This is a hybrid role requiring 2-3 days per week in our Stoughton, MA office.

Role Description

Reporting to the CEO, the Head of Marketing is a hands‑on, strategic leader responsible for owning demand generation and brand growth while bringing the fractional CMO function in‑house full time. This role sets marketing strategy, leads and develops a high‑performing team, and ensures strong execution across paid, owned, and earned channels.

This is a true player‑coach role. The Head of Marketing provides direction, prioritization, and accountability, while also rolling up their sleeves to support execution and optimization where needed. Success in this role requires close partnership with Sales, strong cross‑functional collaboration, and a clear ability to translate strategy into consistently executed campaigns across the team.

ESSENTIAL DUTIES & RESPONSIBILITIES

Strategy, Planning, & Leadership

• Own the marketing strategy and quarterly planning process, aligning priorities to company goals, seasonality, and pipeline needs
• Evaluate annual goals and EOS Rocks to identify growth constraints, define clear marketing priorities, and lead the marketing team with alignment on priorities, timelines, and accountability
• Partner directly with the CEO and executive leadership to align on go-to-market strategy and revenue objectives
• Provide creative and strategic direction across campaigns, including trade shows, press initiatives, advertising, video and other visual content, and new marketing programs
• Establish an AI‑enabled marketing approach that improves speed and consistency while protecting brand voice, accuracy, data and intellectual property
• Ensure consistent brand voice, core messaging, and positioning across all channels

Budget Ownership & Vendor Management

• Own and manage the marketing budget, including planning, forecasting, pacing, and ROI evaluation
• Allocate spend across paid media, SEO, web development, software tools, contractors and agencies, trade shows, and creative production, ensuring efficient CAC & ROAS
• Manage external agencies and consultants, including scope, deliverables, timelines, and performance
• Regularly report on marketing performance and return on investment to leadership

Lead Generation & Pipeline Support 

• Define and execute a focused marketing strategy that drives qualified leads and supports revenue growth, while developing, implementing, and optimizing programs across paid, owned, and earned channels, including email, web, social, and paid media, to improve engagement and conversion.
• Partner closely with Sales to align lead generation efforts, improve lead quality, and support strong handoffs and conversions
• Build and optimize lead journeys from acquisition through nurture to MQL and SQL stages
• Establish campaign frameworks, messaging strategy, and success metrics, with execution owned by the Digital Marketing Specialist
• Use experimentation to accelerate campaign iteration and optimization across channels
• Guide optimization strategy across channels while empowering the team to execute and iterate

Website, SEM/SEO, Paid & Organic Social, & Conversion Optimization 

• Collaboratively define and lead the strategy in partnership with the Digital Marketing Specialist for website performance, paid and organic growth, and conversion optimization, ensuring increased visibility and efficiency across traditional paid and organic search, AI-driven discovery, and paid and organic social. (The Digital Marketing Specialist manages day-to-day digital channel oversight and external contractors to execute digital campaigns.)
• Set cross-channel strategies, budget allocation, and performance targets, in partnership with Digital Marketing Specialist, and oversee priorities for all channels including the website roadmap, content development, organic & paid campaigns, and CRO initiatives.
• Partner with the Digital Marketing Specialist to execute updates, testing, and ongoing optimization, while ensuring adherence to SEO & AIO/GEO best practices.
• Collaborate cross-functionally on program launches, overseeing messaging and web deliverables (e.g., landing pages and assets) to ensure alignment, quality, and on-time delivery.
• Leverage AI to support SEO enhancements, internal linking, paid media optimization, CRO testing, and other areas with appropriate human oversight.

