Marketing Lead
Primary stack
Nice to have's
Job description
About the Position
We're seeking 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.
Responsibilities
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 volume and quality/conversion in 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, Make.com, Claude API) where marketing and lead-gen workflows overlap
Requirements
- 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 leading marketers and managing contributors/freelancers
- PR/communications experience - you'll own our external voice
Nice to Have
- Existing relationships or negotiating experience with Clutch account teams
- Existing press contacts in tech/startup/AI media
- Partner-marketing experience with cloud/tech alliances (Microsoft, AWS)
- Employer-branding experience
We Offer
- Competitive compensation with performance-based incentives tied to your individual impact and business outcomes
- Real ownership - you'll drive initiatives end-to-end, make independent decisions, and be accountable for results in your domain
- Influence that goes beyond your role - contribute to strategic initiatives, cross-functional planning, and how we grow as a company
- Mentorship and knowledge sharing - both ways: you'll learn from experienced colleagues and have room to share your expertise
- Modern tools, structured development programs, workshops
- English courses tailored for business communication
- Clear career path with transparent promotion criteria
- A culture built on empathy, trust, and openness - where initiative is encouraged, feedback is honest, and people actually care about each other
- Remote work model with an office in central Kyiv
- Medical insurance, paid vacation, sick leave, team events, and corporate presents
About the Company
Empat is a company that specializes in AI-native marketing and B2B services. We are committed to innovation and providing our clients with cutting-edge marketing solutions.
© Empat. This job description was sourced from the employer's public career page. TheJob is not the employer — we index the posting and route candidates to the source. All content rights and hiring decisions belong to the employer.
Empat delivers full-cycle software development grounded in research, empathy, and technical excellence — from system architecture and engineering to UI/UX and go-to-market.We carefully analyze our clients’ business needs and assist in developing efficient, optimized, and user-friendly solutions that bring profit. Our focus is on working with meaningful projects and clients and utilizing technological solutions to change people’s lives for the better.Moreover, we are involved in awesome projects! Imagine this — we launched a startup that facilitates non-verbal communication between loved ones, and it has received significant media coverage. In the US, it has surpassed downloads of popular apps like Netflix, Tinder, Pinterest, and many others! Additionally, we have launched a power bank sharing project in the UAE and Ukraine, and we have also created a game that incorporates augmented reality.A great team is one of our strengths.It is vital for us to interact with each other. Empathy is our core value, not only for our clients but also for our employees.We are utterly free and flexible in our decisions. Every employee has the right to decide and influence, we have a horizontal structure, and everyone is equal. We know for sure that only happy employees are hiding behind well-realized projects.We will be glad to see you at the Empat team!