Vice President, Marketing Operations

Description

The mission of the VP, Marketing Operations is to set the strategic vision for Marketing Operations, ensuring AppFolio’s foundational marketing structures; technology, data, budget, planning, automation, and analytics are best in class and exceptionally executed to ensure marketing can meet or exceed goals in all segments and verticals. With 85% of the buying journey now happening in digital the VP of Marketing Operations creates efficiency and effectiveness for the entire go-to-market engine by leveraging technology, data, processes, metrics to run the marketing function as a revenue growth driver, profit center and fully accountable business.

• Database
• Set a comprehensive database vision that supports customer acquisition and growth goals for all business units
  
  

• Technology
• Set a strategy for Marketing technology, systems and data across all business units to support current needs as well as company growth/scale over the next 3 years ensuring operational efficiencies are leveraged across the company with the goal of being "best-in-class at scale."
  
  

• Measurement & Analytics
• Lead an analytics function that has a rigorous performance measurement and reporting cadence as well as predictive & data science capabilities that lead to Marketing over achieving goals in all areas.
  
  

• Project Management
• Streamline the 2024 Marketing Planning Process to enhance current workflows and ensure that we hit all controllable target dates by EOY 2023
  
  

• Procurement & Budget Management
• Partner with Procurement leadership to ensure the Procurement and contract process is efficient and supports hitting Marketing goals.
• Planning
• Set strategy for the key Marketing operational areas that support hitting sales, growth and adoption goals for each segment/product including data acquisition & hygiene, marketing program execution, lead flow management, audience segmentation & account selection, marketing reporting, and diagnostics.
• Represent the Marketing organization in company strategic planning processes and drive deadlines and deliverables across the marketing leadership team.
  
  

• BDR Operations
• In partnership with BDR leadership and Finance ensure BDR goals, quotas and Commissions are done in alignment with planning timelines.
• Team Operations/People
• Set the operating, planning, OKRs, and reporting rhythm for Marketing. Role-model consistency and accountability for the entire organization.
• Deliver programs that strengthen our hybrid workplace and enable employees to build relationships regardless of location, resulting in an improvement to overall employee engagement of >9.0.
• Commitment to consistently applying people practices results in regrettable attrition of <10%.
• Support DEI initiatives by ensuring representation of underrepresented groups at Career Review stage for all Dir+ reqs increased by 20%.
• Drive internal communications and adoption of new programs and processes that impact marketing and cross-functional teams.
• Leadership & Cross Functional Alignment
• Build cross functional collaboration with other leaders that enable operational efficiency and alignment, meeting regularly with key business partners including Finance, Business Operations, Business Systems and Sales Operations.
  
  

Requirements:

• Bachelor's degree in marketing, business administration, or a related experience
• 10+ years of marketing experience, ideally in an operations role
• 5+ years people management, including the ability to build a new team and work with diverse skill sets (from technical to strategic resources)
• Experience with marketing technology and tools including Marketo, Salesforce, Bizible, Demandbase etc.
• Strong analytical and business acumen
• Understanding of sales and product life cycles and their respective pressures on the marketing organization to drive demand and revenue
• Excellent communication and interpersonal skills
• Experience with project management and process improvement
• Understanding of marketing technologies and data analysis tools
• Ability to lead, motivate, and develop a team
  
  

