tl;dr: Tuple has grown to millions in revenue via word of mouth and founder-led marketing efforts. We want to pour some gas on this already-burning fire by hiring someone to double down on what's working and come up with creative new marketing ideas. Your first goal will be to double our number of new trials per month without tanking conversion rates.
Tuple is an app that lets developers pair program while working remotely. Think of it a bit like super-powered Zoom screen-sharing, used by developers who are writing code together in real-time from the comfort of home.
Folks tend to switch to Tuple because the screen-sharing is extremely high quality (important when viewing source code together) and the remote control is seamless and low-latency (important when controlling someone else's computer via the Internet).
We founded the company three years ago because we disliked the existing pairing tools, and believed that by focusing on this particular use-case, we could create a tool developers would actually like.
Turns out we were pretty much right! We've grown to millions in ARR and tens of thousands of paid users in three years without any outside funding.
Currently, Tuple is mostly growing via word of mouth (uh, we think—we could use better tracking, honestly). Happy developers tweet about the product, and this leads to new trials.
Additionally, Tuple is inherently viral: developers invite colleagues and friends use the product with them. This drives revenue expansion and even more trials.
Although the luxuries of strong word of mouth and natural virality have led to good growth already, we're ready to make a substantial investment in marketing to attempt to increase the number of developers who know we exist and think we're cool.
That's where you come in!
As our Head of Marketing, your first goal will be to double the number of new trials we get each month without tanking our trial conversion rate.
Fortunately, our CEO Ben has created several marketing-relevant assets that are somewhat under-utilized:
Each of these assets could use some doubling-down-upon and will likely yield some early wins.
Beyond this, we're very willing to experiment and invest in new ideas and channels. Budget-wise, you can expect to have approximately $10k/month to spend on marketing efforts.
Organizationally, you will initially be a marketing team of one (reporting to our CEO). As such, you'll need to be comfortable owning all our marketing activities at first. However, if things go well and a good case can be made, we're open to the idea of hiring more folks.
Tuple is usually adopted bottom-up: developers try the product, like it, and then ask their boss to pay for it. Thus, our marketing efforts need to resonate with front-line developers. This group can be tough to market to! Most of them run ad blockers, have a hair-trigger for things that feel spammy, and have a huge amount of free and high-quality content created for them already. On top of this, we're not interested having anything that's just-okay associated with our brand.
To succeed as our Head of Marketing, you'll have to do great, creative work. You'll need to empathize with developers and understand what they think is cool. You'll need to have a long-term view of our brand and collection of marketing assets, but also hit specific short-term goals.
The good news is you'll have the support of our CEO and a budget for experiments and outsourcing. Naturally, we want you to win!
Please write something from scratch that tells us why we're a great fit for each other and what you see the future being like if we work together.
You don't need to include a resume, but that doesn't mean we're not interested in what you've done in the past. We're just leaving it up to you to tell your story the way you want to tell it.
When you're ready, email firstname.lastname@example.org.