For the last 5 years we’ve neglected our marketing. With a capital N!
Our sole objective was to provide the best for our customers.
And we got along with that. With the quality of our service, a unique point of view, going upwind, and from a generous word-of-mouth promotion from our customers and partners. It worked so far.
But not long ago we started to experience a plateau.
This passive marketing approach only got us so far and we had a desire to go further. We wanted to make things happen by choice not by chance.
So we bit the bullet and started to be intentional about our marketing.
A year later, we’re proud of what we managed to pull off.
I forgot to say that another thing that held us down on marketing was our paradigm of not considering ourselves worthy of this all. Fearing not to sound like we’re only saying what has already been said.
Something similar with the impostor syndrome.
We also acknowledged that we couldn’t differentiate in the market by having the same approach as our competitors: blogging and speaking at events.
We then made a commitment that all of our marketing will be backed up by something. No fluff! Real, concrete things.
First we built Upswing Visibility Report. The tool takes our mission of helping brands and digital specialists have free access to a global understanding of search opportunities further. The report also got featured through an insert in Forbes magazine with “Top strongest brands in Google” analysis. The report is used by hundreds of business owners and digital specialists.
During the COVID-19 Pandemic, while all the voices and most of business literature were saying that the wisest would be to cut the expenses and save the cash, we placed our bets in what we believe the most: technology and data. So we built Upswing COVID-19 Trends, which in these times of uncertainty brought clarity through real-time data that shows how consumer behaviour is changing during the pandemic.
We changed the website and aligned our positioning, messaging, and marketing campaigns in just 3 weeks.
This accomplishment inspired our peers at SEOmonitor to write a story about it and published in Search Engine Journal.
Now, for the first time, we’re ready to hire someone to further lead this transformation. We’re looking for our first Head of Marketing Operations.
Your job here
In essence, this job is about creating and implementing a strategy to bring more people to the front of the funnel by increasing awareness and interest outside of what we’ve already built
You will be responsible for creating awareness (how do we introduce Upswing to people who don’t know us?), arousing consideration (how do we get people who need a service like ours to consider us?), and driving conversation (how do we get people who are considering Upswing to start a conversation with us?).
You will be a team of 1 but with the possibility to access external contributors for delivering specific tasks.
You’ll be working a lot with business dev. department to learn about the needs of our clients and also with internal teams to translate our work to the world.
You’ll also have creative support from me (the CEO) and report directly to me.
We’ll expect from you to regularly detail progress, setbacks, and marketing insights for the whole company.
If you got this far you probably realized that we’re not looking for someone who can play by the book. We highly differentiate ourselves in our market both through our products and through our marketing.
So first and foremost you should be a challenger.
You’re creative. You’re organized. You’re experienced. You absolutely want to do this for us.
You know how to mix a wild idea with a practical plan.
You are eager to pick up the phone and negotiate a deal.
You smell the bullshit in most of marketing numbers and know how to tell the difference between vanity metrics and the ones that really matter.
We’ll often throw your ideas to the ring for idea boxing, so you’ll need to stand up for what you believe.
Given that our favourite quote is Peter Drucker’s “If you can’t measure it you can’t improve it” we’re hoping that you have some dirty fantasies that involve data & analytics.
Needles to say that strong English skills are required since we’re trying to take over the world.
What you’ll find here
- the opportunity to make an impact – this is an important role. In time, Upswing should look better with you in our team
- home office set-up support – we’re planning to become a remote-first team even when the pandemic is over
- constant learning from the best in the field
- unlimited support, trainings and personal development – we’ll provide you with the needed support so you can become the best version of yourself
- the freedom to experiment, test and implement your ideas the very next day
- a fat library with the latest titles, physical support or Kindle – gadgets included – and Bookster subscription
- wild parties (when the pandemic is over) and… health insurance, just in case (¬‿¬)
- 7 card subscription and colleagues that will motivate you to use it
- colleagues who inspire you to share your passions and really enjoy life after work – fine cooking, skiing & snowboarding, theater & film, kizomba, CrossFit, hiking, mixology, comic books, yoga, photography
Still not sure that this is the right place for you? Read more about our story.
How to apply
Almost overnight, the pandemic changed consumer behavior in both B2C and B2B worlds. Please write in an 500 words essay your view about How are marketers responding to this change? How should they respond? And how might marketing change after the crisis? and send it to radu@… you know the rest. The essay must be in English.
We are accepting applications for this position until September 15th, 2020. We’ll let you know that we’ve received your application.