Marketing Lead
The Role
We're looking for a Marketing Lead to own Empat 's marketing function end-to-end and take it to the next level — strategy, positioning, demand generation, and communications. Inbound is our strongest channel today; you'll own it strategically and scale it, while systematically testing new channels, building our partner/alliance and recognition footprint, and taking on PR as Empat 's public voice grows.
You'll work closely with BD, delivery, and leadership, and lead an in-house team alongside contributors and freelancers.
What You'll Do:
Inbound (our strongest channel)
- Own the strategy for Empat 's inbound acquisition across external platforms and directories (Clutch, GoodFirms, DesignRush, TechReviewer, Sortlist, TechBehemoths): profile optimization, category/ranking strategy, review acquisition (with delivery sourcing client reviews), and sponsored-placement/budget decisions
- Scale organic inbound: SEO, content, LinkedIn, and case studies that lift both platform rankings and direct search
- Own GEO strategy — structure content, FAQs, and site/knowledge-base data so Empat surfaces accurately in AI-generated answers and recommendations
- Reduce platform-concentration risk by diversifying inbound across channels
- Track platform-, search-, and AI-referral-sourced lead volumeand quality/conversionin HubSpot alongside BD — optimize for qualified pipeline, not raw lead count
Strategy & positioning
- Own marketing strategy and roadmap, aligned to the annual revenue target across channels
- Refine Empat 's positioning and messaging across our ICPs, including our AI-native category story
- Partner with delivery and BD to turn project work into case studies, reviews, and PR-worthy stories
- Tighten MQL→SQL handoff with BD in HubSpot, with clear channel attribution on every lead
Channel development & experimentation
- Identify, prioritize, and test new acquisition channels (ABM, paid, newsletters, outbound-adjacent) with clear hypotheses and success criteria
- Build the partner/alliance marketing footprint (e.g. Claude, OpenAI, Microsoft, AWS) and pursue industry awards / analyst recognition
- Run structured experiments — hypothesis, budget/timebox, measure against pipeline impact, kill or scale on results
- Build a repeatable testing cadence so channel bets are validated with data, not opinion
PR & communications
- Own Empat 's external communications: press, founder visibility, thought leadership, and industry commentary
- Develop relationships with tech/business press covering AI, dev tooling, and outsourcing
- Support founders and leadership with talking points, byline content, and conference/media opportunities
AI innovation in marketing
- Lead adoption of AI tooling within the marketing function itself — content generation, campaign analysis, creative production, workflow automation
- Pilot new AI-powered tools/workflows before they're mainstream, keeping Empat 's own marketing as a proof point of its AI-native positioning
- Partner with BD/RevOps on shared AI infrastructure (HubSpot, , Claude API) where marketing and lead-gen workflows overlap
What We're Looking For:
- 5+ years in B2B marketing, ideally for an IT outsourcing or B2B services company selling into the US and/or UK
- Proven track record growing inbound through review/directory platforms — Clutch specifically
- Experience owning positioning and running structured channel experiments — comfortable defining a hypothesis, testing it cheaply, and acting on the result
- Genuine fluency with AI marketing tools and a track record of bringing new ones into a workflow, not just the obvious ones
- Comfortable with technical audiences and translating engineering work into narrative, reviews, and press-ready stories
- Experience with HubSpot (or similar CRM) and channel-level attribution
- Strong writer — able to produce or tightly edit content, reviews, and press materials without heavy agency dependence
- Experience l