VP, Digital Strategy & Performance Marketing

US - MA - Boston

Location(s)

US - MA - Boston, US - TX - Austin

Team(s)

Marketing


VP Global Digital Strategy & Performance Marketing

Company Description

Rapid7 (Nasdaq: RPD) is advancing security with visibility, analytics, and automation delivered through our Insight cloud. Our solutions simplify the complex, allowing security teams to work more effectively with IT and development to reduce vulnerabilities, monitor for malicious behavior, investigate and shut down attacks, and automate routine tasks. Over 10,000 customers rely on Rapid7 technology, services, and research to improve security outcomes and securely advance their organization. For more information, visit our website, check out our blog, or follow us on LinkedIn

The Opportunity

As the VP of Global Digital Strategy & Performance Marketing at Rapid7, you will report directly to the CMO and be responsible for the future digital strategy to further the Rapid7 global brand and business objectives, full-funnel performance marketing strategy and capabilities in support of mature and emerging business segments, and a measurement framework to drive effective optimization of marketing investments to drive acquisition, engagement, retention and customer health. 

We're seeking a visionary leader, passionate about building and leading teams, developing and evolving organizations, instilling culture, and managing through change. As a seasoned and strategic digital strategist and innovator, full-funnel performance marketer and analytical driver of business growth, you will develop an industry-leading digital strategy and performance marketing team in support of Rapid7's rapidly growing global business. This role will require close partnership across the Growth teams, Marketing Operations, Data & Analytics, IT,  Finance, Channel, Product owners and Corporate functions. 

We are an already successful company at an inflection point, and our marketing capabilities are at the core of what we want to accomplish next - we want someone who can enable us to reach the people we want to reach at a global level. If you are looking for a transformative role that allows you to utilize your skills in collaboration, mentoring, strategy and execution, then this could be the role for you!   

The Role

  •  Effectively communicate the vision, strategies, methods and techniques needed to achieve a shared goal across the enterprise.

  • Demonstrate deep expertise and a broad view of the organization to optimize linkages between structure, people, process and technology.

  • Develop a fast-moving, engaged and high-performing digital strategy and performance marketing team as well as identify, oversee and cultivate agency and vendor relationships that maximize business potential.

  • Build a team of subject matter experts and foundational capabilities, including a communications framework across paid, owned, and earned channels to support full-funnel performance marketing across customer lifecycle and digital assets to support evolving global organization. 

  • Manage the performance media budget for strategic allocation and channel development; including working and non-working budget allocations that enable full-funnel performance marketing strategies.

  • Develop a test and learn approach, including conversion rate optimization through use of data to test, analyze, and deliver insights to all performance marketing initiatives and report to senior management regularly.

  • Drive the channel strategy in support of campaigns and business goals through multi-channel marketing (social, search, display, email, blog, SEO, etc.) and advertising initiatives, both on and offline, to consistently acquire new, quality leads at our target CACs.

  • Develop a comprehensive, global and national marketing plan to build top of mind awareness, stimulate preference, and, ultimately demand.

  • Establish KPIs and targets across the full funnel (visits, conversion, revenue, recall, CAC, LTV); drive optimization programs to consistently improve results and over time marketing spend efficiency using advanced media mix modeling and/or multi-touch attribution.

  • Drive evolution of Rapid7.com and Rapid7's public facing digital properties to support our global brand and engagement with a global audience across different customer segments, products and personas.

  • Build a product management approach to Rapid7.com and other digital properties to own the vision and roadmap to evolve the end-to-end digital experience, including but not limited to reducing tech debt, digital experimentation and personalization.

  • Lead evaluation of technology solutions to ensure they scale at a global level, are supportable and meet business goals working in partnership with Marketing Operations and Enterprise Technology.

  • Work with in-house digital creatives to deliver web design to optimize user experience along the buyer journey. 

  • Drive forward best SEO practices and technical requirements to ensure site speed, crawl-ability, expertise, authoritativeness, & trustworthiness.

  • Drive collaboration between Content Strategy and SEO to manage our written or video content that drives awareness, consideration, purchase, and retention to support performance marketing goals.

  • Support Lifecycle Marketing through email capabilities working closely with Growth teams; experiment with nurturing strategies to impact customer journeys, usage and adoption. 

  • Cultivate strong, impactful and effective relationships with key vendor partners and identify new technology, capabilities, features, and opportunities to ensure seamless integration across the marketing stack working closely with Marketing Operations 

Qualifications and Traits

  • Bachelor's Degree in Arts/Sciences (BA/BS) Business, Advertising, or Marketing required

  • Minimum of 15 years of direct experience managing large multi-million dollar budgets across a wide spectrum of digital and traditional media with a proven track record of driving strong ROAS; global experience is highly preferred

  • Extensive experience driving development of digital strategy and assets to support B2B lead generation, customer experience and engagement; B2C, e-commerce and omni-channel background a plus 

  • Experience building and managing both an internal team and agency partners, ensuring organizational structures complement one another, productivity is maximized, and accountability is consistent

  • Experienced with use of data, analytics and data science techniques to impact marketing approach, optimization and test and learn framework 

  • Exceptional understanding of all aspects of digital marketing and analytics, especially paid search, affiliate, display, retargeting, email and social media

  • Familiarity with different attribution methodologies and measurement approaches (LTV, ROAS) as well as online-to-offline measurement with the ability to provide a strong point of view on the optimal ways to measure digital media

  • Ability to craft clear, compelling recommendations supported by solid analysis and business logic and articulate them to the organization to support the request; including use of data visualization techniques

  • Strong executive communication and presentation skills; capable of conveying ideas to gain support

  • Ability to provide vision and direction to senior leadership, while translating plans into focused and manageable goals to the direct team

  • Highly curious and never settles for “good enough”

  • Strong consensus and relationship-building skills balanced with the ability to drive initiatives forward; acts as a fantastic partner who leads through strong collaboration

  • Comfort with change and ability to wear multiple hats as part of an evolving organization

  • Experience using tools and platforms including Facebook Ads Manager, Google Ads 360 & Bing Ads, Google Search Console, Conductor, or other similar SEO tools