The Opportunity
Digital marketing has been fundamentally restructured by AI — and we need a leader who doesn't just understand that shift, but is actively shaping it. This is not a role for someone catching up; it's for someone who's already operating in the new paradigm.
As Senior Director of Digital Marketing, you will own AvePoint's end-to-end digital presence and performance — from how we're discovered by AI answer engines to how we convert pipeline on the website. You'll lead SEO/GEO, Answer Engine Optimization (AEO), paid media, and web conversion strategy, building a fully AI-powered digital org that stays ahead of the curve on every front.
What You'll Own
Answer Engine Optimization (AEO) & GEO
- Define and lead AvePoint's strategy for AI-driven search visibility across ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini, and emerging LLM platforms.
- Build AEO accountability frameworks: benchmark tracking, citation monitoring, share-of-voice in AI-generated answers, and input/output OKRs across contributing teams.
- Partner with Brand, Demand Gen, and AR teams on content and structural approaches that increase AvePoint's citation frequency in AI answer surfaces.
- Stay 6–12 months ahead of platform changes — from structured data to semantic search to agent-based browsing — and translate emerging signals into actionable strategy.
SEO Strategy & Organic Performance
- Own organic search strategy across the full funnel — from brand and category terms to long-tail buying-stage content — with direct ownership of Ahrefs (Brand Radar) and GA4 reporting.
- Lead technical SEO: site architecture, Core Web Vitals, crawlability, schema markup, and content velocity programs.
- Build AI-assisted content workflows that accelerate topical authority without sacrificing quality signals or E-E-A-T.
- Establish and track SEO/GEO channel benchmarks across impressions, clicks, and campaign members as part of the full marketing funnel measurement model.
Paid Media & Performance Marketing
- Oversee paid media investment across Google, LinkedIn, display, and programmatic — with direct accountability for MQL volume, cost per MQL (benchmark: $4K), and SAL conversion rates.
- Deploy AI-native campaign management: automated bidding, creative testing at scale, predictive audience modeling, and intent signal integration from 6sense and Clearbit Reveal.
- Partner with RevOps and Analytics to connect paid spend to pipeline attribution as the attribution model matures (Dreamdata evaluation in progress).
- Manage paid media budgets with rigor — optimizing channel mix across regions (AMER, EMEA, ANZ) and product categories (AI Governance, Resilience).
Website & Conversion Rate Optimization (CRO)
- Own the AvePoint website as a revenue-generating asset: information architecture, UX, messaging alignment, and conversion performance across all campaign and product landing pages.
- Lead CRO programs — A/B testing, personalization (in partnership with 6sense and Clearbit), and conversion path optimization — with GA4 and pipeline as the primary success metrics.
- Collaborate with Product Marketing on solution and persona-based web journeys; with Brand on design system consistency; and with Demand Gen on campaign landing page performance.
- Evaluate and integrate AI tools for dynamic content, intelligent chat, and web personalization to improve engagement and self-service pipeline creation.
Building an AI-Powered Digital Org
- Model and enforce AI proficiency standards across the Digital Marketing team — targeting L4 proficiency (The Neuron's 5-Level Framework) by year-end, with at least one L5 agent deployed.
- Identify, pilot, and scale AI tools across every digital function: content generation, keyword research, ad creative testing, reporting automation, and audience intelligence.
- Create a culture of continuous learning and experimentation — running fast, documenting what works, and distributing knowledge across the broader growth marketing org.
- Serve as the internal subject matter expert on AI-driven digital marketing, educating the ELT and cross-functional stakeholders on implications and opportunities.
How We'll Measure Success
You'll be accountable to AvePoint's full marketing funnel — from impressions to pipeline — with digital owning specific stages:
|
Metric |
Channel |
Your Accountability |
|
Impressions & Clicks |
Paid Ads, SEO, AEO |
Primary owner |
|
Campaign Members |
Website, Paid, Search |
Primary owner |
|
Cost per MQL |
All digital channels |
Primary owner |
|
SAL Conversion Rate |
MQL quality indicators |
Contributing owner |
|
Pipeline Contribution |
Digital-sourced leads |
Contributing owner |
|
AEO Citation Share |
AI answer engines |
Primary owner |
Who You Are
- 8+ years of B2B digital marketing experience, with at least 3 years in a senior leadership role owning paid media, SEO, and web.
- Demonstrated expertise in AEO and GEO — you've been tracking and optimizing for AI-generated answer surfaces, not just reading about them.
- Deep hands-on experience with GA4, paid search/social platforms (Google Ads, LinkedIn), SEO tooling (Ahrefs, SEMrush), and marketing automation (Marketo preferred).
- Proven ability to connect digital spend to pipeline outcomes — you understand attribution, work well with RevOps, and don't hide behind vanity metrics.
- Experience scaling AI tooling across a team — not just using AI yourself, but building processes, workflows, and capability frameworks for others.
- Strong analytical instincts: you read data, form hypotheses, test them, and ship results.
- Executive-ready communication — you can translate digital performance into business impact for ELT and board audiences.
Strongly Preferred
- Experience in B2B SaaS, security, or data governance — familiarity with complex, multi-stakeholder buying processes.
- Experience with ABM platforms like 6sense or intent data tools (Bombora, Clearbit Reveal).
- Exposure to Dynamics 365 and Marketo in a pipeline-reporting context.
- Comfort operating in a global org with regional go-to-market nuance (AMER, EMEA, ANZ).
- Active participant in digital marketing communities, newsletters, or public thought leadership on AI-driven marketing.
The Signal We're Looking For
The right person for this role doesn't wait for the industry to settle before making a move. They're already running experiments in AEO. They've replaced manual reporting workflows with AI agents. They have a point of view on where search is going in 18 months — and they're building for it now. They hold themselves accountable to pipeline, not just impressions.
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