Description
The Opportunity
Digital marketing has been fundamentally restructured by AI — and we need a leader who doesn't just understand that shift, but is actively shaping it. This is not a role for someone catching up; it's for someone who's already operating in the new paradigm.
As Senior Director of Digital Marketing, you will own AvePoint's end-to-end digital presence and performance — from how we're discovered by AI answer engines to how we convert pipeline on the website. You'll lead SEO/GEO, Answer Engine Optimization (AEO), paid media, and web conversion strategy, building a fully AI-powered digital org that stays ahead of the curve on every front.
What You'll Own
Answer Engine Optimization (AEO) & GEO
- Define and lead AvePoint's strategy for AI-driven search visibility across ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini, and emerging LLM platforms.
- Build AEO accountability frameworks: benchmark tracking, citation monitoring, share-of-voice in AI-generated answers, and input/output OKRs across contributing teams.
- Partner with Brand, Demand Gen, and AR teams on content and structural approaches that increase AvePoint's citation frequency in AI answer surfaces.
- Stay 6–12 months ahead of platform changes — from structured data to semantic search to agent-based browsing — and translate emerging signals into actionable strategy.
SEO Strategy & Organic Performance
- Own organic search strategy across the full funnel — from brand and category terms to long-tail buying-stage content — with direct ownership of Ahrefs (Brand Radar) and GA4 reporting.
- Lead technical SEO: site architecture, Core Web Vitals, crawlability, schema markup, and content velocity programs.
- Build AI-assisted content workflows that accelerate topical authority without sacrificing quality signals or E-E-A-T.
- Establish and track SEO/GEO channel benchmarks across impressions, clicks, and campaign members as part of the full marketing funnel measurement model.
Paid Media & Performance Marketing
- Oversee paid media investment across Google, LinkedIn, display, and programmatic — with direct accountability for MQL volume, cost per MQL (benchmark: $4K), and SAL conversion rates.
- Deploy AI-native campaign management: automated bidding, creative testing at scale, predictive audience modeling, and intent signal integration from 6sense and Clearbit Reveal.
- Partner with RevOps and Analytics to connect paid spend to pipeline attribution as the attribution model matures (Dreamdata evaluation in progress).
- Manage paid media budgets with rigor — optimizing channel mix across regions (AMER, EMEA, ANZ) and product categories (AI Governance, Resilience).
Website & Conversion Rate Optimization (CRO)
- Own the AvePoint website as a revenue-generating asset: information architecture, UX, messaging alignment, and conversion performance across all campaign and product landing pages.
- Lead CRO programs — A/B testing, personalization (in partnership with 6sense and Clearbit), and conversion path optimization — with GA4 and pipeline as the primary success metrics.
- Collaborate with Product Marketing on solution and persona-based web journeys; with Brand on design system consistency; and with Demand Gen on campaign landing page performance.
- Evaluate and integrate AI tools for dynamic content, intelligent chat, and web personalization to improve engagement and self-service pipeline creation.
Building an AI-Powered Digital Org
- Model and enforce AI proficiency standards across the Digital Marketing team — targeting L4 proficiency (The Neuron's 5-Level Framework) by year-end, with at least one L5 agent deployed.
- Identify, pilot, and scale AI tools across every digital function: content generation, keyword research, ad creative testing, reporting automation, and audience intelligence.
- Create a culture of continuous learning and experimentation — running fast, documenting what works, and distributing knowledge across the broader growth marketing org.
- Serve as the internal subject matter expert on AI-driven digital marketing, educating the ELT and cross-functional stakeholders on implications and opportunities.
How We'll Measure Success
You'll be accountable to AvePoint's full marketing funnel — from impressions to pipeline — with digital owning specific stages:
Metric
Channel
Your Accountability
Impressions & Clicks
Paid Ads, SEO, AEO
Primary owner
Campaign Members
Website, Paid, Search
Primary owner
Cost per MQL
All digital channels
Primary owner
SAL Conversion Rate
MQL quality indicators
Contributing owner
Pipeline Contribution
Digital-sourced leads
Contributing owner
AEO Citation Share
AI answer engines
Primary owner
Who You Are
- 8+ years of B2B digital marketing experience, with at least 3 years in a senior leadership role owning paid media, SEO, and web.
- Demonstrated expertise in AEO and GEO — you've been tracking and optimizing for AI-generated answer surfaces, not just reading about them.
- Deep hands-on experience with GA4, paid search/social platforms (Google Ads, LinkedIn), SEO tooling (Ahrefs, SEMrush), and marketing automation (Marketo preferred).
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