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.
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, , 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
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.
