1. Before we dive into your role at DiviPay, what has your career journey looked like so far
I studied a double degree in Business and Creative Intelligence and Innovation at UTS.
In my final year of university, I had the opportunity to intern within the marketing team at Deputy, a workforce management SaaS. When I graduated at the end of 2018, I moved to London with Deputy as a Marketing Coordinator. The team there was close-knit and go-to-market focussed. I really benefited from building close relationships with the Sales team and learning about sales processes, especially when budgets were tight during Covid and marketers needed to think creatively.
After moving back to Sydney in late 2020, I wanted to sink my teeth at a smaller startup and joined DiviPay in mid-2021.
2. Transitioning into work, what the heck does a Senior Marketing Manager @ DiviPay do?
What is DiviPay?
DiviPay is a spend management tool for businesses. We replace shared corporate cards and reimbursements. We’re rapidly growing and had a $20M Series A at the end of 2021.
How is the marketing function structured?
This is constantly evolving as the business is growing so fast. I joined in July 2021 as the second full-time marketer which meant my role was really broad. Now in March 2022, we have a team of five covering four key areas:
- Growth/digital marketing
- Content
- Our accounting partner channel and
- Our direct-to-business channel (me).
I’m enjoying the process of bringing experts into the team to supercharge a function, even if it’s uncomfortable handing over something you’ve worked hard on only for it to be ripped up.
What does your role entail?
I like to consider myself a generalist so it’s pretty broad and changes depending on where I’m needed.
A typical week involves;
- Strategising on a campaign
- Building emails and landing pages
- Locking in deals to distribute our content with media partners and
- Working with the sales team to make sure that the leads coming in are the right fit for us.
3. What’s a project you’ve worked with on in your current role and how did you help bring it to life?
Campaign Name: Recent launch of Divipay’s financial automation feature
What was it?
Our condition guides function as a pillar of our organic growth strategy. We create content that explores many differ
We recently launched our financial automation campaign which is targeted at CFOs and finance leaders. The goal of this campaign was to build top of funnel awareness using thought leadership material and also drive interest from leads that want to automate their finance stack which is what DiviPay can help with.
Shandel, our Senior Content Manager surveyed 500 CFOs, created a thought leadership report, organised a webinar.
What was your role?
It was my job to orchestrate the campaign as the ‘campaign manager’ – ensuring everyone is aligned and going to hit their deadlines. I also built an interactive assessment, the emails and landing pages and planned their distribution through PR, paid media partners, paid and organic social and our email list.
Once we had leads coming through this campaign, I work with the sales team to optimise the follow up from them and ensure we hit our ROI goals.
4. What do the entry level pathways into marketing in tech look like?
It can be tough getting your foot in the door but I recommend trying to get an internship or coordinator role in a marketing team. Don’t be afraid to reach out to your network, message people on LinkedIn or ask people for introductions. Once you have that first role, you can establish yourself as a marketing manager or move into a more specialist role.
Also, we’re always on the lookout for talented and aspiring marketers to join our growing team at DiviPay, so feel free to reach out.
5. What’s one thing you recommend someone who wants to work in tech marketing do right now?
Follow Dave Gerhardt on Linkedin or sign up to his blog. Dave has had a great career building marketing teams at Drift and Privy and now focuses on sharing his knowledge with other marketers.
