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VP, Demand Generation

Later

Later

Administration, Sales & Business Development
Boston, MA, USA
Posted on Thursday, July 11, 2024

Later is founded on two success stories that began in 2014: Mavrck, the industry-leading influencer marketing solution (now Later Influence™), and Later, the best social media management platform (now Later Social™) and first-to-market link in bio tool.

We’re trusted by the top social platforms, with partnerships and integrations with Meta, TikTok, X/Twitter, LinkedIn, YouTube, and Pinterest.

In 2024, Mavrck and Later officially joined together as one unified business, with a shared vision: to enable the world to make a living with their creativity. We’re now on a mission to build the world’s first Social Revenue Platform.

Later will be the first inclusive platform where social media managers, influencer managers, and creators can come together to collaborate on content. We enable marketers to create high-performing content and engage in authentic collaborations with creators to reach new audiences, drive engagement, and generate predictable ROI.

As a trusted partner and go-to source for social media advice, we help create an engaged community for reliable performance and repeatable growth.

About this position:

Do you thrive on building high-performing marketing programs that drive qualified leads and fuel business growth? Are you passionate about harnessing the power of SEO, email marketing, and paid media to achieve ambitious goals? If so, then we want to hear from you!

We are seeking a seasoned and strategic VP of Demand Generation to lead and manage our entire demand generation function. In this critical leadership role, you will be responsible for developing and executing comprehensive multi-channel marketing programs that drive brand awareness, generate high-quality leads, and nurture prospects through the sales funnel. You will leverage a combination of SEO, email marketing, and paid media strategies to achieve our lead generation and revenue objectives.

The ideal candidate is a T-shaped marketer with experience in demand generation, growth experiments, and marketing tech.

What you'll be doing:

Channel Management

Oversee the management of budget and execution for the following channels:

  • Paid Media including paid social, paid search, video, display etc.
  • Search Engine Optimization
  • Email Marketing

Strategy Management

  • Cross-functional collaboration with teams including product, sales and revenue operations to ensure alignment in support of achieving demand generation goals
  • Work closely with the product and product marketing team to understand product features and benefits, ensuring marketing campaigns accurately reflect product capabilities and align with product launches
  • Partner with the sales team to ensure that leads generated are high-quality and that there is a seamless handoff process
  • Collaborate with the web development and revenue operations teams to implement and optimize marketing technologies and tools. Ensure that data flows smoothly between systems and that tracking and attribution are accurate

Data & Measurement

Data Analysis

    • Expert ability to understand campaign performance, identify trends and draw actionable insights
      • Involves working with large datasets, data visualization tools such as Mode and Looker and the ability to present findings effectively
      • Strong ability to go deep on platform campaign and ad group performance while also able to summarize for executive audience

Web Analytics

    • Expert use of web analytics tools such as Google Analytics and Amplitude
    • Sophisticated understanding of different traffic sources and campaign effectiveness

Attribution Modeling

    • Understanding and implementing attribution models to continuously improve accuracy of multi-channel and paid media impact

Data Management

    • Familiarity with data management: organization of data + architecture and understanding of data cleansing, integration and quality
    • Familiarity with CRM systems and marketing automation systems

Experimentation & Optimization

  • Lead annual channel testing roadmap in service of improvement to business metrics
  • A/B Testing & Experimentation
    • Expert in designing experiments including:
      • Identifying test hypotheses, test/control, determining test parameters such as audience segments, creative elements, messaging, landing pages or CTAs
      • Setting up necessary tracking and measurement in appropriate systems
    • Ability to accurately interpret test results
    • Ensure creation and maintenance of comprehensive test documentation and knowledge management
  • Test design and execution: Developing testing hypotheses, creating experimental designs, and implementing A/B tests or multivariate tests to optimize email elements and strategies.
  • Data analysis: Analyzing test results to draw meaningful conclusions, identify winning variations, and share insights for future optimizations.
  • Continuous improvement: Applying insights from experiments to refine email marketing strategies, content, and tactics, aiming for better engagement, conversion rates, and customer experience.
  • Staying updated: Keeping abreast of industry trends, new technologies, and best practices in email marketing to identify opportunities for innovation and experimentation.
  • Proactively identify opportunities to improve funnel metrics such as:
    • lead-to-signup through lead generation and nurture strategies
    • Increase signup-to-paid conversion, and customer retention via email campaigns and through retargeting those who visit our marketing site (Later.com)

We are committed to building an inclusive, supportive place for you to do the best and most rewarding work of your career. If you identify with any of the following, we encourage you to apply!

  • 12+ years of progressively senior and strategic growth marketing experience
  • 5 + years in a leadership position with proven expertise in coaching and guidance amid ambiguity and shifting environments.
  • You have a bachelor’s degree – ideally in marketing, business, economics, or technical field
  • You care deeply about user experience and can build precise targeting as well as delightful, on-brand experiences
  • Experience working with user research and consumer insights to uncover user insights and shape our strategy
  • Proficient with segmentation, reporting, and how to use data to drive business decisions
  • Demonstrated track record in developing and executing A/B tests, analyzing and translating data into business and consumer insights
  • Strong results orientation, proven record performing to aggressive growth targets
  • Ability to write effective copy is a necessity, together with extreme attention to detail
  • Strong interpersonal skills to collaborate effectively within a cross-functional team and a variety of skill sets
  • Flexibility & ability to work in a fast paced and dynamic environment
  • Experience with email marketing and automation platforms (Marketo, Klaviyo, Mandrill, Intercom, or other similar platforms)

Our approach to compensation:

We take a market-based & data-driven approach to compensation. We leverage data from trusted third-party compensation sources to help us understand the market value of a role based on function, level, geographic location, and scope. We evaluate compensation bi-annually, including performance and market-related factors.

Our salaries are benchmarked against market Total Cash Compensation for the geographic location of our job posting. Compensation for some roles is structured as On Target Earnings (OTE = base + commission/variable) while for others it is structured as Salary only.

To comply with local legislation and ensure transparency, we share salary ranges on all job postings. Skills, experience and other factors help determine the final salary we offer which may vary from the original range posted.

Additionally, all permanent team members are granted stock options and are eligible to participate in various benefits plans as part of their overall compensation package.

Salary Range:

$225,000 - $235,000 base salary + bonus potential

Some perks of being on our team:

  • Flexible PTO: We want you to take the time off when you want or need to recharge!
  • Learning & Development: We provide growth opportunities through training, coaching, mentorship programs, and workshops.
  • Parental benefits: We offer parental leave top-ups, family forming support, and a life-transitions program to ensure you and your family are well supported when returning to work.
  • Healthcare: Our comprehensive benefits package includes health, dental, vision, STD & LTD, 401k contribution plans (US-based employees), and an Employee and Family Assistance Program to support the well-being of you and your family.
  • Employee Resource Groups: Belonging is an important part of doing your best work. These ERGs provide support and community for employees.

*Co-op team members are not eligible for company benefits.

Where we work

We hire into our hub cities of Boston, MA; Vancouver, BC; Toronto, ON. We also have team members based remotely for select positions. We post our positions in the hub location(s) where we are open to having the successful candidate be located.

Diversity, inclusion, and accessibility

We value diversity of thought; we are committed to creating a diverse environment and are proud to be an equal opportunity employer. All applications will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, national origin, disability, or age. Please let us know if you require any accommodations or support during the recruitment process.

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