Competencies

• Culture Carrier: Lives our values in a natural, authentic way and feels personal ownership for the preservation and evolution of our culture as we grow. Holds high standards for self and others, always open to learning and doing things even better. Cares personally - for team, peers, our community and customers alike. Understands and advocates for the AppFolio Business System (ABS) – the knowledge, best practices and values that build a very successful and valuable business.
• Hiring & Developing Great People: Has a nose for talent and hires the best people available from the inside or outside. Is not afraid of selecting strong people. Actively works to expand candidate sourcing practices to increase the representation of people with diverse backgrounds. A people builder who provides challenging and stretch goals to develop and motivate their team. Leading and developing people.
• Fostering Diversity, Equity & Inclusion: Sources, hires and onboards exceptional team members with diverse backgrounds to achieve our strategic objectives. Consistently applies the right people tools and processes to ensure great hires, employee engagement, retention and development for our stage of growth. Champions diversity, equity, and inclusion by speaking about it as a core element of our culture and empowering team members to invest time in contributing to our DEI outcomes.
• Agility / Entrepreneurship: Able to step into an ambiguous situation / challenge with comfort and ease and uses exceptional problem solving skills to figure it out, quickly gets results and lead through change. Experience in / understands how to grow at scale; knows when to add resources, dependent upon current business strategies and revenue targets. Enables us to stay ahead of the competition.
• Advanced Communication Skills: Capable of communicating effectively across audiences spanning Executive level, peer groups and teams (own and across the company), with authenticity, transparency and clarity. Possesses exceptional presentation skills, including sharing complex information in a simple way.
• Cross-Functional Collaboration: Savvy in cross company (all verticals) navigation, understands all departments / groups and how each business contributes to the overall purpose and mission of AppFolio. Keen ability to build relationships, establishing them early and often to break through the silos, collaborates effectively.
• Business & Organizational Acumen: Understands financial metrics and how we make money as a company, from the basics of COS and COR to more advanced capabilities and knowledge of our market, how we drive shareholder value and how business decisions impact the bottom line. Thinks strategically in order to dream big, move fast and recognize/capitalize on big bets.
• Decision Making: Determines the best decision through the comprehensive analysis of facts, choices, and probabilities. Clearly articulates decision-making process. Separates decisions from outcomes; can give examples of good decisions with bad outcomes and vice versa.
  
  

Values-Based Competencies:

• Simpler is Better. Demonstrates the thought, discipline and inclination towards simple vs. complex solutions
• Generates and brings other’s new and creative ideas forward
• Great People Make a Great Company (hiring + developing). Has a nose for talent and hires the best people available from the inside or outside. Is not afraid of selecting strong people. A people builder who provides challenging and stretch goals to develop and motivate their team
• Listening To Customers is in Our DNA. Elevates the customer experience in all decision making
• Small Focused Teams Keep us Agile. Spends their time and focuses the team on the critical few actions that are most important. Can eliminate roadblocks and demonstrates ability to say “no”
• We Do the Right Things. It’s Good for Business. Always operates with integrity, especially when faced with tough situations
  
  

Compensation & Benefits

The base salary that we reasonably expect to pay for this role is: $250,000-$290,000

The actual base salary for this role will be determined by a variety of factors, including but not limited to: the candidate’s skills, education, experience, etc.

Please note that base pay is one important aspect of a compelling Total Rewards package. The base pay range indicated here does not include any additional benefits or bonuses/commissions that you may be eligible for based on your role and/or employment type.

Regular full-time employees are eligible for benefits including but not limited to:

• Paid Time Off (PTO)
• Medical, dental, and vision benefits
• Long-term and short-term disability insurance
• 401(k)
• Wellness benefits
  
  
Interns / full-time temporary / eligible variable hour employees are eligible for benefits including but not limited to:

• Medical
• 401(k)
• Wellness benefits
  
  

Our Story

AppFolio (NASDAQ: APPF) was founded in 2006 with the mission to revolutionize vertical industry businesses by providing great software and service. Our easy-to-use, cloud-based software helps our customers more effectively market, manage, and grow their businesses. Our software solutions exist in the real estate vertical, including AppFolio Property Manager and AppFolio Investment Management.

To find out more about what AppFolio has to offer, check out 

appfolioinc.com/careers

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Why AppFolio

We ride and make waves together, with a relentless focus on building great products for the way our customers work and live today — and tomorrow. AppFolio is a destination organization where careers are made and accelerated. Here, innovation is a team sport.

Paddle as One.

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.