VP, Brand and Product Marketing

1 year ago

Job Description

WeTransfer is looking for an experienced Brand & Product Marketing leader that can come in and lead the strategic arm of our marketing team powering Brand, Product Marketing, Integrated Marketing and Customer Insights. This is a highly cross-functional role that will work closely with senior leadership in the Product and Creative teams on setting the strategic vision for the brand and how we position ourselves and our products.

Reporting to the CMO, youโ€™ll lead a small but Senior team of strategists and delivery experts across the 4 disciplines to; identify key areas of opportunity within our customer base and the market, evaluate and evolve our positioning to current and new audience segments, design an approach to drive adoption of product and paid features and support the delivery of the surround-sound messaging cross-channel.

The ideal candidate will have a strong background in brand and product marketing strategy with the ability to translate insights into actionable outcomes that can be delivered through marketing channels. Youโ€™ll be an excellent story-teller, able to articulate the value of brand marketing in the broader marketing ecosystem and show the role that it plays to support the organizational goals of driving brand awareness, product utilization and paid customer acquisition. Youโ€™ll have a passion for creativity and the creative process and will jump at the opportunity to work with a brand that champions the creative segment while also making a point of putting design at the center of what we do.

Success in the role will require the ability to merge the art and science of marketing into a clearly defined strategic business plan to support the delivery of company goals, while also influencing C-level leadership to support and champion initiatives that require a high level of cross-functional collaboration.

What youโ€™ll do:

  • Brand strategy & positioning: Youโ€™ll be responsible for setting the strategic vision for the brand, taking into consideration all facets of the WeTransfer business model including our free & paid subscription offerings, Advertising platform and editorial offering. Youโ€™ll work closely with our Creative Studio & Comms teams to develop a clearly defined point-of-view and positioning for the WeTransfer brand and business which will provide a clear runway for the next 5+ years for the business

  • Campaign strategy: Youโ€™ll own the strategy for our annual brand marketing campaign(s) which will involve aligning on the vision and goals for the campaign with the CMO & CCO, partnering with Creative Studio and Performance marketing teams to determine budget & resourcing requirements and developing the budget pitch for Senior Leadership team approval, clearly identifying campaign measurement and proposed ROI

  • Creative vision & strategy : Working with our in-house Creative Studio team youโ€™ll have a background in partnering with and inspiring creatives to do their best work and be constantly pushing the boundaries to deliver work that feels in-line with the brand while also serving the needs of the core KPIs of the business.

  • Customer insights & competitive intelligence: As the center of excellence for insights and intelligence, youโ€™ll support the Director of Customer Insights in developing thoughtful research programs and share-out moments that support the evolution of our brand positioning and product roadmap

  • Product Marketing: Leveraging insights captured through the CI program, youโ€™ll work with the Senior Director in developing robust GTM plans for new products and will play a key role in pricing and packaging strategy, supporting the evolution of the WeTransfer product offering

  • B2B Marketing: Youโ€™ll be excited to work through ways to bring together the various elements of the WeTransfer value proposition to market to a B2B audience, leveraging previous experience in developing B2B Marketing plans for SMB products and services

  • Reporting & Analytics: Partnering with the Data and Analytics team, youโ€™ll work on ways to continue to advance the measurement of brand marketing initiatives, ensuring that we are tracking and measuring work against metrics that show the growth and evolution of the brand

  • Team Leadership : Youโ€™ll be experienced at leading and managing a high-performing team and will play a key role in the delivery of strategic initiatives for WeTransferโ€™s marketing program

What youโ€™ll bring:

  • 15+ years of experience in brand marketing

  • Experience leading a โ€˜brand firstโ€™ organization: our brand is our differentiator in the market

  • Exceptional collaboration and influencing skills - youโ€™ll be able to navigate seamlessly between our internal creative team on brand campaigns to discussing the commercial impact of branding strategies with the C-suite

  • Visionary leadership skills: as part of the extended leadership team you will have a responsibility for leading the company as a whole alongside your direct team

  • The ability to partner the power of our brand with powerful insights and analytics so you can target your people, budget and resources effectively

Additional Notes:

  • Brand strategy - long term vision for the brand and product

  • Creativity - working with in-house and external creatives; but be aware that budgets are not huge, so needs to be someone not solely driven by desire to make massive award-winning ad campaigns

  • Data & insights - ability to show how brand work drives impact, building case to finance team for continued investment in brand

  • Multichannel strategy (paid, organic media, website & CRM)

  • Working cross functionally - they will partner with product lead, biz dev, strategic partnerships lead

Additionally, preferred experience in:

  • Product marketing - there is a lot in the works from a product POV (family plans, B2B2C offering)

  • Subscription models - building on the above, there is further work in progress around packages and pricing - experience in this area would be of interest

  • B2B - a large part of what WT does today (and increasingly what it will do in the future) is B2B, so experience here is a plus

Based on the successful candidateโ€™s skills and experience for the role of โ€œVP, Brand and Product Marketingโ€ we have assessed that in New York this role would expect a base salary of $250,000 - $270,000 + bonus + equity. In the event that the successful candidate for this position is based outside New York the base salary would be adjusted based on relevant state, or country of residence and relevant market data.

WeTransfer is an equal opportunity employer and we pride ourselves on the diversity of our people. We welcome you, and everything that makes youโ€”well, you. That includes your gender identity, sexual orientation, religion, ethnicity, age, or disability status.

A note on remote

Our work environment is hybrid-remote, meaning that we support our employees to work remotely and in the office. We encourage employees to decide for themselves and with their team whether or when to go to the office.

Background screening

While it is not necessarily a determining or disqualifying factor for any role, you may be required to complete a standard employment background screening..

About WeTransfer


Every day, millions of people rely on WeTransfer to share their creative ideas.

Having made its name in the game of quick and simple file-sharing, WeTransfer has grown into an end-to-end suite of digital solutions with more than 87 million monthly active users in 190 countries. Beyond the WeTransfer.com platform, we have the storytelling platform WePresent, quick slide-making tool Paste, immersive sketching app Paper, and inspiration-capturing tool Collect. We design and deliver delightful experiences that continue to feel obvious and intuitive to millions of peopleโ€”from our moms to your favorite artists. As a certified B-Corp, WeTransfer aims to be a sustainable and responsible tech company, balancing people, planet, and profit

So, the work we do matters. Come and be a part of it.

WePresent is WeTransferโ€™s digital arts platform, acting as the companyโ€™s cultural torchbearer to a monthly audience of 3 million in 190 countries. Collaborating with emerging young talent to renowned artists such as Marina Abramovic, Riz Ahmed, FKA twigs and David Sedaris, WePresent showcases the best in art, photography, film, music, literature and more, championing diversity in everything it does. The platformโ€™s commissions range from editorial features to films, illustrations, photography series, events, exhibitions and social media activations, with an aim to offer a fresh take on the magic and mystery of creative ideas.

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