Senior Marketer, API

Hi! I'm Ryan, the Head of Marketing at Modash.

I'm looking for a Senior Marketer to join our API marketing team (remote, based in Europe). Here's a little background, examples of the things you might work on, and things you probably want to know.

Background & reason for hiring

Modash has two core products: an influencer marketing platform, and an influencer marketing API. The API business is growing fast, but the marketing function behind it is still young.

We added the first dedicated marketer for our API product in October (Zaif, your future colleague).

Now, we're hiring a second marketer to work alongside Zaif and accelerate growth. Since it’s early, and the API team is small, we’re looking for a capable generalist. Someone who has early-stage experience, and thrives wearing lots of different hats.

That said, we do have a clear idea on how the workload will get split between you & Zaif:

Zaif will narrow his focus mostly into Product Marketing and operational stuff. Think things like: messaging, defining new segments, website work, product communications, and managing call booking flows.

You will mostly own promotion initiatives. Think things that build new reach, like managing LinkedIn ads, outbound programs, content/SEO, events. You will have a major influence on which initiatives to choose & how to execute them.

If you've built marketing programs from scratch before, you'll feel at home.

Scope of the role & example projects

Your primary objective is to generate new reach and pipeline for the API business.

Elaborating a little on what I mentioned above, here are some more details / specific examples of what you might work on.

It is worth reiterating though, that you will have strategic influence here. Once you have the context, you might choose to split your time across all of these equally. Or go all-in on one (e.g. outbound or content). Or, introduce something new (e.g. events).

Example 1: Managing LinkedIn ads

We have a small LinkedIn ads program for API right now, but it could perform better, and scale further, with more attention.

You would be responsible for end-to-end management, expanding our ads to hit new targets/segments, and optimizing the delivery. To make sure we’re reaching the right people at the right frequency, with the right message.

You'll have design resources available for images or videos, but you’ll work on the ad management, list building, and writing copy yourself.

Example 2: Building the outbound program

Zaif is in the early stages of building outbound for the API. Until now, all our demand has come inbound, and/or from the strength of our brand name (built primarily around our platform business).

There is clear potential for someone to come in and properly own this. To build and refine contact lists, improve outreach copy, figure out the flows when people reply (positively or negatively), collaborate with AEs, etc.

You'll also be able to decide how this program evolves. Do we build in-house and eventually hire a dedicated person for this? Do we bring an agency on-board? Something else?

Example 3: Building a content program

So far, we have only published “SEO content” for the API product.

For example, listicles for high-intent queries like this (Phyllo API alternatives), or like this (social media monitoring APIs).

There would be opportunities to:

a) Scale that ☝️ kind of content. Look for new opportunities for other high-intent bottom-funnel content, or

b) Kickstart other types of content, e.g. original research or thought leadership. Content that would require other distribution channels outside of search (e.g. social/email). We already have successful programs like this within our platform marketing team (example 1, example 2, example 3).

Again, you can decide how this scales. Write yourself? Bring on-board a freelance writer? Add external expert contributors? Generate content with AI, powered by our own data? Hire our customers to write articles? Your call.

Example 4: Experimenting with new channels

The 3 examples above are confident bets, since we already have some degree of traction there.

That said, you will have the autonomy to set aside some experimental time/budget for new things too if you have ideas you wish to pursue.

For example: webinars, in-person dinners, event attendance/sponsorship, or a B2B creator program. Again, many of these we already run successfully in our Platform marketing team & so we can give you a helping hand to get off the ground.

Team structure

You'll join the API marketing team alongside Zaif. In the short-term, you'll report to me (Ryan). Later this year, I’ll hand over the leadership of API marketing to a “Head of Growth, Data Products” (yet to be hired).

Here’s a few more things about our team that you might wish to know:

• Zaif will likely be your closest collaborator. He will work on things like product messaging, positioning, & customer segments, so you can get help from him in these areas.
• We have two AEs that specialize in the API; Martynas (Europe) and Jason (North America). You will likely collaborate with them, learn from their sales call recordings, etc.
• Modash has a mature, well-established marketing team for our Platform product (also led by me). It has ~10 people, including specialists in creator partnerships, video, brand, events, SEO, content, product marketing, and more. These people have separate priorities and KPIs, so you won’t be able to rely on them for actual task execution — but they exist, and they are friendly(ish), in case you ever need someone to bounce ideas off or get a second opinion.
• We have various design resources available, e.g. an agency (HeyDesign) for LinkedIn ad creatives.

Requirements

Required skills and experience

• The #1 thing we’re looking for here is early-stage, generalist marketing experience. We want to see evidence of end-to-end ownership & track record in multiple channels/initiatives.
• You should be a capable writer. It would be unacceptably slow if you need someone else to write or review everything you do (ads, emails, pages, whatever). Independence in writing is important (once you’re familiar with the product, ICP, etc.).
• You should be comfortable in technical topics. If you have never used an API before, everything else (understanding, and therefore writing about or promoting) will feel hard.
• You should have taste. Data is a part of decision-making too, but you should know whether a thing is good without relying on a dashboard or a metric to tell you.
• “Get it done” attitude. You’re going to face blockers: incomplete data, insufficient resources, undefined processes. There is always a solution. We want to find someone who is capable of figuring things out, moving forward, and taking ownership for getting the thing done.

Nice-to-haves

• Experience marketing an API product (or other technical products). You have a good understanding of how technical buyers evaluate and purchase.
• Past experience in the creator economy will help you to better understand our customers and their use cases with our creator data.
• Familiarity with CRM tools like HubSpot.

Benefits

• Flexible working hours. You'll need to overlap with EU business hours for collaboration. Beyond that, nobody is looking over your shoulder. Start late, finish early, run errands during the day. Whatever you need, as long as the work gets done.
• Unlimited paid vacation time. If you're happy and well-rested, you'll do better work. Take the time you need to enjoy a balanced life.
• Fully remote working (Europe-based). As long as you have a reliable internet connection, you can work wherever is best for you. (Again, assuming you’ll be working EU hours! 😄)
• Personal development. When you grow, we benefit. If there's a course, book, or conference that will help you upskill, we'll cover it.
• Ownership. You're the expert at what you do. No unnecessary red tape. Got an idea? You'll have the autonomy to go ahead and try things that you might not be able to in other companies.