We are building a team that will transform an innovation consulting firm into a product-led organization.
Kromatic is a global partnership of innovation coaches, offering consulting, workshops, and other resources to a range of accelerators, corporations, academic institutions, and government agencies. Our programs are tailored to executives, teams, and individual team members, helping them develop innovation as a core competency for their organizations. We work with some of the largest companies, non-profits, and governments on the planet to help them innovate.
We are looking for a marketing leader that can help transform an innovation consulting firm into a product-led organization. We have developed a comprehensive line of products and services that we have used to train large organizations at scale, and would now need to scale up our marketing efforts. We need a marketing head to work directly with CEO Tristan Kromer to craft a strategy that will improve our performance marketing and consistently generate sales leads.
You should not just react to requests, but actively craft a strategy that allows us to prioritize limited time and resources on the most effective actions.
You should be able to create clear goals and identify risks and decision points where our strategy may need to change.
You must be flexible to deal with changing circumstances in an agile environment while maintaining a focus on generating leads for the business. As a consulting company primarily working with startups and innovators, we use lean and agile methodology, which means we expect our teammates to be able to pivot appropriately when new information becomes available.
Analytics and Experimentation
You know how to make decisions based on the best data available.
You can balance sample size and margin of error when designing experiments, and can still make decisions even if results are quantitatively indeterminate.
You know how to run simple experiments to quantitatively demonstrate which channels would be most effective for lead generation.
You can use analytics tools such as Google Analytics, Heap Analytics, Ahrefs, Amplitude, Segment, MixPanel, etc., to show progress, failure, and return on your team’s efforts. (You don’t have to be familiar with ALL of them, you just need a solid understanding of how these tools work.)
You can read and interpret the reports provided by analytics tools.
You can identify key metrics to generate marketing reports.
You are comfortable enough with these tools to conduct high-quality, independent analysis.
You should be familiar with demonstrating ROI with difficult-to-measure activities such as in a multi-touch sales and marketing process where the client may connect with us via events, our website, our blog, and social media before making contact as a lead.
Conversion Rate Optimization (CRO)
You should be able to convert website visitors into a consistent stream of sales leads.
You should be comfortable (or able to learn) tools such as OptIn Monster to optimize conversion rates for CTAs and campaigns on our websites and across marketing channels.
CRO activities may include:
Drip campaigns for users who engage or download content
Transactional messages through tools like Intercom
Our primary marketing method is content marketing (blog posts, social posts, downloadable texts, templates, videos, interactive content, etc.), so you should be intimately familiar with how content marketing works and how to best utilize content to grow an audience and convert them into sales leads.
You should be able to determine priorities on content topics (creating new content and updating existing content) and work with our writers and editors to optimize our efforts.
You should be familiar with how to integrate SEO into our content-building efforts, including:
You should be able to draft basic copy (landing pages, popups, designs, product and service descriptions, etc.) and work with our Communications Director to help guide our content choices for maximum impact.
You should have working familiarity with WordPress.
You should able to help us maximize our distribution goals the same way we want to maximize our content choices, including:
Managing mailing lists with tools like Mailchimp.
Helping determine appropriate events and speaking engagements for our coaches, such as conferences and webinars.
Distribution via outside newsletters and partners.