Senior Marketing Director (Brand Communication Strategy, Demand Gen & Multi-Channel Growth)

Userpilot is a fast-growing B2B SaaS platform helping mid-market and enterprise companies deliver exceptional user onboarding, product adoption, and product-led growth experiences. The Senior Marketing Director will lead brand strategy, creative campaign direction, and multi-channel growth, focusing on building Userpilot’s brand identity and ensuring effective distribution across paid channels.

Responsibilities:

• Own and evolve Userpilot’s global brand positioning, narrative, and visual identity
• Lead the ideation and execution of creative, memorable, category-defining campaign concepts
• Develop strong, emotionally resonant messaging that speaks directly to our ICP
• Ensure Userpilot stands out with a distinct tone, style, and point of view across all channels
• Oversee the creation of premium content: reports, videos, benchmarks, case studies, playbooks, and narrative assets
• Ensure every asset is designed with distribution in mind—built for attention, engagement, and paid amplification
• Elevate Userpilot’s thought leadership in product adoption, PLG, and user onboarding
• Own the strategy, execution, and optimization of brand and demand gen communications across all paid marketing channels, including: LinkedIn Ads (especially ABM) Build ABM-ready creative that resonates with mid-market & enterprise accounts
• Tailor multi-touch sequences for ICP personas across PM, PX, CS, and C-suite
• Lead paid search strategy to complement demand creation with smart demand capture
• Use display ads for creative storytelling and brand recall
• Distribute long-form and short-form video narratives to ideal buyers
• Test YouTube-first creative concepts to boost awareness and mid-funnel education
• Experiment with Reddit communities aligned with Product, UX, PLG, and CX audiences
• Bring creative, unconventional ideas to unconventional channels
• Build channel-integrated campaigns that create demand at the top, nurture it mid-funnel, and convert bottom-funnel interest
• Use analytics to optimize CAC, pipeline quality, and velocity without sacrificing creativity
• Shift Userpilot from a capture-only motion to a demand creation engine
• Build long-term affinity through memorable storytelling, repeated touchpoints, and unique content experiences
• Grow a community of engaged followers together with the Demand Gen team through: Live webinars and interviews user groups & meetups live events community-driven content product-led education initiatives
• Lead and mentor a high-performing team across content, growth, design, ABM, and PMM
• Partner with Sales on ICP alignment, account journeys, and ABM motions
• Partner with Product to shape GTM launches and deepen the product–marketing connection
• Own performance dashboards, forecasting, and data-driven reporting for leadership

Requirements:

• 5+ years in B2B SaaS marketing, ideally in product adoption, PLG, product analytics, or customer onboarding
• Proven track record combining creative brand strategy with paid acquisition execution
• Strong experience running LinkedIn Ads & ABM campaigns
• Strong experience running Google Ads / Display / YouTube
• Strong experience running Reddit Ads or experimental channels
• Demonstrated success producing high-quality content with strong distribution frameworks
• Ability to craft powerful, differentiated narratives that resonate with mid-market and enterprise buyers
• Experience leading and scaling multi-disciplinary marketing teams
• Strong storytelling, visual instincts, and creative sensibility
• Data-driven approach to evaluating creative performance and campaign efficiency
• Prior ownership of major brand refreshes or category-building campaigns
• Experience building user communities or developer/product communities
• Previous success launching product narratives or PLG motion campaigns
• Public speaking, external thought leadership, or content creator experience