Product Marketer

Full-Time Marketer Position at Arrows

We're hiring our first full-time marketer at Arrows. This role is incredibly important to us. We believe marketing is a critical pillar across everything that we do at Arrows, and have already begun to lay that foundation. Your job as our first marketer will be to build upon what we've started and fully own it from here.

Since the start of the company, we've aimed to be good writers and clear communicators. Our customers find us because we're generous with our knowledge and try to be helpful and friendly in all interactions. Our goal is to maintain this feeling even as we scale the number of prospects we bring into our orbit.

Who Is A Good Fit?

Our ideal hire should be a strong writer and communicator. As a product marketer, it's just as important that this person help our internal team at Arrows better understand the product we're building (and be involved in product planning discussions) as it is for them to communicate the value of that product to our customers and sales prospects.

The person who fills this role will ideally have experience working on an early marketing team, having seen the team grow from early initiatives to doubling down on what's working. They should be comfortable owning key metrics for the pre-sales funnel (demos scheduled, newsletter signups, etc). You'll also have the chance to grow the marketing team at Arrows, if that's an ambition you have.

They should be able to set strategy for both the next 4 weeks and the next 12 months, possibly during the same week, and then move forward with executing on those plans. They should have experience hiring and working with contractors and agencies for roles where they're not proficient, but they should also feel comfortable diving into the necessary tools to set up campaigns.

It would be amazing if this person was able to do some basic HTML/CSS/JavaScript work on our marketing site so they're fully self-sufficient, but if not... we have plenty of options.

Compensation

Regarding the ranges, more guaranteed salary means less stock, and vice versa.

Salary range: $80k to $140k per year Stock range: .25% to 1% of the company's stock A typical offer for a senior hire: $120k/year with.75% of the company's stock

What's This Role's Focus?

During your first 3 months, your focus will be on getting Arrows more demos in a repeatable + consistently growing manner. Look below for a few ideas.

During your first 6 months, your focus will be on helping Arrows better understand the product we're building + how we communicate it to our customers.

During your first 12 months, your focus will be on building a marketing team that scales up the Arrows brand of education, kindness, and generosity. People who interact with Arrows should feel more equipped to achieve major customer success impact.

A Few Things You Might Do...

• Product marketing strategy: Write, edit, rewrite, and rewrite again our marketing website copy. Gain a deep understanding of our audience, develop our positioning and messaging, and communicate about the product and its benefits to our audience.
• Own the entire marketing website, including all funnel conversion rates (demos scheduled, newsletter signups, and more).
• Plan, project-manage, edit, and launch an ebook about a topic related to our customers (i.e. "The Startup CEO's Guide to Customer Success")
• Plan, coordinate, promote, and run webinars with our team and partner companies that have similar customers.
• Write and send our monthly newsletter, tracking how it affects business metrics.
• Strategize, coordinate, and edit thought leadership content from our team about topics we're learning about.
• Strategize, coordinate, and edit pre-sale and post-sale email drip campaigns. Own and report on the metrics related to these campaigns.
• Any great ideas you have... let's do them.

Areas Of Focus

• Positioning: Develop and execute strategies to improve product positioning and messaging.
• Messaging: Craft compelling messages across marketing channels (emails, web, etc)
• Launches: Plan and execute product launches from strategy to messaging, channel strategy, and measurement; collaborating with product, sales, and customer success.
• Lifecycle marketing: Create content and messaging for email drip campaigns throughout the customer lifecycle, including editing the campaigns we already have.
• Partnerships: Build partnerships for co-marketing efforts, webinars, etc.
• Content strategy: We want to become the destination for learning about customer success, customer onboarding, and growing your business. We want to use SEO and inbound marketing tactics to acquire users. You'll work with our existing SEO/content agency.

Does This Describe You?

• We're guessing you have 5+ years of marketing experience, most likely with a focus on product marketing.
• Experience working in B2B SaaS, ideally one with a freemium business model, would be extremely beneficial.
• Experience setting marketing strategy AND executing: You're able to balance strategic vision and operational excellence, from setting high-level team strategy to getting in the weeds planning launches and doing competitive research. This is an early-stage startup and you'll be doing both.
• Depth in product marketing & some growth marketing, with core competencies in positioning, messaging, launch management, and partner marketing.
• Breadth in all areas of marketing; so you understand channel, content, and comms strategy in addition to product marketing strategy.
• Writing ability: You've written copy, short-form, and long-form content. Please be able to point us to examples of your writing.
• High-quality bar: You've developed marketing strategies and tactics that put the customer first while hitting growth goals at the same time.
• Interest in our product/mission-aligned/values-aligned: Knowledge of customer success / customer onboarding, or strong desire to learn about these topics quickly.
• Goal setting & prioritization: You know how to set both short-term goals and long-term goals that are used for prioritization and focused on impact.
• Cross-functional leader: Collaborate on strategy across the company, be the voice of the customer, provide the marketing perspective, and serve as the liaison between product and GTM functions.
• Ability to build out the marketing function: We do not have all of our tools, processes, and workflows built out yet. You will need to help build this out, figure out what works, and test and scale. You should have recommendations for tools, contractors, etc to build out the foundation of a marketing team that can scale effectively.
• Scrappiness and experimentation mindset. You're comfortable rolling up your sleeves, since we are still an early-stage company.