Posted on: 
January 18, 2024

VP of Performance Marketing

Job Description

About Toptal

Toptal is a global network of top freelance talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and over 40% year-over-year growth, Toptal is the world’s largest fully remote workforce.

We take the best elements of virtual teams and combine them with a support structure that encourages innovation, social interaction, and fun. We see no borders, move at a fast pace, and are never afraid to break the mold.

Job Summary:

Toptal is looking for a VP of Performance Marketing. This person will be responsible for hiring, managing, and scaling the Performance Marketing team at Toptal. In this role, You will have executive accountability for optimizing the paid media strategy and framework, as well as overseeing the management of Toptal’s paid search campaigns with the objective of acquiring quality client leads who are looking to tap into Toptal’s highly skilled talent. You will be supported by the Paid Media (SEM and non-SEM) and Partnership Marketing teams to tackle all aspects of the channel, from strategy to execution to analysis.

You will be expected to be both a facilitator and generator of world-class growth performance marketing ideas that are put into action at Toptal. By facilitating, generating, organizing, planning, and seeing through to the execution of all performance marketing ideas and techniques at Toptal, you will lead Toptal’s performance marketing from every aspect.

This is a remote position. We do not offer visa sponsorship or assistance. Resumes and communication must be submitted in English.

Responsibilities:

The following information is intended to describe the general nature and level of work being performed. It is not intended to be an exhaustive list of all duties, responsibilities, or required skills.

  • Maximize Paid Media-driven revenue by providing Toptal with a steady stream of high-potential prospective clients.
  • Develop and implement a comprehensive non-SEM marketing strategy aligned with the company’s overall business objectives.
  • Identify new opportunities for brand growth and audience engagement across LinkedIn, paid social media, and display advertising channels.
  • Help Executives, Marketing Strategists, and Senior Leadership Team members craft and hit KPIs that relate to their initiatives and OKRs.
  • Assist in building forecasts and projections that relate to the expected ROI on marketing campaigns, traffic, and user acquisition, and other areas of marketing that require robust and rigid financial analysis.
  • Work with the Business Analytics and Marketing Strategy teams, extrapolating insights and turning those insights into actionable strategies that the performance marketing team can leverage to create marketing initiatives.
  • Help guide the prioritization of Marketing-related initiatives across Marketing as Toptal scales.
  • Ensure the team is maximizing the impact of all performance marketing experiments by maintaining organized playbooks, automated systems, and dashboards that track the states and thresholds related to each experiment.
  • Oversee the interviewing and hiring of new team members as the team continues to scale.
  • Facilitate effective brainstorming sessions which contribute to the generation of new ideas that push the boundaries of what’s possible within performance marketing.
  • Own Paid Media channel budgets and manage all day-to-day operations, from campaign strategy to execution, analysis, and reporting.
  • Constantly ideate new ways for your team to grow and improve channel efficiency.
  • Work with members of the Paid Media, Growth, Product, Content, Marketing Strategy, and Analytics teams to maximize the value provided by Paid Media.
  • Ensure Paid Media is running in accordance with industry best practices and maintain immaculate long-term tracking.
  • Accomplish work objectives by leading and supervising other Toptal team members within the function.
  • Establish objectives and initiatives for the team, recommend the team’s structure and jobs, and organize, assign, delegate, oversee, and monitor work.
  • Coach and mentor team members, provide feedback, conduct performance reviews, and implement performance improvement plans, if needed.
  • Follow Toptal’s People policies and procedures and promotes a positive, inclusive workplace culture.

In the first week, expect to:

  • Onboard and integrate into Toptal - meet with the teams and people you will have working relationships with.
  • Work closely with the Director of Paid Media and VP of Marketing Strategy to get a fundamental understanding of the teams, product, and business operations.
  • Work closely with the Paid Media team to dive deep into our history, assets, roadmap, and unexplored opportunities that you will be able to lead.
  • Independently start to study and learn the Toptal platform and product suite.
  • Work to get up to speed with how the organization runs, including how our OKRs, RACIs, and other operational frameworks work.

In the first month, expect to:

  • Familiarize yourself with our current Paid Media strategies and areas for growth.
  • Have a good understanding of Toptal’s historical Paid Media performance, including seasonal trends and major past experiments.
  • Develop an understanding of the niche opportunities in Toptal’s verticals.
  • Take ownership of the SEM channel and non-SEM paid media strategies.

In the first three months, expect to:

  • Launch and evaluate your own Paid Media growth ideas.
  • Deliver successful growth marketing strategies that can be further iterated and replicated.
  • Work closely with other teams on cross-channel initiatives.
  • Develop a thorough understanding of Toptal’s Paid Media growth process.
  • Have a very strong understanding of how the Marketing function and all related- internal functions are working together to produce outcomes.
  • Charted a path for ensuring collaboration is strong and work output remains at an extremely high-quality level for all Marketing-related initiatives.
  • Garnered the trust of your peers and the individuals that you’re most closely working with.

In the first six months, expect to:

  • Demonstrate significant impact on Paid Media channel growth and cost-efficiency improvement.
  • Become Toptal’s expert in all things related to the SEM channel and non-SEM paid media strategy. You will hold a pivotal role in generating company revenue and maintaining the company’s hypergrowth.

In the first year, expect to:

  • Scaled the performance, team, and work output of Marketing significantly.
  • Demonstrated the successful implementation and execution of several new growth strategies and tactics.
  • Garnered the trust of the Executive and Marketing Senior Leadership Team in your ability to lead the Growth Marketing Strategy team for the long-term.

Qualifications and Job Requirements:

  • Bachelor’s degree is required in Business, Mathematics, Engineering, or equivalent.
  • Expertise in paid search, with 15+ years of experience with annual Paid Media budgets in excess of 5M with the last 3-4 years in senior leadership capacity at technology or hyper-growth company.
  • Experience in the end-to-end ideation, implementation, analysis, and promotion of growth strategies.
  • You must have the ability and willingness to review, with meticulous attention to detail, all of the final work product that your team creates. This needs to hold true for both analytical and creative work.
  • Demonstrated experience growing revenue at scale via performance marketing within a B2B technology or services company.
  • Experience in the day-to-day management of legacy search campaigns with a focus on long-term performance and improving cost efficiency.
  • Experience with A/B testing strategies.
  • Experience with summarizing results into slide decks.
  • Experience presenting to large teams and executives.
  • Impeccable writing and communication skills in English.
  • Experience working with a number of stakeholders, both internal and external, across time zones and geographies.
  • Innate curiosity and willingness to learn, and an obsession with growth performance.
  • This is a remote position that requires a motivated self-starter. No one will monitor your working hours but you will be expected to consistently contribute value and deliver results.
  • Outstanding written and verbal communication skills.
  • Ability to work in a fast-paced, rapidly growing company and handle a wide variety of challenges, deadlines, and a diverse array of contacts.
  • You must be a world-class individual contributor to thrive at Toptal. You will not be here just to tell other people what to do.
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