This is a rare opportunity to join an incredibly ambitious startup from day one. From defining our messaging to building the go-to-market strategy, your work will shape how potential customers discover, understand, and choose Format.

This person must be comfortable across most marketing disciplines: product marketing, content, demand generation, and communications. Therefore, you are likely a generalist B2B SaaS marketer that loves being part-strategist, part-doer. You’ll be a great fit if you have built a marketing function from the ground up before.

What you will be responsible for:

In year one, success means figuring out how to build a scrappy engine that delivers hundreds of qualified B2B leads. In year two, it’s about scaling that engine—developing the playbook to 10x our top-of-funnel growth.

(1) Own and test ICP assumptions:

• Build hypothesis-driven customer personas
• Validate this ICP data continuously
• Deeply understand where to find potential buyers within our ICP

(2) Build multi-channel lead funnel:

• Ideate and launch campaigns tailored to ICP pain points
• A/B test formats like webinars, content series, product-led content, and case studies
• Run rapid experiments across channels to find what sticks
• Scale high-performing tactics quickly

(3) Own our online presence:

• Take full ownership of our website and social channels
• Lead the content strategy across platforms