Functional Role Sheet · Titles · Responsibilities · Team Size
| Title | What They Do | Key Focus Areas |
|---|---|---|
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Brand & Creative Lead Redefine
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Owns visual identity, design output, corporate communications, and company website. Ensures all brands (Danatec, Fleet Safety, WKT) are consistent and professional across every touchpoint.
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Brand standards · Design production · Corp comms · Website (wkt.ca) · Executive comms support
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Content & SEO Specialist Exists
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Creates content that drives organic traffic and builds brand authority across publishing sites. Writes campaign copy, blog content, landing pages, and sales collateral.
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SEO strategy · Blog & article content · Campaign copy · Sales collateral · Landing pages
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Performance Marketing Manager Gap
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Owns the $150-200K/month paid media budget across all brands and channels. Manages Google, Meta, LinkedIn and other ad platforms. Responsible for CAC, ROAS, and campaign performance reporting. Must be data-driven and able to operate with significant autonomy.
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Paid search & display · Social advertising · Campaign analytics · Budget allocation · A/B testing · Attribution
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Marketing Automation & CRM Specialist Gap
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The critical missing role. Owns the marketing technology stack — email automation, lead scoring, CRM hygiene, and the data pipeline between Demand and Revenue. Ensures leads are tracked, nurtured, and handed off cleanly. Without this role, the RevOps model cannot function as designed.
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HubSpot/Salesforce admin · Email automation · Lead scoring & nurturing · CRM data hygiene · Pipeline reporting · Customer lifecycle tracking
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| Title | What They Do | Key Focus Areas |
|---|---|---|
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Sales Lead / Sales Manager Redefine
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Manages the B2B content sales team. Owns pipeline, forecasting, and rep performance for direct content sales across all publishing brands. Runs the weekly sales cadence and holds reps accountable to targets.
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Pipeline management · Rep coaching · Forecasting · CRM discipline · Quota performance
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Account Manager — B2B Content Exists
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Sells content packages and training solutions directly to B2B customers under Danatec, Fleet Safety, and other publishing brands. Manages existing accounts and grows them.
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Direct B2B sales · Account growth · Renewal support · Brand-specific selling
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Account Executive — B2B Content Exists
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New business development for direct content sales. Prospecting, outreach, demos, and closing new B2B accounts across publishing brands.
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New business · Prospecting · Demos · Pipeline generation
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Channel & Reseller Manager Redefine
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Owns the reseller and training provider channel. Develops new channel partnerships, manages existing reseller relationships, and ensures channel partners are active and generating revenue. Makes the direct-vs-channel conflict calls in coordination with VP RevOps.
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Partner recruitment · Reseller enablement · Channel conflict management · Storefront partner performance
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Partner Activation Manager Redefine
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Ensures new resellers, channel partners, and storefront partners go from signed to actively generating revenue. The critical bridge between closing a partner deal and that partner producing results. Handoff point to Delivery once partner is activated.
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Partner onboarding · Technical setup · Training & enablement · First-90-days performance · Handoff to Delivery
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Institutional Sales Manager Redefine
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Owns the sale of the WKT platform to large institutional buyers — associations, credentialing bodies, and industry regulators who want to deploy training at scale across their membership or workforce. Complex, multi-stakeholder deals with long cycles. The buyer becomes a node in the network, not just a reseller. Works closely with Government & Public Affairs and the Industry Expert to open and advance these relationships.
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Association partnerships · Credentialing body sales · Platform proposals · Multi-stakeholder deals · Network node development · RFP responses
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Government & Public Affairs Manager Redefine
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Not a sales role — a relationships and positioning role. Owns WKT's relationships with federal and provincial government bodies, regulatory agencies, and public sector organizations. Monitors regulatory changes that affect WKT's markets and content. Positions WKT favourably in policy conversations. Supports Institutional Sales by opening government doors that pure salespeople cannot.
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Government relations · Regulatory monitoring · Policy positioning · Public sector relationships · Compliance intelligence · Advocacy support
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Industry Expert & Market Development Redefine
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The credibility asset that opens doors no salesperson can. Attends industry conferences and events, sits on committees, validates content accuracy, and builds WKT's reputation as the trusted authority in their vertical (currently Safety & Transportation). Supports both Institutional Sales and Government Affairs without being accountable for closing deals. A model that should be replicated in other verticals over time.
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Industry events & conferences · Committee participation · Content validation · SME relationships · Vertical credibility · Market intelligence
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| Title | What They Do | Key Focus Areas |
|---|---|---|
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Delivery Lead / VP Customer Experience Exists
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Owns everything that happens after the sale. Manages customer success, support, operations, and fleet safety delivery as one integrated function. Accountable for retention, NPS, and expansion revenue.
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Retention · NPS · Expansion revenue · SLA compliance · Team management
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Customer Success Manager Exists
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Manages ongoing relationships with institutional platform customers and large accounts. Ensures they are getting value, renewing, and expanding. Owns the AHEAI-type relationships. Key retention role.
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Institutional account management · Renewal planning · Expansion conversations · QBRs · Escalation handling
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Customer Support Team Lead Exists
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Manages the support team. Owns ticket resolution SLAs, quality standards, escalation protocols, and team performance. Works with Platform & Product to flag recurring technical issues.
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Support SLA · Team management · Escalation protocols · Quality standards · Issue trending
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Customer Support Representatives (×5-6) Exists
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Handle tier 1 and tier 2 customer support — course access, account issues, technical questions, billing. Front line of customer experience.
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Ticket resolution · Customer communication · Basic technical support · Escalation
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Operations & Fulfillment Specialist Exists
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Manages course fulfillment, access provisioning, and operational processes that support both direct customers and channel partners. Ensures the back-office machine runs reliably.
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Course access · Fulfillment · Process management · Partner operations support · SLA tracking
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Fleet Safety Delivery Lead Exists
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Manages the Fleet Safety training delivery operation — scheduling, instructors, compliance, and client relationships in the fleet safety vertical. Runs a semi-autonomous delivery operation within the Delivery function.
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Instructor management · Training scheduling · Compliance · Fleet Safety client relations · Certification issuance
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| Title | What They Do | Key Focus Areas |
|---|---|---|
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Revenue Operations Analyst / Manager Gap
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The most important role you don't have. Owns the data and reporting layer across all three sub-functions. Builds and maintains the pipeline dashboard, tracks customer lifecycle metrics, monitors CRM hygiene, and provides the VP RevOps with a single view of the revenue funnel. Without this person, your VP RevOps is flying blind.
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Pipeline reporting · Customer lifecycle data · CRM admin · Revenue forecasting · Attribution modelling · Performance dashboards · Cross-function data integrity
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Sales Enablement Coordinator New
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Ensures the revenue team has what they need to sell effectively — updated collateral, competitive positioning, objection handling guides, product knowledge, and onboarding for new reps. Coordinates between Demand (who creates the content) and Revenue (who uses it).
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Sales collateral management · Competitive intelligence · Rep onboarding · Playbooks · Product knowledge updates
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