Head of Marketing - Scaled Agile Inc

Scaled Agile, Inc., (SAI) helps enterprises thrive in a world of change with SAFe, the most trusted system for learning and practicing agile ways of working. Together, SAFe Studio and SAFe’s proven framework provide everything individuals and teams need to link evolving strategy and execution. SAFe works by building a culture of resiliency that engages employees and focuses on customers so organizations can work with agility. Backed by a global network of partners and community of professionals, SAFe promotes collaboration so today’s leaders can build a better future.

Based in Boulder, Colorado, SAI is a member of the Pledge 1% corporate philanthropy movement. Through this program, SAI contributes to the local community and seeks to inspire and encourage other companies to the same purpose.

Overview of Role

The Head of Marketing will be pivotal in driving growth for Scaled Agile, collaborating closely with the Executive Leadership Team, particularly the Sales leaders. This role will contribute to:

• Shaping the overall marketing strategy for Scaled Agile

• Strengthening the SAFe brand through content-based marketing and targeted campaigns

• Activating and ultimately monetizing the community of SAFe professionals through customer lifecycle marketing and certification renewal efforts

• Leading and coordinating marketing campaigns across the three key channels (individuals, partners, enterprises) and media to ensure mutual reinforcement

• Generating high-quality leads, improving SEO and website performance, improving the ROI of digital campaigns

• Improving lead conversion by implementing robust scoring and allocation mechanisms 

• Accelerating new customer acquisition and international expansion by supporting partners and local sales teams 

• Developing marketing collaterals for SAFe products

• Planning and running industry and customer events, including the SAFe Summits

• Measuring and improving the ROI and impact of marketing activities by applying a data-driven mindset

Content-Based Marketing:

• Robust Content Strategy: Create and lead a dynamic content marketing strategy, including content such as survey data, SAFe blogs, whitepapers, case studies, and videos, and distributed across top channels such as web properties, social media, PR and other third-party platforms

• Brand Alignment: Ensure all content is engaging, relevant, and aligned with SAI’s brand identity. Drive a human-centric brand.

• Lead Nurturing: Utilize content to nurture leads, build brand authority, and drive customer engagement.

Lead Generation:

• Innovate Lead Generation: Develop and implement strategies to drive high-quality leads, fostering growth and market penetration

• Data-Driven Optimization: Establish comprehensive tracking tools and utilize sophisticated data analytics to fine-tune lead generation campaigns and enhance conversion rates

• Strategic Collaboration: Partner with regional teams and revenue operations to align lead quality and follow-up processes for maximum impact.

Site, SEO, and Digital Marketing:

• Comprehensive Site and SEO Strategy: Lead the development and execution of a holistic Site, SEO, and content strategy to boost organic search visibility and drive significant impact

• Performance Analytics: Leverage advanced analytics tools to monitor, report, and optimize SEO performance and website traffic

• Trend Adaptation: Stay ahead of SEO trends and algorithm updates to maintain and improve competitive SEO practices.

New Customer Acquisition:

• Targeted Campaign Design: Strategically design and execute marketing campaigns aimed at attracting and converting new customers, leveraging the latest customer trends and insights

• Inbound and Outbound Synergy: Utilize a balanced mix of inbound and outbound marketing techniques to reach and engage potential customers

• Metrics-Driven Strategy: Analyze customer metrics to continuously refine, optimize, and accelerate new customer acquisition strategies.

International Growth:

• Global Expansion: Drive the expansion of marketing efforts in international markets, ensuring local adaptation of marketing materials and strategies

• Enhanced Global Presence: Share and disseminate marketing content to key partners to boost global presence and country-specific development

• ROI Management: Oversee international marketing budgets, ensuring high ROI on global campaigns and events.

SAFe Summit and Industry Events:

• Strategic Event Marketing: Develop and implement marketing strategies for SAFe Summits and industry events, initially focusing on government and automotive sectors

• Leadership Engagement: Coordinate speaking engagements, panel discussions, and networking opportunities to reinforce SAI’s thought leadership

• Community and Partner Support: Drive visibility, lead generation, and community development through strategic event participation.

