Core Responsibilities

1. Customer Acquisition
You own how new potential customers discover us and enter our funnel.

• Deciding which channels we use, why, and what each one is expected to produce
• Setting acquisition goals and tracking performance against them
• Testing new channels and retiring ones that don’t perform

Channels may include, but aren’t limited to: paid search, paid social, organic social, AI discoverability (being findable and recommended by AI), SEO and content marketing, conferences and industry events, and partnerships or sponsorships.

2. Paid Advertising
You are responsible for whether we run ads, where we run them, and how they perform.

• Deciding if, when, and how we run paid campaigns, and owning the budget
• Writing or directing ad copy and defining creative needs
• Implementing conversion tracking and attribution
• Owning the numbers: CPC, CPA, conversion rate, pipeline contribution

You do not need to personally design the graphic assets, but you do need to know what good creative looks like, why it works, and whether it is producing results.

3. Content Strategy & Creation
You are responsible for what we say publicly and how consistently we say it.

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  Building and maintaining the content calendar, and writing the content yourself, especially early on
• Setting tone, messaging, and positioning
• Keeping content aligned with the product and the customer’s actual reality
• Improving what we publish based on how it performs

Content may include social posts, blog and long-form content, landing pages, email campaigns, and conference or webinar materials.

4. Website & Conversion
The website is our largest and most-visited sales asset. You own it.

• The homepage, feature pages, pricing page, comparison pages, and the demo and trial request flows
• Running conversion tests and knowing our conversion rates by page and by source
• Keeping the site fast, clean, and accurate, working with engineering or a contractor when you need to
• Making sure what the site claims matches what the product does
• Making sure the website is easy to use/navigative for both people and AI agents.

5. Brand & External Identity
You are responsible for how the company looks, sounds, and presents itself to the outside world in every arena. This role works with existing customers, but always in service of acquisition. Reviews, case studies, and references exist to help the next church decide.

• Defining and enforcing brand standards, and keeping messaging consistent across every channel
• Preventing confusing, inflated, or misleading messaging, and making sure our marketing reflects who we actually are
• Generating customer reviews, on purpose and on a schedule
• Turning happy customers into published case studies with real names, real church sizes, and real numbers
• Handling press and public announcements: releases, industry media, podcasts, awards, and partnership news

6. Product Launches & Go-to-Market
You are responsible for how anything new we build reaches the market, whether that’s a full product, an add-on, or a significant feature.

• Building the go-to-market plan for every new release and owning it end to end
• Positioning and naming, and making the value obvious to a church staff member who has never heard of it
• Getting involved while the thing is still being built, not at announcement time
• Announcing new versions and releases publicly, and equipping sales with the language to sell them
• Keeping launch claims tied to what actually shipped

Shipping and announcing are the easy parts. You own whether churches understand the new thing and want it.

7. Events & Conferences
You are responsible for deciding how we show up in person.

• Selecting events and defining what each one needs to produce
• Managing booth presence, materials, and messaging
• Measuring whether an event is worth repeating

8. Marketing Technology & Analytics
You are responsible for the systems that track and support marketing performance.

• Managing analytics tools, ad platforms, and CRM integrations
• Implementing tracking pixels, events, and conversion goals
• Keeping data accurate and usable, and turning it into decisions

You don’t need to be an engineer, but you must understand how the tools work well enough to manage them correctly.

9. Vendors & Building the Function
Some work gets outsourced, and over time this role shifts from doing everything to building the systems that make marketing repeatable.

• Deciding what to outsource versus do in-house, then hiring, scoping, and managing those relationships
• Ending vendor relationships that aren’t working
• Documenting what works and building repeatable processes
• Identifying when additional hires are needed and helping define those roles