Head of Marketing

As the Head of Marketing at Incognito, your mission is to create and execute a comprehensive field marketing program that guides potential customers through their entire buyer’s journey. Your goal is to generate fresh, sales-qualified leads. Your responsibilities include leading a small team, defining buyer personas, crafting marketing campaigns, producing compelling content, and leveraging marketing automation tools. 

But that’s not all—you’ll also track key performance metrics, fine-tune campaigns, and adapt strategies for optimal impact. Collaborating with the sales team, product groups, and other stakeholders, you’ll establish a program that boosts customer awareness and drives lead generation. Consider yourself the champion of field marketing, web presence, social media, and demand generation, supporting Sales and Marketing objectives across all Lines of Business (LOBs) worldwide

Strategy Leadership:

• Develop and execute comprehensive field marketing strategies aligned with overall marketing objectives and business goals.
• Identify key target markets, customer segments, and geographic regions for focused marketing efforts.
• Shape and implement a company-wide field marketing program.
• Direct inbound, outbound, and account-based demand generation activities.
• Lead HubSpot marketing automation system utilization.
• Guide social media presence and brand positioning.
• Manage demand generation, event, and overall marketing budgets and forecasts.
• Tackle challenges and conflicts within the demand generation process.
• Act as the organization’s liaison to external parties—media, stakeholders, and potential clients—to build strategic partnerships.

Campaign Planning and Execution:

• Develop and execute integrated marketing campaigns across various channels (in-person, virtual, and social media) to drive demand generation, lead acquisition, and pipeline acceleration.
• Define campaign objectives, messaging, content, tactics, and success metrics.
• Create programs to capture new leads (opt-in contacts).
• Define buyer personas and map out their journeys.

Sales Enablement:

• Collaborate closely with the sales team, equipping them with necessary tools and resources for revenue growth.
• Develop sales enablement materials (presentations, collateral, case studies, social media content, competitive analysis).
• Foster cohesion across departments (product, customer service) for effective demand generation.
• Align content with specific buyer journeys.
• Craft use cases for each product during field marketing events (virtual or in-person) to boost the MQL (Marketing Qualified Lead) funnel.
• Coordinate with internal and external stakeholders to create relevant content and qualify leads.
• Cultivate relationships with partners, influencers, and other key players.
• Provide training and support on marketing best practices and tools to business members.

Market Analysis and Insights:

• Conduct market research, analyzing industry trends, competitive landscape, and customer insights.
• Monitor and report on marketing program effectiveness.
• Evaluate potential sponsorship or partnership opportunities at events and conferences.
• Plan logistics (locations, materials, staff) for field marketing events.
• Articulate the value of the company’s offerings to potential customers.
• Collect contact information for follow-up by the sales team.
• Audit field marketing results to identify strengths and weaknesses, adjusting strategies accordingly.
• Prepare reports for senior leadership.
• Manage KPIs and the field marketing scorecard.
• Refine approaches based on data metrics.
• Leverage data and analytics to enhance demand generation performance.
• Stay informed about industry trends and emerging technologies.

Event Management:

• Plan, coordinate, and execute field marketing events (tradeshows, conferences, seminars, workshops, customer appreciation events).
• Ensure events align with overall marketing strategy and deliver a positive brand experience.
• Measure success using metrics like leads, conversions, and revenue.
• Attend industry events and conferences to build relationships and promote the company.
  

Key Skills & Competencies:

• Bachelor's degree in marketing, business administration, or a related field
• Significant experience in field marketing or related roles, with demonstrated success in driving demand generation and revenue growth in SaaS/software industries.
• In-depth knowledge of B2B marketing principles, techniques, and best practices, including demand generation, lead generation, and sales enablement.
• Strong strategic thinking and ability to translate business goals into effective field marketing strategies and plans.
• Excellent leadership and team management skills, with a track record of building and developing high- performing teams and collaborating effectively with cross-functional teams and stakeholders at all levels of the organization.
• Proven experience in planning and executing successful field marketing campaigns, events, and programs.
• Analytical mindset with the ability to interpret data, generate insights, and make data-driven decisions.
• Experience in managing budgets and allocating resources effectively.
• Familiarity with marketing automation platforms, CRM systems, and analytics tools.
• Exceptional written and verbal communication skills, with a keen sense of how to tell stories that resonate with each buyer persona.
• Comfortable working with complex technical products.
• Self-Starter – able to set their own daily work tasks and deliver results without daily supervision.
• Proactive, quick learner – Takes the initiative to reach out to others and learn new things.
• Energetic and creative, with an attention to detail
• Ability to travel globally ~25% of the year