Director of Marketing
Marketing | New York, NY | Full Time
Voray is a rapidly growing NYC based company with the vision of building a professional community that powers life-changing relationships. The Voray platform has been built to spark and cultivate meaningful professional relationships that fuel success.
The company was founded in 2016 by successful serial entrepreneurs David Olk (Shopkeep), Mark Gerson (GLG) and Gavin Myers and based on the belief that we connect most authentically with other like-minded people when we gather in person. At the heart of the Voray platform is the SmartGathering, an intimate, engaging, and rewarding event designed to help successful, time-strapped professionals interface face-to-face. Hosted by a thought leader and sponsored by an industry partner, each Voray event is tailor-made to provide the right group of members with just the right conditions to create opportunity, gather intelligence, and experience true professional camaraderie. Post event, the Voray community continues connecting, communicating, and collaborating through the platform’s powerful proprietary digital technology.
Whether you’re working with our Tech Team to build the product, talking to potential clients as a member of the Sales Team, or pulling off unforgettable events with our Success Team, you’ll be a part of the best professional gatherings of the year. At Voray, you’ll have the opportunity to grow and achieve at new levels, collaborating with our ambitious, brilliant, hard-working, and fun team and contributing to our culture of success.
The Director of Marketing is a new position at Voray. This is a senior level role with responsibility for leveraging deep analytical insights to drive profitable growth. The director will be responsible for managing the Voray brand strategy to strengthen awareness among key industry professionals including corporate marketing and event decision-makers. Additionally, this role is responsible for the creation and implementation of Voray’s annual marketing plan including developing compelling brand content, driving demand creation initiatives, collaborating with public relations, and leveraging customer insights to drive brand preference.
Reporting directly to the CRO, this role will be a critical member of the Senior Leadership team and will work collaboratively throughout the organization to implement the brand strategy and deliver integrated marketing campaigns that have a measurable and strategic impact on the business. Over time this position will have the responsibility to build a marketing team and will require management skills.
Brand Development and Demand Creation
Implement and activate Voray’s brand strategy and strategic positioning in the marketplace. Develop and deploy marketing strategies and initiatives that have measurable and strategic impact on the business, consistently generating profitable revenue growth and building awareness, preference, and brand equity. Develop unique, targeted, and relevant integrated campaigns that increase brand recognition, drive traffic to the website, and generate qualified sales leads. In conjunction with senior leadership and agencies, deploy the brand strategy to ensure and preserve brand integrity and build brand value in the marketplace.
Partner with the Senior Leadership Team to create the sales and marketing materials, tools and resources (collateral, brochures, presentations, videos) to effectively communicate the brand, value proposition and close deals. Work closely with Product Management subject matter experts and the Sales Team to effectively launch new products and services. Collaborate with our public relations agency to develop an internal and external communications approach that aligns with and supports the overall marketing efforts.
Content Strategy and Thought Leadership
Develop content strategy and a plan that positions Voray as a strategic thought leader in the industry and drives demand for Voray services. Develop content assets including white papers, bylined articles, blog entries, social media posts, video, infographics, etc. Leverage a variety of external channels to distribute and amplify Voray content to scale audience delivery. Leverage analytics/KPIs to influence ongoing optimizations.
Customer Engagement and CRM
Marketing will play a leadership role in developing and implementing a robust customer engagement strategy. There is an immediate opportunity to drive deeper loyalty and customer engagement, by developing a targeted outreach effort, against Voray end customers, using a wide range of marketing tools and channels (email, video, social, etc.).
Research and Measurement
Establish and track key performance indicators and develop dashboards that measure campaign effectiveness, ROI, and key brand metrics. Measure and report on the effectiveness of Marketing programs and campaigns with the purpose of improving resource allocation, efficiency and revenue generation. Manage the brand and communication Marketing budget and create compelling business cases for future investment.
Performance and Success Measures
• Improved Voray brand awareness, preference, and brand equity measures
• Improved NPS and customer feedback against the core Voray value proposition
• Increased annual revenue
• Increased annual referrals
• Increased number of MQL’s / Total number of annual MQL
• Marketing ROI on all measurable Marketing investments (by-program/channel)
• Drive LTV (lifetime customer value) by increasing customer retention/satisfaction rates
• Reduce CAC
• Increase Average Contract Value
• 360-degree internal feedback from Voray executive team
Team and Reporting Relationship
The Director of Marketing will report to the Chief Revenue Officer. The CRO is responsible for developing the global brand strategy and messaging strategy, building out customer insights to drive demand for products and services, and leading overall Marketing Communications. The ideal Director of Marketing should have bootstrapping or early-stage/startup experience and be comfortable in resource-lean, fast-paced, and ambiguous environments. Though the opportunity to build a team in the future exists, initially the Director of Marketing will not have an internal team and will need to be independent and self motivated for success. They will work with all departments in the organization, and collaboration, resourcefulness, and initiative-taking will be key to success.
Key Internal Operating Relationships
- Success Operations and Success Community
- HR / People
Experience & Qualifications
BA/BS degree, MBA is strongly preferred
Highly analytical with experience analyzing data, establishing metrics and KPIs for Brand
Experience leveraging business intelligence tools to extract actionable insights and communicating meaningful findings from raw data
Experience managing external partners and agencies
Excellent partnership marketing skills along with ability to negotiate agreements
Skills with brand development, including how to develop Brand Positioning and Value Props. Brings experience using Research and Insights to derive Positioning that is clear, distinct, relevant and sustainable. This capability should ideally come from B2C experience.
Digital savvy is crucial and candidates rehave recent experience developing integrated strategic and executional Marketing plans that include a broad digital mix. They should bring an understanding of the current digital marketplace (SEO/SEM, Display, Retargeting, Mobile, Social, Affiliates, etc.) and suppliers.
Experience in both B2C and B2B environments would be highly valued. Ideally, this would come from leading Brand Marketing for a brand (product or service) that targets both a consumer (B2C) segment and an enterprise (B2B) segment.
Candidates will preferably have experience Marketing a branded service—requiring a highly-involved purchase decision—to enterprise customers, and to consumers, leveraging both online and offline vehicles, and ideally, within a very competitive market segment.
Superior customer relationship skills and a proven track record of success working within, or alongside, the Selling function (Sales, Customer Business Development, Trade/Customer Marketing) in a Marketing support role—again, ideally in a B2B environment.
Experience recruiting, hiring, developing, motivating and promoting direct reports, and installing/nurturing a Brand- and Marketing-centric culture. This ability extends to external relationships, too, with key Agency partners.
Proven success delivering results with limited resources people, money, and time, especially in early stage/startup environments.
Other Desirable Qualities to Ensure Success
- Entrepreneur at heart
- Strong project management skills
- Data-driven risk-taker who’s not afraid to think differently
- Super resourceful and can make big things happen
- Flexible and adaptable
- Growth mindset
- Frugal – treats company resources as her/his own
- Fun, doesn’t take him/herself too seriously
Benefits and Culture
You will be part of a dynamic and growing team in NYC. Given the small size and early stage of the company, you will have the opportunity to have a profound impact on Voray’s development. We offer a competitive compensation package which includes health insurance, life insurance, 401K, gym membership, Citi Bike membership, generous paid leave, drinks and snacks, team happy hours, and more.
Voray is an equal opportunity employer, and we actively cultivate a community and workplace that celebrates diversity. All employment decisions are made without regard to race, color, ancestry, religion, national origin, age, familial or marital status, sex, sexual orientation, pregnancy, gender identity or expression, disability, genetic information, veteran status, or any other classification protected by federal, state, or local law.