VP of Marketing
Link to role overview and recruitment process walkthrough: https://www.loom.com/share/2f23792bc93f450eb1939ff8d7298a52
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Brief overview of this role:
Reports to: CEO
Level: VP (M12 on Sitemate's career framework)
Location: Sydney, Australia. Hybrid, 2 days in office
Team: 7 people across five areas - Performance Marketing, Content Engineering, Marketing Design, Marketing Operations and Product Marketing. You lead through a function lead in each area, specialists within each team roll up through those leads
Remuneration: AUD 220,000 - AUD 240,000 (excl. Super)
About Sitemate
Sitemate builds best-in-class software and AI agents for the built world, helping construction, infrastructure and industrial companies work smarter and faster. Our mission is to multiply the engineering power of the built world.
Storm is the #1 data capture agent for the front line of the built world - converting audio, photos and videos into clean structured records.
With conversational support in-app and across SMS, Whatsapp and phone calls, Storm is shifting front line workers from paperwork and clunky digital forms, to natural language and multi-channel data capture.
Our core platforms are Dashpivot (safety, quality and field reporting), Gearbelt (fleet and asset management), Flowsite (no-code integrations), and the Sitemate mobile app for every worker on site.
We have strong product-market fit, generating thousands of new leads per month through word of mouth and organic channels. We are backed by Blackbird, with 200 people across 18+ countries and entities in Australia, the UK, the US and Canada.
Why this role exists now
We've rebuilt our demand generation engine for the AI era - playbooks that are predictable and channels that convert.
Now, we need someone to scale it across organic (SEO + AEO) and paid (primarily Google Adwords and Meta retargeting).
You'll inherit priorities that are already in motion for the current quarter. Part of the job from day one is executing those well while shaping what comes next.
The role
Sitemate's VP of Marketing owns global demand generation execution across multiple interconnected workstreams: marketing design, product marketing, performance marketing, social media marketing, marketing operations and content engineering.
At Sitemate, managers are player-coaches at every level, including the executive team; time in the detail sharpens the bar you hold, it does not replace the leadership work.
You'll represent marketing to the CEO and the executive team, translating company strategy into clear marketing priorities.
What you own
The performance of the demand generation engine. Content production, performance marketing (paid channels), and marketing operations infrastructure (outbound systems, data, reporting). You decide what's core infrastructure and what stays ad hoc
The marketing org. Everything across Performance Marketing, Content Engineering, Marketing Design, and Product Marketing; the hiring bar and sourcing capacity to hit the plan; the org design, headcount plan, and budget behind it; and performance, promotion, and exit decisions for your function leads and their teams
The marketing operating cadence. Quarterly initiative planning and the scoreboard that proves work moved a baseline (e.g. MQL-to-pipeline conversion, conversion by channel) - including the discipline to cut initiatives that aren't earning their place, even ones you sponsored yourself
The boundary with product-led growth. Where marketing's remit ends and the VP of Growth's product-led motion begins - you own everything that brings a prospect to the point of activation (demand creation, content, brand, paid); Growth owns activation itself and everything after it inside the product (activation, retention, referral, expansion revenue). Written down jointly, revisited as the business changes
Marketing's AI adoption. Setting the department's AI adoption target, deciding what gets automated first (e.g. lead scoring, campaign optimisation), and reporting the measured gain to the executive team - including owning the brand and data-privacy risk that comes with it
Who you work with
CEO. Your manager. You bring synthesised options, and push back when warranted
VP of Growth. Your closest partner. You own everything that brings a prospect to the point of activation - demand creation, content, brand, and paid acquisition; they own activation, retention, referral and revenue inside the product. Ownership boundaries between the two seats are written down - where they are ambiguous, you settle them together and record the decision
Function leads (Performance Marketing, Content Engineering, Marketing Design, Product Marketing). Your direct team. You set direction and standards; they run their teams day to day. Marketing operations work (outbound systems, data infrastructure, reporting) is shared across these teams, with no dedicated lead
Operations. Your partners on org design, levelling, compensation and hiring
GTM leadership. You stay aligned with Sales and Customer Success on what's coming into pipeline and how it's landing with customers
EPD leadership. You need visibility into what Engineering and Product are shipping and when - including new Storm capabilities, so marketing and launch content are ready in time
What needs to happen
Marketing is where Sitemate's AI-era rebuild becomes visible externally first: how we show up in AI search, how fast an idea goes live, whether the engine's actually improving or just busy. In rough order of priority:
Build reliable turnaround infrastructure between Product Marketing and Design, so requests move on a predictable cycle - expected to start as capacity comes online next quarter
Continue the content roadmap. Content Engineering's next clusters beyond what's already live - the shortlist is still being finalised and needs your input to lock it in
Improve search engine and answer engine brand visibility. Meeting customers where search itself is moving
Keep performance marketing compounding. Retargeting iteration, a proper view of lead value by channel, and quarterly paid budget allocation
