Marketing Director

Finite State is building a modern go-to-market engine designed to drive pipeline growth, strengthen brand positioning, and accelerate conversion across the full buyer journey.

We’re hiring a Marketing Director to lead our marketing team and own the integrated cybersecurity GTM motion across demand generation, ABM, digital/web conversion, and competitive campaigns, delivering against our growth plan and pipeline targets. 

The Role

The Marketing Director is the strategic leader reporting into the CRO and orchestrating Finite State’s cybersecurity GTM engine: setting pipeline strategy, owning the integrated GTM calendar, leading demand generation and ABM programs, and driving core initiatives.

This role partners closely with Sales, RevOps, Product, Engineering, and Services to unify pipeline creation across three coordinated motions: Demand Gen, ABM, and Product-Led Pipeline Growth (PLPG).

What You’ll Own

1) Cybersecurity Messaging, Market Positioning & Trust

• Own and evolve Finite State’s security narrative and positioning for technical buyers (CISO, AppSec, Product Security, Security Engineering) and business stakeholders.

• Translate complex topics (software supply chain security, product security, regulatory pressure) into crisp messaging, proof points, and differentiated value—grounded in customer outcomes.

• Partner with Product/Engineering to ensure claims are accurate and defensible; align marketing language with security standards and customer requirements (risk, compliance, audit readiness).

2) Pipeline & GTM Orchestration

• Own the integrated GTM calendar across campaigns, events, webinars, launches, outbound alignment, and partner activity.

• Drive performance against outcomes including pipeline, SAL volume, demo requests, and CAC efficiency.

• Create tight operating rhythms with Sales/BDRs and RevOps to improve speed-to-lead, lead-to-SAL conversion, and measurable ROI across channels.

3) Demand Generation & ABM Leadership (Core Ownership)

• Lead Demand Gen programs spanning events, webinars, website conversion, paid search/social, competitive displacement, and outbound alignment.

• Build and run tiered ABM across must-win accounts (Tier 1 / Tier 2 / Tier 3), orchestrating content, events, outbound, and PR around named accounts.

• Own strategic plays with landing pages, content, webinars, and Sales collaboration.

4) Product Marketing + Sales Enablement for Cybersecurity Deals

• Equip Sales to win technical evaluations with battlecards, competitive talk tracks, objection handling, proof points, and “why us” narratives tailored to security stakeholders.

• Build marketing assets that support the security buying process: evaluation guides, ROI narratives, use cases by vertical (regulated industries), and security assurance collateral.

• Partner with Customer/Services to capture and scale references, case studies, and outcomes that build trust in a cybersecurity purchase.

5) Website & Digital Conversion

• Lead website optimization as the central conversion point for events, outbound, ABM, and campaigns (demo flows, landing pages, personalization, chat, product tours).

• Improve conversion through testing and optimization while maintaining a high-trust security posture (clear proof, credible claims, and frictionless pathways to demos).

6) Product-Led Pipeline Growth (PLPG) + TOFU Automation

• Partner cross-functionally to launch PLPG programs that put product experiences earlier in the buyer journey (interactive demos, PQL signals, post-demo messaging).

• Drive TOFU Intelligent Automation efforts to unify web, outbound, and events into one measurable funnel (automation, attribution, lifecycle/nurture, enrichment, routing).

7) Analyst Relations, PR, and Thought Leadership

• Manage analyst relationships and executive communications; lead PR + thought leadership that reinforces market authority.

• Build a defensible point of view on emerging security and compliance drivers (e.g., supply chain risk, SBOM adoption, vulnerability management expectations), partnering with internal SMEs.

8) Operational Excellence: GTM “Center of Excellence” Leadership

• Serve as Marketing COE lead, creating repeatable playbooks, templates, and documented standards to scale execution.

• Ensure marketing processes are measurable, adopted, and continuously improved (not hero-driven).

Team You’ll Lead

You’ll manage and develop a high-impact marketing team spanning content, field/events, and outbound support:

• Content Marketing Manager — editorial calendar, SEO, gated assets, technical thought leadership, competitive series.

• Field Marketing Specialist — trade shows, field events, executive dinners, webinars, and account-based activations.

• Business Development Representative (BDR) — outbound prospecting, inbound qualification, intent-led outreach across target verticals.

Desired Qualities

• Security fluency + buyer empathy: You can speak credibly to CISOs and security engineers, and you understand the security buying committee (risk, compliance, procurement, technical evaluators).

• Evidence-based communicator: You build trust with clear proof points, defensible claims, and crisp differentiation—no hype.

• Leverage multiplier: You create leverage for yourself and the team by using automation and AI to accelerate execution and impact.

• Pipeline-first operator: You’re equal parts strategist and builder; you love dashboards, experimentation, and closing the loop between campaigns and revenue.

• ABM excellence: You can design named-account plays that connect intent, outbound, content, and field programs into coordinated “account journeys.”

• Cross-functional leader: You earn trust across Sales, Product, Engineering, and RevOps, and you can drive alignment without heavy process.

• Competitive & category-minded: You can create takeout narratives and enable Sales to win against established vendors.

• High-velocity executor: You prioritize sharply, ship campaigns quickly, and raise quality through repeatable systems.

Qualifications

Required

• 7–10+ years in B2B SaaS marketing; experience marketing cybersecurity or highly technical products strongly preferred

• Proven ownership of demand gen and ABM with measurable pipeline impact

• Track record building GTM programs across campaigns, events/webinars, and digital conversion

• Strong marketing operations mindset: planning, reporting, attribution, and funnel optimization

• Excellent writing, messaging, and stakeholder management skills

• Fluency and experience leveraging AI tools and strategies in marketing campaigns and operations

Preferred

• Experience with product-led or product-assisted pipeline programs (interactive demos, product tours, PQL signals)

• Familiarity with modern security topics like software supply chain risk, SBOM, vulnerability workflows, and regulated-industry compliance pressures

• Experience running analyst relations and/or security PR programs

Compensation

Our salary ranges are categorized into two tiers based on geographic location:

• Tier 1 (San Francisco, New York, Seattle): $225,000 - $240,000

• Tier 2 (All Other Locations): $169,000 - $206,000

The final base salary will be determined by experience, skill set, and specific location. In addition to base pay, this role is eligible for equity and benefits.