Marketing Lead

The Keep is building the main street of tabletop gaming and we want your help!

The Marketing Lead owns marketing for all of our efforts. Understanding the motivations and outcomes sought by players, game masters, convention runners, publishers and game shops is key to success. This role sets the strategy and does the work.

Responsibilities

01 | Product-led growth

Own the path from first visit to user to retained customer.

• Signup: make it fast and self-service while increasing the number of visitors who sign up.
• Activation: define what an activated user is, instrument it, and raise the rate of conversion.
• Retention: ensure that the experience have is supported by marketing efforts to help them achieve their unique goals
• Monetization: own the free-to-paid path, where the paywall sits, when the upgrade prompt fires, and self-serve checkout. Raise conversion.
• Loops: turn existing users into new signups through social shares, direct invitations and shared play.

02 | Product marketing and brand

Make the right people find The Keep and understand it in one read.

• Positioning: define how The Keep wins against the alternatives a group would use instead, and hold it across every channel.
• Brand: facilitate the voice and how The Keep sounds and feels everywhere it shows up.
• Lifecycle: run the email and in-app messaging that turns signups into regular players.
• Content and search: build the presence that brings in signups who activate, month over month.
• Community: grow the community so existing users stay and bring others in an authentic way that is true to the hobby.

03 | Social, creator, and partner marketing

Show up where players and game masters already are, in a voice they trust.

• Strategy: choose the platforms worth the effort and cut the rest.
• Execution: write and post on a set schedule. Use contractors for volume, keep the voice.
• Creators: build relationships with actual-play shows, streamers, and community leaders, and turn them into a real acquisition channel.
• Partners: co-market with conventions, game stores, and publishers.
• Measurement: report signups and activation from each channel, not reach or followers.

04 | Directing the function

Decide what gets your hands and what gets bought. The judgment work stays with you.

• Run marketing on a schedule with owners and dates.
• Spend the budget deliberately and show what each dollar produced.

05 | Authority

Owns positioning, brand, content, channels, lifecycle, social, creator and partner relationships, budget, and every funnel surface outside the product.

• Decides what changes on in-product marketing surfaces: paywall placement, upgrade prompts, trial boundaries, activation and onboarding changes. Engineering decides how and when those ship.

Outcomes in the First Year

• Signup, activation, and retention are defined, instrumented, and improving against a stated baseline.
• The upgrade path and self-serve checkout are live, and free-to-paid conversion is rising.
• Activated signups from content, search, social, and creators grow month over month.
• Marketing ships on a predictable schedule against a defended budget.

Experiences: Required

• Product-led growth: you owned an activation, retention, or conversion number, not a traffic or lead number, and can say how far you moved it and what failed along the way.
• Monetization: you owned a self-serve free-to-paid path, including where the paywall sat and when the prompt fired, without a sales team in the middle.
• Product marketing: you marketed software or subscription products. Physical goods, retail, crowdfunding, and event promotion do not substitute.
• Social and creators: you built an account or community from a standing start and can name what you killed and why. Directing an agency that posted for you does not count.
• Hands-on: you have shipped campaigns, emails, and posts yourself in the last two years.
• Program management: you have run marketing without a project manager, an agency of record, or a marketing ops team.

Also a Plus

• Tabletop experience: you play or run tabletop RPGs or miniatures wargaming. A major plus, and it shows in the work.
• Convention, organized play, game store, or publisher experience.
• Amplitude or a comparable product analytics tool.
• Customer.io or comparable lifecycle messaging.

The Keep is an equal opportunity employer. We do not discriminate based on race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other status protected by applicable law, and we hold to the same standard in how we select and work with contractors. If you need an accommodation to take part in the selection process, tell us and we will work with you. This posting is not an offer and does not create a contract. Any engagement is independent contract work, governed by a signed statement of work.