Senior Director, B2B Marketing
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Job Description
Strategic and data-driven Sr. Director of B2B Marketing leading marketing initiatives for Certus' SaaS products. Managing a team and driving demand within targeted industries.
Responsibilities:
- Conduct in-depth research on the assigned industry, including market trends, regulatory drivers, operational challenges, and buyer pain points.
- Develop and maintain ideal customer profiles (ICPs) and segmentation strategies.
- Identify opportunities to position our SaaS solutions as the preferred choice within the industry.
- Monitor competitor activity, industry events, and emerging technologies to guide marketing direction.
- Design, influence, and execute integrated marketing strategies across web, email, PPC, social media, content marketing, and outbound campaigns.
- Oversee development of creative briefs that guide content writers, designers, and video producers.
- Partner with SEO, SEM, digital advertising, and organic social strategies to increase brand awareness and lead volume.
- Ensure tight partnerships with sales to align messaging and ensure seamless handoff of marketing-generated leads.
- Manage and coach a team: Two Industry Marketing Managers (research, messaging development, campaigns) and One Lead Operations Director (lead collection, scoring, routing, CRM optimization).
- Mentor the team on campaign design, research skills, and best practices in working with channel leaders to execute strategies.
- Collaborate with product, sales, and customer success to develop high-impact industry-specific content and campaigns.
- Monitor & help communicate the lead lifecycle processes - including attribution, scoring, routing, and reporting - through the Lead Operations Director.
- Collaborate with Data & Insights team to ensure accurate tracking of campaign performance, pipeline contribution, and revenue impact.
Requirements:
- 7+ years of experience in B2B marketing, ideally with SaaS or technology products with several years leading marketing professionals.
- Strong background in industry research, segmentation, and persona development.
- Proven experience leading demand generation or multi-channel marketing strategies.
- Demonstrated ability to manage and mentor a marketing team.
- Ability to translate industry insights into actionable campaign ideas and messaging.
- Strong understanding of digital channels including SEO, SEM, paid social, email, and website optimization.
- Experience working cross-functionally with sales, product, and creative teams.
- Excellent communication, strategic thinking, and project-management skills.
- Preferred experience marketing to compliance, training, industrial, or operations-focused industries (or similar).
- Familiarity with marketing automation platforms, CRM systems, and analytics tools.
- Background in account-based marketing (ABM) or industry vertical marketing.
Benefits:
- Annual performance bonus of up to 20%
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