Build out marketing operations as real infrastructure. Outbound systems, marketing data infrastructure, and clean ownership of reporting and web infrastructure as it transitions to you
What success looks like
By 90 days
You're already making campaign, content, and channel calls personally, day to day - and can point to one that's already moved a real number, with the data behind it
The split between what you own and what the VP of Growth owns is written down and agreed by both of you
Every marketing initiative for the quarter has a named owner and a clear measure of success that you've signed off on
You've told the CEO, in writing, the three things about the current growth engine that concern you most, with a proposed plan
By 6 months
The number of marketing-qualified leads converting into real sales pipeline is measurably up, without content quality slipping to get there
Our approach to AI-driven search is built directly into how content gets made
Content is landing on a predictable schedule
You've reshaped next quarter's priorities based on your own judgement
By 12 months
The engine is pulling in measurably more ways than it did when you joined, without losing what already worked
The quarterly planning and reporting rhythm runs without you personally holding every piece of it together
There's someone ready to step into at least one key leadership role in your team if needed
Day-to-day
Personally make and defend campaign, content, and channel decisions
Own attribution and conversion tracking rigour across the funnel
Run quarterly marketing initiative planning and the breakdown standard beneath it
Coach Content Engineering, Marketing Design, Performance Marketing, and Product Marketing leads on direction and standards
Make build/buy/partner calls on marketing tooling and the AI-era search stack
Represent marketing to the CEO and executive team, and translate company strategy into marketing priorities
How we build
Our Operating Principles are non-negotiable behavioural standards, written down and used in reviews. The ones this seat lives and enforces:
You ship your org chart. If we want an initiative to ship, we look at team structure first. Org design is marketing work
Grow from within. Before opening a search, ask whether someone on the team is ready or nearly ready
Build the business like we build product. Marketing health is measured and reviewed like a product surface
Don't offload the thinking to the next person. A brief to a content engineer, designer, or agency should be complete enough to act on without a follow-up question
Single responsible owner. Cross-functional work gets one accountable owner, with sub-tasks delegated to others
And the values you'll be held to most visibly: Quality Certified (the numbers behind every campaign and content decision are real and recalled in detail), Fast Tracked (decisions of weight get a forcing function), and High Vis (pipeline, spend, and performance data are visible to the whole company).
Who this role is for
You've led marketing through a high-growth, high-change period before, ideally including a scale-up transition and rigorous, ecommerce-style paid acquisition experience
You thrive with ambiguity: given only a symptom, you move fast on your best hypothesis and adjust as you learn more
You have a track record of diagnosing the real constraint behind underperformance - e.g. attribution gaps or a content-to-conversion mismatch - and acting on it directly
You're comfortable being the single accountable owner on cross-functional work, delegating pieces to others while keeping the outcome on you
You lead by example, and actively reinforce the standard
You're comfortable being the single accountable owner on cross-functional work, delegating pieces rather than diffusing responsibility
Who this role is not for
You'd want a full audit before proposing any change to a live, revenue-impacting problem
You rely primarily on a team or agency for campaign decisions, without deep personal involvement in the detail
You'd treat AI-driven search as a checkbox add-on to existing SEO
Your instinct on underperformance is to increase spend or add channels
You share or defer ownership on cross-functional initiatives, avoiding full accountability
You need very stable, clearly defined reporting lines to stay consistent - this role involves real ambiguity as the function and its structure evolve
Skills and tools
Must have
Marketing leadership experience, ideally through a comparable growth-stage transition
SaaS experience
Demand generation experience - including direct ownership of a pipeline/MQL number
Content marketing experience, spanning both SEO and AEO
Performance marketing experience across paid channels, including rigorous, ecommerce-style paid acquisition
Technical fluency in attribution and conversion tracking, with hands-on experience setting it up or debugging it yourself
Nice to have
Vertical tech background
Experience building or owning marketing websites
Growth experience or experience working closely with a growth leader or team
Essential tools
WordPress/Content Management Systems
AI Coding Tools (Claude Code, Open Code, Cursor)
Project Management Tools (Slack, Jira, Confluence)
Google Analytics
Google Search Console
Bing Search Console
Meta channels
Google Sheets
Read before you apply
These are public, and they are how we actually operate. Candidates who have read them tend to have better conversations with us.
Zero Click Forms and Conversational Data Capture, the thinking behind Storm
Life at Sitemate
Full transparency: monthly all-hands share metrics, hiring plans and financial performance. Levels, career frameworks and pay ranges are visible to every employee
Player-coach leadership at every level, including the executive team
Global team across Australia, the UK, the US and Canada
Sydney HQ
Equity, 20 days annual leave plus sick, carer's and compassionate leave, 16 weeks primary and 6 weeks secondary carer parental leave, EAP, L&D budget, home office setup, weekly catered lunches, work-from-anywhere weeks, flex days
People of Sitemate link to hear from the team directly
PLEASE Note:
We hire directly and don’t work with agencies