- Data and analytics: What you need first and foremost is some who gets data, who gets analytics and who gets conversion. Without those skills you're pretty much dead in the water. Make sure this person has cut their teeth at other top tech companies running and managing big app and online marketing teams.
- Branding: A great marketer knows all about brand. That means presenting a single consistent and powerful profile of your app to everyone in the world. This encapsulates everything from the name, logo, visual design and advertising to the tone of voice and the copy used on your website. If you have a great VP of product, then this person and your VP of marketing will work like two peas in a pod to deliver on this vision.
- International Experience: The app world is international. If your VP of marketing doesn't have international's experience then they're not going to be very useful. International's audiences in the app and online worlds behave very differently and in an ideal world your marketing head will have had great exposure to this.
- Team builder: You need this person to know how to build and energise a team. Your marketing organisation will need to scale, and you need someone in place who has experience of doing this effectively. This means not only the ability to hire great full-time employees, but also an understanding of why and when to hire an agency or freelancers as opposed to full-time team members.
- Agency Experience: There are many companies that just don't use one. Unless they are super-specialised in terms of mobile-ad media buying and optimisation.
Other traits are good negotiator, ability to get hands on
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