Vice President, Demand Generation

Location

Boston, MA | United States

Job description

We are Rebels. Inventors. Magic Makers. 

We have a world class agile market research platform. We help brands rewire their traditional ad & innovation development processes with insights early, often & connected to create a learning loop. The result? They get smarter over time. Insights teams have more impact. Brands launch better ads & products.

We were founded in 2012 with the dream of creating end-to-end automated research. Fast forward 10 years and we have 1,000+ happy customers, 100,000+ ideas tested and we operate in 50+ research markets. And we’re entering the next phase of our growth journey!

So how do we do it? 

Our platform provides access to actionable, quick and smart insights to amplify creative effectiveness and shape winning innovation, empowering creators with the agility and the data they need to make better decisions about the ads and innovation they take to market. 

Through working with some of the biggest brands in the world, we’ve built technology that lets our customers see their product innovations and advertising ideas through their consumers’ eyes so they can quickly iterate, optimize, validate and learn — increasing their chances of in-market success.

About the team:

At Zappi, you’ll be joining a passionate team of marketers who are on a mission to help our own world-class customers, some of the best-known B2C brands on the planet, to evolve their own marketing, advertising, and innovation. We have a distinctive, highly differentiated brand, known for our quirky and fun energy, and for building incredible relationships with our customers. Our customers love us, promote us, and love to get on stage with us. Probably because we love them too! This comes through in our marketing, and in the way we work every day.

About the role:

In this role, you will lead our demand gen efforts to super-charge Zappi’s growth, both for net new logos and expansion of existing accounts. You are a senior, growth-minded demand generation leader with strong past experience working in high-growth B2B SaaS companies. You bring positive energy to our team and company,and have built and led teams of demand gen marketers from the ground up. You’re excited to do it again, only this time, at a truly great company with strong product-market fit, great customers, an award-winning culture and wonderful colleagues supporting you.

In this role, you will be taking Zappi’s demand generation engine to the next level. You will be starting from an extremely strong base fueled by customer delight (word of mouth and referrals from customers who love us) and events (where we always appear arm-in-arm with our customers and a similar thing tends to happen). Reporting to our CMO, you’ll be a member of the Marketing Leadership Team, and will be armed with an incredible supply of thought leadership and a distinctive brand for which to generate demand. In tight alignment with our GTM teams, you’ll have scope to help decide which channels are best for us to keep growing, as we also lean into the primary channels that we know work well for us, building for the next level of growth. 

Account-based marketing is extremely important at Zappi, so this should be a sweet spot for you. 

Responsibilities:

• Design & deliver a comprehensive demand generation strategy, which includes plans for both new logo growth and account expansion
• Manage and continually optimize a seven-figure budget for program spend to ensure best ROI
• Align closely with Sales, looking at pipeline health and coming up with strategies to drive demand in both near-term and longer-term time horizons aligned with sales cycle duration
• Collaborate closely with BDR team on campaign execution
• Drive revenue using Events (both live in person and virtual such as webinars) as a core strategy
• Execute on programs both in the US and in large European markets (UK, Germany, France)
• Serve as a player-coach who can do the nuts and bolts of building up a demand gen engine, while you mentor, grow, and hire the team that will help Zappi scale into the future
• Work tightly with product marketing and enablement teams to ensure our campaigns can be leveraged across all channels and are inclusive of our sales, cs, and outbound (BDR) teams
• Oversee all performance marketing campaigns, working closely with our agency and/or hiring internal staff for this function
• Establish ongoing programs to drive customer expansion efforts through interpretation of usage signals across Zappi website, platform and via customer communications
• Partner closely with sales/revenue operations/enablement to ensure alignment on strategy, resources and KPIs
• Build and manage on-going best-in-class demand gen programs and optimization of Lead to Opportunity funnel
• Leverage all content marketing, thought leadership programs and materials to support our demand generation efforts, including nurture campaigns throughout the customer lifecycle
• Utilize and enhance all demand gen channels to include SEM, SEO, search, email, events, content, paid channels, lifecycle marketing, conferences, webinars, customer marketing as well as owned channels - website & platform.
• Partner closely with marketing operations on key metrics, including marketing performance measurement, budgeting, strategic planning, process definition, and marketing systems and data
• Select vendors and partners to hit business goals. This includes agency partners but also the optimum tech stack to support demand generation

Requirements:

