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GlobalVetLink VP of Marketing OpCo - Remote - Des Moines Iowa
Company: Tbwa Chiat/Day Inc
Location: Des Moines, Iowa
Posted On: 01/31/2025
GlobalVetLink is a fast-growing B2B SaaS company that provides innovative software solutions to the veterinary industry. We're on a mission to simplify the vet industry's non-billable processes, driving efficiency, accuracy, and peace of mind for clinic staff.Job SummaryGlobalVetLink is looking for a dynamic marketing leader with proven success in partnering closely with sales to grow existing channels and establish new markets to exceed revenue targets. This role is responsible for our business-to-business marketing strategy, including market solutions, brand, demand generation, and channel marketing initiatives that translate into increased revenue. This position reports to the CEO and is a key member of the company's leadership team.Key Responsibilities: - Develop, support, and optimize our marketing team while collaborating across the organization to establish workflows and processes that scale.
- Lead the development and execution of our marketing strategy and go-to-market efforts.
- Scale and lead a high-performing, A-player team, guiding them with a cohesive growth plan, and using a data-informed mindset to drive results.
- Obsess over results and continuously iterate and innovate on GTM strategy & execution to drive business efficiency.
- Leverage and evaluate a mix of marketing channels-including social media, industry publications, PPC, and partners-to optimize demand generation and maximize reach.
- Lead content creation efforts, including thought leadership, case studies, customer testimonials, and other assets that highlight the value we deliver and address customer needs.
- Dive deeply into customer insights, identifying their pain points, jobs to be done, and desired outcomes, to create highly relevant and impactful messaging and campaigns.Marketing Strategy and Execution:
- Develop and refine our brand story, ensuring it resonates with our target audience, communicates our unique value proposition, and builds lasting trust and loyalty.
- Oversee and lead omni-channel marketing strategy, planning and execution.
- Enhance brand and product strategies across all customer touchpoints by creating meaningful, integrated, encompassing campaigns that deliver awareness, acquire new customers, and drive traffic and conversion.
- Own testing roadmaps and conduct and track in-depth A/B testing on marketing creative, landing pages, and conversion funnels to drive continuous improvement.Digital/web Marketing:
- Create tailored social media strategies to drive customer acquisition through Google, Instagram, TikTok, YouTube, and Facebook platforms.
- Lead a performance marketing strategy encompassing paid social, paid search, and affiliates, as well as new and emerging performance marketing channels.
- Develop and execute on a website and e-commerce experience roadmap that delivers best-in-class UX and purchasing experiences to funnel conversion.Reporting & Analysis:
- Implement systems and processes that produce industry-standard, full marketing funnel metric tracking used for real-time decision making and analysis (ie full, through-funnel tracking from impression/first click to customer sign up).
- Establish team KPIs, track performance, and report regularly to the CEO with insights and recommendations for improvement.
- Define, measure, and evaluate channel performance against goals, sharing insights with the team weekly, monthly, and quarterly.
- Analyze customer LTV and CAC by channel and track through the entire customer journey.
- Build and scale a high-performing team, ensuring a strong culture of collaboration, performance, and customer-centricity.
- Foster an environment of continuous improvement and learning, encouraging the marketing team to refine skills and strategies.Qualifications:
- 10+ years of experience in B2B marketing; 5+ years leading a team; 3+ years in SaaS.
- Experience in the veterinary industry is not required but is strongly preferred.
- Deep experience designing and implementing marketing strategies and demand-generation programs that have consistently contributed to meeting/exceeding revenue targets.
- Deep systems implementation and operational experience, particularly as it relates to digital platforms such as Google (search, display, youtube, etc), TikTok, Meta, etc. as well as back-end supporting software (corporate website/customer sign-up, Hubspot, Salesforce, etc).
- Experience with a mix of product-led growth/self-service models, sales, and channel strategies.
- 3+ years demonstrated strength using social media marketing to drive customer acquisition at scale.
- Proven success scaling a B2B marketing team in a SaaS growth environment.
- A proven track record of tying marketing efforts directly to revenue.
- Experience using a mix of channels to drive demand and continuously test and improve performance.
- Strong brand experience and storytelling abilities to engage target audiences.
- Proven ability to build positive relationships and influence within and outside areas of control.
- Customer-obsessed: You care deeply about building the best possible experience for our customers, and leverage data, testing, and market research to continuously improve customer value.Other Information:
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