Head of Growth Marketing [REMOTE]

Upbound is redefining how modern infrastructure is built for the Agentic AI Era. We’re the creators and primary maintainers of Crossplane , and we’re building the Intelligent Control Plane —a new platform layer that makes infrastructure programmable, autonomous, and composable .

Our mission is to power the AI-native enterprise with a foundational platform layer that helps teams provision, operate, and adapt infrastructure at scale—so platforms are ready for both humans and AI agents . We partner with leading cloud providers, ISVs, and open-source communities to help organizations move faster with greater confidence.

Today, Upbound supports Fortune 500 companies and platform engineers across 100+ countries . Crossplane has surpassed 100M+ downloads and is used by 1,000+ teams worldwide . We’re a Series B company backed by GV (formerly Google Ventures), Altimeter Capital, and Intel Capital , and we’ve raised $69M to date. Learn more at

We are hiring a Head of Growth Marketing to own the Upbound funnel end to end. This role reports directly to the VP of Marketing. This is an AI-first role. We are not looking for someone to bolt AI onto a legacy demand generation playbook and build the growth function around AI-native tools and workflows. You will own campaigns, and the systems across our marketing stack. This is a great opportunity to build and operate a stack and growth function that will grow with the organization and support our enterprise and product led motions.
What you will own

- Full-funnel growth for the Upbound commercial platform, with Crossplane and Modelplane driving open source top of the funnel.

- The campaign roadmap and program budget, with regular business reviews alongside marketing and sales leadership.

- Paid media. You set the channel mix, the targeting, and the efficiency bar against company and sales targets

- Lifecycle marketing and marketing operations, including the marketing automation platform, attribution model, and funnel reporting.

- Conversion, organic search, and AI answer visibility across , and modelplane.ai

- The self-serve motion, from signup through activation to paid conversion, in partnership with the product and engineering organization.

- Build and manage a growth team built over several quarters across

- Manage and maintain relationships and efficiencies with agencies, and vendors.

How you will evolve the growth function

- Evaluate, pilot, and adopt AI-native marketing tools. Retire the ones that do not earn their place.

- Replace manual reporting with AI-assisted analysis so the team spends its time on decisions instead of spreadsheets.

- Compress the campaign production cycle. Audience research, creative variants, landing pages, and iteration should move in days, not weeks.

- Build agentic workflows for repeatable work such as list building, enrichment, signal routing, and post-campaign analysis.

- Set the standard for how AI-assisted work gets reviewed. Speed matters. So does accuracy in a market of technical buyers who will catch a wrong claim immediately.

- Bring a point of view on what happens to the funnel as buyers research through AI assistants instead of search engines, and get us there first.

You are a good fit if you

- Have 10+ years in B2B marketing, including at least 3 leading growth, demand generation, or acquisition.

- Have owned a meaningful program budget and can walk through how you allocated it, what returned, and what you cut.

- Are still hands-on. You get into the ad platforms, the automation platform, the dashboards, and the data yourself.

- Have already changed how a marketing team works by introducing AI tools, and can describe honestly what worked and what did not.

- Are fluent in analytics. You can size an opportunity, design a test, and defend a number in front of the sales team.

- Have marketed to technical buyers, ideally platform engineers or infrastructure teams.

- Have built or managed a small team.

- Work well with auto