Director, B2B Marketing Strategy

Company Overview:

Our success lies at the powerful intersection of people and technology. Bringing innovative training and education solutions to more than 2 million customers a year, Certus enables lifelong learners at every level — from trusted industry brands, such as Amazon, Siemens, Geico and Chick-fil-A, to individual learners seeking to enter, sustain or advance their careers. Our people come with a get-it-done spirit and a desire to impact a rapidly growing industry. Certus is committed to continuously evolving to ensure a culture where employees can be themselves, do their best work, and thrive, both professionally and personally. We choose to be a remote workforce so we can hire top talent regardless of location — all while empowering employees to work from wherever they choose. Innovative, brave, kind and diverse are defining traits of our team. Our talent is positioned in numerous roles, with opportunity for internal mobility, such as software engineers, instructional designers, creative writers, consultative sales professionals, innovative marketers and more.

Job Summary:  As the Director, B2B Marketing Strategy, you will be responsible for ensuring potential customers have the information, tools, and avenues needed to drive meaningful engagements with our B2B sales team and to self-service purchase when appropriate. You will manage a team of marketers, and analysts to help optimize digital and print assets for prospects who find Certus and its brands on and offline, and to assist you in managing digital partnerships with platforms whose audiences align with our ICPs.

Key Responsibilities

Inbound Visitor Optimization

o   Ensure website content clearly conveys product and solution offerings

o   Determine optimal website user flow between navigation, content pages & referrals

o   Validate key user behavior is trackable within Goole Analytics 4

o   Validate the hypothesis, feasibility, and results of A/B tests

o   Ensure blog and knowledge base content conveys thought leadership

Lead Management

o   Partner with Intelligence team to ensure all marketing leads are captured and traceable back to their origin source.

o   Partner with Director of Customer Engagement to identify inbound lead softness, optimal lead landing pages, and lead tracking challenges

o   Ensure all marketing leads contain critical field data and are loaded into our CRM and Outreach tools. (Salesforce, Act-On, Emarsys, Etc.)

o   Partner with Sales leadership to understand lead quality/volume/routing challenges and communicate them back to the marketing team in a timely fashion.

o   Ensure all marketing leads are communicated with sales leadership and routed at the appropriate time to the appropriate sales teams.

Prospect Capture Optimization

o   Manage print ad placements where audience appropriate. This includes discovery, negotiation, and trackability

o   Manage the relationships with content syndication partnerships. This includes discovery, negotiation, content cadence, digital ad placement, and non-event sponsorships.

o   Partner with Director of Customer Engagement to identify visitors showing buying intent that need personalized outreach (ABM)

o   Develop link sharing strategy that can be used to identify, contact, and coordinate sharing site links with digital brands and platforms whose audiences align with Certus ideal customer profiles.

B2B Marketing Asset Management

o   Ensure all digital assets distributed to sales, available on our websites, and syndicated to partners are high-quality, and tracking enabled

o   Ensure all print assets distributed to sales, available on our websites, and syndicated to partners are high-quality, and tracking enabled

o   Ensure all assets and asset versions are announced and validated by sales and marketing leadership

o   Design (re-design) asset storage and communication process to ensure sales and marketing can easily find assets when needed

Qualifications:

• 7+ years of B2B marketing experience, preferably in complex sales environments (SaaS, services, online services, etc.).

• Ability to translate business goals into marketing strategy across inbound channels (ABM, content, syndication, site optimization, display marketing, etc.).

• Experience with segmentation, targeting, and positioning for complex buying cycles and multiple personas. Ability to think strategically and work collaboratively in a fast-paced, dynamic environment 

• Strong leadership skills and proven experience managing teams, agencies, or cross-functional stakeholders.

• Works effectively with sales, product, and customer success to align marketing strategy with revenue goals. (RevOps or ABM experience is a big plus).

• Proven ability to balance multiple projects and timelines with attention to detail and accuracy 

• Excellent communication and presentation skills; can clearly articulate vision, performance metrics, and business impact

• Skilled in content strategy for thought leadership, case studies, whitepapers, etc.

• Ability to self-manage, prioritize, and maintain a high number of complex projects and requests 

• Capable of developing and evangelizing a clear marketing narrative and brand voice.

• Bachelor’s degree in marketing, business, communications, or a related field (MBA is a strong plus).

Performance Expectations:

• Weekly and Ad Hoc lead analysis conducted and communicated to marketing and sales with action steps for improvement/optimization.

• Progressive understanding of the Certus products and brand offerings.

• Weekly and Ad Hoc analysis of content partnerships and budgeted ad spend pacing.

• Weekly and Ad Hoc reporting on team activity, challenges, and project progress.

• Demonstrable increase in website stickiness, lead capture rates, and sales collaboration.

This position will have a base pay between $125,000 - $135,000 and will be eligible for up to at 15% annual bonus.

EEO Statement: Certus provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.