A Day In The Life

Kendal

Sr. Marketing Manager

"I have a degree in Marketing Communications and have worked in B2B technology my entire career. My background ranges from social media to paid programs to product marketing. I heard about Toast from a mentor and was connected with the co-founder on LinkedIn. As the second Marketing hire at Toast, I've had the opportunity to be a generalist as well as a specialist, moving where I was needed as the team grew."


What is your background and how did you end up in your current job?

I have a degree in Marketing Communications and have worked in B2B technology my entire career. My background ranges from social media to paid programs to product marketing. I heard about Toast from a mentor and was connected with the co-founder on LinkedIn. As the second Marketing hire at Toast, I've had the opportunity to be a generalist as well as a specialist, moving where I was needed as the team grew.

What tools are in your marketing stack?

HubSpot, Salesforce, Google Analytics, Influitive, Incorta, Appcues, Moz, Trello, SEMRush

What's the most interesting project you've worked on thus far?

I've had the opportunity to build the customer marketing and advocacy program from scratch. We learned that referrals are the highest-quality source of leads for Toast, so I was tasked with building a referral bonus program ($500 anyone?) and a customer rewards platform called the "VIP Table" that enables and incentivizes our most active customers.

Is your marketing department more analytical or creative?

Marketing at Toast is extremely data-driven, but we use that data to identify areas where creativity is needed. For example, when were trending behind on demos held for Sales, we came up with the idea to pre-record videos of the reps to see if that personal touch had an impact on the prospect attending a live demo. That campaign was driven by analytics, but required creativity to solve the problem.

What do you do on a day-to-day basis?

I build customer programs - from communicating new product features to promoting the referral program to hosting in-person events. I manage the VIP Table, our customer advocacy platform, and work across multiple departments to identify ways we can be better communicating with customers. On any given day, I'm creating landing pages, building new operational workflows, drafting copy with the UX team, or creating automated emails for Services.

What excites you about your company?

I'm a self-proclaimed Toast fanatic. I'm passionate about this company because I believe in the mission of transforming guest experiences with modern technology. I'm excited about our future because I have the utmost trust in our management team and I believe my colleagues are the best in their fields. Toast is the most customer-focused company I've ever worked at - it drives everything we do.

How did you prepare for the interview for this role?

It's worth noting that I interviewed at Toast when there were only 40 people at the company. I read everything I could about Toast and their existing marketing strategy (which was very, very little at the time). I visited a restaurant using Toast and observed how the users interacted with the system - a very unique opportunity!

What are some of the interview questions you were asked?

When I started, we were considering buying HubSpot and Salesforce and building internal processes. I was asked about my experience specifically with these systems and my overall inbound marketing philosophy. I was asked to send writing samples to show that I was a content-first marketer.

What's the hardest challenge you've had thus far in your job?

It's always challenging to build anything from scratch. For me, the referral program has proved to be a huge challenge to align systems, processes, and people to build a scalable program. In order to make the referral program successful, we needed to build a process for tracking, promoting, and paying out the bonuses. It's still not perfect, but we're on our way to building a best-in-class advocacy program at Toast.

What opportunities do you think this role prepares you for in the future?

Toast is the company where I plan to "retire my jersey" - I hope to leave my mark on this company in a big way. Toast's fast-paced environment and management's trust in me has given me the opportunity to try out many different roles and take responsibility for a variety of projects. I hope that versatile experience and the success of the programs I've built will prepare me to lead a team of talented marketers at a tech company in the future.

What unique skills have you developed over time in your role and at this company?

Running product launches, marketing operations in Salesforce and HubSpot, leadership and team management, advocacy marketing, Facebook and Adwords advertising, blogging, customer onboarding, event marketing

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