VP, Marketing

Vice President of Marketing - EditShare Boston, MA or Remote EditShare makes the storage and workflow software that media teams use to create, manage, and distribute video content. Our customers include post-production houses, broadcasters, sports organizations, production teams, and enterprises. We compete against companies much larger than us and win on performance, openness, and value. Our portfolio spans shared storage and production asset management (EditShare and Flow), MediaSilo, our cloud platform for video review, collaboration and management, and AI-powered search across both. We can run the same workflow on-premise, in a customer's own cloud, or as SaaS, and very few competitors can. The business is changing. Historically most of our systems revenue came through channel partners and our SaaS revenue came direct. With MediaSilo and AI search we now have a product set we can sell directly to a much broader group of buyers, and our goal is for 30 to 40 percent of new sales to come direct within two years. Marketing has never mattered more to EditShare, which is why this role reports to the CEO. We are hiring an experienced, hands-on VP of Marketing with a product marketing background to lead our global marketing function and help drive the next phase of growth. You will lead a small team of approximately two people, manage several outsourced marketing operations partners, own a total marketing budget of roughly $1 to 1.5 million including contractors (which we expect to grow), and run the content, campaign, and event programs that generate demand for our products. The scope is the entire marketing function: product marketing, positioning and messaging, the website and how we are found by search and AI answer engines, content and campaigns, paid marketing, customer marketing, and our presence at NAB, IBC, and other industry events. You will report directly to the CEO and work closely with our global sales leadership and our channel partners. This is a hands-on leadership role. We are not looking for someone who primarily manages managers, agencies, or large budgets. We want someone who has successfully led marketing in a smaller B2B technology company and enjoys both setting direction and personally executing campaigns, creating content, and solving problems. You should be able to challenge the CEO and the product team on what we sell and how we tell the story, and then sit down and write the web copy yourself. We are headquartered in Watertown, Massachusetts, and are open to remote or hybrid arrangements for the right candidate. Objectives - The Problems You'll Solve - #1 Get the story straight. - We sell on-premise shared storage and production asset management (EditShare and Flow), MediaSilo, a cloud platform for video review, collaboration and management, and AI search across both. We can run the same workflow on-premise, in a customer's own cloud, or as SaaS. Our messaging and website do not yet make that simple, and a buyer should not have to understand our product list to find the right product. - Our buyers are mostly technical supervisors, lead editors and producers, usually with IT involved, across post-production, broadcast, sports, corporate, education, government and houses of worship. MediaSilo adds marketers, PR teams and clients who need to review and approve content. Different buyers describe the same problem in different words, so our marketing has to be organized around the job they are doing, not around our products. - You will help us determine how the product set should be positioned and packaged, whether the current product set is the right one, how the website should route a visitor to the right product, how we get found by search and AI answer engines, and what customers and the market are telling us that should change what we build. - #2 Improve productivity of our paid marketing. - Our Google paid search campaigns currently generate about one qualified lead per week. - We brought in a new PPC consultant who believes there is meaningful waste to remove, and we hope tp double that output to two qualified leads per week w/out more spend. - You will help us determine which campaigns, keywords, and audiences produce the best opportunities, how we should measure lead quality, where we should cut spend, and when we have enough evidence to invest more. - Revenue sourced from the website was roughly $1 million this year. We want to double that next year, and we will add to the digital and paid budget to do it. - #3 Sustain our content marketing rhythm while improving quality and process for follow-up. - We have established a consistent rhythm of blog posts, a marketing newsletter, and occasional webinars. The next step is to make that content more useful, more distinctive, and more effective at creating demand. - We also need to use our marketing database more intentionally (e.g., marketing to more of our database and curating / segmenting it over time) and build a clear way to identify signals such as website visits, repeat readership, forwarding, webinar engagement, etc. - You will help us determine which content deserves more investment, how we should segment and engage our database, which signals actually indicate buying intent, and how those signals should be shared with and used by sales. - #4 Increase growth from existing customers. - EditShare is a multi-product company with a large installed base, but many legacy customers have never evaluated our SaaS products and some may not know they exist (and vice versa). - We have started to build a more consistent customer marketing motion, but it is still early and not yet as thoughtful or demand-focused as it should be. - You will help us determine how to segment the installed base, which cross-sell opportunities are most compelling, what messages and offers should trigger interest, how marketing and sales should coordinate outreach, and how we should measure