layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Chief Marketing Officer (CMO) at High Rise Capital | LAYIQ

Developing paid acquisition strategy.
Managing advertising budgets.
Establishing campaign KPIs.
Monitoring campaign performance.
Managing internal media buyers and external agencies.
Developing creative testing strategies.
Optimizing campaigns.
Scaling successful campaigns.
Identifying underperforming channels.
Testing new advertising platforms.
Improving customer acquisition economics.
Establishing appropriate attribution systems.
You should be comfortable looking at marketing data and determining: Where are we spending money?
What are we getting in return?
Which channels should we scale?
Which channels should we change or eliminate?
Sales Funnel Optimization
The CMO will work closely with Highrise Capital's sales leadership to improve conversion throughout the entire funnel.
Key metrics include: Cost per lead
Lead quality
Contact rate
Application rate
Qualified opportunity rate
Approval rate
Funding rate
Lead-to-funding conversion
Revenue per lead
Cost per funded deal
Customer acquisition cost
Marketing ROI
Sales cycle
Repeat customer rate
The CMO will identify bottlenecks and develop strategies to improve performance at every stage.
CRM & Marketing Automation
Develop and optimize Highrise Capital's CRM and marketing automation infrastructure.
This includes: Lead routing
Lead scoring
Automated follow-up
Email campaigns
SMS campaigns
Retargeting
Customer segmentation
Database management
Re-engagement campaigns
Marketing attribution
Sales alerts
Campaign tracking
Automated customer communications
The goal is to ensure that qualified prospects receive timely, relevant communication throughout their customer journey.
Database Reactivation
One of the most valuable assets of a financial services company is its existing database.
The CMO will develop strategies to maximize the value of Highrise Capital's existing prospect and customer database.
Campaigns may target: Previous customers
Previous applicants
Older leads
Unresponsive prospects
Declined applicants where appropriate
Customers with additional financing needs
Repeat funding opportunities
Referral opportunities
The objective is to turn existing relationships and historical marketing investment into additional opportunities for Highrise Capital.
Brand & Positioning
Develop a strong and differentiated Highrise Capital brand within the alternative business financing marketplace.

Brand positioning
Messaging
Website strategy
Digital presence
Marketing materials
Sales collateral
Customer testimonials
Case studies
Educational content
Video
Social media
Industry-specific campaigns
Highrise Capital should present itself as a professional, credible, responsive, and knowledgeable financing partner for business owners.
Website & Conversion Optimization
Own the strategy for Highrise Capital's digital properties.
Continuously improve: Website conversion
Landing pages
Lead forms
Calls-to-action
Application flow
User experience
Mobile experience
Page performance
Analytics
SEO
Conversion rates
The CMO should establish a culture of continuous testing.
Test: Headlines
Offers
Creative
Messaging
Landing pages
Forms
Calls-to-action
Customer segments
Advertising formats
Every significant marketing initiative should have a measurable objective.
Creative Strategy
Lead Highrise Capital's creative marketing strategy.
Oversee the development of: Digital advertising
Video advertising
Social media creative
Landing pages
Email campaigns
Sales materials
Direct-response campaigns
Educational content
Customer testimonials
Case studies
The CMO should understand that creative is both an art and a measurable acquisition tool.
Sales Enablement
Marketing and sales must operate as one revenue organization.
The CMO will work closely with sales leadership to develop: Sales presentations
Product materials
Industry-specific campaigns
Customer case studies
Email templates
Marketing collateral
Objection-handling resources
Competitive positioning
Sales messaging
Campaign-specific sales materials
Marketing should give Highrise Capital's sales team the tools and information necessary to convert qualified opportunities into funded business.
Analytics & Reporting
Build a comprehensive marketing reporting system.
Executive reporting should provide visibility into: Marketing
Advertising spend
Leads
Cost per lead
Qualified leads
Cost per qualified lead
Conversion rates
Sales Funnel
Contact rate
Application rate
Approval rate
Funding rate
Lead-to-funding conversion
Revenue per lead
Financial Performance
Customer acquisition cost
Cost per funded deal
Marketing-generated revenue
Return on advertising spend
Marketing ROI
Revenue contribution
Customer
Repeat business
Reactivation
Customer retention
Referral activity
Customer acquisition
The CMO will be expected to use data to make decisions rather than relying on assumptions or vanity metrics.
Team Leadership
Build and lead Highrise Capital's marketing organization.
As the company grows, the marketing organization may include: Marketing Managers
Performance Marketers
Media Buyers
Copywriters
Graphic Designers
Video Producers
SEO Specialists
CRM/Automation Specialists
Data Analysts
Marketing Coordinators
Outside Agencies
The CMO will be responsible for: Recruiting
Hiring
Training
Performance management

