Content Marketing Manager

About Passbolt

Passbolt is an innovative cybersecurity product company that is growing quickly. Our organization is remote-first with its headquarters located in Luxembourg (Europe). We are the team behind Passbolt, the collaborative credential management platform for modern teams used by over 40,000 organizations in 50+ countries.

You will join a growing and vibrant team committed to leverage the power of open source and a state-of-the-art security architecture to challenge the status quo in the cybersecurity industry. Passbolt is and always will be an engineering company, while scaling international sales and marketing to support global operations and customer success. We're looking for versatile self-motivated enthusiasts with a knack for commercial open source software, ethics and privacy, who can think out of the box and find impactful solutions to challenges.

About the role

We are seeking a Content Marketing Manager to support our marketing activities. The Content Marketing Manager will be responsible for developing high-quality brand and demand-generation copy, as well as audio and video content for digital and offline media, including most notably our corporate website, social media accounts, and YouTube channel.

As the Content Marketing Manager, you will oversee the entire marketing content lifecycle, including managing the content calendar, gathering information in collaboration with our teams, producing and updating content in coordination with our Product Marketing Specialist, following review and approval workflows, liaising with influencers, ensuring quality through style guides, checklists, and frameworks, and defining KPIs while collecting content performance data.

This role reports to the Head of Comms.

Main responsibilities

Inbound Marketing
- Manage the content marketing calendar, ensuring the consistent and strategic delivery of blogs, social media posts, webinars, product videos, and other brand and demand-generation materials.
- Manage company social media platforms. Engage with the community, spot opportunities and establish strategic partnerships with other accounts.
- Create field marketing and sales enablement materials (e.g., product one-pagers, case studies, battle cards, and pitch decks) to support the conversion of event and inbound leads.

Product Marketing
- Work closely with in-house teams, especially product development, to gain a deep understanding of features and customer value propositions, and effectively educate the market.
- Help refine product positioning and messaging to ensure consistency and impact across all marketing channels.

Influencer Marketing
- Identify and engage influencers whose content and audience align closely with Passbolt’s ideal customer profile (ICP).
- Initiate and nurture relationships with selected influencers, including negotiating terms, managing budgets, and coordinating campaign deliverables.
- Collaborate closely with influencers to ensure their content effectively integrates with ongoing marketing campaigns and messaging strategies.
- Maintain an organized publication schedule to ensure timely and strategic content releases.
- Track, analyze, and report on influencer campaign performance, evaluating ROI, engagement metrics, and alignment with strategic objectives.
- Continuously refine influencer engagement strategies to optimize brand visibility, audience reach, and consistent messaging across all marketing channels.

Top-of-Funnel Campaigns
- Develop, implement, and analyze the performance of top-of-the-funnel content, influencer marketing initiatives, and other brand awareness activities.
- Drive sustained organic traffic growth by creating engaging, SEO-optimized content.

Partner Marketing
- Create partner marketing content to support co-branded campaigns and collaborative initiatives.
- Develop partner enablement materials to support and enhance partner sales efforts.

SEO, LLM optimisation, Web Presence and Brand
- Develop and maintain an efficient content and SEO and LLM optimisation strategy focused on keyword research, backlink building, and on-page optimizations.
- Track and analyze organic search performance, providing regular reports and insights to stakeholders.
- Ensure brand consistency and strengthen corporate identity across online and offline material, aligning messaging and tone with Passbolt’s positioning.

Events organization
- Identify and select relevant industry events, creating and maintaining an organized schedule and tracking system.
- Manage event budget, ensuring cost-effective allocation aligned with objectives.
- Coordinate booth orders and logístical arrangements based on budget and strategic goals.
- Oversee booth setup, working closely with local partners and internal teams to ensure the presence effectively showcases Passbolt’s content, products, and materials.

Analytics and Reporting
- Contribute to KPIs and analytics frameworks to measure the effectiveness of content marketing initiatives.
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