Position OverviewIndependent operators and small multi-unit groups are the fastest-moving part of our business and the one with the most room to run. Deals close fast so you will know within weeks whether a campaign or message works. We are bringing our US products together under the HotSchedules brand and building a dedicated SMB marketing team around this seat. We need the leader who runs it.
Our customers do not buy scheduling software. They buy back their Sunday afternoon, stop bleeding overtime and stop losing their best shift leads. The leader in this seat needs to understand that operator well enough that our marketing sounds like it came from someone who has worked a Friday night.
Reporting to the CMO, you will own SMB marketing across our full growth engine: new logos, cross-sell and up-sell into our installed base, and product adoption. You will set the strategy, lead the team that executes it, and work with a dedicated Digital team that runs paid and organic capture programs, so your team can focus on creating demand and growing customers.
You will own pipeline coverage, SAO volume and product adoption, and share the bookings number with Sales. None of these is an MQL number.
Primary Responsibilities- Strategy and team. Define the SMB ideal customer profile, offers and packaging. Own the SMB marketing budget, channel ROI and cost per SAO, and build the plan from the numbers with Finance. Then lead, coach and grow a team of demand generation, product marketing and customer marketing managers, including junior marketers.
- New logo demand. Content restaurant operators actually find helpful, email, webinars, events, reviews and referrals, account-based plays for multi-unit groups, support for our sales team's outbound, and partners such as franchise systems and industry associations.
- Cross-sell and up-sell. Increase share of wallet by running campaigns that sell more into the existing customer base.
- Product adoption and retention. Get customers using the modules they already own through in-app messaging, lifecycle journeys and campaigns, and run retention and win-back programs. Build a joint installed-base plan with Customer Success, and work with Product on in-app journeys.
- Positioning and launches. Partner with Product on launches and roadmap input, and win against well-funded competitors with clear, specific positioning backed by operator proof.
Key Skills and Competencies- 10+ years in B2B marketing, with at least 4 leading demand generation or full-funnel marketing for an SMB or high-velocity business.
- Numbers-first. You have carried a pipeline number, built the funnel model yourself and made decisions from the data.
- Hands-on depth in account-based marketing, email, events, webinars, content and lifecycle.
- You have hired and coached marketers, including junior ones, into strong performers.
- A real partner to Sales and Customer Success, with commercial instinct for small business buyers.
Preferred Experience and/or Qualifications- Restaurant, hospitality, retail or other vertical SaaS experience.
- Marketing fintech, payroll or embedded payments to small businesses.
- Experience growing an attach or multi-product motion in an SMB base.
Measures of SuccessYour first 90 days
- Meet the SMB GM, sales and customer care leaders, and ten customers. Learn where pipeline comes from today and where it leaks.
- Build the SMB marketing plan: pipeline by source, by quarter, with the budget and team to deliver it, signed off with the GM.
- Ship two quick wins that move pipeline inside the quarter, and set up weekly pipeline and conversion reporting.
What success looks like at 12 months
- Pipeline coverage, SAO volume and product adoption at or above target, and bookings on plan with Sales.
- A cost per SAO we can defend for every program.
- A full, coached team with clear owners and targets.
Fourth Benefits🏖 Unlimited PTO!
🏥 Medical, Dental, Vision Insurance!
🏦 401k Match!
👥 Parental Leave
Laptop and equipment.
Remote employment limited to: AZ, CA, CO, CT, DC, FL, GA, ID, IL, IN, LA, MA, MD, ME, MI, MN, MS, NC, NE, NJ, NM, NV, NY, OH, OK, OR, PA, SC, TN, TX, UT, VA, & WA
