VP of Digital Marketing

Dripshipper is the world’s largest coffee dropshipper providing the easiest and most effective operations for anybody wanting to sell coffee.

Our community engages with us through app partners, agency partners, and sometimes from our website. Dripshipper is a robust distributed team that manages all areas of the business with a small team using whatever tools and methods necessary to hit our goals.

In particular for this role, own all our new free trial signups and activation rate from free trial to paid users. The vast majority of this is from digital marketing including, email marketing, SEO, ads, and more. Digital marketing at Dripshipper is not like your typical B2B SaaS company trying to drive leads that convert to high-paying customers. Our customers pay us on average $30/hour so it requires us to have more of a B2C approach to profitably acquire our customers.

Your job is to execute our global, digital marketing strategy from end-to-end, including: driving free trials, converting to paid users from their free trial, leveling up communications to build awareness, website improvements, conversation rate improvements, community-building, and anything that will drive our community to the forefront of eCommerce.

Core Responsibilities:

• Own and optimize the digital marketing function to scale free trials to Dripshipper.
• Meet and exceed the free trial and revenue goals per month by executing marketing campaigns across organic and paid marketing channels, including but not limited to: email marketing, paid acquisition, re-targeting, outbound, etc.
• Own our full-funnel marketing strategy, including increasing our conversion rates from free trial to paid.

Basically, your job on the above 3 core elements is to do “better” than we are already doing. We are doing well. But your job is to take it to the next level.

Also:

• Oversee traffic on dripshipper.io and across our various app integration sites to increase free trials (increase our conversion rate of traffic to free-trials from 2% to 4+%)
• Develop and optimize a first-class digital experience for our community with clear digital journeys and revenue targets for key personas in target verticals. Including building out the entire funnel
• Lead the development and management of digital assets (websites, landing pages, emails, ebooks and ads), working as an individual contributor alongside our resources
• Partner closely with marketing, support, and freelancers to ensure proper messaging, timing, and execution of campaigns across all channels
• Content Expansion / Leadership: Work closely with Dripshipper leadership to find ways to continually expand and grow Dripshipper’s media. Including, but not limited to, new product launches, working on long-tail content (ebooks and print), and webinars. While beyond the scope of the initial few months, increasing organic traffic to Dripshipper from 1,200/mo to 6,000/mo would be our stretch goal for the year.

30-60-90

30 days in

• Own our free-trial goals for Dripshipper, base goal of 24 free trials per day (currently at 18). Create and execute an organic and paid campaigns strategy to ensure we meet/exceed goals and stay within budget. This is really job #1.
• Use a data-backed approach to create weekly and monthly goals to ensure overall KPIs are met. Experiment with new channels and continually improve campaigns. Monitor any paid campaigns to ensure net revenue remains higher than campaign costs.
• Understand how users are currently acquired (what’s worked/ what hasn’t) to develop a baseline and playbook for growth
• Related, improve our conversion rates of website traffic to new free-trial

60 days in

• Understand our ‘demand generation’ funnel more comprehensively as it relates to free-trials and revenue goals -- know how to build out and execute a funnel and write a converting email
• Have a tracker and demand gen plan more fully complete for increasing free trials
• Host ongoing webinars with the customer success team

90 days in

• Fully participate in Dripshipper marketing
• You should have free-trial and marketing campaigns down. You are on target to meet/ exceed goals and have a playbook for how to effect free-trials in a given week.
• You are an owner at weekly meetings and can speak to all campaigns, KPI’s and marketing as a whole at Dripshipper
• You have identified and are managing part-time & freelancer resources to ensure all marketing goals are met
• You have a clear understanding of what’s worked/ what hasn’t and have developed a marketing playbook for Dripshipper
• You are beginning to grow our community in other verticals of the marketing function at Dripshipper, including newsletters, website traffic, content downloads, and more