expansion demand before it becomes pipeline. - #5 Create a foundation for new logo growth. - Much of EditShare's growth has historically come through channel partners, but we are beginning to prove that we can create demand directly-particularly among large corporate teams and organizations outside traditional video production. We will keep selling through our partners, and they need to be supported and included while the direct motion is built, not bypassed. Building that motion will depend on the work above: producing better content, reaching the right prospects consistently, and identifying signals that give sales a credible reason to follow up. You will help us determine which segments offer the strongest direct-growth opportunity, how we should build awareness with buyers who may not know EditShare, which signals should trigger sales outreach, how marketing and partners should work together, and what repeatable programs can turn early interest into qualified pipeline. Competencies -What You Are Uniquely Great At You've successfully led marketing at a smaller B2B technology company. Ideally, you've worked in a company with approximately $10M to $50M in revenue, where marketing resources were limited and success required both good judgment and personal execution. You've owned strategy, managed a small team, and delivered measurable commercial results. If your recent experience has been primarily managing managers, agencies, and large marketing organizations, this is probably not the right role. If you are at a larger company today, that is fine, as long as you have built or grown marketing somewhere smaller and succeeded. You understand how to market technical products, ideally in media technology. Experience in media asset management, video production workflows, streaming, shared storage, or related media infrastructure is preferred. You understand how technical products are purchased, how to communicate their value to different stakeholders, and how to translate product capabilities into compelling customer benefits. You have marketed a SaaS product sold direct and understand how a recurring-revenue business is built. Marketing at a large broadcast equipment vendor, where most of the work is relationship management with existing accounts, is not by itself the experience we need. You are a product marketer first. You have owned positioning for a technical product and turned a confusing story into a simple one. You have packaged products, run voice-of-customer and win/loss work, and used what you learned to change what the company says and sometimes what it sells. You do not need to own pricing (the CEO does) or analyst relations. You do need a point of view on how our products fit together and the confidence to argue for it with the CEO and the product team. We have contractors who can run pay-per-click; what we do not have is someone who sees the whole picture and can also do the work. You respect the channel. Most of our systems revenue comes through partners who need to be trained, supported and included while we build a direct motion. You do not have to come from a channel business, but you cannot treat partners as an obstacle. You watch the inbound lead process and PPC spend/campaigns like a hawk. This is not an "inbound cold start problem." We have a good amount of inbound handraiser activity and are spending ~$5-10K/month on ppc, which is yielding ~1 solid inbound PPC lead a week (at ~$50K ASP, unit economics here are good). We believe there is more to squeeze out of both those channels - inbound handraisers and ppc leads, but it's going to require executional vigilance. We have instrumented the business for speed-to-lead, but we need someone to help nudge the sales team when lead follow-up lags or when a hot handraiser needs some extra TLC. This wouldn't fall all on you (this is Sales Ops' responsibility as well) but the right candidate will REALLY care about this - and won't be afraid to be the "Chief Reminding Officer" re: what good lead follow-up and process looks like. You know how to improve how content performs over time. Plenty of marketers can write a mediocre blog post a few times a month. We want someone who has taken webinars, written posts, and video and made them convert better quarter over quarter. We'd love to hear about a specific piece of content you conceived or rebuilt, how you made it your own, and what the impact was on the business. Customer-focused. We sell a technical solution to semi-technical buyers. It's easy to get into the weeds on how our product works and try to blow people away with speeds and feeds in our marketing messaging. This is not your approach. You spend time getting to know what our customers care about, and use what you learn to simplify our message and put things into their words so they resonate. A simplifier, not a complicator. You don't make marketing more confusing than it needs to be. You get to the point, answer the question, and focus on the key issue we're trying to solve, instead of stirring up muck and complexifying the situation. Your job will always be hard, but it doesn't need to be complicated. You make selling easier. You should be close enough to our sellers that they come to you before they go build something themselves. Tell us how you have worked with sales: how you learned what they hear on calls, what you built because of it, and how you know it helped them close. We will ask your sales references what you were like to work with. You report before anyone asks. Weekly reporting is part of this job, not an occasional exercise. We want someone who views reporting and data tracking as a key part of the job, and embraces building, sharing, and discussing a simple but clear marketing dashboard. You finish things. We are small and there is a lot to do. Setting clear milestones, hitting them, and telling people early when you will not is one of our core values (and a trait of our best people).