Senior Marketing Director; Brand Communication Strategy, Demand Gen & Multi-Channel

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, You Tube, Linked In ABM, and Reddit). Someone who can build demand, not just capture it, and turn audiences into a community of raving fans.

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.

• 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.

• 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.

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

• 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.

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

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

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

• 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.

• 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

• 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.

• 5+ years in B2B SaaS marketing, ideally in product…