Sr. Director, B2B Marketing

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.

About the Role

We are seeking a strategic, data-driven Sr. Marketing Director to lead our industry-focused marketing initiatives and drive demand for our SaaS products. This role requires a strong balance of research, strategic planning, and hands-on leadership. You will be responsible for deeply understanding target industries - its trends, pain points, buying cycles, market influences, and competitive landscape. You will translate that knowledge into actionable marketing strategies across all channels.

You will guide a high-performing team while partnering closely with content, design, product, marketing, and sales teams to ensure messaging consistency and marketing effectiveness. Your work will directly influence our lead generation, brand positioning, and revenue growth within the target industry segments.

Industries To Research & Serve

·        Industrial Services

·        Manufacturing

·        Food & Beverage

·        Retail

·        Education

·        Distribution

·        Government

·        Commercial Services

·        Transportation

Key Responsibilities

Industry Research & Strategy

·        Conduct in-depth research on the assigned industry, including market trends, regulatory drivers, operational challenges, and buyer pain points.

·        Develop and maintain ideal customer profiles (ICPs) and segmentation strategies.

·        Identify opportunities to position our SaaS solutions as the preferred choice within the industry.

·        Monitor competitor activity, industry events, and emerging technologies to guide marketing direction.

Demand Generation & Multi-Channel Campaign Leadership

·        Design, influence, and execute integrated marketing strategies across web, email, PPC, social media, content marketing, and outbound campaigns.

·        Oversee development of creative briefs that guide content writers, designers, and video producers.

·        Partner with SEO, SEM, digital advertising, and organic social strategies to increase brand awareness and lead volume.

·        Ensure tight partnerships with sales to align messaging and ensure seamless handoff of marketing-generated leads.

Team Leadership & Cross-Functional Collaboration

·        Manage and coach a team:

o   Two Industry Marketing Managers (research, messaging development, campaigns)

o   One Lead Operations Director (lead collection, scoring, routing, CRM optimization)

·        Mentor the team on campaign design, research skills, and best practices in working with channel leaders to execute strategies.

·        Collaborate with product, sales, and customer success to develop high-impact industry-specific content and campaigns.

Lead Operations & Performance Guidance

·        Monitor & help communicate the lead lifecycle processes - including attribution, scoring, routing, and reporting - through the Lead Operations Director.

·        Collaborate with Data & Insights team to ensure accurate tracking of campaign performance, pipeline contribution, and revenue impact.

·        Work through you director to ensure funnels and workflows are optimized to increase lead conversion and marketing efficiency.

Qualifications

 Required

·        7+ years of experience in B2B marketing, ideally with SaaS or technology products with several years leading marketing professionals.

·        Strong background in industry research, segmentation, and persona development.

·        Proven experience leading demand generation or multi-channel marketing strategies.

·        Demonstrated ability to manage and mentor a marketing team.

·        Ability to translate industry insights into actionable campaign ideas and messaging.

·        Strong understanding of digital channels including SEO, SEM, paid social, email, and website optimization.

·        Experience working cross-functionally with sales, product, and creative teams.

·        Excellent communication, strategic thinking, and project-management skills.

 Preferred

·        Experience marketing to compliance, training, industrial, or operations-focused industries (or similar).

·        Familiarity with marketing automation platforms, CRM systems, and analytics tools.

·        Background in account-based marketing (ABM) or industry vertical marketing.

 Success in This Role Looks Like

·        A deep understanding of the assigned industry and clear articulation of pain points and buying behaviors.

·        Consistent generation of qualified leads through integrated marketing campaigns.

·        A well-enabled and coordinated marketing team executing against a cohesive strategy.

·        Improved messaging clarity, stronger pipeline impact, and measurable growth in demand.

·        Effective collaboration with product and sales teams to improve positioning and conversion.

Base pay for this position will be between $150,000 - $160,000 with an annual performance bonus of up to 20%.

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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.