Head of Branding and Marketing

Key Responsibility Areas (KRA) for Head of Branding and Marketing at EasyWebinar

• 1. Build and Scale the Marketing TeamObjective : Establish and expand the marketing team to meet the delivery needs of marketing services offered to clients.
• Key Actions :
• Recruit, train, and mentor team members across various marketing functions, including content, social media, and performance marketing.
• Ensure high-quality standards in all marketing deliverables provided to clients.
• Create a collaborative and results-driven culture to ensure timely and effective service delivery.
• 2. Lead Global Brand and Growth Marketing FunctionsObjective : Build a human-centered brand story and maintain consistent messaging across all internal and external communication channels.
• Key Actions :
• Identify human insights to create a strong emotional connection between the brand and its audience.
• Develop and maintain brand messaging and positioning across all platforms (website, social media, emails, etc.).
• Ensure brand consistency in all communications and touchpoints across channels.
• 3. Social Media and Campaign ManagementObjective : Plan and execute social media campaigns to increase brand awareness and lead generation.
• Key Actions :
• Develop and implement multi-channel social media campaigns to drive engagement and growth.
• Work with the performance marketing team to provide ad copies and creative assets.
• Analyze campaign performance and optimize efforts to achieve the lead generation quota.
• Broaden the understanding of the Ideal Customer Profile (ICP) to improve ad targeting.
• 4. Demand Generation and Revenue SupportObjective : Support the demand generation and revenue goals through market research, campaign planning, and execution.
• Key Actions :
• Conduct targeted market research to refine audience segments and identify growth opportunities.
• Lead the development and execution of campaigns that drive user acquisition and customer engagement.
• Collaborate with the sales team to align marketing efforts with revenue goals.
• 5. Content Marketing and AutomationObjective : Manage the content marketing calendar to drive consistent messaging and user acquisition.
• Key Actions :
• Oversee the creation of blogs, podcasts, newsletters, and other content pieces to engage potential customers.
• Plan and develop podcast episodes that address key topics, industry trends, and customer pain points.
• Manage email campaigns, including automation, to nurture leads and drive conversions.
• Track and report on the success of content efforts in increasing user acquisition and engagement.
• 6. Affiliate Marketing and Corporate Event SupportObjective : Support affiliate marketing initiatives and corporate event planning.
• Key Actions :
• Lead the creation of marketing assets for affiliate marketing, including banners, landing pages, and email templates.
• Plan corporate events, deciding which events to attend based on strategic value.
• Ensure all event materials, including merchandise, handouts, and presentations, are prepared and aligned with the brand.
• 7. Sales Campaigns Aligned with Regional EventsObjective : Plan and execute sales campaigns to align with regional events for product and service launches.
• Key Actions :
• Identify key regional events or holidays that can serve as strategic opportunities for product or sales launches.
• Develop localized marketing strategies to increase relevance and impact for regional audiences.
• Coordinate with the sales and product teams to ensure smooth execution of these campaigns.
• 8. Performance Tracking and ReportingObjective : Maintain a dashboard to track marketing performance and ensure data-driven decision-making.
• Key Actions :
• Set up a comprehensive dashboard to monitor the performance of all marketing activities, including lead generation, campaign success, and social media performance.
• Ensure regular reporting to track KPIs and metrics, sharing insights with leadership and adjusting strategies as needed.
• Use data analytics to continually optimize marketing efforts for maximum ROI.
• 9. Build and Optimize Webinar Funnel for Customer IndoctrinationObjective : Develop a robust webinar funnel to nurture customers and increase conversion rates.
• Key Actions :
• Design a webinar funnel that effectively indoctrinates customers by guiding them through their buyers journey.
• Create engaging webinar content that addresses customer pain points, provides solutions, and builds trust.
• Continuously optimize the webinar funnel based on performance data, focusing on increasing conversion rates from leads to customers.
• Leverage webinars as a key tool to nurture leads and drive engagement throughout the sales process.
• 10. Consultation for Services ProspectsObjective : Provide expert consultation to service prospects as part of the sales or onboarding process.
• Key Actions :
• Participate in calls with prospective clients, offering insights and guidance on how EasyWebinars services can meet their marketing and business needs.
• Collaborate with the sales team to ensure prospects receive tailored advice to support decision-making.
• 11. Success Metrics for Branding and Marketing EffortsObjective : Measure and report the success and impact of all branding and marketing initiatives.
• Key Metrics :
• Website Traffic : Track growth in unique visitors and overall engagement on the EasyWebinar website.
• Social Media Campaign Impressions : Monitor impressions, engagement, and overall campaign success across platforms.
• Email Campaign Performance : Measure open rates, click-through rates (CTR), and conversion rates for all email marketing efforts.
• Lead Generation : Track the number of leads generated through various channels, including organic, paid, and referral sources.
• Conversion Rates : Monitor and improve conversion rates across marketing campaigns and webinar funnels.