VP of Marketing

Job description


Landbot is a no-code chatbot builder that empowers non-technical users to automate business processes with conversational experiences. The company's platform creates easy and free chatbots in minutes, without coding, to convert traditional web pages into dynamic conversations in which the user interacts with personalized content, enabling companies to engage visitors and increase conversion rates. Thanks to the excellent product experience it offers, Landbot has been 4x winners of Product Hunt and is growing rapidly to be the leading solution in the no-code space.

Founded in Spain in 2017 by Jiaqi Pan (CEO), Cristobal Villar (VP of Customer & Sales) and Fernando Guirao (VP of Product), Landbot has raised a total of €8.5m, having closed a €6.5m Series A in December 2020 with two of the leading B2B VC firms, Nauta Capital and Swanlaab Venture Factory.

Landbot is revolutionising the way companies engage with their customers by helping them provide a frictionless experience. Rather than using an Natural Language Processing engine like other chatbot providers, Landbot sets itself apart with a conversational user interface and LEGO-style flow builder. The SaaS proposition delivers significant improvements in efficiency, speed, productivity and retention. It primarily supports small businesses but also serves global brands such as L’Oreal, Axa, Accenture, Repsol and LG across a wide range of use cases.

Landbot has scaled rapidly over the last three years to over 40 employees. Since the Seed funding round, the MRR increased nine-fold. The business operates on a true SaaS model and has seen, so far, more than 95% of its customers converted via Product Led Growth.


Customer experience has fast become a top priority for businesses. Customers no longer only base their loyalty on price or product. The experience they receive has become an increasingly important factor. According to a a Gartner study, more than two-thirds of companies now compete primarily on the basis of customer experience – up from only 36% in 2010.

Furthermore, the ongoing digitalisation process has accelerated with COVID19 at both the consumer and the company levels. Indeed, for example, a McKinsey study shows that, in the first six months of 2020, the share of customer interactions that are digital went up by c.20 points from roughly 35% to 55%. As a result, the adoption of communication automation solutions is skyrocketing.

In this context, Landbot is providing a much-needed solution to the market. Landbot offers an intuitive no-code conversational apps builder that brings the benefits of conversational interface with rich UI elements while automating advanced data workflows. As such, the solution addresses business needs through the powerful combination of two-way communication and process automation. In a nutshell, Landbot optimises every stage of the customer journey from lead generation to customer support across all communication channels - natively supporting email, live chat, WhatsApp, Facebook Messenger and SMS - all this without a requirement for coding skills to utilise the platform. The solution also lends itself to a much wider range of use cases.

Landbot’s product resolves two common and major pain points companies face when they want to adopt this type of technology:

- The building experience - rather than providing costly AI-based tech, Landbot offers affordable and above all easy to use tech that allows its customers to set up a bot and make it ready for their business in a very intuitive way. It is highly modular and allows businesses to use the same blocks in different workflows or to leverage blocks shared by the community of Landbot’s customers.
- The end-user experience - where NLP is used in a bot, rates of failure are high, around 60% - i.e. that’s the proportion of cases where the bot does not understand the user. Landbot went a different route and focused on ensuring their product grants users a satisfactory experience whatever the use case. This has resulted in strong user ratings.

Landbot today already claims a very international customer base - 60% of its customers are based out of the US, the UK, Spain, Germany and France.

So far, Landbot’s growth has been essentially product-led. The customer base is predominantly skewed towards SMBs - often under 50 employees. In the meantime, Landbot is seeing a rise in its success and adoption with mid-market customers - businesses with c.50 to 500 employees. Accelerating penetration in this mid-market segment and a gradual move upmarket towards enterprise customers are top priorities for Landbot as the business enters its next phase of growth.

With this goal in mind, Landbot wants to build a high-performing Marketing function and this starts with attracting a VP Marketing who will drive this effort, shape the Marketing team and play an instrumental role in Landbot’s next chapter.


As mentioned above, until now, Landbot has focused its efforts primarily on the product in line with the natural leaning of its product-centric founders. The business has now reached the point where it becomes essential to complement this strong foundation with a proper marketing and sales engine that will enable the business to move upstream. It will be the mission of the VP Marketing to build this growth engine to further accelerate Landbot’s trajectory as a hyper-growth B2B SaaS business.

The VP Marketing will report directly into the CEO Jiaqi Pan, work closely with the other members of the leadership team and, more broadly, will drive a collaborative environment. It is an executive who can come in with a Marketing playbook to scale the function and the team.

The ideal candidate is someone that will challenge the status quo, bring new ideas to how we manage people, process and technology and is looking to expand their scope of responsibilities and to take on a diverse set of leadership challenges to grow their career. As a highly skilled and passionate leader, a solid background in digital marketing knowledge is a must - so that you’re able to challenge and grow your team members.

This role is the opportunity to develop and establish the go-to-market strategy of the business and to come in early on an exciting journey. With the full backing of the exec team, the VP Marketing will have the mandate to grow the marketing team to achieve ambitious revenue targets and to shape the destiny of a European headquartered SaaS business.

Key Responsibilities

  • Create and own the go-to-market (GTM) strategy for new products & features. You will set clear objectives and goals, research and define target audiences, develop marketing and communication strategies, and measure adoption. You will also manage customer segmentation strategy and develop smart attribution modeling, ensuring we reach the right audience with the right message, at the right place and time.

  • Drive the evolution of our brand positioning, in a clear and consistent way that resonates with and motivates our target audiences. You will promote the company as an innovator to the press and public and oversee outbound customer-facing communications across our website, blog, and social channels.

  • Deepen relationships with key partners. You will create and nurture existing relationships with key partners, aligning on mutual goals and driving adoption through a variety of co-marketing efforts.

  • Collaborate and lead across the organization. You will bring your customer insights to cross-functional stakeholders across product, sales, design, user experience, engineering, and executive leadership.

  • Lead, mentor and develop a high-performing integrated marketing team. Identify talent needs, recruit and train new team members.

  • Ideate, execute and report on growth strategies that can move the needle across the company's revenue, subscriber, and retention growth goals.

Job requirements

  • Demonstrable experience developing and executing go-to-market plans for B2B SaaS at 5m-10m ARR stage, with a widespread knowledge of the full marketing stack and in-depth knowledge of demand generation.

  • 3+ years of experience in a leadership role, building and managing a marketing organization with superior ability to recruit, retain, and motivate our existing team and future talent. You are a self-starter, organized and self-motivated with the ability to define goals and prioritize your work.

  • Extensive knowledge about the “mid-market” segment and a track record of selling software products to companies in this segment with individual deals of several tens of thousands in ARR.

  • Organised and self-motivated with the ability to define goals and prioritize your work.

  • Strong analytical and communication skills. You are comfortable with data and analytics, and you can clearly communicate your results and ideas.

  • A track record of working across multiple countries and/or regions, ideally having even performed a role with a global footprint or a European scope in a global business.

  • Strong business acumen and ability to add value more broadly as part of the leadership team.

  • Experience with the Product-Led Growth model is highly valued.

  • Experience in selling marketing automation or communication/collaboration or customer engagement tools is a nice to have.

  • Fluency in English & Spanish,

Benefits 😍

  • Great culture & working atmosphere, we have a young, upbeat, and international work environment.
  • Live and work in sunny Barcelona.
  • Remote friendly.
  • Friday happy hours after our weekly team meetings.
  • Open vacation policy and flexible holidays so you can take time off when you need it.
  • Bonus transport tickets, educational content, and all you need to feel empowered.
  • Referral Bonus if you bring other talented people like you.
  • MacBooks are our standard, but we’re happy to get you whatever equipment to get your job done.