U of Digital is looking for an experienced, director-level B2B marketer to work with us on a part-time / freelance basis. This role will own and build the Marketing function at U of Digital. This will involve overseeing and executing a wide range of marketing activities, blending senior-level strategy with hands-on execution. You will be responsible for building a comprehensive B2B marketing engine that addresses both brand awareness and direct customer acquisition, while ensuring a strong alignment between product initiatives and overall revenue goals.
This role will have particular emphasis on:
- AI literacy, training, and enablement in the marketing and advertising industry
- Helping U of Digital reach brands, advertisers, and marketers (as opposed to reaching sell-side personas such as tech vendors and media sellers)
Responsibilities:
- Marketing strategy, planning, and calendaring: Be the “quarterback” for all of U of Digital marketing, organizing an array of activities and ensuring that major launches, events, releases, and other milestones are supported with strong activation plans.
- Marketing prioritization: We can’t do everything at once and we have to be choosy. Be the voice of reason that gets everyone aligned on marketing priorities and trade-offs.
- Full-funnel oversight and strategy: Develop and execute a broad B2B marketing strategy that encompasses brand awareness, growth marketing, sales support, and post-sale customer loyalty and engagement.
- Marketing measurement: Ensure that all marketing activities are measured and accountable. Deliver regular marketing reporting, key wins, and learnings to stakeholders.
- Specialist staffing and resourcing: This role will not be expected to personally execute all marketing activities. You will be responsible for building a bench of professional marketing and advertising specialists to handle execution, while pinch hitting where needed.
- This role will potentially have oversight over a broad range of marketing activities:
- Marketing foundations and infrastructure
- Brand identity
- Website presence (https://uof.digital)
- Marketing tech / platform selection and implementation
- Demand gen:
- Audience strategy and ICP development
- Brand-building and awareness
- Paid traffic, subscriber, user, and customer acquisition (paid social, SEM, etc)
- SEO and organic traffic acquisition
- Content syndication (organic social, newsletter audience, earned placements, etc)
- Sponsorships
- Earned media (bylines, podcasts, etc)
- Awards
- Engagement:
- Lead generation (e.g., gated assets)
- Content marketing (written, video, etc)
- In-person events (e.g., happy hours, conference activations, etc)
- Webinars and other virtual marketing activations
- Email marketing and automation (Hubspot)
- Community development (e.g., events, Slack groups, etc)
- Sales enablement and conversion optimization:
- Sales collateral and go-to-market
- Landing pages and product pages
- Post-sale engagement:
- Customer case study development
- Customer events and gifting
- Marketing foundations and infrastructure
Required Skills
- Proven experience in a senior or director-level generalist B2B marketing role, preferably in a freelance or consulting capacity.
- A track record of clear, measurable results. For example: traffic acquisition, conversion optimization, list growth, customer acquisition, or paid media ROI.
- Demonstrated ability to develop and execute holistic marketing plans, including both brand/awareness initiatives (like events) and direct response/demand generation.
- Ability to maintain focus, prioritization and accountability over multiple quarters.
- Expertise in lower-funnel marketing and funnel mechanics, including content engagement, email drip campaigns, and conversion optimization.
- Proficiency with marketing automation, CMS, and CRM tools (e.g., HubSpot) for campaign management and execution.
- A senior “doer” who is comfortable leading strategy while owning some hands-on execution.
- A passion for the advertising, marketing, and media industry with a focus on AI.
Industry Knowledge and Experience
- Experience in selling courses or working within the professional training / e-learning / learning and development industry is a must-have.
- Experience marketing to big brands (e.g., AdAge top 100, Fortune 500), with a track record of success, is strongly preferred.
- Knowledge of industry trade bodies, key influencers and executives, and major trends are all a plus.
- Experience in the marketing, advertising, publishing, and/or media space. Our target market is the digital advertising, marketing, and media industry overall.
- Familiarity with the advertising, marketing, and media technology market (walled gardens, adtech, martech, etc).