Community Engagement, Partner Development, and Direct Sales Support:

• Comprehensive Marketing Support: Develop targeted marketing materials and campaigns to support community engagement, partner development, and direct sales channels

• Collaborative Relationships: Foster strong relationships with partners to drive joint marketing initiatives and collaborative success.

Customer Life-Cycle Marketing:

• Lifecycle Engagement: Implement strategies to engage and nurture customers and partners throughout their lifecycle, from awareness to advocacy

• Retention Campaigns: Develop marketing campaigns to increase customer retention, lifetime value, and billings

• Personalized Campaigns: Design targeted, personalized campaigns to remind and encourage SAFe Professionals to renew their certifications

• Resource Provision: Provide relevant content and resources to facilitate the renewal process and highlight the benefits of maintaining certification.

Team Collaboration:

• Cross-Functional Alignment: Work closely with product development, regional teams, and customer success to ensure marketing strategies align with SAI company objectives

• Agile Culture: Promote a culture of agility and continuous improvement within the marketing team

• Inspect and Adapt: Utilize Agile marketing methodologies to adapt to market changes and feedback quickly

Marketing Metrics and Reporting:

• KPI Establishment: Set clear KPIs and performance metrics to track the effectiveness and ROI of marketing campaigns

• Executive Reporting: Regularly report on marketing performance to the executive leadership team and the board

• Data-Driven Decisions: Use data insights to drive strategic decisions and optimize marketing spend and activities.

Primary Skills and Experience Needed

Preferred candidates will have at least five years of marketing leadership experience in a services or IP-based company and experience with lifecycle marketing, B2B and B2C.

• Strategic Vision: Ability to develop and implement forward-thinking marketing strategies

• Data Analytics Proficiency: Expertise in using data and analytics to drive decisions and optimize campaigns

• SEO, CRO, and Digital Mastery: In-depth knowledge of SEO, conversion rate optimization, and digital marketing best practices

• Customer Acquisition Expertise: Proven track record in designing and executing successful customer acquisition campaigns

• International Marketing Experience: Experience in managing and expanding international marketing efforts

• Content Marketing Leadership: Strong skills in creating and directing impactful content marketing strategies

• Event Marketing Proficiency: Experience in planning and executing successful industry event marketing

• Collaborative Team Leadership: Ability to foster a collaborative environment and work effectively with cross-functional teams

• Lifecycle Marketing Skills: Experience in engaging and nurturing customers throughout their lifecycle

• Certification Renewal Strategies: Knowledge of designing campaigns to support certification renewals

• Agile Methodologies: Familiarity with Agile marketing practices and promoting an Agile culture

• Performance Reporting: Ability to establish KPIs, track performance, and report insights to leadership.

As part of our recruitment process, we are utilizing Culture Index. To proceed with your application, please click on the link provided to fill out the survey: https://go.cultureindex.com/s/5Gl1qSthKY

Where you’ll be working:  We proudly support a collaborative remote environment for our globally distributed teammates, while also using our Boulder office as a resource. #LI-Remote

Compensation: 

Scaled Agile is committed to fair and equitable compensation practices. The target salary range for this role is $175,000- $200,000. Final compensation for this role will be determined by various factors such as a candidate's relevant work experience, skills, and certifications.

All your information will be kept confidential according to EEO guidelines.

SAI is committed to providing opportunities for professional growth. This position is also posted internally. 

Employees of Scaled Agile are also compensated with a competitive benefits package including medical, dental, vision, optional insurance products including identity protection and pet insurance, 401K with a match, flexible paid time off, and company paid sabbatical after six years of service, bonus plan, and equity options.

Wondering if you should apply?

As a company that helps organizations embrace and turn change into opportunity, we’re looking for teammates with diverse experiences who thrive on applying their knowledge in new ways. You don’t need to meet every listed qualification to apply. If you’re motivated by an iterative approach to growth, learning, collaboration, and relentless improvement, we want to hear from you.

Work Differently. Build the Future.