Head of Platform and Partner Marketing

Marketing United States


Description

About LegalZoom

We exist to democratize law, and deliver on that by bringing quality and affordable legal help to anyone who is starting a business, planning for their family, or protecting their ideas. If you ask our employees, (or Zoomers, as we call ourselves), they’ll tell you the people are the best part about working here, and that’s because we don’t lose sight of our purpose. It’s an exciting time to be here. We are growing rapidly, and expanding into new products and services. We are looking to bring in leaders that want to further drive our purpose, help lead our growth, enhance our culture, develop our teams and accelerate career growth in a fast-paced, highly collaborative, inclusive, transparent, and talented organization.

Head of Platform and Partner Marketing

This is an exciting time within LegalZoom as we continue to evolve, innovate and find new areas of opportunity for growth and help our customers achieve their dreams of becoming successful small business owners.  With this in mind, we are setting up a new team within the sales and marketing organization that will collaborate closely with our Partnership organization and to unlock partners as channels to drive new user acquisition and build the LegalZoom brand within the small business market here in the US.  Within the next three years, one quarter of all our new customers forming and operating their business with LegalZoom will come from our partnerships and platform ecosystem efforts.   

The role will start as a highly successful and seasoned leader as an individual contributor, working closely with our Partnerships team and other functions within sales and marketing to stand up this new team and function, and then build out a larger team underneath them as the business grows.  This role will also serve as a senior leader within the larger sales and marketing organization with a responsibility to drive passion and interest around our Partner and Platform needs but to also be an active voice and leader in supporting the larger sales and marketing culture and team development.   

This role will have three main responsibilities to start: (1) work closely with our Partnerships, Product and PMM teams to develop brand positioning, unique value proposition, and key messages for our partner and platform technology and ecosystem  (2) develop a marketing and channel strategy and plan, performance objectives and budget needs, roadmaps and key marketing materials that enable strategic partners to acquire customers for LEgalZoom in a cost effective and scalable way and (3) build out a team, investment ask, and a larger marketing strategy and roadmap to further accelerate growth and acquisition over the next couple of years.   This position will work very closely, collaboratively and across Partnerships, Marketing and Product to build scalable marketing programs and create measurable channel communications plans that drive success for LegalZoom and its partners. 

Responsibilities

  • Overall Marketing and Channel Strategy and Performance Measures – Work closely with Partnerships, Product and Product Marketing, and other key marketing functions, to develop an overall marketing strategy and plan for this new channel that includes partner segmentation, marketing assets and deliverables, and measurable performance objectives and results
  • Go-to-Market Partner Channel Strategy – Work closely with Partnerships, Product, Product Marketing to understand each of LegalZoom’s partner business objectives, needs/requirements & technology capabilities. Assist in developing and implementing platform and partner co-marketing plans. Identify and communicate top approaches/offerings that will drive the best results and get partners to market while also continually monitoring and refining their performance as needed.
  • Partner Engagement & Support.  Working with the cross-functional team, create the most effective way to engage and support our strategic partners.  This would include contract negotiation support, preparing for QBRs, creating dashboards and monitoring KPIs in collaboration with the internal team and the partner team.
  • Marketing and Creative Deliverables – Work closely with Partnership, Product Marketing, Creative departments to develop marketing deliverables and creative assets supporting our Partner and Platform ecosystem to drive interest and demand
  • Joint Marketing – Create marketing engagement programs with partners that support new LegalZoom user acquisition, revenue targets and drive measurable outcomes. Deliver upon agreed marketing activities including development of joint messaging and collateral, sales readiness tools and customer success stories. Continually track, analyze and optimize program success. Implement metrics to demonstrate ROI against funding and time investments.
  • Execution – Be our partner marketing guru. From working with comms to write and revise press releases per partner brand standards, to developing and helping to deliver and measure co-branded marketing campaigns, you will be responsible for making sure our partner marketing efforts are executed flawlessly and on schedule.
  • Marketing Events – Create, plan, and manage relevant tech partner marketing events such as webinars, enablement, workshops, trade shows and conferences as needed to achieve the Partner Channel objectives.
  • As the market warrants, develop lead and demand generation campaigns to create interest from prospective partners working closely with Partnerships team.

Desired Skills & Experience

  • 10+ years working in B2B marketing for a technology organization with specific responsibilities focused on Partner and Platform marketing efforts.
  • Experience in working with reseller and referral partners to drive new user acquisition and growth, working specifically in the SMB space a plus.
  • Deep sense of ownership and strong accountability for generating measurable results, with experience in setting up the right KPIs and dashboards to deeply understand the business.
  • Strong analytical skills leveraging data to drive the strategy, priorities and results.
  • Experience in developing pipeline, understanding where key decision makers sit within a B2B2C environment and developing acquisition and retention funnel roles and responsibilities along with developing tools for reporting and measurement
  • Experience in standing up a new partner marketing team and associated planning, process, deliverables and team development that comes along with that.
  • Strong sense of grit, hustle and urgency to be able to operate at a highly strategic level working with senior executives but completely comfortable getting into the details and supporting all execution efforts.
  • Proactive and passionate about working with partners with the ability to develop strong relationships both inside and outside of the organization.
  • Strong project management skills, preferably in working with internal and external partners to launch co-marketing campaigns and programs. You understand the importance of syncing long term, cadence-based co-marketing schedules with the business and product efforts of a partnership.
  • Working knowledge of the small business and business formation category a plus.
  • Proactive and passionate about demonstrating and driving value to external partners.
  • MBA preferred but a minimum of BA/BS degree in marketing, business, communications, or relevant field of study.
  • Willing to travel to meet with partners and attend industry events.