Senior Director, Digital Marketing

As the Senior Director of Digital Marketing at UserTesting, your key responsibilities will include developing comprehensive digital marketing strategies, managing the digital marketing budget, leading a team of marketing professionals, overseeing cross-channel experimentation, and driving demand generation and pipeline growth. Your role will also involve collaboration with various departments to align strategies and support integrated campaigns.

To be considered for the Senior Director, Digital Marketing position at UserTesting, you should have extensive experience in digital marketing, particularly in the B2B SaaS space. Proven leadership skills in managing teams focused on paid media, SEO, and organic marketing are essential. Additionally, strong knowledge of digital campaign optimization, demand generation, and tools like Salesforce and Marketo will be critical.

UserTesting emphasizes a high-performance, collaborative culture within the marketing team. As the Senior Director of Digital Marketing, you'll directly manage a dedicated team and work closely with other units like segment marketing and sales. This collaboration ensures that marketing initiatives are cohesive and that the teams share insights for greater impact.

The digital marketing strategy for the Senior Director at UserTesting encompasses paid, owned, and earned channels. You will develop and execute strategies aimed at pipeline growth and revenue acceleration while ensuring that innovative techniques like Account-Based Experiences (ABX) and data analysis drive our initiatives. The focus is on leveraging the latest technology and best practices for optimal results.

In the Senior Director, Digital Marketing role at UserTesting, you’ll utilize a suite of industry-standard marketing tools including Salesforce, Marketo, and various analytics platforms. Familiarity with advertising platforms such as Google Ads and LinkedIn Ads will also be important as you oversee digital marketing campaigns and measure performance metrics effectively.

In developing a digital marketing strategy, I start by analyzing current market trends, understanding the target audience, and reviewing past campaign performances. I collaborate with cross-functional teams to ensure alignment with business goals, integrating insights from sales and customer feedback to create a well-rounded strategy that focuses on pipeline growth and revenue acceleration.

Absolutely! In my previous role, I led a digital marketing campaign that integrated SEO, PPC, and email marketing, resulting in a 30% increase in lead generation over three months. By setting clear KPIs and using a test-and-learn approach, I optimized the campaign continuously, allowing us to adjust in real-time based on performance data. This adaptability was key to our success.

To measure effectiveness, I establish clear KPIs for each channel prior to launching a campaign. Key metrics include pipeline generation, engagement rates, and ROI. I utilize marketing analytics tools and track performance continuously, making adjustments as necessary to optimize for better results. Data-driven decisions are essential in improving our strategies.

Managing a marketing budget requires strict prioritization and continuous evaluation of spending efficiency. I allocate resources based on data-driven insights and expected ROI for each marketing channel. Regular reviews allow me to identify which areas yield the best results and require increased investment or adjustment.

I foster an environment where team members feel empowered to share ideas and test new approaches. Regular brainstorming sessions and workshops on emerging trends in digital marketing help encourage innovation. Additionally, I support professional development by providing access to relevant training and resources.

Collaboration is fundamental to a successful digital marketing strategy. I prioritize building strong relationships with other departments like sales and product teams to ensure our marketing campaigns are cohesive and aligned with organizational goals. This teamwork allows us to integrate insights and enhance our marketing effectiveness.

One challenge I faced was low engagement rates in our digital campaigns. To address this, I initiated A/B testing on our messaging and visuals, analyzed audience feedback, and refined our targeting strategies. As a result, we saw a significant uptick in engagement and conversion rates within a few weeks.

Effective demand generation involves a mix of targeted content marketing, SEO optimization, and nurturing leads through personalized communication. I utilize insights from customer data to create tailored experiences and ensure that our marketing resonates with potential customers, thereby generating qualified leads.

I stay updated through a combination of reading industry publications, participating in webinars, and attending conferences focused on digital marketing innovations. Networking with other professionals also allows me to exchange ideas and learn about new strategies and technologies in the marketing landscape.

I have extensive experience utilizing Account-Based Marketing (ABM) strategies to target high-value accounts. By personalizing campaigns to specific key accounts, I've successfully driven engagement and conversion with decision-makers. My approach includes aligning marketing efforts with sales to ensure a unified strategy that resonates with the target audience.