What Does a VP Marketing Do? Here’s a Job Description
Managers are paid to drive results with some support. They have experience in the function, can take responsibility, but are still learning the job and will have questions and need support. They can execute the tactical plan for a project, but typically can’t make it.
Directors are paid to drive results with little or no supervision (“set and forget”). Directors know how to do the job. They can make a project’s tactical plan in their sleep. They can work across the organization to get it done. I love strong directors. They get shit done.
VPs are paid to make the plan. Say you run marketing. Your job is to understand the company’s business situation, make a plan to address it, build consensus and get approval of that plan, then go execute it.
(source)
The above list was one I saw early on in my marketing management career, when I was at the “manager” level. Dave Kellogg's breakdown of roles is one I've ascribed to ever since.
When I was ready to take the step from Director to VP, I found myself recalling Dave's advice on what makes a VP a VP. Beyond that, I had little idea where to turn for an actual job description of what I should be doing at the VP level.
So I made my own!
Here is a VP of Marketing job description that I created for myself as something to aspire to and work toward. I shared it with my boss (the CEO). I got him to agree that this was the right path. Then once I felt I had checked all the boxes, we had a conversation, and I became a VP!
It’s not always that easy or straightforward, but at least having a roadmap of how to get to the VP level was helpful. Here is my VP Marketing job description in case you want to put this to work for you and your job, too.
VP of Marketing job description
About this role
The VP of Marketing is responsible for setting the company’s go-to-market strategy, delivering results of that strategy, developing a world-class marketing team, and informing the future direction of the product and its position in the market.
This involves setting strategies in many areas, from branding to advertising. The VP of Marketing is expected to lead marketing strategy across the top of the funnel, specifically with brand awareness and customer acquisition, with the long-term goal of developing and executing programs that acquire and retain customers for life. They are responsible for seeing this top-of-funnel growth through the middle and bottom stages of the funnel, leading to sustainable revenue outcomes for the comany.
In the role of VP, you’ll manage the full omnichannel strategy for the company, including brand and demand gen channels and be responsible for new user acquisition, as well as revenue attributed directly to marketing efforts (workshops, conferences, etc.).
In short:
Set go-to-market strategy
Deliver the results of that strategy: Brand awareness and user acquisition
Hiring and developing a world-class team
Informing the future direction of the product and positioning
Experience and scope
The VP of Marketing should have extensive practical experience at all levels of marketing and branding, spiking highest in one or two core competencies and able to manage and lead all other areas.
This position is also accountable for the development of the marketing team as it relates to staffing, training, coaching, mentoring, and support in order to ensure that team-wide goals are achieved together and teammates are able to flourish individually, according to their unique aspirations.
The VP of Marketing may directly supervise managers and directors who oversee teams involved in branding, advertising/media, and research, and is expected to meet with these managers to receive reports and help direct the company's marketing vision. The VP also helps these managers to set departmental and team budgets, as well as pull data related to expenses and marketing effectiveness and present it in detailed reports to other chief decision makers.
You should also play a significant role shaping the company’s strategic planning. By carefully using market research tools, the VP of Marketing can help determine the shifting needs and wants of the company's current consumer base and determine how to best meet that demand.
Responsibilities
Strategize / Deliver / Develop / Inform
Strategize
Conceptualize, create, and implement a growth strategy for the company
Define the short- and long-term objectives and goals for the marketing team
Integrate strategies across the full funnel, considering all paid, owned and earned channels
Use revenue forecasting and funnel modeling to predict the performance and outcome of marketing strategy and projects
Participate in quarterly and annual planning of the company’s overall objectives
Prioritize each marketing project and allocate resources accordingly
Complete a quarterly analysis of all marketing efforts
Create and maintain the annual marketing budget
Deliver
Monitor all marketing campaigns and improve them as necessary
Generate a monthly summary report and comprehensive quarterly & annual marketing reports
Create and develop new business opportunities through category expansion, partnerships, and promotions. Implement customer acquisition campaigns across all channels.
Fully own all elements of awareness and acquisition
Be a thought leader in demand generation at scale
Develop advanced lifecycle marketing programs to drive LTV
Take responsibility for all key performance metrics including CAC, LTV, revenue and ROI across all channels, NPS. Maintain a healthy LTV/CAC ratio.
Drive profitable growth from all areas of marketing
Help manage third-party relationships
Collaborate with external agencies
Develop
Nurture a world-class team
Identify opportunities to coach, mentor, and support
Participate in goal-setting and provide clarity on what is expected of each teammate
Take responsibility for the promotion, evaluation, training, motivation, coaching, and areas to improve for all members of the marketing team
Forecast hiring needs for the marketing team
Hire well
Inform
Work with the CEO/CPO to develop and implement pricing strategies
Conduct market research and monitor market trends in order to remain competitive
Work collaboratively on product pricing, name, positioning, messaging, and definition.
Understand SaaS analytics and metrics in order to support the creation of product features that drive growth and get customers to engage with and convert to customers
Requirements
Strong leadership skills
Highly resourceful and creative
Analytically driven and results focused
Outstanding written/verbal communication skills
Ability to be both a visionary leader and a deep analytic thinker, with a preference for rolling up your sleeves. You’re comfortable doing the work no one else wants to do (or is able to do)
Strong track record leveraging data-driven insights with extensive test and learn orientation
You have experience and/or desire for leading and growing a high performance team, and you love to be a great manager
Demonstrated use of analytics to double down on successful efforts and groups
3-5 years of experience in a marketing/demand gen
Goals
Paying customers
Direct revenue from marketing
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