VP, Demand Generation

Meet Upside:

We created Upside to help communities thrive! Our retail technology uses the sophistication of online retail—profit measurement, attribution, and incrementality—to provide users with more value on their everyday purchases and brick and mortar businesses with new, profitable customers. We’ve helped millions of users earn 2 to 3 times more cash back than any other product, and tens of thousands of brick and mortar businesses earn measurable profit. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to our local retailers, the consumers they serve, and towards important sustainability initiatives. Our mission, values, and commitment to inclusivity guide our team of more than 300 people worldwide, and the quality of our culture is reflected in the impact we’ve had on communities nationwide. You’ll join a Team whose experience hails from places such as Google, Uber, Amazon, Instacart, Capital One, and MasterCard with proven startup executives and venture capitalists.

Upside was named #2 on Deloitte's 2021 list of Fastest Growing 500 Tech Companies and  #308 in Inc.’s America’s fastest growing private companies of 2022. Upside’s Series D funding was raised in March 2022 and led by General Catalyst at a $1.5 billion valuation. Other investors include Bessemer Ventures and Formation8. 

About the job:

Upside is a rapidly growing startup in search of a VP, Demand Generation who can leverage their existing expertise to build and scale our marketing efforts in order to develop a robust pipeline, drive merchant acquisition, and increase revenue. This position will be responsible for leading, planning, and executing against the content, distribution, and measurement of campaigns targeted first towards enterprise, mid-market, and SMB accounts across all verticals. They will ensure strategic alignment with company goals and embed a performance-oriented, data-driven approach throughout demand generation marketing. 

What you’ll do:

• Translate company objectives into a comprehensive demand generation strategy with corresponding KPIs that grows our overall audience and engages, nurtures, and converts prospects
• Manage demand generation budget and expenditures to achieve overall growth and ROI targets
• Partner with Sales, Marketing and Product leadership to create and refine customer segments/personas in order to build campaigns that resonate with the target audience that originate new business as well as accelerate sales cycle
• Collaborate with Product Marketing to convert product positioning and narratives into compelling messaging and brand-aligned campaigns
• Lead the definition, development, and execution of omnichannel campaigns that convey a cohesive narrative through both online channels (e.g., content marketing, webinars, emails, paid search/social, SEO) and offline channels (e.g., trade shows, conferences, event promotion, direct mail)
• Impress a rigorous, metrics-driven approach across all campaigns and channels to evaluate effectiveness of tactics and better understand marketing attribution
• Develop dashboards and reporting using Hubspot, Salesforce, Looker etc. to draw insights from complex marketing data that inform strategy and decision-making
• Build, manage, and coach a high-performing demand generation function, including hiring and implementing technology infrastructure
• Partner with both internal teams and external agencies to maintain brand standards and compliance across all marketing and communications channels
• Stay current on new approaches, trends, and tools and adjust accordingly

What you need:

• 12+ years of marketing experience that includes enterprise B2B, SMB B2B, and digital marketing
• 5+ years of marketing leadership experience with multiple levels of management
• Demonstrable experience establishing and leading marketing strategy in a dynamic and fast-paced start-up environment
• Excellent quantitative marketing skills with a successful track record of using data and analytics to improve conversion through the funnel by experimenting, then scaling
• Experience with relevant technologies (e.g., HubSpot, Salesforce, Looker, Mixpanel) and a playbook for building a highly-effective demand generation marketing stack
• Commitment to leading with humility, curiosity, and transparency, with a willingness to roll-up-your-sleeves and dig into the work

The fine print:

• Location: If living within 50 miles of an Upside office (DC, Austin, Chicago, or NYC), onsite presence is required twice a week. Remote work is available if the employee is not located near an Upside office.
• Relocation assistance to the DC, Austin, Chicago, New York area is provided for this position. 
• Full Covid-19 vaccination is required to work from all Upside offices.
• Notice to recruiters and placement agencies: This is an in-house search with a dedicated recruiter. Please do not submit resumes to any person or email address at Upside. Upside is not liable for, and will not pay, placement fees for candidates submitted by any party or agency other than its approved recruitment partners.

At Upside, we believe that diversity drives innovation. Our differences are what makes us stronger. We‘re passionate about building a workplace that represents a variety of backgrounds, skills, and perspectives and do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Everyone is welcome here. Come join us!