Requirements

Proven experience in performance marketing and lead generation.
Experience managing significant marketing budgets.
Demonstrated ability to connect marketing spend to measurable revenue.
Strong understanding of digital acquisition.
Strong understanding of sales funnels and conversion optimization.
Experience with CRM and marketing automation.
Strong analytical and financial skills.
Experience hiring and managing marketing teams.
Excellent communication skills.
Strong strategic and operational capabilities.
Entrepreneurial mindset.
Ability to operate in a fast-paced, highly competitive environment.
Preferred Experience
Experience in one or more of the following industries is strongly preferred: Merchant Cash Advance
Business financing
Commercial lending
Alternative finance
Fintech
Small-business lending
Merchant services
Business banking
Insurance
B2B financial services
Direct-response marketing
Lead generation
High-ticket sales
Call-center sales
Candidates with direct experience scaling customer acquisition in financial services will be strongly considered.
The Ideal Highrise Capital CMO
The right person for this position is: Revenue-focused
You measure marketing based on its contribution to revenue and profitability.
Data-driven
You understand the numbers behind customer acquisition and use data to make decisions.
Entrepreneurial
You can operate without layers of corporate bureaucracy and are comfortable building systems from the ground up.
Competitive
You are constantly looking for opportunities to improve performance and gain market share.
Analytical
You understand CAC, CPL, CPA, ROAS, LTV, conversion rates, attribution, and funnel economics.
Creative
You understand that positioning, messaging, offers, and creative can dramatically impact acquisition performance.
Hands-on You are comfortable getting into the details when necessary.
A Leader
You know how to recruit talented people, establish accountability, and build a high-performance marketing organization.
First 90 Days
First 30 Days
The CMO will: Audit Highrise Capital's current marketing operation.
Review all existing acquisition channels.
Analyze marketing spend and performance.
Evaluate lead quality.
Analyze the sales funnel.
Review CRM and marketing automation.
Evaluate existing agencies and vendors.
Establish baseline KPIs.
Identify immediate opportunities for improvement.
Days 31–60
The CMO will: Develop the comprehensive Highrise Capital marketing growth plan.
Establish channel-level performance targets.
Begin implementing funnel improvements.
Develop creative testing strategies.
Improve marketing reporting and attribution.
Develop database reactivation strategies.
Evaluate new acquisition channels.
Establish marketing team structure and hiring priorities.
Days 61–90
The CMO will: Launch new marketing initiatives.
Begin scaling successful acquisition channels.
Implement improved reporting.
Establish ongoing testing processes.
Improve marketing-to-sales communication.
Present a longer-term marketing roadmap to executive leadership.
Establish a repeatable framework for measuring marketing contribution to revenue.

What Success Looks Like

The successful CMO will build a predictable, scalable, measurable customer acquisition engine for Highrise Capital.

Success will include:

Increased qualified lead volume.
Improved lead quality.
Higher lead-to-funding conversion.
More efficient marketing spend.
Increased marketing-attributed revenue.
Additional profitable acquisition channels.
Improved database reactivation.
Stronger customer retention and repeat opportunities.
A high-performing marketing team.
Reliable marketing attribution.
A culture of continuous testing and optimization.

Chief Marketing Officer (CMO)

Employer job description

You will oversee the complete customer acquisition funnel:

Key Responsibilities

Responsibilities include:

Responsibilities include:

Compensation structures

Requirements

What Success Looks Like

Benefits

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