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Director of Marketing & Demand Generation
VISO Trust
Marketing & Communications, Sales & Business Development
San Francisco, CA, USA · Remote
Posted on Sep 10, 2024
VISO TRUST is the only SaaS third party cyber risk management platform that delivers the security intelligence needed for modern companies to make critical risk decisions at the speed of business. Evaluating the risk of data breaches from third-party relationships is a traditionally complex and time-consuming process that hinders business operations, frustrates stakeholders, and often labels security teams as the "department of no." With VISO’s AI-based system, practitioners can instantly and continually assess any number of third parties while achieving on average a 90% boost in operational efficiency. At VISO, we are excited to be enabling customers to reduce risk and accelerate business at the same time.
VISO TRUST is a venture-backed startup with a fully remote workforce based in North America. When hiring, we look for signs that a candidate will thrive in our culture, where we put people first and value ownership, curiosity, honesty and humility in the pursuit of excellence. We also value our differences, employing a team rich in diverse perspectives and experiences. We are dedicated to equal employment opportunities regardless of status or membership in a protected class or lack thereof.
#LI-Remote
About this Role
- We’re seeking a driven, strategic, and hands-on Director of Marketing & Demand Generation to lead the marketing efforts of our fast-growing Series A company in the cybersecurity risk management space. You will have a critical impact on how we generate demand, scale our go-to-market strategy, and build our brand. This is a unique opportunity to be an essential part of our growth and establish our company as a leader in the industry.
- You’ll leverage your deep expertise in B2B SaaS and cybersecurity to execute high-impact marketing strategies that drive both short-term results and long-term brand awareness. You’ll wear multiple hats, working closely with sales, product, and customer success teams to ensure alignment across all touchpoints. You thrive in an early-stage environment where you can build from the ground up, taking ownership of everything from demand generation to content strategy, and product positioning.
Key Responsibilities
- Marketing Strategy & Execution: Develop and implement a comprehensive marketing strategy that aligns with our business goals and supports long-term growth. This includes building the marketing function from the ground up, overseeing brand strategy, lead generation, and digital marketing initiatives. Establish key metrics for marketing success, actively monitor performance, and continually optimize campaigns. Utilize data-driven insights to measure and demonstrate the impact of marketing efforts on revenue and business objectives. Manage the marketing budget to maximize ROI, strategically allocating resources across campaigns, channels, and initiatives to achieve both demand generation and brand visibility targets. Regularly evaluate spending efficiency, adjusting as needed to ensure alignment with business priorities and fiscal responsibility.
- Demand Generation & Growth: Drive demand generation initiatives by leveraging digital marketing channels such as SEO, SEM, paid media, email marketing, and account-based marketing (ABM) to generate high-quality leads and build a robust sales pipeline. Conduct thorough market research and customer insights analysis to identify trends, customer needs, and competitive opportunities in the cybersecurity space. Use these insights to refine target personas, enhance messaging, and ensure campaigns are impactful and relevant. Position the brand effectively by developing differentiated strategies that resonate with key buyers, including CISOs and risk management professionals.
- Positioning & Messaging: Develop and refine compelling positioning, value propositions, and messaging that resonate with target buyer personas such as CISOs and risk professionals. Ensure that these narratives are integrated across all marketing and sales efforts to establish a clear, differentiated presence in the cybersecurity market.
- Content Marketing & Thought Leadership: Lead the development and execution of content and thought leadership strategies, creating valuable resources such as whitepapers, blogs, case studies, and webinars. Establish the company as a trusted industry leader by sharing insightful stories that drive awareness, credibility, and trust among target audiences.
- Product Launches & Sales Enablement: Collaborate closely with product, customer success, and sales teams to facilitate successful product launches and feature updates. Create a robust suite of sales enablement materials, including solution briefs, pitch decks, and technical guides, to empower the sales team with effective tools that drive success with key customer segments.
- Measurement & Analytics: Establish and implement a comprehensive analytics framework to measure and optimize the effectiveness of all marketing initiatives. Define and track KPIs across campaigns, such as conversion rates, customer acquisition cost (CAC), and customer lifetime value (LTV). Leverage data to optimize campaigns, report on ROI, and provide strategic recommendations. Partner with cross-functional teams to align metrics across sales, product, and customer success. Utilize marketing automation tools and CRM platforms to enable full-funnel tracking and reporting, providing actionable insights that support data-driven decision-making and demonstrate marketing's contribution to business growth.
- Marketing Technology & Operations: Oversee the marketing technology stack, including selection, implementation, and optimization of tools for marketing automation, lead scoring, and CRM management. Ensure tools are used effectively to streamline campaign execution, enhance data collection, and improve customer segmentation. Regularly evaluate and adjust the martech stack to ensure scalability and operational efficiency.
Required Experience & Skills
- 8-10+ years of marketing experience in B2B SaaS, ideally within the cybersecurity, compliance, or risk management space.
- Proven track record in demand generation and growth marketing, with a deep understanding of performance marketing channels, ABM, and SEO/SEM strategies.
- Experience building a marketing function in an early-stage startup with a lean team, including both strategy development and hands-on execution.
- Expertise in crafting positioning and messaging for technical, complex products targeted at sophisticated buyers (e.g., CISOs, risk professionals).
- Strong content marketing, sales enablement and thought leadership experience, with the ability to create high-quality content and build the company’s credibility in the industry.
- Ability to analyze data, measure marketing impact, and optimize campaigns for growth.
- Exceptional communication and collaboration skills to work effectively with cross-functional teams.
- Prior experience with marketing automation tools (e.g., HubSpot, Marketo) and CRM platforms (e.g., Hubspot).
- Passionate about cybersecurity and its challenges, with the ability to deeply understand the customer’s needs.
Bonus Points
- Experience in cybersecurity or privacy markets.
- Background in journalism, technical writing, or industry analysis.
At VISO, our people are our greatest asset. We are committed to the health and prosperity of our team and to rewarding great work.
We offer competitive compensation including salary, equity and a comprehensive benefits package. Standard benefits include medical, dental, vision, disability, life and AD&D insurance for employees and dependents without employee contributions. We offer zero deductible medical plans with minimal out-of-pocket expenses. We also offer HSA/FSA options, 401k, gym membership, unlimited PTO, 18 paid holidays per calendar year, a communications stipend, on-hours social events and opportunities for training and growth. #LI-Remote