Senior Director of Growth Marketing, Free and Trial
Typeform
Barcelona
hace 18 horas
source : Index Ventures

About Typeform

Founded circa 2012 in Barcelona, Typeform was founded by two designers : David Okuniev and Robert Muñoz. Their mission? Make online forms a little more human.

Today, Typeform works on the future of online forms. Powering your brand’s interactions with beautifully designed, professional-looking online forms that people just love.

Create forms, surveys, quizzes (and so much more) to grow your audience, improve just about anything, and validate (or invalidate) your best ideas.

The most important interaction on the web is the exchange of information between a brand and its audience. And that exchange usually happens through online forms.

We believe that even a utility like online forms should be remarkable. Our customers say they get more answers from their audience and even the occasional compliment.

Make every interaction count.

Typeform is a team of over 200 people representing 30 countries. Typeform is backed by fantastic investors General Atlantic, Index Ventures, Point Nine Capital, RTAventures, and Connect Ventures.

We have offices in Barcelona, Spain and in San Francisco, United States.

About the Role

Every month, over 200,000 new customers sign up for Typeform free product. They learn about Typeform through word-of-mouth, by experiencing our product directly or through our content, paid and social initiatives.

You and your team will help them discover the value that Typeform can offer to their businesses. You will identify the critical questions customers want to address when they are evaluating our product and create a personalized, rich learning experience that helps customers address their questions hands-on.

You will assist them along the journey of onboarding and learning about Typeform platform and you will guide them to the Aha! moment so that they can experience the benefits of using our forms and surveys and eventually decide to sign-up for one of our paid product plans.

In this role, you will work with marketing leaders who oversee earlier steps of the funnel to understand which customer segments are ideal for Typeform.

You will help assess which sources of new customers and which journeys generate the most valuable sign-ups. Finally, you will fine-tune your growth initiatives to match the needs of the different customer segments and the different levels of product understanding.

Your team will work with the Product team to define the packaging of our free products. You will analyze the usage data and customer feedback and run experiments to determine which features need to be included in our free / trial packages.

You will design different customer journeys utilizing channels such as email, in-app messaging, retargeting and social to help guide new customers to the Aha! moment.

You will find the right mix of channel and messaging to help different segments discover the value of premium features. Finally, you will work to identify the right moments, the right context and the right triggers and incentives to consistently improve the rate at which our free customers adopt one of our premium packages and get to value.

In order to be successful in this role, you will recruit, coach and develop a cross-functional team of marketers to work on the key marketing and growth initiatives.

You will also partner with other Marketing teams, Product, Data and Customer Success and lead cross-department initiatives targeted at improving the experience and effectiveness of our free offering.

Responsibilities

  • Proactively identify and leverage data-driven insights to optimize customer onboarding, product discovery and overall journey from free to paid product.
  • Segment and optimize different onboarding and time to value journeys for different use cases.
  • Define the strategy and manage the execution and implementation of the marketing lifecycle programs (via email, in-app and push).
  • Continuously optimize timing, frequency, cadence, and type of communication to match the needs of different segments across different stages of onboarding and product discovery.

  • Manage the execution of retargeting campaigns aimed at free users and continue to assess and optimize them to increase their effectiveness and efficiency.
  • Co-own with the Product team the value proposition behind our freemium and trial packages to find the right balance of features to maximize the signups, conversions, and virality of free users.
  • Create a strong A / B test practice and continuously test and optimize marketing communications across all channels for the free-to-paid part of the user journey.
  • Contribute to the development of free-user segmentation to enable execution of relevant, personalized campaigns across all channels.
  • Identify and optimize growth loops, driving adoption behavior and shortening the time to value.
  • Build and grow the team. Be the coach for your direct reports and role-model for the team. Recruit talent and help individuals develop new skills and progress their careers within Typeform.
  • Requirements

  • You are passionately curious about the customer. You want to understand why and how people think and act the way they do.
  • You want to understand how people make their decisions and what triggers them to take action. You are skilled at mapping this information to the customer journey, and identifying the key steps and evolving motivations.

    You can uncover how to change potential customers minds and behaviors based on the data and insights.

  • You are highly data-driven and analytical. You love digging deep into data to design and optimize marketing programs.
  • You take ownership, are an inventive problem solver, and have a high level of accountability
  • You have a servant leadership mindset. You are a trusted leader that coaches and empowers individuals and sets them up for success within the company.
  • You have outstanding oral and written communication and presentation skills, and experience presenting to executive teams.
  • You have a strong business understanding, especially domain expertise in marketing channels, user onboarding, and user activation.
  • Ideally, you have a prior background in SaaS businesses with a freemium model.
  • You have an undergraduate degree in a quantitative field and an MBA in Marketing or equivalent experience.
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