Role Overview
The role of the Head of Marketing is to increase the number of potential fellows aware Company exists, and getting tremendous value from us before applying (via content, case studies, and whatever you define.)
If you think about an AAARRR funnel, the Head of Marketing owns and drives Awareness and is measured against unique visitors, social media audience size and engagement, email list size and engagement (and applications to our programs from these channels).
On a day to day basis, you might find yourself doing any of the following:
- Building an automated system that takes on fellow testimonials as inputs and repurposes them into multiple pieces of content.
- Working with Growth and Product to make some version of our private Community Sessions public and index them on search engines, while maintaining confidentiality ‘” one of our core values.
- Building a lifecycle email system to acquire, segment and nurture users via personalized drip campaigns.
- Setting up initial Facebook Ads experiments and reporting on the results to the rest of the team.
- Building capabilities and rules into Google Analytics to understand whether a visit maps to the Awareness, Exploration or Engagement stage.
- Scoping a Performance Marketing Manager role to join your team, and interviewing potential candidates.
- Review Strategy and setting up quarterly OKRs with the Head of Go-to-Market.
Who you are:
- You have 5+ years of experience in marketing or growth roles at hyper growth startups.
- You have experience using content, SEO, social and/or performance marketing to grow revenue or other relevant KPIs.
- You are data-informed, and comfortable with setting up tracking, diving into Google Analytics, or doing an INDEX MATCH in Google Sheets.
- You are familiar with no-code tools like Zapier, Airtable, and excited about automations.
- You can think in systems, and gravitate towards building things that run on their own.
- You have ample experience building and managing a marketing team.
- You are a proactive, effective communicator, and excited about working in a diverse, distributed team.
- You have a positive-sum mentality, and you ‘re equally excited about rolling up your sleeves to get something done, or reflecting on our Marketing strategy and big picture.
Role Progression:
- Month 1. Onboard to the company, get a big win under your belt by tackling one or two immediate priorities as an IC.
- From Month 1 to Month 3. Work closely with the Head of Go-to-Market to define the Marketing strategy and priorities for the rest of the quarter. Execute and put in place systems that generate top-of-funnel. Hire your first team member, onboard and delegate.
- From Month 3 to Month 6. Systems for top-of-funnel are fully built. You build a bigger team handling ops (social, content, etc.) reporting to you. Now you are working on supporting and driving new experiments.
- From Month 6 to Month 12. Completely own top-of-funnel Marketing (Awareness) and Communications and support other functions across the funnel (mostly Acquisition and Retention,)
Who you will be working with
- As the Head of Marketing, you’ll be reporting to and collaborating with the Head of Go-to-Market to define the Marketing strategy, cadence and KPIs. You ‘ll also be working with other teams (like Growth, or Experience) and a myriad of freelancers to execute your strategy.