Vice President, Marketing

Job Description

As the Vice President of Marketing, you will drive traffic, increase customer acquisition, and grow account numbers by crafting and executing a dynamic marketing strategy that showcases our brand and deeply connects with small business owners—our primary market. Reporting directly to the CEO, you will lead a talented marketing team, leveraging a mix of digital, content, and traditional marketing channels to amplify brand awareness and engagement. Your strategic mindset and extensive B2C marketing experience will be essential in developing impactful campaigns and initiatives that tell Novo’s story and deliver measurable results that contribute to the company’s growth and success.

Responsibilities

• Develop and Execute Marketing Strategy: Craft and implement a comprehensive marketing strategy that aligns with Novo’s business objectives and growth targets. Leverage a mix of digital, content, and traditional marketing channels to effectively reach and engage small business owners.
• Lead and Mentor the Marketing Team: Build, inspire, and manage a high-performing marketing team, fostering a culture of creativity, accountability, and continuous improvement. Provide strategic direction and mentorship to team members, empowering them to achieve their full potential.
• Drive Brand Storytelling and Positioning: Own Novo’s brand narrative, ensuring consistency and impact across all touchpoints. Champion the voice of the customer and develop compelling brand stories that highlight Novo’s unique value propositions.
• Optimize Customer Acquisition and Retention: Develop data-driven marketing campaigns that drive customer acquisition, engagement, and retention. Utilize analytics to measure performance, optimize campaigns, and inform future strategy.
• Performance Marketing and ROI Analysis: Lead performance marketing initiatives with a focus on data-driven decision-making. Utilize advanced analytics to track the effectiveness of campaigns, understand the ROI of marketing investments, and continuously optimize spend to maximize returns.
• Collaborate Cross-Functionally: Partner closely with product, sales, and customer success teams to align marketing efforts with company-wide goals. Drive cross-functional initiatives that enhance the customer experience and contribute to overall business success.
• Manage Marketing Budget: Oversee the marketing budget, ensuring efficient allocation of resources to maximize ROI. Make data-informed decisions to prioritize initiatives that will deliver the greatest impact.
• Champion Small Business Understanding: Demonstrate a deep understanding of the needs, challenges, and behaviors of small businesses. Tailor marketing strategies to effectively communicate how Novo’s products and services can support their growth and success.

Competency Expectations

1. Strategic Marketing Expertise: Proven track record in leading marketing strategy and execution in B2C environments. Ability to set a clear vision, prioritize initiatives, and guide the team toward achieving ambitious marketing goals.
2. Data-Driven Decision-Making: Strong analytical skills with a focus on data-driven decision-making. Proficiency in using marketing analytics tools to track performance, identify trends, and make informed adjustments to strategy, particularly in performance marketing contexts.
3. Performance Marketing Focus: Expertise in managing performance marketing channels, including paid search, social media advertising, and display ads. Ability to assess the ROI of different marketing investments and reallocate resources to optimize results.
4. Leadership and People Management: Exceptional leadership skills with experience in building and scaling marketing teams. Ability to inspire, coach, and develop talent, fostering a collaborative and high-energy work environment.
5. Cross-Functional Collaboration: Adept at working cross-functionally, building strong relationships with key stakeholders across the organization. Proven ability to drive initiatives that require alignment and partnership from multiple departments.
6. Customer-Centric Mindset: Deep empathy for small business owners and a customer-first approach to marketing. Passionate about understanding and addressing customer needs through innovative marketing solutions.
7. Creative Storytelling: Expertise in crafting compelling brand narratives that resonate with target audiences. Skilled in using content, design, and multimedia to bring Novo’s story to life.
8. Ownership & Accountability: Demonstrates a strong sense of ownership and accountability for the marketing function’s outcomes. Proactively drives initiatives forward, takes responsibility for results, and continuously seeks ways to improve.

Values Expectations

• Operate Like an Owner: Takes full ownership of the marketing strategy and its impact on Novo’s success. Acts with the company’s best interests at heart, making decisions that drive long-term value.
• Win or Learn: Embraces a growth mindset, learning from both successes and setbacks. Continuously seeks to innovate and improve marketing approaches.
• Them, Us, Me: Prioritizes team and company success over individual recognition. Works collaboratively to achieve shared goals.
• Unique & United: Values diverse perspectives and ideas, bringing together the unique strengths of the team to deliver united, impactful marketing campaigns.
• Embody the Underdog: Approaches challenges with determination, creativity, and resilience. Champions Novo’s mission to support small businesses against the odds.