🎃 This is scary . . .
When I read a job description for a climate tech company’s first marketing leader, it feels more like a project wish list for a 7-person marketing team. 😱
Based on 35* job descriptions, here are the most common expected responsibilities:
▶ Marketing Strategy Development
▶ Brand Management and Positioning
▶ Digital Marketing (SEO, SEM, Social Media, Email Marketing)
▶ Content Strategy and Creation
▶ Market Research and Analysis
▶ Lead Generation
▶ Sales Funnel Optimization
▶ Internal and External Communication
▶ Customer Engagement
▶ Campaign Development
▶ Event Marketing
▶ Public Relations
▶ Partnership and Vendor Management
▶ Data Analysis and Reporting
▶ Product Marketing
▶ Team Leadership and Management
▶ Budgeting and Resource Allocation
▶ Market Segmentation and Targeting
▶ Thought Leadership Development
▶ Customer Persona Development
▶ CRM Management
▶ Multi-channel Marketing Campaigns
▶ Employee Engagement
▶ Influencer Marketing Management
There’s no way one person can focus on all of this. Period.
But I’ll give these companies the benefit of the doubt. Essentially, they’re setting a vision for marketing over the next several years. 🏞
While this can be somewhat helpful as a marketing leader, I can tell you what would be infinitely more helpful to know, in my opinion . . .
🥅 GOALS. 🥅
Not just any goals, but the company’s big-picture business goals.
Here’s an example:
“We’d like to generate 24 online leads per month BECAUSE that is the number we’ll need based on past conversion rates to convert 3 of those leads to customers. BECAUSE each new customer account typically spends $XX,XXX per sale, achieving this each month will keep us on track to reach our annual revenue goal of $XX,XXX,XXX. This revenue will ensure we not only cover expenses but also make enough profit to start developing our next product.”
In this scenario, the conversation doesn’t begin with the climate tech company giving a directive: “Work on this marketing project.” 👈
It begins with a goal tied to a question: “In short, we’d like to increase online leads by 14%. How would you accomplish that?” 🤷♂️
📝 Armed with the knowledge of the larger goals and the trust of their team, discerning marketing leaders can then sift through a long project wish list and set clear priorities.
They can prioritize projects that will actually produce meaningful progress towards the climate tech company’s desired future.
(This list is based on 35 job descriptions for head of marketing or marketing director roles posted primarily by companies with a climate tech or environmental focus.)