Chief Marketing Officer

COMPANY OVERVIEW
Intelius is a leading information commerce company providing services from basic people search reports to background checks to comprehensive suite of subscription services. Founded in 2003, Intelius helps consumers and business professionals gain additional data insight to make decisions with confidence. As a cloud-based service, they do more than deliver reliable and accurate information – they augment, interpret and present it based on your unique needs, creating valuable and trusted solutions for millions of customers across lifestyles and industries.

Intelius is primarily known for their significant market share in the background check space and online people search services. Intelius developed Big Data technology that can track the most recent, relevant updates from public records and publicly available information for over 225 million US adults, processing billions of records each month and addressing over 300 million monthly queries from consumers using its cloud based service. As a top online advertiser, Intelius is an advanced user of online marketing strategies and mobile applications.

Intelius generates $50M in revenue with strong cash flows and are now entering a new period of growth and investment. They have a new CEO, a refreshed executive team, recent investment by top-tier private equity firm HIG Capital. After spinning off their enterprise division, TalentWise, in 2013, Intelius employs about 65 people comprising mostly technology and online marketing teams. These changes allow the Intelius team to dedicate their full attention and resources towards growing the core business and leveraging key assets. It promotes workforce culture like a startup, but one that is already highly profitable, has a solid customer base, and significant market share, with plenty of growth opportunities to address a $500m market.

ROLE OVERVIEW
The Chief Marketing Officer will report directly to the CEO and be part of the core leadership team, serving as the “voice of the customer.” As a top online advertiser, this role will oversee the strategic spend of a $20M annual marketing budget to drive customer and revenue growth goals. This role leads a team of 6 people in marketing across customer acquisition and post-acquisition with an emphasis on direct response, SEO/SEM, email, display, social and mobile marketing strategies.

First year top 3 key outcomes include:
Grow topline revenues 20%+ – Develop a unified online marketing strategy across various channels and partners while maintaining an efficient cost per acquisition target. Specific focus around segmentation strategies, social media and mobile.
Team leadership – Serve as a stabilizing leader through this transition and mentor the team to ensure a positive culture with a focus on results.

Develop long-term marketing & product strategies – While maximizing current service revenues, partner closely with the leadership team on the product development roadmap to identify key marketing opportunities. Develop KPIs and related analytics for trend and business planning.

SPECIFIC ROLE DUTIES & RESPONSIBILITIES

Executive team member
Serve as a top company executive and partner with CEO to develop overall company strategy, direction and 1/3/5 year roadmap
Review key company trends, metrics and target customer feedback to ensure the company is on track with marketing goals and mitigate surprises
Provide competitive insight (“voice of the customer”) and market feedback on current or new services
Collaborate with company leaders on product roadmap and go-to-market plans
Develop effective partnerships and working relationships with industry associations, user groups, key stakeholders and the general public to build positive brand and corporate awareness to maximize exposure and endorsements
Provide regular metric and reporting updates to HIG Capital as needed
Ensure a “best place to work” award-winning culture

Deliver marketing & product results
Own the overall company marketing strategy and revenue results
Execute marketing automation and lead generation programs to drive revenue growth with a data-driven, “bias toward action” approach
Architect sophisticated SEO/SEM/email/Social/Mobile consumer marketing campaigns targeting prospects, partners and influencers
Develop marketing plans and budgets in support of key objectives
Proactively supply detailed ROI reporting for different campaigns used, trends and KPI tracking
Proactively provide management level reporting on marketing activities, key marketing metrics, and marketing projections
Develop customer segmentation strategies to better target and provide value for repeat subscription business
Create and implement marketing structure, training and strategies necessary to achieve expected growth
Oversee Marketing Communications, PR and overall company messaging & storytelling
Work closely with executive team on overall product roadmap, strategy and key features needed to win new customers and meet financial objectives
Partner with external marketing and PR agencies and vendors as needed

Lead the marketing team
Lead a current marketing team of 6; Create and implement marketing mentoring and professional development that enables team to achieve their potential and supports sales targets
Identify, recruit, hire and train A-players. Assess needs for future team growth.
Develop and coordinate marketing selling cycle and methodology to ensure an integrated team approach
Establish performance goals and monitor team performance

QUALIFICATIONS
CMO/VP Marketing level executive experience as part of the core strategy team with an emphasis on sophisticated online marketing; Consumer focus preferred
Proven track record in an entrepreneurial environment with a bias toward action and an ROI mindset
Demand lead generation experience driving leads for Consumer and “Prosumer” (business professional individuals – real estate, lawyers, etc.) target market using the latest techniques
Product development experience in overseeing product roadmap strategy, key product development functional specs, and key product trade-off insight with a strong customer focus
Strong data and analytics focus and track record; understand the art and science of focusing on “singles and doubles” vs. “home runs” for consistent and sustainable growth
Experience leading a cross-functional marketing team with a track record of attracting and developing high-performing teams.
Highly developed strategic and analytic skills with demonstrated ability to create solutions that drive positive change. Data driven approach to conveying the value of analytics, online metrics and ROI – with specific SEO/SEM depth
Successful background creating marketing strategy and initiatives covering social media, digital marketing, segmentation and branding initiatives
Marketing communications, overall marketing strategy and messaging track record
Enjoys serving as “voice of the customer” and increasing customer loyalty
Prior experience working in a turnaround situation preferred
Large database/user generated content/public records information marketing experience and insight preferred
Bachelor’s degree is required; MBA preferred

LOCATION
Bellevue, WA (downtown)

For confidential inquires and more information, please contact:

Kevin Hartz, Managing Partner
kevin@herdfreedhartz.com 206-547-5129 direct