Marketing Lead

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, Make.com, 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 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

• 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.