Director of Marketing

2 months ago

Redwood City, United States ETALON Full time
Job DescriptionJob DescriptionDescription:

Etalon, Inc. is a privately held Silicon Valley biotechnology company that has developed a revolutionary veterinary genetic profiling service. Primarily about the preclinical and agricultural markets, the initial focus of Etalon’s service is on the horse as a model species.


As the Director of Marketing, you are responsible for setting and delivering the overall marketing strategy to deliver on the business objectives. This includes but is not limited to strategy associated with thought leadership, product marketing, event marketing, strategic partnerships, VIP relationships, affiliate marketing programs and customer referral programs. Additionally, you will be accountable for ensuring Etalon is perceived as a premium, cutting-edge bio-tech brand in the equine and other animal market segments. This includes championing the product roadmap aligned to the marketing and sales strategy, preparing and managing monthly, quarterly and annual budgets for the Marketing department, as well as setting, monitoring and reporting on Company marketing goals.

This role’s success will be determined by achieving traditional marketing goals including how much they are able to increase Etalon’s brand awareness, acquire new customers, increase website traffic, increase customer value, boost brand engagement, and increase revenue through sales.


What You'll Do:

  • You will directly interact with breeders, horse owners, veterinarians, genetic specialists and other equine thought leaders around the world while testing, marketing and selling Etalon’s products.
  • You will actively manage the marketing team as well as actively collaborate with other teams to execute your product roadmap.
  • You will develop a strong understanding of clinical unmet needs through voice-of-the-customer analyses and Key Opinion Leader (KOL) relationships.
  • You will be responsible for identifying unmet equine genetic-centric needs, defining product requirements, global market assessments, business case modeling, and pricing strategies.
  • You will drive product roadmap, lead market research, monitor trends, competitive activity, and industry developments
  • You will market-test and sell these new concepts as well as Etalon’s existing products and services to the equine community.
  • You will understand Etalon’s target audiences, segment them, position Etalon’s current product and services, and define Etalon’s targeting strategy, working alongside the product, sales and technical teams.
  • Use marketing research, competitive analysis, and insights from our community and other sources to map the ecosystem; uncover deep customer needs; and define product positioning and targeting.
  • Leverage data and customer insights to recommend current and future growth opportunities, including new services, new functionality, new distribution opportunities, and improvements.
  • Work with Etalon’s Founders to develop cohesive key messaging for broad audiences.
  • Own the creation of product-oriented marketing assets and non-technical educational materials, such as blog posts, videos, cases, demos, and content for the website and for the community.
  • Create a product marketing strategy for protocols, with a strong value proposition that will ensure product-market fit among our target audiences, driving product uptake and adoption
  • Plan and produce thought leadership, press, and partner engagement events, campaigns and materials to build brand awareness and adoption.

Key Metrics for Success:

  • Map how products address requirements to drive marketplace differentiation.
  • Create robust business cases for products collaborating with commercial leaders around the world.
  • Ensure all elements of the overall marketing strategy, including the product structure, packaging, labeling, service, and warranty support user and stakeholder needs.
  • Lead product marketing plans including marketing objectives, strategies, tactics, and measures to meet and surpass business targets.
  • Create and execute an annual product marketing plan to drive growth and exceed financial targets.
  • Track product performance against competitors and expectations, adjusting marketing as necessary.
Requirements:

About You:

  • You love and know a lot about horses, data and science
  • You have previously built or overseen the creation of a successful "modern marketing machine," including marketing attribution, media mix modeling, measurement of offline and online performance, scalable processes, affiliate and referral programs, and reporting systems.
  • You are a talent magnet with a strong track record of successfully recruiting, managing and developing marketers and building high performing teams.
  • You have good experience driving growth and efficiencies through data acquired across online and offline channels.
  • You are a relentless driver of rapid iteration, and make decisions quickly based on data and experience, always putting the user experience first.
  • You are able to take many complex topics and points of view and disseminate them into easy to understand concepts for the general public.
  • You have a reputation for delivering creative excellence – designing world-class, innovative and engaging creative campaigns that people love.
  • You are an effective communicator, both written and verbal, organized with excellent attention to detail.

Qualifications:

  • An active or previously active member in the horse community.
  • 5+ years’ related marketing experience.
  • 4+ years’ marketing management experience leading teams.
  • Deep experience setting marketing and go-to-market strategies.
  • Deep consumer brand marketing experience, with an emphasis on digital marketing and E-Commerce experience.
  • Experience marketing a company whose solution is based on big data, data science or machine learning.
  • Ready to show examples of your work and discuss its impact.

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