About Fable
The best digital teams work with Fable to make products more accessible for over 1 billion people who live with disabilities. Some of our amazing clients include Walmart, Slack, Shopify, and more. Fable ranked #3 on the 2022 LinkedIn Top Startups Canada list and Fast Company’s 2023 Most Innovative Companies in Design list.
About the Role
Fable is hiring a marketing leader to be the tip of the spear of our Go-to-Market strategy. This new leader will partner with Sales, Product, and the rest of the senior leadership team to drive pipeline from our ICPs. We care deeply about leadership, marketing that impacts revenue, and the exploration and deployment of innovative tools and structures. The VP of Marketing will be instrumental in crafting positioning and narrative that underscores the importance of inclusive design, educating new prospects, and solidifying Fable's position as a leader in our industry. This role will work closely with Fable’s leadership and play a pivotal role in the growth of the business.
For this role, we are open to applicants who can work in Eastern Time Zone.
Key Responsibilities
- Marketing strategy: Set goals, plan, and prioritize across all areas of marketing.
- Take charge of Revenue Marketing, reaching into Fortune 500 through Account-Based Marketing, and leading messaging evolution to be the tip of the spear as the market shifts from "Why buy one" to "Why buy mine".
- Lead the process of iterating on the go-to-market strategy, ensuring efficient and consistent pipeline coverage for revenue targets.
- Transform our success with virtual and in-person events into a closed-loop system to generate pipeline.
- Collaborate closely with cross-functional teams, including Sales, Product, and Customer Success and Fable’s co-founders, to ensure cohesive brand messaging and strategy execution.
- Build and mentor a high-caliber marketing team, fostering a culture of innovation, resilience, and continuous learning.
- Manage a significant marketing budget, optimizing spend across technology, channels, and campaigns to maximize ROI and impact.
- Keep the board of directors informed on pipeline coverage and campaign performance.
- Champion Fable's values and mission, both internally and in the wider industry, to inspire change and promote digital inclusivity.
- Design and lead the Marketing systems needed to achieve pipeline targets.
- Establish the Marketing operations vision and strategy to support smart decision-making with detailed analysis, focusing on leveraging data for strategic guidance in marketing initiatives.
Key Performance Indicators (KPIs)
- Drive the business: ensure sufficient pipeline is generated to achieve revenue targets. Build a $50M enterprise-segment pipeline to support Fable’s growth for the next two years.
- Grow the channel: Increase effectiveness of our events channel and develop a second channel.
- Win the category: Track the impact and growth of our positioning in the category.
- Account penetration: Generate sufficient engagement either opening or moving to consideration phase, with key target, accounts to generate pipeline.
- Account knowledge: Generate and maintain accurate, actionable data on key accounts to support marketing and sales functions, including scoring.
- Lead launches: Meet deadlines for new feature and product launches.
- Support buyer journey: Ensure no content gaps for the buyer journey.
- Build on Fable’s brand reputation: Capture customer stories.
Key Qualifications and Assets
- A minimum of 7 years of experience in B2B marketing, with a strong background in marketing to the Fortune 500 and SaaS environments.
- Proven experience in scaling Revenue Marketing (aka “Growth” or “Demand Generation”) efforts, ideally from $5m to $30m ARR, within a high-growth tech startup.
- Revenue Marketing (or “Growth” or “Demand Generation”) is your superpower within the Marketing function, and you’ve carried and hit a pipeline generation goal for more than three quarters.
- You have a history of collaborating with great Product Marketers and teams to improve effectiveness of campaigns, optimize pricing, and generating pipeline through partner relationships.
- Strong leadership skills, with a history of building and managing marketing teams that hit or exceed their targets.
- Data-driven mindset, with the ability to analyze market trends, track marketing KPIs, and make informed decisions.
- Exceptional communication and collaboration skills, capable of fostering strong relationships across all levels of the organization, especially with Sales and Product Management leadership.
- Demonstrated ability to effectively lead and manage teams that include team members that were not originally assembled by you.
More Specifically
- Your leadership style is inclusive and empowering, with a focus on building teams that are high-performing, resilient, creative, and driven by a shared mission.
- You have a deep understanding of the tech industry's dynamics, with the ability to identify opportunities for growth and innovation.
- Your approach to marketing is holistic, integrating revenue marketing, product marketing, systems and operations, and brand storytelling into a cohesive strategy.
- You value systems over tactics and experiments over long-term plans.
What's in it for You?
Joining Fable means becoming part of a movement that's not just about business growth but about making a real difference in the world. You'll have the opportunity to:
- Lead a passionate and talented team, driving marketing initiatives that directly contribute to Fable's mission and success.
- Join a company that has a deep understanding of our customer needs, knows their ICP, and has a strong infrastructure that you can leverage to grow pipeline.
- Fable deeply values the role that Marketing plays at this stage of company and product development. We’re also empathetic to the challenges of startup Marketing, so you’ll find support from the top for a strong partnership between Sales and Marketing, and internal resources to enable you to do your best work from revenue operations, Product, and People teams.
- Work in an environment that values creativity, innovation, and inclusivity, offering ample room for personal and professional growth to help you on your journey to the c-suite.
- Support for deployment of new tools and software, including generative AI.
- Make a lasting impact in the tech industry and beyond, championing the cause of digital accessibility and inclusive design, and producing marketing assets and campaigns other companies look to as the standard.
Our Values
To lead, listen first
You amplify voices that are less often heard and create space for those voices to grow. The quality of an idea doesn't correlate with the loudness of someone's voice.
The brain is a muscle
If you're going to do something, you will do it well. Practice often and rest when needed. Give your mind what it needs to thrive.
Unlearn to learn
What did we learn growing up, and what do we need to unlearn? It's essential to understanding our personal bias and position so that we can grow.
Accessibility Accommodations
Fable is an inclusive workplace. If you are facing any accessibility requirements or concerns regarding the hiring process or employment with us, please reach out to us at jobs@makeitfable.com.
If you require any accessibility accommodation for the interviewing process, please fill out this application form.