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Head of Marketing

Adaptive

Adaptive

Marketing & Communications
New York, NY, USA
Posted on Friday, March 15, 2024

What we do

Adaptive is a rapidly growing vertical software company building world class financial tools for real estate and construction. We are backed by a16z as well as other top funds and a collection of angels from companies like Brex, Ramp, Airbase, Square, and Shopify.

Why join us?

Power the local built environment

We serve the small businesses that are building communities across our country. Your favorite local café, the new house on the corner, or the ADUs helping to solve the housing crisis were all built by our customers--those that have lived in their cities for their entire lives and have a true passion for their craft. These are creative, dynamic, skilled individuals who bring neighborhoods to life by conceiving of and constructing environments where people connect and build memories. We're powering these businesses with access to the same world class financial services and software that the large developers have.

Join a world class team

We have deep backgrounds in finance, technology, and construction. With a fast-growing customer base and backing from top-tier investors, we have the momentum, team, and vision to win in this massive market. Come join us!

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Role summary

As the first marketer to join Adaptive’s team, you’ll have the opportunity to define how we tell our story to customers, partners, candidates, and more. You’ll partner closely with our founders to craft messaging that aligns with our mission and drives leads, while also rigorously testing the most effective ways to raise awareness and reach our audiences. We’re excited to work with someone who’ll engage with customers to identify the best ways to talk about the Adaptive product, position us in the market, and invest in the right channels. As a well-rounded marketing athlete, you’ll set strategy and manage contractors if needed, but also roll up your sleeves to execute on everything from LinkedIn posts to landing pages to ad copy. We’re looking for someone who wants to truly own marketing from zero to one — and perhaps beyond.

Responsibilities

  • Extend and evolve Adaptive positioning and messaging to make the product’s value (and the pain that it kills) clear and compelling to our core customers.

  • Rigorously test messaging and channels to optimize and grow discovery, lead generation, activation, and retention.

  • Partner cross-functionally to keep sales, product, CX, and marketing aligned. Keep close tabs on the product roadmap to make sure new features are positioned and amplified. Work closely with sales to optimize leads and ensure they have the right positioning and materials.

  • Run launches and campaigns, rallying all marketing channels around significant announcements or messages to boost awareness.

  • Produce case studies, testimonials, web content, social media, and other collateral to strongly convey the benefits Adaptive yields for target customers. Determine what materials are needed at what points in the buyer journey and craft creative solutions.

  • Continuously conduct audience, competitor, and market research to inform not just marketing direction and language, but also product development and GTM motions. Interview for depth of data and report salient details back to the team.

  • Set up metrics that make it easy to understand our funnel, where we need to lean in, spend more, and/or patch holes. Partner with sales to share visibility of the whole user journey and ramp deals won over time.

Qualifications

  • At least 5 years of B2B product marketing experience, with a track record of increasing awareness and lead generation (and ideally people management).

  • Strong written, verbal, and presentation skills. This role will constantly demand quick, precise writing (with voice!), cross-functional influence, action-oriented reporting, and nuanced conversations with domain experts in construction and accounting.

  • Persuasive and actionable storytelling. Via case studies, social media, short-form ad copy, blog posts, and more, you’ll need to be able to simply and powerfully communicate why Adaptive is the best possible financial management product for builders.

  • Excellent project management abilities, making it possible to rally multiple teams to ship experiments, collateral, and campaigns — and respond to data to iterate together.

  • Fluency with qualitative and quantitative insights. You’ll need to be able to generate, analyze, and position data to help the whole team make good decisions and place bets.

  • Passion for many hats is a must as a first marketer. Product marketing may be where you spike, but you’ll also need to moonlight in growth, content, social, comms, etc. as needed while the team grows.

  • Proven builder. This role has leadership potential, but today’s needs are scrappy and executional. You’ll need to be okay digging into the grunt work without looking for headcount — and balance that with strategy and helping the founders understand what comes next.


What we offer

  • Opportunity to own marketing for a rapidly growing, well-funded startup with clear product market fit

  • A highly driven, tight-knit, and passionate team

  • Strong equity compensation