Marketing Lead

About 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.

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 volumeand quality/conversionin HubSpot alongside BD — optimize for qualified pipeline, not raw lead count.
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‍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.
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‍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.
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‍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.
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‍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.
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‍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 leading marketers and managing contributors/freelancers;
• PR/communications experience — you'll own our external voice.
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‍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.
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We offer:

• Interesting projects and challenges that will ensure your development as a specialist and as a person and also the acceleration of our victory;
• Work in a team of creative, proactive and empathic people;
• Full working day with a flexible and animated schedule for you, because the main focus is the result, not the time or place;
• A comfortable, stylish and sunny office with a view of the city center (Chykalenka str) and the opportunity to work at home when you feel not so full of beans or just moody or lazy (with a generator and battery installation );
• Lack of bureaucracy, regular feedback and support from colleagues;
• Medical insurance;
• Equal salary;
• Trial period (3 months on average);
• Fun parties, online-activity, picnics and more.