Brightcove

At Brightcove, we’re not just a team; we’re a community of bright, passionate individuals dedicated to transforming the way organizations connect through video. We believe in the power of storytelling and the ability of video to bring people together, share experiences, and shape the world around us. Since our inception in 2004, we’ve been at the forefront of revolutionizing the video landscape, empowering our customers to deliver exceptional video experiences across every screen.

As the industry leader in video technology, we’re committed to pushing the boundaries of innovation and delivering bold, cutting-edge solutions. We’ve seen firsthand the profound impact that well-executed video can have, driving business growth and leaving a lasting impression on audiences worldwide.

With over 600 Brightcovers globally, each bringing their unique talents and passions to the table, we’ve cultivated a culture of empowerment, excellence, and collaboration. This culture fuels our ability to develop groundbreaking technologies, provide unparalleled customer support, and leverage the collective expertise of our global network.

At Brightcove, we take video seriously, and we take pride in doing it as one cohesive team. Together, we’re shaping the future of video, and we invite you to join us on this exciting journey.

Position Overview:

Reporting directly to the Chief Marketing Officer, Brightcove seeks a visionary leader for the role of Vice President Digital Strategy, Performance Marketing. This role is pivotal in developing and leading a high-performing team dedicated to building an efficient and scalable full-funnel global marketing engine for both mature and emerging business segments to optimize marketing investments, driving acquisition, engagement, retention, and customer health.

Your role will be crucial in executing our business and product strategy, with a primary emphasis on driving global revenue growth and fostering market development. Leveraging our rich 20-year history of innovation, you will craft a forward-thinking digital strategy and build a center of excellence around performance marketing; which incorporates AI integration to drive Brightcove’s global brand and growth-oriented business objectives. Your strategic insights and actionable plans will serve as the cornerstone for establishing clear differentiation and sustained market leadership in a highly competitive and rapidly evolving global video streaming marketplace.

Job Responsibilities:

• Team Development: Build and lead a high-performing digital strategy and performance marketing team; including building a culture of AI experimentation. Cultivate agency and vendor relationships to maximize business potential.
• Strategic Communication: Clearly articulate vision, strategies, and methods to achieve shared goals across the enterprise. Optimize the integration of structure, people, processes, and technology.
• Expert Functional Team Building: Develop a team of subject matter experts and foundational capabilities across paid, owned, and earned channels, supporting B2B full-funnel performance marketing across the buyer and customer lifecycle.
• Digital Center of Excellence: Drive the evolution of Brightcove.com and other digital properties to enhance global engagement and conversion across diverse customer segments, geographies and products. Work with product marketing and digital creatives to deliver optimized web experience that enhance user experience along the buyer journey.
• Multi-Channel Strategy: Lead multi-channel marketing initiatives (social, search, display, email, blog, SEO, etc.) to acquire high-quality leads at target CACs. Partner with Growth teams to support email capabilities and experiment with nurturing strategies that impact customer journeys and adoption.
• SEO/AEO and Content Strategy: Develop and implement an SEO/AEO/SEM strategy to inform content creation, visitor intent and content mapping. Ensure site speed, crawl-ability, and adherence to E-A-T principles.
• Marketing Plan Development: As a center of excellence, work closely with product marketing, growth marketing and campaign management to build recommendations and deliver strong execution in support of marketing objectives. Contribute to a comprehensive marketing plan to build awareness, stimulate preference, drive demand and conversion of ideal customer profile on a global and national scale.
• AI Strategy: Build over time a center of excellence to drive AI integration across the marketing organization; with consideration of overall customer experience. Champion new use cases and “test and learn” approach to drive business impact (efficiency and revenue)
• Budget Management: Oversee the performance media budget, including strategic allocation and channel development, to support full-funnel marketing strategies across global business and regions.
• Data-Driven Optimization: Implement a test-and-learn approach for conversion rate optimization. Use data insights to enhance performance marketing initiatives and report regularly to senior management.
• KPI Establishment: Define KPIs and targets across the full funnel (visits, conversion, revenue, recall, CAC, LTV). Drive optimization programs to improve results and marketing spend efficiency using advanced modeling techniques. Working closely with Marketing Operations.
• Technology Evaluation: Collaborate with Marketing Operations to assess and implement technology solutions that meet business goals and scale globally. Reduce tech debt where appropriate.
• Product Management Methodology: Apply agile best practices to develop a roadmap for enhancing the end-to-end digital experience, reducing tech debt, and fostering digital experimentation and personalization.
• Operational Effectiveness: Establish an operational model for the digital strategy and performance marketing team; including development of a cross-functional RACI, SLAs and workflow processes. Build an agile structure to improve innovation, speed to market and “test and learn” culture across hybrid and global teams.
  
  

Qualifications/Experience

• Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 15+ years of experience in driving high performing, data driven, B2B performance marketing and digital transformation; enterprise software and global experience
• Extensive experience in developing and leading digital strategies for B2B lead generation, customer experience, and engagement working closely with growth marketing organization
• Experience with building a center of excellence around digital transformation and use of AI to drive business impact; omni-channel experience is a plus.
• Proficiency in data analytics and data science techniques to inform marketing strategies and optimization frameworks; especially in paid search, affiliate marketing, display advertising, retargeting, email, and social media.
• Familiarity with various attribution methodologies and measurement approaches (LTV, ROAS) and online-to-offline measurement techniques.
• Visionary leadership with the ability to set clear direction for senior leadership and translate plans into focused, manageable goals for the team.
• Strategic thinker with a data-driven approach to decision-making and a focus on results and ROI.
• Proven ability to build and lead teams through transformation both internal teams and agency partners ensuring complementary organizational structures and operating models.
• Committed to team development and ability to act as a “player” and “coach”
• Excellent communication skills, including the ability to articulate complex concepts in a clear and concise manner; including recommendations supported by solid business logic, insights and data visualization techniques.
• Experience working in fast-paced, agile environments with the ability to adapt quickly to changing priorities and market dynamics.
• Highly collaborative mindset with the ability to build strong relationships and influence stakeholders at all levels of the organization.
• Intellectual curiosity; ability to question how things are done and provide innovative ways of thinking and getting work done
• Strong analytical, written, and verbal communication skills
• Positive attitude with excellent collaboration skills a must
• Experience with tools and platforms like Facebook Ads Manager, Google Ads 360, Bing Ads, Google Search Console, Conductor, or similar SEO tools. Background in building a modern martech stack including WordPress, SFDC, Gainsight, Adobe, etc.