Director of Marketing

About FreshGrade

FreshGrade is currently seeking a full-time permanent Marketing Director for either our Kelowna Innovation Centre Headquarters or our beautiful Vancouver Gastown office. Option to be remote with monthly travel to Kelowna.

FreshGrade builds interactive products for teachers, students, and parents that change the way technology is used in classrooms around the world. It is an exciting market-driven Learning Portfolio Platform company committed to transforming the education space. Our technology connects school communities around the core learning conversations that improve learning, in every classroom.

The FreshGrade team works hard and collaboratively to high-quality specifications. We know how to have fun and celebrate success. Communication channels are short and Agile, and this means our people need to be flexible, cooperative, approachable and team-minded. FreshGrade leadership trusts its people to be accountable to meet the high standard of excellence expected by our customers.

Come and help FreshGrade move to the next level!

Role Purpose

Lead the development, planning, and execution of marketing programs to grow the business. The overall goals of marketing are building a strong brand identity and generating quality leads for Sales. The company serves the K12 school market in Canada and the United States.

Responsibilities

Strategy

  • Align all marketing activity around the brand promise and target market
  • Annually create a succinct marketing plan aligned to organizational objectives. Include a coherent go to market approach, a budget, a schedule, and metrics
  • As needed, but no less than Quarterly, update the plan based on lessons learned
  • Collaborate collegially with the Leadership Team around meeting company objectives
  • Lead and participate in the implementation of all marketing programs

Product Marketing

  • Map out the cadence and beats of the overall narrative around our products
  • Drive the brand promise down to the feature level in the product
  • Equip the organization with the narrative and tools to create clear and compelling differentiation from our primary competitors
  • Maintain regular productive contact with teachers, parents, students, & administrators to ensure alignment with their needs
  • Maintain and communicate the product release/launch roadmap in collaboration with Product Management, Development, Sales, Customer Success, and Marketing

Marketing Communications

  • Focus enough resources on a few core tactics to make a difference. Be aware of the cost/benefit tradeoffs of different approaches
  • Experience running digital marketing campaigns including Google AdWords, Adroll, DoubleClick, Facebook, and other online properties or networks. Experience tracking these campaigns in Google Analytics, or other analytics tools
  • Implement programs nimbly, learning from the market’s response. Chase our successes and weed out what isn’t working. Be rigorous about post mortem analysis for lessons learned
  • Ability to oversee the community of FreshGrade Champions. Growing and nurturing this group of evangelists is one of our core strategies
  • Coordinate with Sales to insure timely handoff of marketing qualified leads
  • Implement SaaS marketing and selling model that takes a Lifetime Value approach to relationship management (land + expand)
  • Be a spokesperson for the organization with the press, associations, and other external groups

Market Intelligence

  • Stay abreast of competitive developments and respond quickly to material changes
  • Scan the larger world of marketing for new approaches we can test in our niche
  • Stay current on market research specific to our market
  • Track funding and policy that support our products
  • Share market intelligence insights with the Leadership Team and the Company
  • Regularly tap a personal network for ad hoc market insights

Management

  • Be the decision-making hiring executive for Marketing
  • Develop the marketing team, coaching and supporting career development and growth
  • Work with subordinates to develop performance metrics and provide timely, actionable, and fair feedback on a regular basis
  • Manage marketing programs to meet or beat budget targets
  • Reports should provide actionable insights and be submitted on time
  • Manage the administrative duties associated with leading a department

Qualifications and Experience

  • A minimum of 3 years of marketing leadership
  • Deep understanding of the K12 market in the United States and Canada.
  • Proven accomplishments of crafting marketing strategy that maps onto tactical implementation
  • Ability to use social marketing to build broad awareness and conversion
  • Experience with core marketing tactics including social media, public relations, events, tradeshows, online retail, content marketing, behavioral marketing, and more
  • Experience managing external resources
  • Knowledge of direct marketing and developing a lead pipeline for telesales
  • Current valid passport for international travel

Attributes

  • Strong communication skills – writing, presenting, social media, PR
  • Willingness to roll up the sleeves in a small organization and get things done
  • An ability to engage in vigorous debate without personal rancor – the best ideas emerge when we challenge assumptions and test ideas
  • An affinity for marketing systems and analysis.

About Position

Accountable to:

President

Status:

Full-time Permanent

Peers:

Member of the Senior Leadership Team

Location:

Preferably Kelowna or Vancouver BC. Option to be remote with monthly travel to Kelowna.

How to Apply

Please send your resume and cover letter to careers@freshgrade.com expressing why you’d be a good fit for the FreshGrade technology team. Be prepared to take an online technical test if you are shortlisted for this exciting role!

FreshGrade sincerely welcomes all interest in this role but only shortlisted candidates will be contacted, thank you!

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