Description

B2B Marketing DirectorLocation: Northern California, Austin, or Seattle (Hybrid)Reports to: Head of Marketing, Martindale-AvvoAbout UsMartindale-Avvo, part of Internet Brands, is the leading internet marketing company serving small and mid-sized law firms. Our award-winning legal marketing platforms (including Avvo, FindLaw, Martindale, Nolo, and Super Lawyers) connect millions of consumers with attorneys each month. We help our clients grow their practices through best-in-class digital marketing, lead generation, and client engagement solutions.We are a fast-moving, high-growth business seeking a B2B Marketing Director who can bring both strategic vision and hands-on execution to lead marketing for two core business units. This role drives measurable impact in acquisition, retention, upsell, and brand leadership across our attorney customer base.Position OverviewYou will own the full marketing strategy and execution for two business units, guiding all attorney-facing communication to ensure consistency, clarity, and effectiveness. This includes lead generation, product marketing, customer lifecycle marketing, and go-to-market (GTM) execution for new and existing offerings. The role requires deep collaboration with Sales, Product, Customer Success, and other cross-functional teams to ensure alignment and maximize revenue impact.You will act as both a strategic leader and a hands-on operator—able to direct high-level initiatives, while also rolling up your sleeves to execute and optimize campaigns. Your ability to navigate ambiguity and adapt to evolving external markets and technology are critically important. Success in this role means delivering clear revenue impact, strengthening our competitive position, and ensuring our clients fully understand and realize the value of their investment. Key ResponsibilitiesStrategy & Leadership Develop and own the integrated marketing strategy for assigned business units, aligning with company revenue and growth objectives. Lead cross-channel demand generation programs (email, SEM, SEO, paid media, events, webinars, content) to deliver qualified leads and strengthen market presence. Oversee GTM planning for new products, feature releases, and service enhancements, ensuring alignment with sales and product priorities. Translate market insights, customer needs, and competitive intelligence into actionable marketing strategies. Acquisition & Demand Generation Build and execute campaigns that increase pipeline volume and conversion rates. Optimize lead generation, lead nurturing, and conversion flows in collaboration with Sales and Revenue Operations. Leverage marketing automation (e.g., Pardot, Marketing Cloud, HubSpot, or Marketo) and Salesforce CRM to segment, target, and personalize outreach. Customer Lifecycle Marketing Develop retention marketing initiatives to reduce churn and increase customer lifetime value. Identify upsell and cross-sell opportunities and build targeted campaigns to deepen adoption of our services. Create and deploy product education, onboarding, and value-affirmation programs to strengthen client relationships. Product Marketing & Enablement Define and articulate product positioning, messaging, and competitive differentiation. Equip the sales team with product expertise, competitive intelligence, and impactful collateral. Lead specialized training on new product launches and updates. Analytics & Optimization Establish KPIs, dashboards, and reporting processes to measure marketing effectiveness and ROI. Monitor campaign performance and adjust strategies based on data insights. Drive a test-and-learn culture to continually improve results. Team Leadership & Development Manage, mentor, and inspire a team of two direct reports, plus agency and freelance resources. Foster a collaborative, high-performance culture with clear accountability for results. Manage budgets effectively, ensuring resources are allocated to the highest-impact activities. Qualifications 5+ years of progressive B2B marketing experience, preferably in digital marketing, SaaS, or professional services; Legal and SMB market experience a plus. Proven success in both acquisition and retention marketing. Strong background in product marketing, GTM strategy, and sales enablement. Hands-on experience with Salesforce CRM and marketing automation platforms (Pardot, Marketing Cloud, HubSpot, or Marketo). Skilled in digital marketing channels (SEO, SEM, paid media, social, email, events). Excellent leadership, communication, and stakeholder management skills. Analytical mindset with the ability to translate data into actionable insights. Bachelor’s degree in Marketing, Business, Communications, or related field (MBA preferred). Core Competencies Strategic Mindset: Ability to connect big-picture goals with day-to-day execution. Customer Focus: Deep understanding of SMB needs and decision-making processes. Agility: Comfortable navigating ambiguity in a fast-paced, evolving market. Data-Driven: Relentless focus on measurable outcomes and ROI. Team Leadership: Ability to mentor and motivate while driving accountability. Cross-Functional Collaboration: Proven success working with Sales, Product, and Operations. Why Join UsThis is a unique opportunity to make a direct, immediate impact on a growing business in a dynamic industry. You’ll lead initiatives that shape our go-to-market approach, strengthen our competitive position, and directly drive revenue growth while working with a passionate, collaborative team.