• Proven track record as a demand generation leader at a B2B SaaS scale-up or public company
• Mastery of using events as a channel to drive revenue
• Recent and deep expertise with account-based marketing (ABM) 
• Detailed knowledge of 6sense implementation as part of overall demand gen strategy
• Extensive experience driving performance marketing channels and tactics 
• Experience with enterprise accounts and high-ASP opportunities (common account size at Zappi ranges from six to seven figures)
• Has an infectious enthusiasm for growth and demand generation
• Is a highly effective influencer as well as a strong communicator
• Is a skilled people manager with experience to develop and motivate a team for success
• Expert understanding of lifecycle marketing 
• Relishes working in fast-paced environment typical ambitious scale ups
• Has the right balance of strategic thinking & and getting stuff done
• Is humble, able to work with senior management and teams at all levels with consistency
• Located in the greater Boston area and able to commute into the office at least 1x per week
• Able to travel to Zappi’s office in London as needed
• Able to travel occasionally to support and improve Zappi’s presence at live Events, especially during ramp-up period

Don’t meet every single requirement? Studies have shown that women and people of color are less likely to apply to jobs unless they meet every single qualification. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyways. You may be just the right candidate for this or other roles.

Benefits for US-Based employees

• The total compensation for this position, including both base salary and variable components, is in the range of $170,000 to $190,000 OTE. Salaries are benchmarked annually.
• One company-paid mental health day of rest every quarter (these are pre-scheduled, so the entire company can take the same days off regularly to reset)
• Unlimited holidays – we want well rested and motivated teams so encourage people to take plenty of time off. We don’t cap your allowance, but do set a minimum of at least 20 days per year plus national holidays.
• Flexible working arrangements, including remote (unless otherwise specified)
• Thoughtfully designed offices to support both individual work and collaboration without interrupting others
• Support setting up your home office, if appropriate (chair + desk, etc)
• Wellbeing benefits and access to trained therapists / counselors
• Company paid Life, AD&D, Short term & Long term disability
• Immediate access to Zappi's Health, Dental and Vision Insurance Plan
• Option to enter Zappi's 401k program after 90 days of employment, matched up to 4%
• Tailored personal development through training allowances, coaching, mentorship and career frameworks

Why join us? 

We’ve been recognized as one of the hottest martech companies in 2022 by Business Insider and named Best Place to Work by Quirk’s Media for our engaging and inclusive workplace culture. We’re committed to both people and the planet. 

Our belief in inclusion means we’re building an organisation of diverse individuals and helping brands eliminate cultural presumptions in their research. Read our Diversity Manifesto here. 

We are a values and behaviours driven business and believe that Trust, Truth, Ownership, Ambition and Humility describe Zappi employees on our best day. This is how we strive to show up for our customers, for each other and for our communities. 

Earning B Corp certification assures us we’re on the right track and have structures in place to become the business we want to be.

Our commitment to minimise our impact on the environment means being honest with ourselves and transparent with you—about everything from carbon emissions to tree-planting initiatives. We achieved our goal of becoming Net Zero in 2021! 

Zappi Company Culture Highlights

• Winner of Comparably's Award for Best Company for Women 2022
• Winner of Comparably's Award for Best Company Work-Life Balance 2022
• Winner of Comparably's Award for Best Company Compensation 2022
• Winner of Comparably's Award for Best CEO for Women 2022
• Winner of Comparably's Award for Best Company for Diversity 2022
• Winner of Comparably's Award for Best Company Culture 2022
• Winner of Comparably's Award for Best CEO 2022
• Winner of Comparably's Award for Best Happiness 2022
• Winner of Comparably's Award for Best Leadership Teams 2023
• Winner of Comparably's Award for Best CEOs for Diversity 2023
• Winner of Comparably's Award for Best Engineering Teams 2023
• Winner of Comparably's Award for Best Company Outlook 2023
• Winner of Newsweek’s Top 100 Most Loved Workplaces in the UK 2022 & 2023
• Recognised by Fast Company’s Best Workplaces for Innovators 2023
• Recognised as Best Marketing Insights Platform in the MarTech Breakthrough Awards 

Equal Opportunity

Zappi is an equal opportunity employer; our diversity is a major strength. We are committed to providing equal opportunities for all individuals, regardless of their race, gender, sexual orientation, disability, or any other characteristic protected by applicable laws. 

We believe that a diverse and inclusive workforce fosters innovation, creativity, and success. Our hiring decisions are based solely on merit, qualifications, and abilities, ensuring fairness and equity throughout our recruitment process. We welcome applications from all backgrounds and encourage candidates from underrepresented groups to apply. Join our team and contribute to an inclusive environment where everyone's unique perspectives and talents are valued and respected.

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