Director, Marketing

Description

Overview: The Director of Marketing exists to make GLOBO impossible to overlook and easy to trust wherever buyers look, including when they ask an AI. This role builds the brand awareness that gets us into the room, the AI-era visibility that gets us into the answer, and the depth of customer and market insight that keeps us there. It turns understanding of our clients, our market, and our interpreter workforce into a marketing engine that drives health systems to know, choose, and continue to use GLOBO, while simultaneously establishing GLOBO as the destination of choice for interpreters everywhere.

Responsibilities :

Brand Awareness, AI-Era Visibility & Demand Generation

• •Own and evolve GLOBO's brand positioning to increase awareness, recognition, and preference among target accounts and buyer personas.
• •Own GLOBO's visibility and positioning within AI-mediated discovery (ChatGPT, Claude, Perplexity, Google AI Overviews, and successors). When buyers ask AI about language access, interpretation, and patient communication, GLOBO must be present in the answer, and described on our terms, as a patient communications platform. Build and run a Generative Engine Optimization discipline: structured content, share-of-answer measurement, and continuous monitoring of how AI systems represent GLOBO and our category.
• •Design and execute integrated marketing strategies (content, campaigns, events, partnerships) that move accounts through the full lifecycle: awareness - consideration - adoption - retention/advocacy.
• •Own GLOBO's website, SEO, and paid digital channels (search, social, display): deciding which channels merit investment, setting the strategy, and holding them accountable to pipeline and ROI. This includes deciding whether and when paid channels are worth reactivating, based on evidence, not habit.
• •Own tradeshow and event strategy: which conferences and events GLOBO shows up at, how we show up (booth, banner presence, sponsorships), and the budget and logistics behind it, in partnership with Sales and Operations on priorities.
• •Own public relations as a core lever, not an afterthought: media relationships, thought leadership placements, executive visibility (including for our CEO), speaking/award opportunities, and ongoing media and social monitoring to protect GLOBO's reputation and flag risk early.
• •Bring genuine creative range and curiosity about where our audiences actually are, including exploring underused or emerging channels (TikTok, Instagram, Threads, LinkedIn creator content, and whatever comes next) where they can credibly extend GLOBO's reach, whether for enterprise brand storytelling or interpreter recruitment. Test before scaling; kill what doesn't work.
• •Own retention and customer marketing as a first-class program, not a footnote: expansion campaigns, executive engagement for strategic and at-risk accounts, customer advocacy, and proof-point storytelling that helps Commercial defend and grow the base.
• •Partner with Sales and Customer Success to ensure marketing directly contributes to pipeline, conversion, and account retention outcomes.
• •Maintain a consistent brand voice and visual identity across all customer-facing channels.
• •Own creation, production, and distribution of physical and digital materials for client implementations (signage, print collateral, badge and reference materials, etc.), including the budget and vendor relationships behind them.

Customer & Market Insight

• •Develop a systematic approach to gathering, synthesizing, and operationalizing customer and market intelligence, including win/loss analysis, voice-of-customer programs, competitive intelligence, and market sizing/trends.
• •Translate insight into action: inform product positioning, messaging, pricing narratives, and go-to-market strategy in close partnership with Product and Commercial.
• •Establish feedback loops so that market and customer learning continuously sharpens brand and demand strategy, including how buyers are using AI assistants in their own research and vendor evaluation.

Interpreter Workforce Marketing & Employer Branding

• •Build and lead an employer branding strategy that establishes GLOBO as a destination workplace for interpreters and one that is differentiated, credible, and emotionally resonant.
• •Develop recruitment marketing content and campaigns (testimonials, culture storytelling, career pathing narratives) that support interpreter recruitment and retention goals. This is the part of our brand where human authenticity matters most, AI can accelerate the work, but the stories must be unmistakably real.
• •Partner with HR/Talent Acquisition and Operations to align workforce marketing with the realities and needs of the interpreter community.

AI-Native Marketing Operations & Brand Governance

• •Design and run the marketing function as an AI-native operating model: build durable, repeatable AI-augmented workflows across content production, research synthesis, campaign personalization, and analytics, so that a lean team consistently produces the volume and quality of a much larger one.
• •Establish quality, voice, and accuracy standards for AI-assisted content. Speed never comes at the cost of credibility, particularly in healthcare, where trust is the product. You are accountable for ensuring nothing generic, sloppy, or unverified carries the GLOBO name.
• •Champion a test-and-learn culture, using AI to accelerate experimentation cycles rather than replace judgment.
• •Stay ahead of the AI marketing landscape, including shifts in AI search, agentic buying behavior, and content authenticity expectations, and bring forward practical, well-evaluated recommendations rather than novelty for its own sake.

Measurement & ROI

• •Build a simple, defensible measurement framework that ties marketing activity to pipeline, conversion, retention, and cost-per-outcome. Every program should have a stated hypothesis and a way to know if it worked.
• •Report marketing ROI in business terms leadership can act on: what did we spend, what did it produce, what should we do more or less of. Bring this proactively.
• •Treat AI and vendor spend the same as media spend: measured against output and outcome, with underperforming tools or channels cut quickly.

Leadership & Operating Style

• •Operate with high autonomy. This role is accountable for outcomes, not for following a prescribed playbook.
• •Build the marketing function's roadmap, priorities, and resourcing needs, and bring clear recommendations.
• •Run this as a lean function by design: yourself plus one external creative/production vendor or agency, not a growing internal headcount. Success is measured by leverage and output, not team size.
• •Own the full scope of the marketing function: brand, demand gen, PR, retention marketing, employer branding, website/digital channels, tradeshows/events, and print/production for implementations. Make the call on what's done directly versus through outside vendors or agencies, based on cost, quality, and speed.
• •Engage directly with the C-suite, including the CEO, on strategy, positioning, and results, this role is expected to operate with executive-level judgment and communicate accordingly.

Required Minimum Education and Experience :

• •8+ years of progressive marketing experience, including brand marketing and customer/market insight work; experience spanning both B2B and workforce/talent marketing is a strong plus.
• •Demonstrated ability to work independently with minimal oversight, translating ambiguous goals into concrete plans and results.
• •Track record of using data and market/customer insight to directly influence business strategy, not just marketing tactics.
• •Fluent in marketing ROI and measurement. Comfortable building a pipeline/retention-linked reporting framework from scratch and defending spend decisions to Finance and leadership.
• •Comfortable being a true individual contributor who directs vendor/agency partners rath