• Build, lead, and develop a team of 6–7 Strategic Segment Managers • Establish and continuously improve the function’s operating model • Coach Segment Managers to become recognised external thought leaders • Synthesize individual segment intelligence into a company-level market view • Identify white space opportunities • Partner with the VP of Corporate Development to build M&A business cases • Own the organization’s MRD framework • Review and approve all MRDs before they enter product roadmap discussions • Build PerkinElmer’s external market presence • Drive the annual global growth-priority planning process across product lines • Own the Strategic Segments function budget • Track and report function KPIs.

• Drive Revenue Growth • Work with Product Marketing to develop and execute integrated growth marketing strategies that drive qualified leads, qualified pipeline, and revenue across multiple business lines. • Prioritize marketing investments based on business impact, ROI, and corporate revenue goals. • Build annual and quarterly marketing plans with Sales, aligning marketing programs with sales priorities and revenue targets. • Improve lead quality and lead progression throughout the funnel. • Eliminate lead leakage by optimizing processes from MQL through Closed Won. • Partner with Sales to improve conversion rates, pipeline velocity, and revenue performance. • Lead strategy and execution across Google & Bing Ads (SEM/PPC), LinkedIn and Meta advertising, email marketing and nurture programs, webinars, paid and organic social media, tradeshows and events, landing page/website optimization, and conversion rate optimization (CRO). • Leverage AI for workflow automation, increased productivity, and demand generation effectiveness. • Own paid search strategy, execution, and optimization. • Continuously improve ROAS, CPA, conversion rates, pipeline, and revenue. • Coach and develop a high-performing growth marketing team. • Present performance, insights, and recommendations to executive leadership. • Foster a culture of testing, experimentation, and continuous improvement.

• Own positioning, messaging, and value propositions for Firefly • Partner with inbound PMM teams for outbound Firefly marketing strategy • Own marketing strategy for Firefly, driving awareness and retention • Orchestrate unified launch plans and maintain channel execution • Develop post-launch optimization strategies informed by usage data • Own PMM perspective on Firefly's business performance • Influence product roadmap using customer insights and market analysis • Enable GTM and marketing teams to articulate Firefly's value • Collaborate with cross-functional teams for coherent messaging

Role Description The VP of Marketing is a senior leadership role on the Revenue Team and is responsible for driving brand awareness, demand generation, and revenue growth. Reporting to the CRO, you will own the full marketing function — from strategy and messaging to team leadership and execution. This is an opportunity to build a high-impact marketing engine at a mission-driven company with meaningful market traction. What You Will Achieve - Marketing Strategy - Own a marketing strategy that directly accelerates growth — connecting brand positioning, buyer education, and pipeline growth into a coherent, measurable system. - Give Branching Minds a clear, consistent voice in the market: a narrative that resonates with district leaders, stands apart from competitors, and holds up across every channel and audience. - Equip the whole organization to communicate consistently — keeping Sales, CS, and Product aligned on messaging and confident in how they tell the Branching Minds story. - Partner closely with Revenue Operations to build a strong marketing data and analytics foundation, track performance against revenue goals, identify what’s working, and reallocate quickly when it isn’t. - Optimize the channel mix to increase customer lifetime value and reduce acquisition costs over time — bringing a rigorous, test-and-learn mindset to any new channel investment. - Stay ahead of the market so Branching Minds leads conversations rather than reacts to them — monitoring competitive moves, policy shifts, and buyer trends that shape the MTSS landscape. - Stay deeply curious about buyer behavior — using research, data, and direct feedback from the field to build campaigns and content that resonate with district leaders. - Demand Generation - Build a pipeline engine that sales can rely on — consistent, high-quality lead flow from multi-channel campaigns that reach the right buyers at the right moment. - Build a true partnership with Sales: align on lead quality standards, set shared pipeline targets, and create feedback loops that make both teams sharper over time. - Grow revenue from existing customers, not just new ones — by identifying cross-sell and expansion opportunities and building campaigns that drive them. - Equip the revenue team to win more deals: develop sales enablement content, tools, and programs that shorten sales cycles and increase conversion rates. - Ensure every touchpoint — ad, email, event, or conversation — reflects a unified brand and message that builds trust with buyers over time. - Make Branching Minds owned events experiences that strengthen community, showcase impact, and generate real pipeline. - Partner & Customer Marketing - Deepen relationships with existing partners and districts through marketing programs that add value, reinforce impact, and drive renewal. - Launch new products and features with impact: partner with Sales, CS, Finance, Product, and Learning Science to craft go-to-market plans that turn genuine excitement into adoption and long-term usage. - Turn satisfied customers into a growth channel — build an advocacy program that transforms district champions into credible, visible voices for Branching Minds. - Establish Branching Minds as the undisputed authority on MTSS: develop thought leadership, research, and content that shapes how the field thinks about student support. - Team Leadership & Operations - Build a team that delivers outsized impact — creative, data-driven marketers who are deeply motivated by the mission and grow into leaders in their own right. - Make HubSpot a genuine competitive advantage — building the architecture, workflows, and training that allow both marketing and sales to operate from clean, reliable data. - Turn the Branching Minds website into a top-performing demand channel, continuously improving conversion, content, and user experience. - Create operational clarity for the team: a prioritization process, asset pipeline, and communication cadence that keeps work moving without chaos. - Set the standard for brand across the business — ensuring Sales, Professional Services, RFPs, and every other function speak with one voice and look like one company. - Help define Branching Minds' culture and organizational design as a full contributor to the Revenue leadership team — bringing your perspective to the big decisions, not just the marketing ones. Qualifications - Deep personal alignment with Branching Minds' mission. - A track record of building demand generation programs that move the revenue needle. - A storyteller who can make complex education technology feel urgent and human. - Genuinely collaborative and solution-oriented. - Strategic range: comfortable setting the three-year vision as well as pulling up a HubSpot dashboard or editing copy. - A leader who builds people up and expects a lot. - Deep fluency in marketing automation (HubSpot preferred) and a genuinely data-driven approach to campaign optimization. - Expertise in using key marketing channels (e.g., paid search, event marketing, SEO) to accelerate pipeline. - Creative thinker who is forward-leaning with AI. - 8+ years of B2B marketing experience, with at least 3 years in a senior leadership role; EdTech or SaaS background strongly preferred. Benefits - Fully remote! - The annual base salary range for this role is $190,000–$210,000, depending on experience, expertise, skills, and geographic location. - This role is also eligible for an annual bonus of up to 20% of base salary. Interview Process - 45-minute Initial Interview with the Chief Revenue Officer (Hiring Manager). - Panel Interviews with 3–4 key stakeholders (approximately 3–4 hours total across multiple interviews). - 90-minute Final Interview with the Chief Revenue Officer and Executive Leadership.