Chief Marketing Officer

Who We Are

WillowTree, a TELUS International Company, is an award-winning digital product consultancy driven by innovation and grounded in strategy and user-centered design. We create long-term partnerships with the world’s leading brands to build and design digital flagship products crucial to our clients’ business needs. We’re a global consultancy with a client list that includes the NBA, Capital One, Mastercard, FOX, Charles Schwab, PepsiCo, AB InBev, Marriott, Domino's, and many more. Ultimately we measure ourselves by the outcomes we achieve for our clients. 

In January 2023, WilllowTree was acquired by TELUS International (Symbol: TIXT).  The combined company brings an unparalleled ability to deliver customer experience solutions to our clients, including apps, websites, voice experiences, content moderation, AI annotation, and customer experience representatives.

WillowTree has over 1,100 employees, 2022 revenues of $198MM, and has historically grown at 30-50% a year.  Now part of publicly traded TIXT with 2022 revenues of $2.47B, we plan to continue our rapid expansion through servicing our parent TELUS (Symbol: TU) as well as our 650+ combined customers, spanning many of the most recognized brands in the world.

The Opportunity

WillowTree is seeking a dynamic and experienced Chief Marketing Officer (CMO) to drive the next phase of our growth. With 1,100 employees worldwide, we have a reputation for delivering exceptional results to some of the most admired brands in the world. Recently acquired by TELUS International — a public entity — WillowTree continues to experience impressive growth, historically achieving 30-50% revenue growth. As CMO, you will play a critical role in shaping the future of our market-leading organization, working closely with the Chief Commercial Officer, CEO and the rest of the leadership team to develop and execute innovative marketing strategies that drive demand and elevate the WillowTree brand.

The power of TELUS International and WillowTree together brings an unparalleled view of the customer across every major touchpoint. Combined with a rapidly maturing generative AI landscape, you will have the opportunity to hone positioning for the firm that cements WillowTree as the digital transformation partner of choice for global brands who understand the importance of a seamless and integrated customer experience across channels.

In this high-impact position, you will lead our talented marketing team of 12 (and growing), overseeing all aspects of marketing, including demand generation, employer branding and talent marketing, and brand vision. The ideal candidate will be a seasoned B2B marketing leader with a proven track record of success in driving growth through Account-Based Marketing (ABM), events and field marketing, content marketing, digital marketing, and data-driven outbound prospecting. Additionally, you will be responsible for website ownership, public relations and corporate communications, and pursuing industry awards and recognition. As a data-driven decision-maker, you will champion the use of analytics to optimize marketing investments and maximize ROI.

You will report to WillowTree's Partner & Chief Commercial Officer, Mike Moore.

Location

To help retain our deep culture of collaboration with the leadership team and throughout the company, the role will be “in office” in our Charlottesville, VA headquarters.  

Responsibilities

• Develop and execute a comprehensive global B2B marketing strategy focused on demand generation, including Account-Based Marketing (ABM), events and field marketing, content marketing, digital marketing, and coordinated outbound prospecting in collaboration with the business development team.
• Define and implement a robust employer branding and talent marketing plan to attract and retain top industry talent, ensuring the consultancy is recognized as a leading employer within the digital product space.
• Collaborate closely with the CEO and leadership team to establish and maintain a consistent and compelling brand vision, aligning marketing efforts with the company's overall strategic goals.
• Analyze and report on marketing performance metrics, identifying opportunities for optimization and growth while ensuring marketing ROI is maximized.
• Manage the marketing budget, allocating resources efficiently to achieve optimal results across different marketing initiatives and channels.
• Lead and mentor a diverse and high-performing marketing team, fostering a culture of innovation, collaboration, and continuous improvement.
• Stay current with industry trends, emerging technologies, and best practices in B2B marketing to ensure the consultancy remains a market leader and continues to provide innovative solutions to its clients.
• Oversee the development and distribution of thought leadership content, such as whitepapers, case studies, video series, podcasts, and blog posts, to establish the consultancy as a trusted authority in the digital product space.
• Cultivate strong relationships with key industry partners, influencers, and media outlets to amplify the consultancy's brand visibility and reputation.

