Senior Marketing Director (Brand Communication Strategy, Demand Gen & Multi-Channel Growth)

About Userpilot

Userpilot is a fast-growing B2B SaaS platform helping mid-market and enterprise companies deliver exceptional user onboarding, product adoption, and product-led growth experiences. As we continue to scale, we’re evolving into a bold, distinctive brand in the product adoption space—and we want a marketing leader who can fuel that transformation.

We’re searching for a hybrid creative + growth leader: someone who can craft unforgettable brand experiences and distribute them with precision across paid channels (Google, Display, YouTube, LinkedIn ABM, and Reddit). Someone who can build demand, not just capture it, and turn audiences into a community of raving fans.

Role Overview

This role blends brand strategy, creative campaign direction, and multi-channel growth, focusing heavily on paid distribution channels.

You will be responsible for building Userpilot’s brand identity, leading high-impact creative campaigns, and ensuring those campaigns are strategically amplified across paid channels to reach our ICP - mid-market and enterprise SaaS teams across Product, CS, PX, and Growth.

You will lead a 10+ member marketing team covering content, design, growth, ABM, and PMM. You will collaborate closely with Sales and Product to ensure our storytelling drives measurable pipeline, revenue impact, and long-term brand affinity.

This role requires strong experience in B2B SaaS, ideally in product adoption, PLG, or product analytics.

Key Responsibilities

1. Brand Strategy & Creative Leadership

• Own and evolve Userpilot’s global brand positioning, narrative, and visual identity.
  
• Lead the ideation and execution of creative, memorable, category-defining campaign concepts.
  
• Develop strong, emotionally resonant messaging that speaks directly to our ICP.
  
• Ensure Userpilot stands out with a distinct tone, style, and point of view across all channels.
  

2. High-Quality Content & Narrative Development

• Oversee the creation of premium content: reports, videos, benchmarks, case studies, playbooks, and narrative assets.
  
• Ensure every asset is designed with distribution in mind—built for attention, engagement, and paid amplification.
  
• Elevate Userpilot’s thought leadership in product adoption, PLG, and user onboarding.
  

3. Multi-Channel Paid Distribution

Own the strategy, execution, and optimization of brand and demand gen communications across all paid marketing channels, including:

LinkedIn Ads (especially ABM)

• Build ABM-ready creative that resonates with mid-market & enterprise accounts.
  
• Tailor multi-touch sequences for ICP personas across PM, PX, CS, and C-suite.
  

Google Ads & Display

• Lead paid search strategy to complement demand creation with smart demand capture.
• Use display ads for creative storytelling and brand recall.

YouTube

• Distribute long-form and short-form video narratives to ideal buyers.
  
• Test YouTube-first creative concepts to boost awareness and mid-funnel education.
  

Reddit Ads

• Experiment with Reddit communities aligned with Product, UX, PLG, and CX audiences.
  
• Bring creative, unconventional ideas to unconventional channels.

Full Funnel Optimization

• Build channel-integrated campaigns that create demand at the top, nurture it mid-funnel, and convert bottom-funnel interest.
• Use analytics to optimize CAC, pipeline quality, and velocity without sacrificing creativity.
  

4. Demand Creation & Brand Affinity

• Shift Userpilot from a capture-only motion to a demand creation engine.
  
• Build long-term affinity through memorable storytelling, repeated touchpoints, and unique content experiences.
  
• Grow a community of engaged followers together with the Demand Gen team through:
  
  • Live webinars and interviews
  • user groups & meetups
  • live events
  • community-driven content
  • product-led education initiatives
    

5. Team Leadership & Cross-Functional Collaboration

• Lead and mentor a high-performing team across content, growth, design, ABM, and PMM.
• Partner with Sales on ICP alignment, account journeys, and ABM motions.
• Partner with Product to shape GTM launches and deepen the product–marketing connection.
• Own performance dashboards, forecasting, and data-driven reporting for leadership.

Required Experience

Essential

• 5+ years in B2B SaaS marketing, ideally in product adoption, PLG, product analytics, or customer onboarding.
  Proven track record combining creative brand strategy with paid acquisition execution.
• Strong experience running:
  
  • LinkedIn Ads & ABM campaigns
    
  • Google Ads / Display / YouTube
    
  • Reddit Ads or experimental channels
    
• Demonstrated success producing high-quality content with strong distribution frameworks.
• Ability to craft powerful, differentiated narratives that resonate with mid-market and enterprise buyers.
• Experience leading and scaling multi-disciplinary marketing teams.
• Strong storytelling, visual instincts, and creative sensibility.
• Data-driven approach to evaluating creative performance and campaign efficiency.
  

Nice to Have

• Prior ownership of major brand refreshes or category-building campaigns.
  
• Experience building user communities or developer/product communities.
  
• Previous success launching product narratives or PLG motion campaigns.
  
• Public speaking, external thought leadership, or content creator experience.

Candidate Profile

You’re a distribution powerhouse with strong creative instincts. You know how to take great ideas and scale them across channels. You bring:

• Deep hands-on expertise in LinkedIn Ads (ABM), Google Ads/Search, Display, YouTube, and Reddit Ads.
  
• Strong analytical skills — comfortable optimizing CAC, pipeline contribution, targeting, and retargeting flows.
  
• Experience turning content into performance assets, adapting creative to each channel’s format and audience.
  
• ABM know-how, especially for mid-market and enterprise campaigns.
  
• A test-and-learn mindset with proven ability to run experiments, interpret data, and iterate quickly.
  
• SaaS experience and understanding of long, multi-stakeholder buying journeys.
  

If you’re equal parts creative, data-driven, and obsessed with multi-channel distribution, this role is for you.