Marketing Director, Finite State

• 7–10+ years in B2B SaaS marketing; experience marketing cybersecurity or highly technical products strongly preferred
• Proven ownership of demand gen and ABM with measurable pipeline impact
• Track record building GTM programs across campaigns, events/webinars, and digital conversion
• Strong marketing operations mindset: planning, reporting, attribution, and funnel optimization
• Excellent writing, messaging, and stakeholder management skills
• Fluency and experience leveraging AI tools and strategies in marketing campaigns and operations

Desirable

• We’re hiring a Marketing Director to lead our marketing team and own the integrated cybersecurity GTM motion across demand generation, ABM, digital/web conversion, and competitive campaigns, delivering against our growth plan and pipeline targets
• The Marketing Director is the strategic leader reporting into the CRO and orchestrating Finite State’s cybersecurity GTM engine: setting pipeline strategy, owning the integrated GTM calendar, leading demand generation and ABM programs, and driving core initiatives
• This role partners closely with Sales, RevOps, Product, Engineering, and Services to unify pipeline creation across three coordinated motions: Demand Gen, ABM, and Product-Led Pipeline Growth (PLPG)
• 1) Cybersecurity Messaging, Market Positioning & Trust
• Own and evolve Finite State’s security narrative and positioning for technical buyers (CISO, AppSec, Product Security, Security Engineering) and business stakeholders
• Translate complex topics (software supply chain security, product security, regulatory pressure) into crisp messaging, proof points, and differentiated value—grounded in customer outcomes
• Partner with Product/Engineering to ensure claims are accurate and defensible; align marketing language with security standards and customer requirements (risk, compliance, audit readiness)
• 2) Pipeline & GTM Orchestration
• Own the integrated GTM calendar across campaigns, events, webinars, launches, outbound alignment, and partner activity
• Drive performance against outcomes including pipeline, SAL volume, demo requests, and CAC efficiency
• Create tight operating rhythms with Sales/BDRs and RevOps to improve speed-to-lead, lead-to-SAL conversion, and measurable ROI across channels
• 3) Demand Generation & ABM Leadership (Core Ownership)
• Lead Demand Gen programs spanning events, webinars, website conversion, paid search/social, competitive displacement, and outbound alignment
• Build and run tiered ABM across must-win accounts (Tier 1 / Tier 2 / Tier 3), orchestrating content, events, outbound, and PR around named accounts
• Own strategic plays with landing pages, content, webinars, and Sales collaboration
• 4) Product Marketing + Sales Enablement for Cybersecurity Deals
• Equip Sales to win technical evaluations with battlecards, competitive talk tracks, objection handling, proof points, and “why us” narratives tailored to security stakeholders
• Build marketing assets that support the security buying process: evaluation guides, ROI narratives, use cases by vertical (regulated industries), and security assurance collateral
• Partner with Customer/Services to capture and scale references, case studies, and outcomes that build trust in a cybersecurity purchase
• 5) Website & Digital Conversion
• Lead website optimization as the central conversion point for events, outbound, ABM, and campaigns (demo flows, landing pages, personalization, chat, product tours)
• Improve conversion through testing and optimization while maintaining a high-trust security posture (clear proof, credible claims, and frictionless pathways to demos)
• 6) Product-Led Pipeline Growth (PLPG) + TOFU Automation
• Partner cross-functionally to launch PLPG programs that put product experiences earlier in the buyer journey (interactive demos, PQL signals, post-demo messaging)
• Drive TOFU Intelligent Automation efforts to unify web, outbound, and events into one measurable funnel (automation, attribution, lifecycle/nurture, enrichment, routing)
• 7) Analyst Relations, PR, and Thought Leadership
• Manage analyst relationships and executive communications; lead PR + thought leadership that reinforces market authority
• Build a defensible point of view on emerging security and compliance drivers (e.g., supply chain risk, SBOM adoption, vulnerability management expectations), partnering with internal SMEs
• 8) Operational Excellence: GTM “Center of Excellence” Leadership
• Serve as Marketing COE lead, creating repeatable playbooks, templates, and documented standards to scale execution
• Ensure marketing processes are measurable, adopted, and continuously improved (not hero-driven)
• You’ll manage and develop a high-impact marketing team spanning content, field/events, and outbound support:
• Content Marketing Manager — editorial calendar, SEO, gated assets, technical thought leadership, competitive series
• Field Marketing Specialist — trade shows, field events, executive dinners, webinars, and account-based activations
• Business Development Representative (BDR) — outbound prospecting, inbound qualification, intent-led outreach across target verticals