• Champion a data-driven approach to marketing decision-making, leveraging advanced analytics and insights to continuously optimize marketing investments and maximize return on investment (ROI) across all channels and initiatives.
• Foster a culture of data-driven decision-making within the marketing team, ensuring that all team members are proficient in using analytics tools and methodologies to track performance, identify opportunities for improvement, and make informed decisions about marketing investments.
• Assume full ownership of the company's website, ensuring it accurately reflects the brand identity, showcases the consultancy's expertise, and provides an engaging user experience that supports lead generation and conversion efforts.
• Develop and execute a comprehensive public relations strategy to build and maintain a positive public image for the consultancy, including proactive media outreach, crisis management, and response to industry-related issues.
• Oversee all corporate communications, including internal and external messaging, executive communications, and presentations, ensuring consistency in tone and alignment with the company's overall brand vision.
• Identify and pursue relevant industry awards and recognition opportunities to further elevate the consultancy's brand reputation and showcase its accomplishments, expertise, and innovation.
• Collaborate with the leadership team to develop and communicate the consultancy's position on industry issues, trends, and policies, positioning the company as an influential voice within the global digital product community.

Qualifications/Skills

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field; Master's degree or MBA preferred.
• A minimum of 10 years of marketing experience, with at least 5 years in a leadership role within a B2B environment, preferably in the digital product or technology consulting space.
• Proven track record of developing and executing successful B2B marketing strategies, including Account-Based Marketing (ABM), events and field marketing, content marketing, and digital marketing.
• Strong experience with data-driven decision-making, including expertise in using analytics tools and methodologies to optimize marketing investments and maximize ROI.
• Demonstrated ability to lead, mentor, and develop high-performing marketing teams, fostering a culture of innovation, collaboration, and continuous improvement.
• Exceptional communication and presentation skills, with experience in public relations, corporate communications, and employer branding.
• Experience managing and optimizing marketing budgets, allocating resources effectively across various marketing initiatives and channels.
• Knowledge of industry trends, emerging technologies, and best practices in B2B marketing, with a keen interest in staying current with developments in the digital product consultancy space.
• Strong interpersonal skills, with the ability to collaborate effectively with the CEO, leadership team, sales team, and external partners.
• Experience managing a company's website and driving improvements in user experience, lead generation, and brand representation.
• Track record of securing industry awards and recognition to elevate a company's brand and showcase its accomplishments and innovation.
• Excellent writing skills, with the ability to craft compelling narratives, thought leadership content, and marketing communications that effectively convey the company's brand message and expertise.
• A strong creative vision, with the capability to develop innovative marketing campaigns and initiatives that resonate with the target audience and drive engagement.
• Experience acting as a public spokesperson for a company, confidently representing the firm in media interviews, speaking engagements, and PR opportunities, while articulating the company's vision, expertise, and perspectives on industry issues.
• Proven ability to collaborate with internal and external creative teams, providing strategic direction and guidance to ensure the development of high-quality, on-brand marketing assets and content.
• Demonstrated success in building and maintaining relationships with key industry partners, influencers, and media outlets to amplify the company's brand visibility and reputation through PR and thought leadership opportunities.

Why WillowTree?

We offer a place to be yourself.

Our differences, both visible and invisible, benefit our teams, our communities, and the products we craft. That’s why WillowTree strives to build a team with diverse backgrounds, skills, and perspectives. You’ll work hard here; however, we’ll balance that with a culture that supports your growth and cares about your well-being. We’re committed to creating an environment of inclusion — a place where every Tree can thrive.

We want you to reach your fullest potential and part of your professional development at WillowTree will include dedicated time to innovate on passion projects and an annual stipend to fund your professional pursuits.

WillowTree celebrates our differences and provides equal employment opportunities to all team members and applicants without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.