• Scale ABM with High-Value Accounts
• Expand and deepen the ABM strategy, focusing on engaging multiple stakeholders within high-priority accounts. Create a robust, scalable ABM playbook that incorporates tailored messaging, personalized content, and targeted outreach to address the specific needs of each buying group.
• Measure and report on ABM success with key accounts, tracking engagement, pipeline contribution, and conversion rates to showcase ABM’s role in driving sales.

• Solidify Customer Marketing Programs
• Launch full-scale customer marketing programs designed to increase retention, upsell opportunities, and advocacy. 
• Establish a voice-of-the-customer feedback loop with Customer Success, leveraging customer insights to shape campaigns and strengthen retention. Lay out the foundation to initiate Product Advisory Groups and assess Customer Advisory Board launch
• Expand Field Marketing and Partner Initiatives
• Fully integrate face-to-face events across our persona-centric campaigns to increase Posit’s presence in target markets and generate qualified leads.
• Strengthen partnerships by predictability running co-branded campaigns, joint events, and collaborative content with strategic partners. Track the impact of partner marketing on lead generation, pipeline growth, and brand reach.
• Establish Key Performance Metrics and Reporting Systems
• Solidify a data-driven framework for measuring the success of all growth marketing initiatives, ensuring alignment with company goals. Define KPIs for each program area (e.g., campaigns, ABM, customer marketing), ensuring each team member is accountable to specific performance metrics.
• Implement monthly and quarterly reporting cadences to provide transparent updates to executive leadership on growth achievements, challenges, and upcoming initiatives.
• Strengthen and Grow the Team
• Build out the growth marketing team, making strategic hires or reallocating resources as needed to support ABM, campaign execution, customer engagement, and partnership expansion.
• Foster a high-performance team culture that encourages innovation, accountability, and collaboration, providing mentorship and development opportunities for team members.  

Within 12 months, you’ll…

• Drive Measurable and Predictable Campaign Impact
• Scale successful multi-channel campaigns with optimized messaging for key personas, measure ROI, and refine tactics to generate qualified leads on key target segments consistently.
• Refine and Scale ABM
• Build a repeatable ABM program targeting high-value accounts and multiple buying groups, optimizing engagement and pipeline contribution.
• Launch and Expand Full Lifecycle Customer Marketing
• Implement customer retention, upsell, and advocacy programs. Develop a feedback loop with Customer Success to enhance campaigns.
• Strengthen Partner Marketing
• Expand partner relationships with co-branded campaigns and joint events, tracking partner-generated leads and pipeline growth.
• Enhance Marketing Infrastructure
• Optimize the tech stack, automate workflows, and improve lead scoring to drive efficiency and better collaboration with Sales and Customer Success.
• Build Brand Thought Leadership
• Position Posit as an industry leader through content marketing, speaking engagements, and increased brand visibility within the data science community.
• Track and Optimize Performance
• Establish clear KPIs, implement A/B testing, and provide regular performance reports to refine strategies and demonstrate growth marketing’s impact.
• Develop a High-Performing Team
• Hire key talent, foster a culture of innovation, and provide mentorship to ensure the team is aligned and performing at a high level.