Sr. Director, B2B Marketing

Certus•Harwich, MA

3d•$150,000 - $160,000•Remote

About The Position

We are seeking a strategic, data-driven Sr. Marketing Director to lead our industry-focused marketing initiatives and drive demand for our SaaS products. This role requires a strong balance of research, strategic planning, and hands-on leadership. You will be responsible for deeply understanding target industries - its trends, pain points, buying cycles, market influences, and competitive landscape. You will translate that knowledge into actionable marketing strategies across all channels. You will guide a high-performing team while partnering closely with content, design, product, marketing, and sales teams to ensure messaging consistency and marketing effectiveness. Your work will directly influence our lead generation, brand positioning, and revenue growth within the target industry segments.

Requirements

7+ years of experience in B2B marketing, ideally with SaaS or technology products with several years leading marketing professionals.
Strong background in industry research, segmentation, and persona development.
Proven experience leading demand generation or multi-channel marketing strategies.
Demonstrated ability to manage and mentor a marketing team.
Ability to translate industry insights into actionable campaign ideas and messaging.
Strong understanding of digital channels including SEO, SEM, paid social, email, and website optimization.
Experience working cross-functionally with sales, product, and creative teams.
Excellent communication, strategic thinking, and project-management skills.

Nice To Haves

Experience marketing to compliance, training, industrial, or operations-focused industries (or similar).
Familiarity with marketing automation platforms, CRM systems, and analytics tools.
Background in account-based marketing (ABM) or industry vertical marketing.

Responsibilities

Conduct in-depth research on the assigned industry, including market trends, regulatory drivers, operational challenges, and buyer pain points.
Develop and maintain ideal customer profiles (ICPs) and segmentation strategies.
Identify opportunities to position our SaaS solutions as the preferred choice within the industry.
Monitor competitor activity, industry events, and emerging technologies to guide marketing direction.
Design, influence, and execute integrated marketing strategies across web, email, PPC, social media, content marketing, and outbound campaigns.
Oversee development of creative briefs that guide content writers, designers, and video producers.
Partner with SEO, SEM, digital advertising, and organic social strategies to increase brand awareness and lead volume.
Ensure tight partnerships with sales to align messaging and ensure seamless handoff of marketing-generated leads.
Manage and coach a team:
Mentor the team on campaign design, research skills, and best practices in working with channel leaders to execute strategies.
Collaborate with product, sales, and customer success to develop high-impact industry-specific content and campaigns.
Monitor & help communicate the lead lifecycle processes - including attribution, scoring, routing, and reporting - through the Lead Operations Director.
Collaborate with Data & Insights team to ensure accurate tracking of campaign performance, pipeline contribution, and revenue impact.
Work through you director to ensure funnels and workflows are optimized to increase lead conversion and marketing efficiency.