Marketing Operations, Analytics, & Technology (HubSpot & Salesforce) 

• Own marketing operations strategy and performance standards across HubSpot and Salesforce, including attribution, lifecycle stages, reporting, and data hygiene, in partnership with Digital Marketing Specialist
• Oversee CRM strategy, including email marketing, lead nurturing, segmentation, automation, with day‑to‑day execution led by the Digital Marketing Specialist & Content Marketing Manager
• Manage relationships with HubSpot and Salesforce consultants to improve integrations, workflows, and long‑term optimization
• Define KPI dashboards and reporting cadence using Google Analytics, HubSpot, Salesforce, and tools such as ContentSquare
• Use insights to guide channel strategy, budget allocation, and quarterly planning

Content, Creative, & Brand Stewardship 

• Oversee content and creative strategy across website (blog, case studies, landing pages) , paid media, social media, email marketing, and sales enablement materials, refining brand positioning, messaging, and differentiation while directing creative strategy and empowering the team to execute
• Ensure consistency, quality, and brand governance across all outputs, including clear standards for asset management and organization

Podcast, PR, & Brand Initiatives 

• Oversee brand amplification strategy across PR, partnerships, and content channels, ensuring alignment with broader campaign and business goals
• Guide storytelling, video, and content initiatives that elevate market perception, partnering with the Digital Marketing Specialist, Content Marketing Manager, Marketing Assistant, and external teams to execute brand programs, including podcast and PR

Trade Shows & Experiential Marketing 

• Define trade show and field marketing strategy in partnership with Sales, including goals, positioning, success metrics, and the role of experiential marketing in driving pipeline and brand awareness
• Establish frameworks for pre- and post-event follow-up, performance measurement, and pipeline attribution to ensure clear visibility into impact
• Provide strategic direction to the Digital Marketing Specialiston execution, campaign integration, and resource prioritization

KEY KPIS 

• Increased volume of qualified leads and improved lead‑to‑opportunity conversion
• Strong marketing‑sourced and marketing‑influenced pipeline contribution
• Improved attribution and ROI clarity across channels and campaigns
• Strong website performance, including traffic quality and conversion rates
• SEO growth for high‑intent programs and seasonal content
• Improved email engagement, deliverability, and nurture performance
• Clean, well‑structured HubSpot and Salesforce workflows and reporting
• Consistent, on‑time campaign execution with a clear and cohesive brand voice

FIRST 90 DAYS EXPECTED OUTCOMES

• Develop a deep understanding of the business, ICP, sales motion, and growth targets; align with leadership on marketing’s role in driving revenue
• Evaluate annual goals and EOS Rocks to identify key growth constraints and highest-impact opportunities
• Conduct a high-level audit of marketing strategy, channel mix, team structure, and agency partners; define what to scale, optimize, or change
• Assess and refine brand positioning, messaging, and go-to-market approach to strengthen differentiation and market perception
• Deliver a clear 6-12 month marketing strategy and prioritized roadmap tied to revenue outcomes

QUALIFICATIONS

Required

• 18+ years of marketing experience, most recently in the B2B space including at least 5 years in leadership roles, with a track record of owning strategy for services-based or consultative sales organizations
• Strong expertise across demand generation and lead generation, with the ability to align marketing and sales to drive pipeline and revenue outcomes
• Knowledge of modern marketing channels and tactics, including SEO (post-SGE), PPC, and CRO, with a hands-on testing mindset and strong data fluency
• Proven ability to build and lead high-performing teams, agencies, and remote partners, with strong creative direction and execution oversight
• Experience managing modern marketing tech stacks, including CRM, automation, analytics, and AI tools

Preferred

• Familiarity with the meetings, events, and DMC ecosystem
• Experience marketing high-consideration, consultative services
• Familiarity with analytics, CRO, and marketing tools such as GA4, ContentSquare, Looker Studio, SEO platforms, and paid media tools
• Comfort with using AI and evolving tools as they become available

KEY CHARACTERISTICS

• Strategic, high-level thinker with strong business acumen
• Leader who builds systems, frameworks, and teams, not just campaigns
• Comfortable operating in a player-coach capacity without defaulting to execution
• Ability to operate in a fast-moving, founder-influenced small business environment
• Highly collaborative with the marketing team they lead, the Sales team, and cross-functional partners
• Energized by building a category-leading brand and purpose-driven organization in a competitive market.