Product Marketing (Marketing Lead)

Define how OneCrew wins, and make the market feel it. Paving contractors are practical buyers. They don't care about hype. They care about a clear answer to: why you, why now, why not the other guys. That answer is positioning, but positioning only matters if it shows up in pipeline, deals, and revenue. We're hiring our first marketing leader to own both how OneCrew is positioned in the market and how that positioning translates into qualified pipeline and revenue. This is not a support role. It's a GTM ownership role. You'll work across product, sales, and leadership to turn what we build into why it matters, get that message into market, and ensure it drives measurable growth. WHAT YOU'LL OWN Positioning and messaging. Own OneCrew's positioning across our three segments: - scaling paving operations - mid-market commercial paving - PE-backed roll-ups and enterprise Build and continuously refine the messaging frameworks, value propositions, and talk tracks that actually get used in deals. You are accountable for making sure the market and our sales team can clearly understand why we win. Pipeline and GTM strategy. Own how positioning turns into pipeline. Drive: - ICP definition and refinement - segment prioritization based on revenue efficiency - campaign strategy across outbound, inbound, partnerships, and events - how messaging shows up across every buyer touchpoint We use agencies and tools for execution. You own the strategy, direction, and outcomes. Sales enablement. Build the assets and systems that help sales win: - pitch decks, one-pagers, and battlecards - objection handling and competitive positioning - ROI models and demo narratives - email sequences and follow-up frameworks Partner directly with Glenn and the AE team. Sit in on calls, identify where deals stall, and fix it at the messaging, positioning, or process level. If deals aren't closing, you help diagnose why and fix it. Product launches and GTM execution. Own the full launch motion for new capabilities, from positioning and narrative through sales training, customer and prospect communication, and in-product messaging. Every meaningful release has a clear strategy, a defined owner (you), and a measurable outcome in pipeline, adoption, or revenue. Website and conversion surfaces. Own messaging across the website, landing pages, and campaign flows. You ensure consistency between what the market sees, what sales says, and what the product delivers. Execution may be delegated. Accountability is yours. Customer and market insight loops. Stay close to the market. Run customer and prospect interviews, join sales calls and QBRs, and analyze win/loss data. Continuously refine positioning, ICP definition, and buying triggers. You don't guess what resonates, you know. Pricing and packaging support. Partner with leadership on pricing strategy, packaging and SKUs, and monetization opportunities. Own how changes are communicated and adopted in the market. Competitive intelligence. Maintain a sharp view of the market, from competitors in active deals to emerging players and shifting buyer expectations. Translate insights into battlecards, sales strategies, and product recommendations. When reps ask "how do we win this deal," you have the answer. Measurement and growth accountability. Instrument and own performance across: - pipeline creation and quality - win rates by segment - deal velocity - launch impact (adoption and revenue) - messaging and campaign effectiveness Kill what isn't working. Double down on what is. WHAT YOU'LL PARTNER ON Content production, website design, brand creative, and event logistics are supported by agency partners and internal resources. You write briefs, set direction, review outputs, and ensure strategic alignment. You are not a content factory, but you are responsible for making sure everything shipped is strategically correct and effective. THIS ROLE IS FOR YOU IF - You're strategic and deeply executional - You've worked in B2B SaaS where marketing had to punch above its weight - You know how to influence real buying decisions, not just build decks - You're comfortable with practical, skeptical buyers and know how to earn trust without fluff - You're data-fluent and AI-enabled, and you use evidence, not vibes - You default to ownership, speed, and accountability - You care about outcomes (pipeline, revenue), not just outputs THIS ROLE IS NOT FOR YOU IF - You want to own brand or creative as your primary function - You want to be a content marketer - You need a large team or budget before you can be effective - You prefer strategy decks over being in deals, launches, and execution - You're not comfortable being directly accountable for growth outcomes REQUIREMENTS Path A: Product marketer looking for ownership and growth - 3-7 years of product marketing experience in B2B SaaS, ideally SMB or mid-market field service, vertical SaaS, or construction tech - Proven experience building positioning and messaging frameworks, running launches tied to business outcomes, and enabling sales teams to win real deals - Experience working directly with sales (calls, QBRs, deal support) Path B: Strong generalist passionate about marketing and growth - 3-7 years in a high-performance strategic, analytical, or operational role (strategy consulting, investment banking, PE, BizOps, founder, chief of staff, or similar) - Demonstrated ability to influence GTM strategy, messaging, or buying decisions in a real-world environment, not just analysis - Deep interest in how markets are won: positioning, category design, buyer psychology Regardless of path, you have: - Comfort owning outcomes in ambiguity - Ability to quickly learn new industries, products, and tools - Fluency (or fast ramp) in HubSpot, Google Analytics, and data analysis - Exceptional communication and the ability to explain complex value simply - Strong prioritization and project management across multiple initiatives Bonus: - Experience marketing to contractors, tradespeople, or non-tech-native buyers - Background in competitive intelligence or win/loss programs - Experience at a Series A or B company building PMM from zero - Familiarity with vertical SaaS leaders like ServiceTitan or Procore COMPENSATION AND LOGISTICS - $120K-$180K base plus meaningful early-stage equity - Full medical, dental, and vision (most options 100% covered) - Unlimited PTO - San Francisco office (550 California St), 3+ days a week in-office - Occasional travel for customer visits and industry events OneCrew is an equal opportunity employer. We hire on qualifications and don't discriminate on any basis protected by federal, state, or local law, including race, color, religion, national origin, ancestry, sex, sexual orientation, gender identity or expression, pregnancy, age, disability, medical condition, marital status, military or veteran status, or genetic information. Qualified applicants with arrest and conviction records will be considered for employment in accordance with the San Francisco Fair Chance Ordinance and the California Fair Chance Act.