Vice President of Demand Generation, Later
$230-265k
+ Bonus + Stock Options
Influencer marketing and social media management
Job no longer available
Influencer marketing and social media management
1001+ employees
Job no longer available
$230-265k
+ Bonus + Stock Options
1001+ employees
Company mission
To help the world's top brands create high-performing social content and collaborate with creators to reach new audiences, drive engagement, and generate predictable ROI.
Role
Who you are
- The ideal candidate is a T-shaped marketer with experience in demand generation, growth experiments, and marketing tech
- 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)
What the job involves
- 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
- 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)
Our take
Platforms like Instagram, Pinterest, and TikTok have become indispensable for businesses of all sizes, shaping their marketing strategies and driving success. Later specializes in assisting customers in navigating these channels. Offering a visually oriented suite of tools, the marketing platform enables marketing managers to schedule, analyze, and track sales from their content effectively.
Focusing on small businesses, Later is doubling down on its strategy, aiming to provide additional products tailored for marketers at these enterprises while expanding its geographic reach. This expansion of product capabilities not only caters to the evolving needs of small businesses but also helps Later mitigate platform risk from social media companies mimicking its services. Partnerships with platforms like TikTok and Instagram, featuring post scheduling, analytics, and conversation tools, showcase Later's commitment to innovation and staying ahead in the competitive landscape.
Now, the company is entering an exciting new chapter with updates designed to help marketers and creators stay ahead of what's next in social. The platform now offers enhanced analytics, improved collaboration tools, expanded support for platforms like Threads and Snapchat, and smarter insights through innovations such as Future Trends. These developments show Later's commitment to making social media management more intuitive, data-driven, and impactful so brands and creators can build stronger connections and lead the next era in social storytelling.
Steph
Company Specialist at Welcome to the Jungle
Insights
6% employee growth in 12 months
Company
Funding (last 2 of 3 rounds)
Jan 2015
$1.2m
SEED
Dec 2014
$1.3m
SEED
Total funding: $3.8m
Company benefits
- Learning & development opportunities
- Market competitive compensation
- Hybrid work environment
- Flexible paid time off
- Competitive healthcare benefits
Company HQ
Government Center, Boston, MA
Leadership
Scott Sutton
(CEO)Scott joined lAter in 2023 as COO, becoming CEO in 2024. Previously, he spent 4 years at ZoomInfo, joining as VP of Revenue Operations before becoming Senior VP of Operations and then CBO.
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