Smile.io - Senior Product Marketing & Growth Lead
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Requirements
• Build and operate repeatable ads to landing page to demo systems, with clear hypotheses, experimentation, and learnings • Own landing page strategy and copy to support lead generation and conversion • Personally create content, or multiply on-brand content that exists, without relying on a designer for day-to-day execution • Create high-quality merchant success stories and practical thought leadership (case studies, video, webinars, educational content) that generate demand and can be reused across surfaces • Distribute and repurpose content across multiple channels so your work compounds rather than ships once • Build and operate nurture campaigns for lead lists, event attendees, and other known audiences, with clear goals tied to lead generation and conversion • Partner with Product to translate what Smile does into clear, differentiated merchant-facing value, without long strategy resets • Support Sales with narratives, decks, and proof points that reflect how merchants actually buy • Experiment with new channels, including outbound email, when they clearly support lead generation • Senior-level experience owning product marketing and growth initiatives at a startup or growth-stage company • Proven ability to personally execute and create content, not just brief or delegate • Demonstrated ability to produce usable copy, campaigns, and assets without heavy design dependency • Strong judgment around messaging, positioning, and merchant psychology • Experience running demand generation experiments and tying work to lead and conversion outcomes • Comfort working directly with founders and incorporating feedback without slowing execution • Familiarity with modern marketing tooling and AI-assisted workflows to move quickly • Shopify ecosystem experience preferred, or a demonstrated ability to ramp into a new ICP quickly • Biased toward action and learning through shipping • Comfortable being accountable for outcomes, not just activity • Able to operate with ambiguity without defaulting to large planning exercises • Collaborative, but confident in owning decisions within your scope • Interested in building & operating lean, while using the latest tools • Opinionated eye for great design in ads, content, and copy
Responsibilities
• Develop and execute a comprehensive product marketing strategy to drive growth in the target markets. • Lead cross-functional teams focused on executing go-to-market strategies for new products/features across multiple channels including digital (SEO, content creation), traditional media, events, partnerships, etc. • Collaborate with engineering and product management to understand customer needs and translate them into actionable marketing initiatives that drive growth in the target markets. • Develop a robust pipeline of qualified leads through various lead generation strategies such as webinars, email campaigns, social media outreach etc., while maintaining high engagement rates with these prospects throughout their buyer journey. • Drive and manage all aspects related to product marketing including but not limited to brand awareness building activities (e.g., press releases), content creation for various channels like blog posts, whitepapers, case studies etc., SEO optimization of web assets, social media management/campaigns, email campaign development & execution and lead nurturing programs among others as per the needs of each product or feature launch cycle in order to drive growth. • Develop a comprehensive marketing plan for new products / features that includes detailed research on target markets (demographics, psychographics), competitive analysis, customer personas development etc., and aligns with overall business objectives while ensuring the right mix of channels are used effectively across all stages in the buyer journey. • Collaborate closely with sales to understand their needs & challenges as well as identify opportunities for cross selling/upselling products or features, thereby driving revenue growth and increasing customer lifetime value (CLV). • Monitor key performance indicators (KPIs) related to marketing activities such as website traffic, lead generation rates etc., analyze the data collected from these KPIs on a regular basis in order to identify trends & opportunities for optimization. Make necessary adjustments based on findings and present insights/recommendations during team meetings or with relevant stakeholders regularly. • Participate actively in various marketing events, webinars etc., as an industry expert representing Smile.io to build brand credibility & visibility among target audiences while also networking for potential leads and partnerships opportunities. • Maintain a strong presence on social media platforms (LinkedIn, Twitter) by regularly posting engaging content related to the company's products/services along with industry news updates in order to build brand awareness & credibility among target audiences while also driving traffic back to Smile.io website and product pages for lead generation purposes. • Develop a comprehensive plan, timeline & budget allocation strategy that aligns marketing activities across various channels (digital/traditional media) with overall business object
Benefits
• Additional $30,000 CAD performance-based bonus tied to lead generation and conversion outcomes (TBD) • Equity included • Senior individual contributor role • Reports directly to the CEO • Our Commitment to Candidates: • At Smile, we understand that finding a new role is challenging and that self-doubt or imposter syndrome can prevent you from applying to a role, don’t let it! You have a ton to offer and we want you to feel encouraged to apply, even if you don’t check all of the boxes. If you are passionate about eCommerce and helping merchants grow through loyalty and reward, connect with us. • At Smile, we rely on a range of backgrounds, experiences, and ideas. We value diversity, and we’re proud to be an inclusive, equal opportunity workplace. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Smile welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process. • AI Disclaimer: At Smile, we’re strong advocates for using AI to help speed up iteration, increase productivity, and save our human brainpower for the really challenging problems. While we’re happy for AI to help you generate or tailor your resume, we’d ask that you please refrain from using AI to answer any of the questions on this application form, or to answer questions during the interview process itself.
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