VP Product Marketing

FloSports is a world-class sports media company strategically positioned to be the essential destination for passionate sports fans, delighting them with live event coverage, breaking news, highlights, stats, rankings, and team and player profiles. We are growing Our Sports every day by continuing to invest in our ever-expanding ecosystem, which consists of over a dozen sport verticals and hundreds of streaming partners. FloSports is creating the home for sports like hockey, track & field, racing, grappling, wrestling, cheer and more, and we are looking for innovative and passionate people like you to help us!

THE ROLE:

As an integral member of the Marketing leadership team, you’ll be responsible for helping Flo grow by analyzing our customers, our market and our competitors to spot opportunities for expansion and growth, as well as by enabling our entire org with a deepened understanding of our target markets, buyer personas, key messages, pricing strategy and value propositions.

Reporting to the CMO, you are results-driven and collaborative and your success in this role will be measured by your ability to enable product adoption and usage, and create customer advocates. You will work closely with our Brand (Copywriters & Design initially) and Customer Support teams as well as our close partners in Product and BI. You’ll also advise our Acquisition and Customer Lifecycle teams with their decision making on where to invest and how to best position Flo in their efforts. In addition, as a senior leader in the marketing organization, you will help build a world-class marketing team, a best-in-class brand, scalable business processes, and strong cross-company relationships.

RESPONSIBILITIES:

Product Strategy:

• Guide acquisition and expansion teams by working closely with adjacent teams to strategize campaigns, themes and messages that resonate with our target audience.
• Ensure messaging and campaigns are consistent and performing for the Flo ideal customer profile to achieve lead funnel stage goals.
• Maximize Flo’s growth by guiding our pricing strategy and help with discovering and documenting new use-cases for additional revenue opportunities and new product offerings.
• Collaborate with Product and Engineering to inform the product roadmap, feature/functionality development, use cases, and market opportunities.
• Identify opportunities for increasing customer and business value through new products or value-add differentiation by representing the voice of the customer.
• Collaborate with Brand and Content teams to develop value propositions, and core messaging for each line of business to drive marketing campaigns.
• Partner with Brand leadership to clarify our positioning and ensure that we are uniquely positioned in the market with a consistent message.
• Partner with Content teams to produce demos, collateral, presentations, and thought leadership that facilitates audience engagement.
• Provide strategic direction of supporting team members, to expand market and competitive intelligences, and continue to help shape the product roadmap and meet market demands.

GTM Strategy:

• Drive the entire product launch process, including strategic planning, integrated interdepartmental launch planning/execution, and various post-launch activities .
• Review, optimize, and maintain our go-to-market motion so that we drive the most demand for Flo.
• Work closely with the Product team to plan launches of new features and capabilities and ensure that our launches are highly engaging and interactive for maximum impact.
• Work closely with marketing, content, and product to ensure messaging is properly launched and maintained throughout the buyer’s journey.

Research and Insights (Persona Work):

• Develop KPIs and track performance via voice of the customer, NPS, and customer interviews.
• Your team will work with BI to conduct the market research and collaborate with the product team on customer research and present back your findings, insights and recommendations routinely to stakeholders.
• Create and manage to completion stage-appropriate content to accelerate the lead to subscription journey
• Serve as subject matter expert on our buyer/user/influencer personas, continually refining them with demographic and psychographic data.
• Assess the current and future marketplace to develop keen insights that will lead to identifying areas of growth while solidifying existing business.

KNOWLEDGE, SKILLS AND ABILITIES: 

• 10 years marketing experience with at least 5 years of management experience.
• Experience leading a product marketing team with direct reports.
• Ability to drive successful go-to-market plans that drive product adoption, retention, and net new customers.
• Excellent written and verbal communication skills with strong messaging and copywriting skills, and comfortable presenting/speaking in front of a diverse audience.
• Proven business and analytical skills to conduct market analysis and develop and execute go-to-market plans.
• Proven success working cross-functionally with internal business partners.
• You have a proven track record of bringing products to market and driving adoption.
• Ability to connect abstract concepts with customer value and express it succinctly.
• MS/MBA in Marketing, Marketing Analytics, Computer Science or related technical field
• Previous work history in tech, entertainment, or streaming.
• Experience in subscription-driven businesses.

BONUS POINTS: 

• You are customer obsessed. You know what motivates them, how they think and what they like. You can package our product in a way that resonates.
• You’re a digital native. You like technology. You are very familiar with marketing technologies and can get to know the technical minutiae of our product.
• You come with a successful track record of cultivating both trust and influence with key stakeholders, driving quantifiable business results, and building a brand for the long haul. 
• You like data, but you LOVE storytelling. You’re comfortable around marketing automation systems. You’re confident in your ability to determine the success or failure of an initiative and to use the data to learn from it. However, you are at heart a communicator. You know how to tailor a message for a specific audience. You are happy presenting both inside and outside the company.
• You are flexible and adaptable. You can navigate ambiguity. However, you can create structure and process in a rapidly growing organization.
• You are self-motivated and will constantly seek out ways to help find new efficiencies.
• You’ve worked in marketing at a subscriber driven company, and are more than familiar with the goals of demand gen and product marketing in this context.
• You are a strong team leader. As well as a team player.

OUR COMMITMENT TO DIVERSITY:

At FloSports, we are bonded by our passion for sports and our purpose to unite communities around experiences that finally give underserved sports the love they deserve. We recognize the need to build a company that seeks out, embraces, and celebrates our individual differences, ideas, and talent. FloSports is committed to the pursuit of a fair, equal and inclusive workplace where everyone is given the opportunity to grow to their fullest potential. 

OUR BENEFITS:

• Recognized three years in a row as a Top Workplace by the Austin-American Statesman
• Flexibility at work - you can take control of your profession and personal schedule
• All-hands events hosted twice a year in beautiful Austin, Texas 
• Annual equity awards for all top performers
• Competitive and comprehensive medical, dental and vision plans
• Peace of mind through company-paid short-term disability, long-term disability and life insurance
• Generous 401(K) company match vested immediately
• Progressive parental leave policies
• Unlimited paid time off
• Hack-a-thons and a full calendar of team-building and social events
• Free laundry service for all positions that require travel
• Company donation to youth teams and leagues that our employees coach
• Stocked snack bar, catered lunch and breakfast tacos every week