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JOB DESCRIPTION

VICE PRESIDENT, MARKETING

SAFETY SERVICES COMPANY

Title:              Vice President, Marketing 

Reports to:   CEO – Dan Hurdle

Location:      Tempe, AZ or Remote

Website:         safetyservicescompany.com

For more information, or to refer candidates, please contact Skye Sander at skye@signalpartners.com or 805-886-2427.

Company History

Safety Service Company provides safety & compliance products and services to businesses across multiple sectors. They assist clients with their turnkey employee health and safety needs, including compliance management through manuals, meetings, certification kits, labor posters, and online training courses. The company also performs services for third-party administrators (TPAs) through their contractor network. Custom solutions that enhance the safety of our customers’ workplaces and wellbeing of their employees are the cornerstone of Safety Services. 

 

Safety Service is backed by Serent Capital, one of the world’s most successful lower middle market private equity firms.  Serent Capital has a unique approach to how it extends growth-oriented operating expertise to its portfolio companies.  Their partners and portfolio operations team have been there during the $20M to $100M revenue lifecycles and know how propel growth while simultaneously de-risking the growth process for its entrepreneur partners.   

 

Leadership

The company has been led by entrepreneur and corporate leader Dan Hurdle since May 2016.  Within eight months of Dan joining Safety Services, the company increased its revenues 50% and has seen rapid increases in employee experience.  Prior to Safety Services, Dan worked at Serent Capital, Sodexo, Caribou Coffee and Starbucks. While at Starbucks, Dan ran all existing stores’ operations with a budget of $800M overseeing over 6,000 stores.  During his five-year tenure, Dan drove significant efficiencies in same store sales and customer experience – all while the company doubled the number of stores each year.  Dan’s first job was a submarine officer in the US Navy where he was one of 5% of junior officers selected to become an executive officer and graduated first in his class. 

 

Safety Services Culture

Dan Hurdle has built a culture that has a “why not us?!” winning spirit.  Safety Services employees have that unique combination of huge desire to win mixed with a low key, humble nature on the personal side and how they interact as a team. Employees know that going that extra mile to do the job right for customers is what is it all about.  From his first day in 2016, Dan understood that bringing employee engagement to new heights was the key lever for the company to become the sector leader.  In other words, employee experience comes before customer experience.  

 

Being a successful marketing executive of course depends on an inspired organization at all levels so that new ideas, strategies, and work flow get fully activated.  It’s not just the marketing team but lateral peers that must have that motivation factor to enact new strategies and execute on tactical action items.  One of the best parts of this job is that the entire organization is ready to roll. 

 

Position

We’re hiring a VP of Marketing to mature Safety Services’ marketing strategy and architect and operationalize the overall marketing function.  The VP will drive Safety Services’ brand awareness to new heights, develop best-in-class content marketing and drastically improve lead generation and sales operations. This is a key senior executive hire.  We are not just looking for someone to move the needle on growth -- we want a true marketing leader who will be a real partner to the CEO and Board.  

 

The right candidate has turned a brand from differentiated to highly sought after. This is the movement we’re looking for from this marketing leader.  The right candidate has a knack for what levers to pull when and how (PR/trades, thought leadership, analyst relations, leadership team speaking, client marketing etc.) that will result in huge brand equity lift for the company.  Safety Services has assets, properties, client success stories, thought leadership that can be leveraged by a marketing leader.  

 

These are the most important deliverables for the VP of Marketing placement in order of importance:

  1. Develop new lead generation and management processes, including innovative approach to lead sources, qualification and segmentation and operationalization of the lead management process;

  2. Lead strategic evaluation of and development of new service offerings to become more turnkey provider and increase average contract value;

  3. Maximize company’s digital marketing capabilities to drive brand awareness and support sales;

  4. Materially increase brand awareness in the target market;

  5. Work with board to develop optimal go-to-market and brand positioning strategy.

  6. Content marketing.  Work with team to develop great content to maximize effect of direct marketing, new service offerings, brand positioning and external communications efforts.

  7. Develop new partnerships to effect greater target market reach.  

 

We need this brand equity lift for marketing and business development purposes — however it’s also important as part of  the company’s human capital strategy. Safety Services’ future success will continue to be about delivery and with scale comes the challenge of hiring talent of equal high caliber.  Significantly ratcheting up the brand awareness and allure factor of  the company (where people want to work with and for the company) is a huge deal when it comes to scaling the company while maintaining its stringent hard skill and soft skill requirements of new talent.

 

The VP of Marketing will also communicate regularly with portfolio operations points of contact at Serent Capital. This will be a valuable relationship to build for the head of marketing. 

 

Responsibilities

  • Define marketing strategies to support the company’s overall growth plans, including direct marketing (especially digital marketing), lead generation, sales operations, brand equity, competitive assessment, pricing and channel development.

