Chief Marketing Officer (CMO)

About Infusion Capital Owning a small business can be incredibly rewarding. That’s why you started yours. But it can also be challenging when cash management is taking time away from running your business and when accessing capital for your business is a slow and difficult process. Owners in Business over 1 year, depositing anywhere from $5,000-$5,000,000 a month in revenue, having a project in mind or plans for business expansion. Strong daily balances in the business checking account as well. That’s where we come in. We started Infusion capital with two things in mind. First, to provide small businesses like yours access to capital when you need it, so you don’t have to worry about making payroll or investing in growth. Second, to serve small business owners with speed, simplicity, and transparency – no long waits, paperwork, or hidden fees that happen with other financial institutions. Running a business is challenging; Infusion Capital makes working capital easy. Infusion Capital is based in New York, New York and backed by leading venture capital firms and private investors.

Infusion Capital

Helping People and Small Businesses see the Bigger Picture.

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I

infusioncapital.org

11-50 employees

Financial Services

New york, New York

Privately Held

1.4k LinkedIn followers

• Traffic → Lead → Application → Qualified Opportunity → Sales Contact → Approval → Funding → Repeat Business
• The successful candidate will understand that generating leads is only the beginning.
• The real objective is to generate high-quality opportunities that ultimately result in funded business and profitable customer relationships.
• You will have significant responsibility for marketing strategy, customer acquisition, performance marketing, CRM, marketing automation, creative, analytics, brand development, team building, and conversion optimization.
• Build a scalable customer acquisition engine
• Establish annual, quarterly, and monthly marketing objectives
• Develop and manage the marketing budget
• Identify new channels for customer acquisition
• Analyze market trends and competitive positioning
• Develop strategies to increase qualified lead volume
• Improve the quality and conversion of marketing-generated opportunities
• Develop strategies for customer retention, repeat business, and database reactivation
• Work directly with the CEO and executive team to align marketing strategy with company growth objectives
• Own Highrise Capital's lead-generation strategy across multiple channels, including
• Google
• Meta
• LinkedIn
• YouTube
• Native advertising
• Email marketing
• SMS marketing
• Affiliate marketing
• Strategic partnerships
• Referral programs
• Database reactivation
• Content marketing
• Direct-response campaigns
• Emerging digital acquisition channels
• The CMO will be responsible for determining which channels provide the strongest combination of
• We are not interested in generating leads simply for the sake of generating leads.
• We want to build a system that produces qualified business owners who can become funded customers of Highrise Capital.
• Build and manage a data-driven performance marketing operation.
• 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
• The CMO will work closely with Highrise Capital's sales leadership to improve conversion throughout the entire funnel.
• 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
• Sales cycle
• Repeat customer rate
• The CMO will identify bottlenecks and develop strategies to improve performance at every stage.
• Develop and optimize Highrise Capital's CRM and marketing automation infrastructure.
• Lead scoring
• Automated follow-up
• Email campaigns
• SMS campaigns
• 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.
• 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.
• 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.
• 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
• Social media
• Industry-specific campaigns
• Highrise Capital should present itself as a professional, credible, responsive, and knowledgeable financing partner for business owners.
• Own the strategy for Highrise Capital's digital properties.
• Landing pages
• Lead forms
• Application flow
• User experience
• Mobile experience
• Page performance
• Analytics
• SEO
• Conversion rates
• The CMO should establish a culture of continuous testing.
• Headlines
• Offers
• Creative
• Messaging
• Landing pages
• Forms
• Calls-to-action
• Customer segments
• Advertising formats
• Every significant marketing initiative should have a measurable objective.
• Lead Highrise Capital's creative marketing strategy.
• 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.
• Marketing and sales must operate as one revenue organization.
• 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.
• Build a comprehensive marketing reporting system.
• Advertising spend
• Leads
• Cost per lead
• Qualified leads
• Cost per qualified lead
• Conversion rates
• Application rate
• Approval rate
• Funding rate
• Lead-to-funding conversion
• Revenue per lead
• Cost per funded deal
• Marketing-generated revenue
• Return on advertising spend
• Revenue contribution
• 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.
• Build and lead Highrise Capital's marketing organization.
• Marketing Managers
• Performance Marketers
• Media Buyers
• Copywriters
• Graphic Designers
• Video Producers
• SEO Specialists
• CRM/Automation Specialists
• Data Analysts
• Marketing Coordinators
• Outside Agencies
• Recruiting
• Hiring
• Training
• Performance management
• The successful CMO will build a predictable, scalable, measurable customer acquisition engine for Highrise Capital.
• 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

Required

• 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 in one or more of the following industries is strongly preferred
• Business financing
• Commercial lending
• Alternative finance
• Small-business lending
• Merchant services
• Business banking
• 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.
• You measure marketing based on its contribution to revenue and profitability.
• You understand the numbers behind customer acquisition and use data to make decisions.
• You can operate without layers of corporate bureaucracy and are comfortable building systems from the ground up.
• You are constantly looking for opportunities to improve performance and gain market share.
• You understand CAC, CPL, CPA, ROAS, LTV, conversion rates, attribution, and funnel economics.
• You understand that positioning, messaging, offers, and creative can dramatically impact acquisition performance.
• You are comfortable getting into the details when necessary.
• You know how to recruit talented people, establish accountability, and build a high-performance marketing organization.
• 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
• 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
• 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

• KPI development
• Team culture
• Professional development
• Lead providers
• Media partners
• Creative agencies
• SEO firms
• Technology providers
• CRM providers
• Data providers
• Marketing automation platforms
• All outside relationships should be evaluated based on measurable performance, strategic value, and economics.
• Highrise Capital operates in the financial-services industry, and marketing must be conducted responsibly.
• The CMO will work with company leadership and appropriate legal/compliance resources to ensure that marketing campaigns, advertising, customer communications, disclosures, data practices, and lead-generation activities comply with applicable laws, regulations, platform policies, and company standards.
• We expect our marketing organization to pursue growth while maintaining high standards for accuracy, transparency, professionalism, and responsible communication.
• Health Care Plan (Medical, Dental & Vision)
• Retirement Plan (401k, IRA)
• Life Insurance (Basic, Voluntary & AD&D)
• Paid Time Off (Vacation, Sick & Public Holidays)
• Family Leave (Maternity, Paternity)
• Training & Development