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About the Role
This is a hands-on leadership opportunity to build and own the marketing function of a rapidly growing, private-equity-backed services company. The Director will report directly to the CEO, work closely with sales and operating leadership, and participate in marketing cohorts and operating resources. The Director will own Guidant's lead-generation engine, HubSpot, campaigns, marketing metrics, budget, agencies, and the process for creating qualified pipeline. This role is designed for a marketer ready to earn broader leadership responsibility by producing measurable business results.
Responsibilities
- Develop and manage Guidant's annual marketing plan, campaign calendar, priorities, and budget, setting measurable objectives and KPIs.
- Develop the lead flow model required to support organic bookings goals.
- Translate company growth objectives, service-line priorities, target industries, and customer needs into measurable marketing programs that generate qualified opportunities and future pipeline.
- Support and help execute marketing campaigns in support of Guidant's M&A strategy.
- Advise leadership on marketing investments, resource requirements, channel mix, technology needs, and program performance.
- Develop relationships with and manage outside agencies, contractors, paid media partners, content resources, data vendors, and other marketing resources.
- Assess marketing functions of newly acquired companies, integrating each acquisition into Guidant’s marketing strategy, system, processes and brand.
- Own the marketing calendar, coordinating campaigns, content, product and service-line launches, and events into a single schedule.
- Create, launch, and manage integrated campaigns across email, paid advertising, social media, events, webinars, outbound BDR programs, and targeted accounts (ABM).
- Plan and support Guidant's presence at trade shows, conferences, customer events, and webinars.
- Work with outside contractors to continually improve SEO, and its AI relatives.
- Use qualitative market research with customers, prospects, salespeople, technical experts, and industry participants to identify buying triggers, needs, objections, and opportunities, then translate those insights into positioning, content, offers, and campaigns.
- Establish campaign objectives, audiences, offers, budgets, schedules, responsibilities, and success measures.
- Continuously improve campaigns based on lead quality, funnel conversion, pipeline generated, bookings, revenue, cost per qualified opportunity, and ROI.
- Oversee implementation of HubSpot and own HubSpot as Guidant's marketing automation and top-of-funnel platform.
- Build and manage dashboards that measure leads, qualified opportunities, pipeline generated by source, pipeline coverage, funnel conversion rates, cost per qualified opportunity, campaign and channel ROI, attribution, and marketing contribution to bookings and revenue.
- Manage marketing data quality and integrations among HubSpot, NetSuite, Guidant websites, and relevant external data sources.
- Establish common definitions, workflows, and service levels for leads, MQLs, sales-accepted leads, handoff to sales, conversion to opportunities in NetSuite, and attribution.
Requirements
- 5 or more years of progressive B2B marketing experience, preferably in services, industrial markets, engineering, electrical services, or other technical businesses, with a record of rapidly increasing responsibility and strong business results.
- Demonstrated success personally building and executing demand-generation programs that create qualified opportunities and pipeline.
- Strong hands-on experience with HubSpot or a comparable marketing automation platform, with enough technical understanding to build workflows, reporting, and campaigns and to effectively manage outside implementation resources.
- Strong marketing foundation with practical understanding of segmentation, positioning, the four P's, customer acquisition, qualitative market research, content, SEO, paid media, social media, email, events, and account-based marketing.
- Experience building lead-management processes, funnel metrics, attribution, dashboards, campaign measurement, and reporting that connects marketing investment to pipeline, bookings, and revenue.
- Experience managing agencies, vendors, contractors, budgets, and cross-functional programs with sales, operations, technical experts, and leadership.
- Experience in an acquisitive, multi-location, or rapidly scaling services company is preferred.
- Prior experience in a private-equity-backed company, M&A marketing, acquisition integration, or cross-selling is a plus, not a requirement.
Skills
- HubSpot
- Marketing automation
- Demand generation
- Lead generation
- Campaign management
- Marketing metrics
- Budget management
- Agency management
- SEO
- Paid media
- Social media
- Email marketing
- Event marketing
- Webinars
- Account-Based Marketing (ABM)
- Market research
- Content creation
- Segmentation
- Positioning
- Customer acquisition
- Lead management processes
- Funnel metrics
- Attribution
- Dashboards
- Campaign measurement
- Reporting
- NetSuite integration
- Project management
- Organizational skills
Location
- Remote
Work Type
- Full-time
Experience Level
- Director
- Senior Marketing Manager
- Demand Generation Manager
- Growth Marketing Manager
About the Company
- Guidant Power creates safer, more productive workplaces by helping companies improve electrical safety, reliability, and employee capability.
- We serve as a trusted guide, using arc flash studies, infrared thermography, electrical engineering, healthcare specific electrical safety services, and training to help customers understand electrical risks, prioritize next steps, and implement solutions across their locations.
- We serve well-known global and national companies including Nestlé, Land O'Lakes, Bridgestone, Abbott, and Chord Energy.
- Guidant is growing organically and through acquisitions to build a national electrical safety and reliability services platform.