  • Develop actionable and effective marketing plans and oversee its day-to-day implementation;

  • Work intimately with the multiple sales channels at SSC to ensure coordinated efforts across marketing and sales driving increased new business bookings, revenue growth, higher levels of customer retention and increased average order value and average customer value.

  • Identify new customers and market opportunities by identifying key value drivers and problem areas that can be leveraged and exploited. This to include how SSC targets relationships with TPA and Hiring Client organizations in the wider ecosystem.

  • Develop, coordinate and implement cost effective marketing and digital marketing contact strategies to enhance SSC brand, differentiate SSC from competition, enhance brand in ecosystems and, critically, develop new high-quality volume leads.

  • Anticipate and develop strategies to address changes in the market including new competitive entrants, changing relationships with the referrers, and new regulations.

  • Continually measure, analyze and optimize the company’s go-to-market approach including direct marketing, call center outreach (in liaison with managers of these departments), public relations, trade shows, partnerships, web marketing and advertising; own the lead generation process.

  • Manage, enhance and evolve the website and drive revenue growth through direct ownership of all paid and free online acquisition channels.  Anticipated digital marketing responsibilities include: Organic SEO leadership, geo-targeted campaign management, non-Google SEO/SEM/PPC, PPC spend optimization and conversion tracking, social media, multi-brand management and web placement, mobile app marketing, and reputation management

  • Build an exceptional team by nurturing existing talent within the organization and by recruiting top talent that bring unique marketing skills and experience to the Company.

  • Establish firm, deep, and lasting relationships, built on trust and the delivery of results, with key internal and external clients and partners. 

  • Take the lead on relationship development and management across the SSC ecosystem including development of business partner relationships.

  • Ensure that the brand is strong and consistent in every marketing tactic, and the Safety Services story is communicated with creativity and impact;

  • Listen to the trends of the market and direct the market research efforts of the company;

  • Plan and organize marketing functions and operations (branding, services positioning, communications, etc.), and ensure they project the company’s unique voice;

  • Design and coordinate promotional campaigns, PR and other marketing efforts across channels (digital, press, etc.);

  • Collaboration with business development to establish consistent sales content and tools;

  • Build and cultivate a highly efficient team of marketing professionals;

  • Leverage and grow a robust network of strategic partnerships;

  • Drive organizational alignment internally around the brand and market positioning.

  • Interact with Serent’s portfolio operations team

  • Support CEO board meetings

 

Requirements

  • Proven experience as marketing executive over an entire company or business unit in a fast-growing environment;

  • Business services or B2B software company sector experience;

  • Deep experience, knowledge and success creating and executing marketing programs through multiple channels – web, direct and digital mail, field sales, phone;

  • Tenure in which oversaw and architected a huge brand awareness/equity improvement, that wasn’t materially driven by existing momentum or marketing spend;

  • Demonstrable experience in developing effective strategies and actionable plans for all marketing aspects (branding, promotion, demand generation, etc.);

  • Overseen inside sales or sales operations or worked adjacently enough to understand lead management, performance management during the appointment to close process;

  • Experience customizing CRM and lead management platforms such as Salesforce;

  • Ability to drive operational effectiveness through continuous improvement and leveraging of software tools;

  • Experience building and implementing a stack of different software tools to best operationalize marketing function;

  • Track record of successful collaboration with business development.  Turning transactional clients into long-term partners. Establishing consistent sales content and tools;

  • Knows how to work with leverage but also very hands-on;

  • A leader with both creative and analytical capabilities;

  • Outstanding communication (written and verbal) and interpersonal abilities;

  • Analytical Problem Solver – a naturally inquisitive individual who enjoys solving problems using data and facts.

  • Creativity – one who has a demonstrated track record identifying creative and innovative ideas and solutions to address and solve business issues.

  • Entrepreneurial Drive for Results – an individual who holds oneself and others accountable for achieving high levels of individual and organizational performance.

  • Integrity - promotes ethical practices and encourages individual integrity in all business practices consistent with the values of the company.

  • Has “practitioner” DNA and work style. As comfortable and engaged with front line team as c-suite;

  • Leads with intellect over ego;

  • Sense of humor;

  • BA/BS required. Advanced degree or MBA is desirable;

  • Private equity experience a plus.

 

About Signal Partners

Recruiting the right talent is a force-multiplier for your company.  But with the stakes so high, the process tends to produce overwhelming amounts of noise. Everything Signal does centers on helping our clients run a recruiting process to cut through that noise, zero in on signals, and make better hiring decisions faster.  We have led hundreds of retained searches for PE- and venture-backed companies and provide the highest caliber comparative options to help you get it right.  We drive a bespoke process for both executive and mission-critical non-executive searches.  Signal helps you hire talent that reflects your culture, improves bottom-line results, and scales enterprise value. More info at www.signalpartners.com

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