User Research, Lead
•Tempo Io· 9h
🎨 Design⏰ Full-time🎯 Lead / Principal🇨🇦 Canada
9h ago
Upguard·about 20 hours ago
Where does this role fit in?
The Brand Marketing Manager drives UpGuard’s brand within a dedicated, cross-functional brand and platform stream. You are responsible for building and protecting the brand — defining how UpGuard shows up, sounds, and is understood in the markets — and then coordinating the team and programs that bring it to life.
Working at the nexus of your core stream (PMM, Content, Creative, Research) and UpGuard’s Shared Services (Paid Search, PR, Web, Email, Social, Analytics, SEO), you turn brand and platform strategy into consistent, high-impact execution that grows brand awareness, authority, and pipeline. You set the direction and standard for the brand, and you have the project management muscle to make sure the work ships — on time, on message, and on brand.
Build the brand: Define and steward UpGuard’s positioning, narrative, tone, and visual identity across every touchpoint, ensuring a unified brand story from thought leadership and case studies through to event promotion and web.
Build and maintain the editorial calendar: Own a year-round editorial and campaign calendar that plans brand, thought leadership, case study, and event activity ahead of time — giving the stream and shared services a single, forward-looking view of what ships when, and keeping the brand's output consistent and coordinated across the year.
Bring the platform narrative to life: Develop campaign themes that position UpGuard as a comprehensive platform solution, shifting the customer conversation from “solving a single problem” to “adopting a complete cyber risk ecosystem.”
Lead brand & platform thought leadership: Partner with the Research, PR, Content and Social team to package and distribute proprietary insights and data-driven narratives that position UpGuard as the definitive authority on cyber risk.
Own the social proof program: Run UpGuard’s customer story pipeline end-to-end — selection, production, and distribution — working with customers. Directing writers and creative to a consistent, premium standard that reinforces the platform narrative.
Drive brand event lifecycle promotion: Develop comprehensive promotional playbooks for in-person and virtual events (Summit), focusing on high-impact pre-event promotion to drive registrations and strategic post-event content to maximize the reach and longevity of every session.
Integrate Shared Services: Act as the stream’s liaison with all shared services (Social Media, Analytics, Marketing Tech, Paid Search, Email, and SEO) to ensure stream-produced assets are deployed effectively and tracked accurately across all channels.
Measure what matters: Own brand and campaign performance reporting — defining KPIs across both brand health (awareness, authority, share of voice) and pipeline, interpreting results, and providing regular, actionable updates to the stream and leadership.
Brand-building expertise: 5+ years building and running brands in a high-growth B2B SaaS or Cybersecurity environment — defining positioning and narrative and holding a brand together across channels, not just executing campaigns against someone else’s brief.
AI fluency: A proven ability to use AI tools for campaign ideation and execution — you know when and how to best use them to move faster and sharpen the work, and when the human judgment and brand craft still need to lead.
Coordination & delivery: A proven ability to act as the “connective tissue” between creative, research, content, and demand gen teams, managing complex timelines and multiple programs without compromising brand quality.
Brand narrative & editorial judgment: An exceptional eye for brand consistency and the editorial judgment to brief and direct writers so that disparate activities — from thought leadership to case studies to event promos — roll up into one unified brand story.
Thought leadership orchestration: Experience partnering with technical research teams and PR functions to translate complex data into compelling, market-leading campaigns.
Integrated campaign experience: A track record leading multi-channel brand and platform campaigns focused on awareness, authority, and pipeline generation.
Analytical mindset: Comfort using marketing automation (HubSpot/Salesforce) and attribution tools to measure brand and campaign impact and refine tactics based on results.
Cybersecurity industry depth: Direct experience marketing to CISO, IT Manager, and Risk Management personas within the TPRM or Attack Surface Management space.
PR & media savvy: Experience working alongside PR agencies or internal comms teams to turn proprietary research into mainstream media headlines or industry reports.
Multimedia content production: A strong instinct for visual storytelling, with experience briefing video and design teams to create “premium-feel” assets that stand out in a crowded B2B landscape.
Advanced HubSpot/Salesforce skills: Technical proficiency in campaign reporting and attribution dashboards.