Job Description
Head of SMB Marketing
Kustomer
Menlo Park, CA | New York, NY | Remote, US
Kustomer – now part of Meta – helps businesses grow by delivering exceptional customer service via phone, email, chat, text, social, messaging and more. As a SaaS solution, Kustomer enables fast, personalized, and efficient customer and agent experiences using complete customer visibility, seamless omni-channel conversations, intelligent automation and easy, no-code customization to adapt to change. The Head of SMB Marketing at Kustomer is responsible for planning and executing demand marketing programs cross-functionally that drive high-quality leads and revenue growth for Kustomer’s small and medium business (SMB) market segments worldwide. You will have a heavy emphasis on digital and measurable performance marketing that drives growth of our pipeline and revenue. This role will be responsible for supporting our product-led growth motions in international markets by designing, building and optimizing demand marketing efforts that translate into customer acquisition. The role owns responsibility for achieving pipeline goals, working hand-in-hand with sales, business development, field marketing, and operations to optimize logo acquisition, deal size, deal velocity and conversion across the funnel. The ideal candidate is a deadline-driven and growth-oriented professional with a track record of fueling revenue growth through innovative campaigns aligned with target segments.
Head of SMB Marketing, Kustomer Responsibilities
- Create, analyze and optimize growth marketing strategies and tactics including field and digital marketing to meet pipeline goals, including end-to-end quarterly media planning, budgeting, and lead & pipeline forecasts
- Drive targeted demand efforts for each of our sales segments (SMB and Mid Market) through omni-channel personalized experiences to each of our core personas
- Partner with product marketing, business development and sales to find and scale new channels to drive free trials and conversions to paid accounts
- Collaborate cross-functionally with corporate campaign and content marketing, product marketing, and brand teams to prioritize and refine messaging across ads and landing pages
- Collaborate with campaign, field, digital and content marketing to inform needs and priorities for targeted digital content (assets, webinars, events, etc.)
- Optimize product-led growth workflows and initiative
- Develop a strategy and share it with leadership and key stakeholders to get their support
- Develop and execute email marketing strategy to grow total marketable audience and engage and convert prospects
- Develop and manage targeted digital campaigns from strategy to execution including campaign, ad and landing page copy to improve CRO and BDR/Sales enablement
- Partner with the digital and content teams to determine relevant promotional channels, including but not limited to paid search (Google, Bing), paid social (LinkedIn, Twitter, Facebook), retargeting (AdRoll), display (GDN), forums (Quora, Reddit), publishers, and syndication partners
- Implement a testing framework to improve performance across different channels, creative, and vendors
Minimum Qualifications
- 12+ years experience of leading B2B SaaS growth or digital demand generation and/or customer acquisition for high-growth tech companies in international markets including APAC, EMEA, and LATAM
- Experience and proven frameworks for optimizing product-led growth initiatives that drove hyper growth in B2B SaaS
- Experience building out a best-in-class marketing operations infrastructure
- 5+ years experience of leading high-performing teams of marketing professionals and vendors
- Extensive Marketo and SFDC experience
- Proven understanding of search, social and display platforms like LinkedIn, Facebook, Good Ads, etc.
- Proven quantitative and problem-solving skills to analyze and present data to inform decisions
Preferred Qualifications
- Proficiency in Excel Pivot Tables, Google Analytics or Tableau
- Strong track record of using email marketing to drive growth, building audiences and gaining insights to drive decisions
- A strong communicator that can efficiently communicate takeaways and insights to drive improvements
- Excellent project management skills with proven experience meeting deadlines, comfortable with a fast-paced environment
- WordPress experience
- Asana project management experience
- Degree in Marketing, Advertising, Communications or related Business field
About Meta
Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.
Meta is committed to providing reasonable support (called accommodations) in our recruiting processes for candidates with disabilities, long term conditions, mental health conditions or sincerely held religious beliefs, or who are neurodivergent or require pregnancy-related support.
(Colorado only*) Estimated salary of $225,000/year + bonus + equity + benefits
*Note: Disclosure as required by sb19-085(8-5-20)
