Job description
Vice President, Marketing
Company Overview
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 Summary
GlobalVetLink 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.
Website/E-commerce experience:
- 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.
Marketing Leadership:
- 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:
- Location: Remote (bonus points for living in the Des Moines, IA or Denver, CO metro areas)
- Compensation: $150,000 - $170,000 base salary + bonus.
- Benefits: 401k matching, medical, dental and vision healthcare coverage, generous PTO policy, paid holidays, volunteer time off, paid parental leave, etc.
GlobalVetLink has reviewed this job description to ensure that essential functions and basic duties have been included. It is not intended to be construed as an exhaustive list of all functions, responsibilities, skills and abilities. Additional functions and requirements may be assigned by the department supervisor as deemed appropriate.
