Head of Marketing - US Market

About the role

Crystalia Glass, a US manufacturer and installer of premium architectural glass systems for residential and commercial interiors, is looking for a Head of Marketing to own and develop its US marketing function. The role covers brand, growth, performance, analytics and team leadership, working remotely with working hours of 8:30 AM to 5:00 PM New York time and at least 6 hours of daily overlap. The media budget is $200K+ per month.

Key responsibilities

• Define and strengthen the brand position in the US premium market, build consistent messaging and brand standards, and create a visual production pipeline for completed projects
• Build PR and media presence in architecture, interior design, construction and lifestyle publications, and partner with architects, designers, contractors and trade professionals
• Own marketing-sourced growth across B2B and B2C, manage and allocate the $200K+ monthly media budget, and lead paid search, paid social, SEO, content, CRM and other acquisition channels
• Make channel and budget decisions based on closed revenue and unit economics, and improve qualified demand, conversion, CAC, ROMI and efficiency
• Build visibility from first touch through closed revenue, track CAC, ROMI, conversion rates, close rates, average deal value and sales-cycle length, and run executive reporting
• Work with Sales leadership as a peer partner on lead qualification, lead quality, funnel performance and the marketing-to-sales handoff
• Lead a distributed marketing team of 8+ people across B2B and B2C, SEO, PPC, paid social, community, design and CRM, and hire and manage specialists, contractors and agencies
• Prepare for the new website with e-commerce elements, including customer accounts and online purchasing

Required profile

• 7+ years of marketing experience, including 3+ years leading a full marketing function with strategy, budget, team and results ownership
• Direct experience owning marketing for the US market, covering customer acquisition, demand generation and brand growth
• Experience marketing the same product or brand to B2B and B2C audiences simultaneously
• Relevant industry experience, ideally construction, building materials, architecture and interior products, custom furniture, home improvement or similar high-consideration categories
• Experience managing paid media budgets of $1.5M+ annually and speaking about actual spend and results
• Proven marketing and growth results with specific numbers and business outcomes
• English C1+, with strong written English for US-facing communication

Required skills

• Full-funnel analytics: attribution, CAC, ROMI, channel economics and closed revenue
• CRM systems such as HubSpot, including pipeline, lead qualification and reporting
• Distributed team leadership and hiring of specialists, contractors and agencies