Director, Marketing, Demand Generation

Charlotte, NC, United States

Do you want to work for a company that is truly 'number 1’ in its market? A company with mission-critical SaaS software that offers CFOs clear and compelling business value? A company with an unrivaled and supportive culture – where we care about you as a person as well as your success?

If yes, you could be our new Director, Marketing, Demand Generation

You are an experienced, data-driven marketer with a proven track record of developing high-performing, integrated, marketing programs in a matrixed, international B2B marketing organization. The role is responsible for the strategic planning and development of scalable programs to increase brand awareness and drive demand across Net New, Customer and Partner segments, focusing on the North American market.

In alignment with Basware’s growth targets, from which the Global Demand Generation targets are derived, the role will support the development of sales & marketing programs, that includes defining the end-to-end marketing strategy with a Global-First mindset.

The role will report directly to the VP, Marketing, Global Demand Generation, and act as a strategic marketing partner for sales leaders. You will be a figure head and leader for the North American marketing team consisting of two other individuals and sit on the North America Leadership Team. You will also join the Global Marketing Management Team and contribute directly to the ongoing development of the organization.

You will be responsible for planning, developing, executing, measuring, and optimizing multi-channel demand generating programs (digital, campaigns, events, media, etc.), across the full marketing mix, in alignment with overall global and regional priorities and targets.

You will work closely with senior sales leaders and their teams to understand their needs and targets and translate these into actionable marketing activities with your team. The role collaborates closely with the rest of the Marketing team, especially BDR and Sales teams to drive consistency and scale across our sales & marketing approach, with a relentless focus on delivering the leads, opportunities, pipeline, and ultimately ARR.

In this role, we would expect you to be able to take on the following responsibilities:

Act as the most senior marketing leader on the ground in North America and help drive your organization to success. You will increase our brand awareness in the marketing and drive demand to ensure we realize our growth ambitions.

Lead the end-to-end planning and development of demand generation marketing programs that engage NN Prospects, Customers and Partners through their buying journey.

Build your Demand Generation strategy and programs that delivers scalable, sustainable results across all our markets, focusing on pipeline generation, pipeline quality and sales cycle acceleration

Ensure all Demand Generation programs are insight-driven, audience-led, aligned to our ICP and supportive of our global strategy and growth objectives

Create a cross-functional program approach for demand generation engaging sales, product, and other relevant stakeholders to create a unified approach to our growth efforts.

Be a trusted partner and foster strong working relationships with Sales teams to ensure marketing activities are delivering on sales objectives. Understand territory plans and align marketing activities to these.

Drive annual and quarterly planning to ensure your campaigns and activities use an optimal channel mix, have clear deliverables, drive maximum ROI, and ultimately create the required pipeline that is aligned to ARR.

Measure and drive increased awareness of the Basware brand in North America. Working with the global team, ensure your plans continue to drive an increasing recognition of Basware, our AP credentials and value we bring to ICP organizations.

Create a testing framework, and identify and test new channels and tactics, working closely with Channel / Media Planning to measure and optimize results.

Slice, dice, and analyze data to create a segmented approach to drive engagement across multiple audiences and buyer/user personas.

Ensure that the demand generating activities can consistently deliver opportunities into the BDR function, at a level that ensures we meet our pipeline value and pipeline quality targets.

Ensure your marketing activities and tactics are designed to drive INBOUND leads, but also support both the Sales and BDR teams in generating OUTBOUND business.

Maximize the use of the tools made available to you, and suggest improvements, new ways of working to drive even more value from our current / future tech stack.

Identify and test new initiatives and tactics and collaborate to continually think of new demand generating and brand awareness programs.

Performance reporting for all programs – what works, what doesn’t work, refine, and optimize.

Effective and accurate management of a significant marketing budget

In-depth understanding of ROI from demand generation activities to continuously drive optimization

Marketing is responsible for guiding prospects and customers throughout their journey with Basware. Through providing thought leading insights, practical advice, and a roadmap for automation, in partnership with our Sales function, we enable organizations to drive the transformation of their AP and Finance functions. Leveraging industry leading marketing platforms including Hubspot, and the latest in AI technologies, we activate multi-channel marketing programs to help prospects get informed, build their business case, select the right-fit solutions, and make it all just happen for our customers.

To thrive and succeed in this role, we are looking for the following skills and attributes:

Senior experience in a B2B marketing role, with proven experience delivering revenue growth through demand generation marketing programs, in an international environment, across multiple markets.

A natural leader with the ability to support, develop and grow individuals, not only within marketing but across the business.

An expert in leading growth marketing campaigns, through longstanding, continuously optimized, multi-channel programs

Digitally savvy, modern marketer with extensive knowledge of multi-channel programs

Strategic and creative mind with a thorough understanding of the prospect and customer journey and the trigger points in the buying lifecycle

Experienced in Account Based Marketing and driving business results from such activities.

An expert understanding of the details of sales and marketing execution, and ability to create a thorough, comprehensive brief to ensure execution of programs on-brief, on-time, and on-budget.

Ability to create a program from conception, gaining commitment and engaging stakeholders throughout the process.

Excellent communication skills, including ability to influence and gain buy-in at senior levels and articulate a compelling vision for key programs as it relates to long-term business objectives.

Proven ability to collaborate across marketing, sales, product, customer success, and other functional teams to drive towards a common goal.

Skilled project manager, with ability to successfully manage multiple priorities in a global organization.

Data-oriented and analytical, always looking for insights that will drive and improve performance and a good understanding of funnel metrics, measurement, and campaign performance

Understands how working with BDR's can drive both Inbound and Outbound Lead Generation.

Fluency in English is required

BASWARE OFFERS:

Financial stability of a global company with $170 million in revenue and a track record of profitability for 30 years, owned by AKKR since 2022.

Leading edge software products in the enterprise accounts payable and invoice automation market

Strong brand, global reach, and an installed base of 3,000+ customers and over a million enterprise users in 100 countries

A unique company culture where Baswareans collaborate; the true ‘We’ glues everything together and creates a feeling of inclusion and generates genuine passion to succeed and celebrate achievements together. We are all Baswareans no matter what our background. We Drive Customer Value, We Take Ownership and We Are Bold.

COMPENSATION AND BENEFITS:

Compensation package composed of a competitive base salary and variable incentive compensation

Benefits that include a premier package of medical, dental, life insurance, disability, and HSA plan

Matching 401(k)

Generous Paid Time Off and Paid Sick Leave

BIG COMPANY CLIENTELE AND AWARD-WINNING CULTURE:

Basware has been named a ‘Great Place to Work’ company and is recognized as one of the ‘Top 100 Supply & Demand Chain Innovators’ by Supply & Demand Chain Executive for multiple consecutive years.

We received the distinction of being named one of “The Best and Brightest Companies to Work For” in the nation for multiple consecutive years, as well as a ‘Best Place to Work’ in Charlotte! Our culture is outstanding, and we hope you’ll consider joining our team!

As an added benefit, you’ll have an opportunity to build your experience by working with an exceptional client base that includes some of America’s leading Fortune 500 accounts!

For more information about life at Basware, please visit our website at: http://www.basware.com

TO APPLY: Please upload your resume, along with your salary requirements.

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