Senior Marketing Director

The Senior Marketing Director, B2B & B2C leads strategy, execution, and optimization of how we promote our products and services to potential partners (B2B), and how we deliver value to partners through consumer usage of the products they activate with us (B2C). Our B2B practice aims to connect leads with our sales teams, products, and services in the best ways possible. Our B2C practice aims to maximize how our partners monetize on all e-commerce surfaces. The role reports to the Chief Marketing Officer and is a key strategic collaborator with the Sales and Products functions along with the broader Marketing team.

Objectives

• (B2B) Drive awareness and engagement. Scale Coda.co website visits and leads through inbound and outbound marketing activities, including but not limited to: Coda-owned events, industry events, content marketing on Coda.co, and online paid media (SEM, SEO, social media, email, etc.)
• (B2B) Generate nurture, and close leads to drive revenue. Convert intent into action more efficiently and effectively to increase leads through UX/UI optimization (Coda.co forms), paid media experiments, and account-based marketing (ABM) to turn opportunities into customers.
• (B2C) Drive awareness, engagement, and conversion via earned, owned, and paid media marketing channels and building and communicating value propositions between Coda and its partners. This includes Codashop, webstores we build and manage through Coda Custom Commerce, and other webstores we provide alternative payment methods for through Codapay.

Responsibilities:

B2B

• B2B Tech & Operations. Maximize Hubspot through establishment and optimization of platform governance, lead management, lead scoring, and reporting dashboards.
• B2B UX/UI. Optimize lead form submission and self-service portal sign-ups through online and offline lead flow optimization, website UX/UI, and ABM segmentation.
• B2B Content. Enable inbound and outbound marketing through content production and distribution of Coda’s products and services.
• B2B Events. Supercharge driving awareness and generating leads through planning and executing Coda-owned and industry events with an ABM lens.
• Analyze and report on campaigns, lead flows, and funnels to help optimize marketing channels, UX/UI, and ultimately how we generate ROI.

B2C

• B2C Coda Marketing Services. Establish, develop, present, and optimize our approach, processes, and commercials to Marketing Services: both in how it's presented to potential partners (B2B) and how it's put into practice being activated for consumers of our existing partners’ products (B2C).
• B2C Campaign Strategy & Execution. Lead the planning, budgeting, forecasting and execution of marketing campaigns, ensuring alignment with business objectives and partner goals.
• B2C Reporting & Analytics. Track and report campaign performance, user engagement, and ROI, leveraging data-driven insights to optimize future marketing efforts.
• B2C Local Market Expertise. Cultivate local market expertise in the B2C team, leveraging insights on regional trends, competitor activity, user behaviors, and engagement preferences to shape campaign strategies, messaging, and channel selection.

General

• Manage and develop both B2B & B2C teams, identifying opportunities for short-term and long-term growth for high-performing talents and optimizing team structure as business needs evolve.
• Establish and maintain relationships with key stakeholders, including but not limited to Sales, Product, Data, Communications, Product Marketing, Digital Marketing, Brand and Design teams.
• Stay up-to-date with B2B & B2C marketing trends, technologies, and competitor activity, identifying opportunities for driving innovation and competitive advantage.

Requirements

1. Bachelor's degree in marketing, business, or a related field.
2. At least 12 years of experience across B2C, B2B, brand, and growth marketing
3. Experience with executive stakeholder management and working collaboratively across functions and teams
4. Experience managing a team of 10 or more
5. Strong understanding of B2B marketing principles and strategies, specifically on content marketing, inbound marketing, account-based marketing.
6. Strong understanding of B2C marketing principles and strategies, specifically on brand marketing, digital marketing, go-to-market strategy, and partnership marketing a plus
7. Proficiency in CRM and marketing automation platforms. Experience specifically with HubSpot a plus
8. Knowledge of gaming and live streaming industries is a plus.
9. Excellent written and verbal communication skills, with the ability to effectively articulate complex ideas and strategies.
10. Strong analytical and problem-solving skills, with experience in data-driven decision making.
11. Ability to thrive in a fast-paced, dynamic environment, managing multiple projects simultaneously and meeting deadlines.

About Coda

Founded in 2011, Coda brings over a decade of experience in delivering commerce solutions and strategies that drive revenue growth. Trusted by more than 300 publishers—including industry titans like Activision, Bigo, Electronic Arts, Moonton and Riot Games—Coda grows revenue and deepens customer engagement for our partners by connecting them to 200M+ paying customers worldwide.

Coda offers a range of commerce, payment and distribution solutions including Custom Commerce, a fully customizable web store, Codapay, which provides direct API payments integration on publishers’ websites, Codashop, the go-to online marketplace for millions of gamers worldwide to purchase in-game content and Distribution, where we extend the reach of Codashop content across our network of trusted commerce partners.

Headquartered in Singapore with 400+ Codans globally, Coda has recently been recognized as an APAC High Growth Company (2023) by the Financial Times, one of Granite Asia’s NextGenTech 30 (2024), a payments leader in Fortune’s Fintech Innovation Asia list (2024), and listed in The Straits Times Fastest Growing Fintechs (2024).