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Leads HeroDevs’ digital marketing strategy across paid media, website conversion, campaigns, content, and web execution. Owns paid marketing budgets, channel performance, pipeline impact, and conversion optimization. Manages a team of four and directs paid media and web development priorities while partnering with Product, Product Marketing, Content, Finance, Sales, and Revenue Operations. Oversees testing, digital quality, analytics, and executive reporting to improve demand creation, demand capture, and revenue outcomes.
About the Role
The Director of Digital Marketing owns HeroDevs' digital strategy, leading the channels, budget, and team that drive both demand creation and demand capture. This person sets the strategic direction for paid media, website conversion, and digital campaign execution, and manages a team of four to bring that strategy to life. They are accountable for connecting digital investment to pipeline growth while ensuring every digital touchpoint — from a paid ad to a website page — is optimized to convert.
Responsibilities
Digital Strategy
- Define and own HeroDevs' overall digital marketing strategy, aligning demand creation and demand capture motions
- Translate company and marketing goals into a cohesive digital roadmap across paid, content, and web
- Continuously evaluate the digital channel mix and reallocate investment based on performance and opportunity
- Stay ahead of digital marketing trends, platform changes, and emerging channels relevant to HeroDevs' audience
Paid Media & Budget Oversight
- Own budget oversight for all paid marketing, including advertising and promotional placements
- Set and manage the paid media budget in partnership with finance marketing leadership
- Direct the Paid Media Specialist on channel strategy, spend allocation, and performance targets
- Ensure paid investment is efficient, accountable, and tied to clear pipeline and revenue outcomes
Campaign Support & Digital Execution
- Support campaign creation across the marketing team, with direct ownership of digital components and their execution
- Partner with the Content and Traffic Strategist to ensure digital content and traffic plans support broader campaign goals
- Ensure digital deliverables (ads, landing pages, email, paid social, etc.) are executed on time and to a high standard
- Provide digital expertise and quality control across all campaign workstreams
Website Strategy & Conversion Optimization
- Own website strategy, ensuring the site supports both demand creation and demand capture goals
- Partner with Product and Product Marketing to ensure messaging alignment across the website
- Direct the Web Developer on site structure, performance, and roadmap priorities
- Identify and prioritize conversion opportunities across the site, from landing pages to core navigation
- Oversee ongoing testing and optimization of key site pages to improve conversion rates
Required Qualifications
- 8+ years of experience in digital marketing, with progressive leadership responsibility
- Proven experience owning digital strategy that supports both demand creation and demand capture
- Direct experience managing paid media budgets and driving accountable return on ad spend
- Experience overseeing website strategy and conversion rate optimization
- Demonstrated success managing and developing a team, ideally across paid, content, web, and design disciplines
- Strong command of digital marketing platforms and analytics tools
- Bachelor's degree or equivalent professional experience
Preferred Qualifications
- Experience in B2B technology or software marketing
- Familiarity with the open source or enterprise software landscape
- Experience partnering with sales and revenue operations on pipeline and attribution
- Working knowledge of Hubspot, SEMrush, Salesforce, Google Analytics, CRO tooling, and marketing analytics stacks
- Strong presentation and communication skills, with experience reporting digital performance to executive leadership
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Key Facts About Charlotte Tech
- Number of Tech Workers: 90,859; 6.5% of overall workforce (2024 CompTIA survey)
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- Funding Landscape: $3.1 billion in venture capital funding in 2024 (CED)
- Notable Investors: Microsoft, Google, Falfurrias Management Partners, RevTech Labs Foundation
- Research Centers and Universities: University of North Carolina at Charlotte, Northeastern University, North Carolina Research Campus
