The Senior Director of Demand Generation will be responsible for developing and executing our acquisition strategy for acquiring, engaging, and converting customers as we seek to accelerate our growth and become the go-to-platform for B2B marketers at SMBs. Overseeing the Acquisition team, this role will collaborate closely with growth, sales, success, brand marketing, product marketing, content marketing, and the VP of Marketing to identify the best marketing strategies for acquiring our customer base and manage the execution of these strategies.  

Key Responsibilities

• Develop our marketing strategies for acquiring customers. This includes, but is not limited to:
• Ensuring alignment with key stakeholders on our customer acquisition goals
• Identifying where we should focus our acquisition marketing efforts based on: our goals;  a deep understanding of our target customer, their needs, and behaviors; analysis of our existing customer acquisition funnel; and performance of different marketing channels, tactics, and messages
• Developing marketing programs and campaigns to deliver on our top marketing priorities, this includes identifying the specific audience, messaging, marketing tactics, and marketing assets (across all channels / platforms) for these marketing programs and campaigns
• Proactively evolving our overarching acquisition strategy  as well as specific marketing programs and campaigns based on their performance
• Leverage data and insights to drive predictability in the customer acquisition funnel
• Manage execution of our customer acquisition and strategy, and the resulting marketing programs and campaigns. This includes:
• Directing the work of other marketing team members, contractors, and outside agencies (e.g., paid advertising agency) 
• Coordinating and executing all marketing programs and campaigns in alignment with the overall strategy and timeline
• Develop, manage, and report on the budget for acquiring customers
• Developing and managing the budget for customer acquisition, including proposed allocation for various marketing goals, campaigns, programs, and initiatives. 
• Allocating the approved budget effectively and adjusting allocation based on real-time learnings and campaign performance.
• Adjust budget allocation real-time based on learnings
• Highlight when performance of different marketing campaigns / tactics warrant an increase / decrease in total marketing budget
• Grow, develop and manage the customer acquisition team
• Measure and report on our customer acquisition efforts
• Generate creative new ideas to accelerate our acquisition efforts
• Distill and communicate learnings regarding our customer acquisition efforts
• Partner closely with Growth, Brand Marketing, Product, Sales, Success, and other marketers to build a cohesive, seamless customer journey + experience
• Communicate our customer acquisition strategy and plans to the marketing team, senior management, and the company as a whole
  

Qualifications

The best candidates will have: 

• Deep experience developing holistic customer-centric customer acquisition marketing strategies from scratch
• Customer-centric mindset
• Experience building acquisition strategies in both freemium/ self-serve and sales-driven environments
• Experience developing and executing marketing plans that increase the rate of customer acquisition by >30% 
• Track record of successfully developing and executing fully integrated, omni-channel marketing strategies
• Deep understanding of the full range of marketing tactics and emerging marketing trends
• Aptitude for strategic thinking 
• Creativity
• Strong stakeholder and project management skills
• Experience setting, tracking performance of, and reporting on marketing KPIs
• Experience building and managing marketing budgets
• Experience managing marketing team and coaching early career marketers
• Passion for marketing

Working at Wistia

We try to ensure Wistia is an inclusive and diverse place where everyone feels happy, fulfilled, respected, comfortable, and welcome. We’re proud to be an equal opportunity workplace. We care a lot, so our benefits are actually benefits, not just the fun stuff like swag and snacks in the office (though we also have lots of those too!).

We know the biggest investment we can make is in our employees, so we provide:

• A competitive compensation package that includes internal equity stock options
• 401k with 3% company contribution, regardless of whether you contribute
• Fully paid healthcare, dental, and vision insurance (family plans included)
• Pre-Tax FSA and Dependent Care Account
• Fitness reimbursement
• Flexible working hours – work at the times when you operate best, or set aside time for child and/or elderly care responsibilities during traditional “office hours”
• 16 weeks paid parental leave for all new and expecting parents
• Unlimited PTO (pretty common for people to take 4+ weeks off throughout the year)
• Remote-first culture (work from anywhere in the U.S.)
• Annual professional development stipend (courses, conferences, and more)
• New hire bonus to enhance your home office set up
• Pet insurance discount

Location/Remote Opportunities

Wistia is a remote-first company. Employees can work from our beautiful office in Cambridge, MA, or anywhere in the continental US.