CMO | Executive Vice President, Marketing

at  Tucows

ORGANIZATION

There is a quiet revolution happening in telecom that will create more technological change for consumers in the next twenty years than anything other than AI. The United States is in the middle of transitioning from delivering the Internet on technology built for telephones and televisions, to delivering it over fiber–a technology purpose built to deliver bits.
Households are relying more heavily on the Internet for work, learning, and entertainment, yet a growing network of smart devices and cable companies continue to squeeze more data through infrastructure that was built to deliver episodes of The Sopranos while charging more for it every year and providing a frustrating customer experience.
Ting, an independent Internet and mobile service provider (part of Tucows (NASDAQ: TCX, TSX: TC)), is a public company whose mission has been to build a more accessible, equitable, and innovative Internet for the future since 2014. We partner with towns and municipalities across the country to change what people can expect from their Internet service and their Internet service provider. Ting offers symmetrical Gigabit fiber Internet as well as simple, honest pricing, and outstanding customer support.
A year after our inception, Gizmodo listed Ting as one of The 6 Best Things That Happened to the Internet This Year. And since that time, Ting has progressively expanded to locations in North Carolina, Virginia, Maryland, Colorado, Arizona, Idaho, California, and Memphis, Tennessee, and we are talking to new towns around the country every day.

FUNCTIONAL COMPETENCIES – SKILLS, KNOWLEDGE AND EXPERIENCE

• Minimum 15 years of experience growing consumer businesses.
• Success in a central/local (or hub and spoke or franchise) model.
• Proven people management skills .
• Comfort understanding and explaining consumer technology.
• Innate customer empathy.
• A track record of implementing creative and thought-provoking marketing campaigns that were both successful and not
• Seasoned data and analysis skills.
• Strength in implementing systems and processes (budgeting, planning, tracking, hiring, training, etc.) that can scale.
• An innate love of technology.

ABOUT THE ROLE

As an integral part of Ting, the EVP of Marketing, will be a brand-building, storytelling, lead-generating, data-leveraging, growth-marketing leader.
At this stage in our development, we need someone who can build teams, programs, and messages that move potential customers from awareness to consideration to order. We need someone with a deep marketing background who is excited to test, track, and optimize marketing campaigns and strategies while identifying what works and why. We need someone who is a passionate customer advocate and who uses that framing as a starting point for every decision they make. We need someone who is excited to have a large but narrow impact by solving how we get customers on our networks in each location and drive business value and growth. And we need someone who is both an incredible team leader and team builder as well as someone who gets excited to roll up their sleeves and implement marketing tactics alongside their team on any given day.
To be successful in this role, you need to be someone who can build and nurture strong relationships across the company – from product to support to network construction to installers – so that Ting’s efforts to acquire customers is fully aligned with Ting’s efforts to serve and support those customers. You will need to be someone who constantly scans industries for the latest and greatest ideas and technologies and cannot wait to try them out, iterate, and learn. And, finally, you need to be someone who gets excited about taking on industry giants and winning by providing customers a better product and service.

RESPONSIBILITIES

• Design the company’s marketing strategy and brand vision from scratch in alignment with the company’s overall business objectives.
• Establish and execute quarterly, yearly, and multi-yearly marketing plans encompassing brand management, e-commerce marketing, advertising, events, and promotional activities, to optimize the annual corporate marketing spend consistent with the marketing strategy and brand vision.
• Align the marketing plan to resource and budgetary requirements and work collaboratively to ensure effective allocation of funds to enhance profitability and achieve Ting’s business objectives.
• Lead Ting’s marketing team through the development of team members’ capabilities, sharing best practices and resources and ensuring the organized and consistent execution of marketing programs, promotional initiatives and event-based activities, taking into account regional differences and local market dynamics.
• Conduct market research, competitive tracking and analysis of market data to identify market trends, develop new and enhanced marketing programs and gain a comprehensive understanding of customer needs.
• Oversee the management and maintenance of the corporate website, ensuring consistent quality, brand representation, and ease of use.
• Proactively develop, execute, and coordinate ad hoc marketing campaigns on a timely basis in response to regional and national events.
• Act as the company’s chief spokesperson for the customer, making sure that all promotional strategies work to build brand loyalty and guarantee a positive experience for customers.
• Encourage creative marketing tactics that will help engage in and keep more customers, ultimately resulting in higher revenue growth.