The CMO will have ownership of Highrise Capital's overall marketing strategy and will work directly with executive leadership and the sales organization.
You will be responsible for building the infrastructure necessary to take Highrise Capital's marketing operation to the next level.
You will oversee the complete customer acquisition funnel:
Traffic → Lead → Application → Qualified Opportunity → Sales Contact → Approval → Funding → Repeat Business
The successful candidate will understand that generating leads is only the beginning.
The real objective is to generate high-quality opportunities that ultimately result in funded business and profitable customer relationships.
You will have significant responsibility for marketing strategy, customer acquisition, performance marketing, CRM, marketing automation, creative, analytics, brand development, team building, and conversion optimization.
Key Responsibilities
Marketing Strategy & Growth
• Develop and execute Highrise Capital's overall marketing strategy.
• Build a scalable customer acquisition engine.
• Establish annual, quarterly, and monthly marketing objectives.
• Develop and manage the marketing budget.
• Identify new channels for customer acquisition.
• Analyze market trends and competitive positioning.
• Develop strategies to increase qualified lead volume.
• Improve the quality and conversion of marketing-generated opportunities.
• Develop strategies for customer retention, repeat business, and database reactivation.
• Work directly with the CEO and executive team to align marketing strategy with company growth objectives.
Lead Generation
Own Highrise Capital's lead-generation strategy across multiple channels, including:
• Google
• Meta
• LinkedIn
• YouTube
• Native advertising
• SEO
• Email marketing
• SMS marketing
• Retargeting
• Affiliate marketing
• Strategic partnerships
• Referral programs
• Database reactivation
• Content marketing
• Direct-response campaigns
• Emerging digital acquisition channels
The CMO will be responsible for determining which channels provide the strongest combination of:
Lead Volume + Lead Quality + Conversion + Revenue + Profitability
We are not interested in generating leads simply for the sake of generating leads.
We want to build a system that produces qualified business owners who can become funded customers of Highrise Capital.
Performance Marketing
Build and manage a data-driven performance marketing operation.
Responsibilities include:
• Developing paid acquisition strategy.
• Managing advertising budgets.
• Establishing campaign KPIs.
• Monitoring campaign performance.
• Managing internal media buyers and external agencies.
• Developing creative testing strategies.
• Optimizing campaigns.
• Scaling successful campaigns.
• Identifying underperforming channels.
• Testing new advertising platforms.
• Improving customer acquisition economics.
• Establishing appropriate attribution systems.
You should be comfortable looking at marketing data and determining:
Where are we spending money?
What are we getting in return?
Which channels should we scale?
Which channels should we change or eliminate?
Sales Funnel Optimization
The CMO will work closely with Highrise Capital's sales leadership to improve conversion throughout the entire funnel.
Key metrics include:
• Cost per lead
• Lead quality
• Contact rate
• Application rate
• Qualified opportunity rate
• Approval rate
• Funding rate
• Lead-to-funding conversion
• Revenue per lead
• Cost per funded deal
• Customer acquisition cost
• Marketing ROI
• Sales cycle
• Repeat customer rate
The CMO will identify bottlenecks and develop strategies to improve performance at every stage.
CRM & Marketing Automation
Develop and optimize Highrise Capital's CRM and marketing automation infrastructure.
This includes:
• Lead routing
• Lead scoring
• Automated follow-up
• Email campaigns
• SMS campaigns
• Retargeting
• Customer segmentation
• Database management
• Re-engagement campaigns
• Marketing attribution
• Sales alerts
• Campaign tracking
• Automated customer communications
The goal is to ensure that qualified prospects receive timely, relevant communication throughout their customer journey.
Database Reactivation
One of the most valuable assets of a financial services company is its existing database.
The CMO will develop strategies to maximize the value of Highrise Capital's existing prospect and customer database.
Campaigns may target:
• Previous customers
• Previous applicants
• Older leads
• Unresponsive prospects
• Declined applicants where appropriate
• Customers with additional financing needs
• Repeat funding opportunities
• Referral opportunities
The objective is to turn existing relationships and historical marketing investment into additional opportunities for Highrise Capital.
Brand & Positioning
Develop a strong and differentiated Highrise Capital brand within the alternative business financing marketplace.
Responsibilities include:
• Brand positioning
• Messaging
• Website strategy
• Digital presence
• Marketing materials
• Sales collateral
• Customer testimonials
• Case studies
• Educational content
• Video
• Social media
• Industry-specific campaigns
Highrise Capital should present itself as a professional, credible, responsive, and knowledgeable financing partner for business owners.
Website & Conversion Optimization
Own the strategy for Highrise Capital's digital properties.
Continuously improve:
• Website conversion
• Landing pages
• Lead forms
• Calls-to-action
• Application flow
• User experience
• Mobile experience
• Page performance
• Analytics
• SEO
• Conversion rates
The CMO should establish a culture of continuous testing.
Test:
• Headlines
• Offers
• Creative
• Messaging
• Landing pages
• Forms
• Calls-to-action
• Customer segments
• Advertising formats
Every significant marketing initiative should have a measurable objective.
Creative Strategy
Lead Highrise Capital's creative marketing strategy.
Oversee the develo