AVP, Go-to-Market Strategy

The AVP of Go-to-Market Strategy plays a pivotal role in developing and executing strategic marketing initiatives that drive business growth. This individual will own go-to-market (GTM) marketing planning, messaging development, marketing strategy, and execution, working cross-functionally with leadership and marketing teams to ensure impactful, data-driven campaigns.

Responsibilities:

Go-to-Market Strategy & Execution

• Develop and implement GTM Marketing plans for new and existing products/services, ensuring alignment with business objectives.
• Collaborate with the research team to conduct market research to identify trends, competitive positioning, and customer insights that inform marketing strategies.
• Collaborate with product owners and divisional leads to craft compelling value propositions and product positioning.
• Manage end-to-end campaign execution, from strategy to performance analysis, ensuring measurable impact.

Messaging & Content Strategy

• Build and maintain messaging platforms that clearly articulate product value propositions across channels.
• Partner with content and creative teams to develop marketing materials, including sales assets, case studies, website content, digital campaigns, social content, and thought leadership pieces.
• Ensure consistency in brand messaging across all marketing touchpoints.

Account-Based Marketing (ABM)

• Work with the Business Development and Sales Teams to develop and implement comprehensive ABM strategies that target high-value accounts and drive revenue growth.
• Collaborate with sales to identify target accounts and create personalized, multi-channel campaigns.
• Design account-specific content and messaging that addresses unique pain points and needs.
• Establish metrics and reporting frameworks to measure ABM program effectiveness and ROI.
• Continuously optimize ABM approaches based on performance data and market feedback.

Paid Media Strategy & Management

• Develop and oversee paid media strategies across digital channels that drive awareness, engagement, and lead generation.
• Manage paid media budget allocation, performance tracking, and optimization.
• Collaborate with agency partners or internal specialists to execute campaigns across search, social, display, and other relevant channels.
• Implement testing methodologies to continuously improve targeting, messaging, and creative performance.
• Analyze campaign data to identify insights and make data-driven recommendations for future media investments.

Marketing Planning & Cross-Team Collaboration

• Develop comprehensive marketing plans that support company growth objectives and integrate with broader marketing efforts.
• Work closely with cross-functional teams, including sales, business development, product, and executive leadership, to align marketing strategies with business priorities.
• Own and optimize the marketing calendar, ensuring timely execution of campaigns and initiatives.

Stakeholder Engagement & Leadership

• Act as a strategic partner to senior leadership, translating business goals into actionable marketing initiatives.
• Present marketing strategies, campaign performance, and recommendations to executive stakeholders.
• Collaborate with internal teams to ensure seamless execution and alignment with company objectives.

Performance Analysis & Optimization

• Utilize data and analytics to measure the success of marketing efforts, optimize strategies, and drive continuous improvement.
• Identify key KPIs and report on campaign effectiveness, customer engagement, and ROI.

Qualifications:

• Strong strategic thinking and ability to translate business objectives into effective marketing initiatives.
• Expertise in GTM strategy, product positioning, and message development.
• Strong project management skills with the ability to manage multiple initiatives simultaneously.
• Strong familiarity with CRM (HubSpot + Salesforce preferred), marketing automation, and website management.
• Exceptional written and verbal communication skills, with a talent for storytelling and persuasive messaging.
• Experience working with high-level stakeholders and executive teams.
• Proficiency in digital marketing, content strategy, and analytics tools.
• Understanding of the higher education landscape (preferred but not required).
• Experience with direct report management and mentorship.
• Experience with ABM strategies and technologies.
• Knowledge of paid media planning, buying, and optimization.
• Due to the remote environment, effective communication and time management skills are required, as well as the ability to use/learn multiple technology platforms and switch between them on a regular basis
• Must be able to work at a computer for prolonged periods

Experience

• Bachelor’s degree in Marketing, Communications, Business, or a related field (or equivalent experience).
• 7+ years of experience in integrated marketing strategy, and/or GTM planning.
• Proven track record in building and executing marketing strategies that drive business growth.
• Experience in campaign execution, product marketing, and sales enablement.
• Experience in managing marketing budgets, resources, and staff efficiently.
• Experience in developing and implementing ABM programs.
• Track record of successful paid media campaign management.
• Successful people management experience.
• Experience in higher education and marketing agencies is a plus.

You Should Join Us!

We’re a fast-growing and innovative company, set apart by our incredible people. We’re a supportive, fun-loving group with diverse interests and talents. In addition to getting to work with fantastic people and do work you love, here are some items you can list in your “pros” column:

• Private health/dental/vision
• 401(k) with company match
• Generous holiday and PTO package
• Flexible work environment (remote, in-office, and hybrid roles)
• Half-day summer Fridays
• Fun company events and laid-back culture
• Opportunities for advancement
• Industry exposure and professional development
• Growing company with a family feel
• Entrepreneurial approach and spirit

About Carnegie

For more than 30 years, Carnegie has been a leader and innovator in higher education marketing and enrollment strategy, offering groundbreaking services in the areas of Research, Strategy, Digital Marketing, Lead Generation, Slate Optimization, Student Search, Website Development, and Creative that generate authentic connections.

Learn more about who we are, what we do, and what we care about.

 

No phone calls or unscheduled visits to the office, please. Carnegie is an equal-opportunity employer.