Head of Marketing

BACKGROUND

Fairing helps growth teams understand what actually drives performance. As signal loss, privacy changes, and offline media make traditional attribution less reliable, Fairing provides a rigorous, defensible way for brands and agencies to measure impact and confidently allocate spend. Today, more than 3,000 brands use Fairing to bring clarity to marketing performance across channels like audio, TV, AI-driven discovery, and other difficult-to-attribute media.

We're at an inflection point. Attribution is breaking. Zero-party data is becoming the most defensible signal a brand can own. AI is rewriting how customers discover products — and not just via search. The category is moving in our favor, and we have the product, the customer base, and the proprietary data to lead this conversation.

We need someone to make sure the right people hear it.

Fairing is hiring its first dedicated Head of Marketing. You'll own positioning, demand, lifecycle, content, and product marketing as a hands-on generalist. You'll report to the SVP of Strategic Partnerships and work directly with the CEO, product, and partnerships teams.

Our GTM runs one engine with two exits. Thousands of brands discover Fairing through content, search, and word of mouth, self-educate, and install — the site does most of the lifting. A growing segment of enterprise accounts ($20–25K ACV) follows the same educational path but ends with a sales conversation. The weighting is roughly 70/30 sales-led to self-serve, but the engine is the same: authority content, AEO-optimized for how buyers actually research today, with a scoring and routing layer that decides who gets human time. You're not building two separate playbooks — you're building one machine that routes intelligently.

This is an IC role today with a clear path to building a team as the function scales.

WHAT YOU'LL DO

Own Positioning and Messaging

- Sharpen Fairing's positioning across our core audiences: DTC growth teams, agencies, platforms, and data buyers

- Translate technical capability — zero-party data, post-purchase survey methodology, attribution modeling — into sharp language that makes growth practitioners sit up and pay attention

- Build the narrative for Fairing's role in an AI-first commerce world, where context and direct customer signal become the scarce inputs

- Root strategy in closed-won evidence. What do our best customers say drove them here? What language do they use? That becomes the content, the positioning, and the ICP definition — re-weighted quarterly as the signal changes

- Develop category-defining content: POVs, frameworks, benchmarks, and primary research drawn from our aggregate dataset

Run Demand — One Engine, Two Exits

- Own the lead and pipeline number alongside Partnerships and Sales

- Build and run the content and AEO machine: authority content that ranks in traditional search and surfaces in LLM-driven discovery (ChatGPT, Perplexity, AI Overviews). This is our primary unpaid acquisition channel and it needs to be owned, not monitored

- Design the PLG motion: the site, onboarding flows, and activation triggers that let self-serve brands get to value without touching sales. The goal is for the site to do 80–90% of the lift for the mass-market segment

- Architect the enterprise GTM layer: ABM programs, closed-won mining, stage-velocity reporting, and field plays that give Sales the right accounts, the right content, and a clear read on pipeline health

- Build the routing layer: a scoring model that identifies when a self-educating prospect has enough intent and fit to warrant human time, and routes them cleanly

- Stand up what's missing and replace what's underperforming. No ego about what's been done before

- Partner closely with our SVP of Partnerships and Partnership Manager on co-marketing, agency programs, and event motion

Own Lifecycle Marketing

- Build the lifecycle engine across the full customer journey: acquisition, activation, expansion, and retention

- Design segmented programs that serve high-volume self-serve brands differently from enterprise accounts — with appropriate personalization, timing, and channel mix for each

- Partner with CS to reduce churn and surface expansion opportunities through marketing-driven engagement

- Use product usage data to identify behavioral signals and trigger the right outreach at the right moment

Drive Product Marketing

- Own launches end-to-end: positioning, narrative, enablement, content, and the post-launch measurement loop

- Build messaging for new product surfaces (Shopify Analytics integration, AI Performance, Crossbeam, and what's next)

- Sit close to product. Customer interviews, feature scoping conversations, beta feedback. You should know the product as well as anyone on the team

- Build sales and CS enablement materials that actually get used

Build the Brand

- Own Fairing's voice across the website, social, content, and customer-facing materials

- Lead the next chapter of the marketing site rebuild and drive ongoing iteration

- Establish Fairing as the most credible voice in zero-party attribution — bylines, podcasts, conferences, primary research. We want to be cited, not just present

- Manage and grow Fairing's organic and earned presence

Operate as a Leader

- Connect marketing investment to revenue, not impressions. We run a weekly business review; you'll be expected to show leading indicators (meetings booked, stage velocity, activation rates) and explain what's moving and why

- Engage with the model, P&L, and usage data and tie programs to business outcomes

- Participate in leadership meetings and contribute to GTM and product strategy beyond marketing's lane

- Build the case for when to hire, what to hire, and how to scale the function

WHAT WE'RE LOOKING FOR

Required

- 6–10 years of B2B SaaS marketing experience, ideally spanning a generalist or "first marketer" capacity at companies with product-led growth

- Fluent in the PLG playbook — activation, onboarding, lifecycle, product-triggered campaigns — and equally comfortable designing a sales-led enterprise motion alongside it. You understand that these aren't separate engines; they're different exits off the same road

- Thinks in closed-won evidence. Your content strategy, ICP definition, and channel mix derive from what's actually converting — not channel intuition or org doctrine. You re-weight when the data changes

- Answers terminate in revenue. You know the leading indicators that connect marketing activity to the number, and you report on them without being asked

- Demonstrated range across demand gen, product marketing, lifecycle, and content. Not a specialist in one lane

- Strong writing. Sharp, direct, opinionated. You can take a complex technical concept and make a smart non-technical reader care

- Hands-on with data. You can pull a query, read a dashboard, and design a measurement plan for your own programs

- Track record of taking a product or category narrative from "we explain it every call" to "the market understands it"

- AI-native in your workflow. You use AI to write faster, build internal tools, automate reporting, and move with fewer resources. This isn't aspirational — it's how we expect marketing to operate here

Nice to Have

- Background in ecommerce, DTC, Shopify ecosystem, attribution, or measurement

- Experience marketing to growth and performance teams specifically

- Prior experience as a first or early marketing hire at a startup that subsequently scaled

- Hands-on experience with AEO / LLM-visibility optimization — you've driven results in AI-driven discovery channels, not just tracked them

- Experience marketing developer tools, low-code/no-code platforms, or analytics products — audiences that require both technical credibility and business-value storytelling

- Experience with primary research, original data storytelling, or category creation

COMPENSATION & BENEFITS

- Base salary: $150,000–$180,000 depending on experience, with upward flexibility for exceptional candidates

- Meaningful equity (stock options)

- Health, dental, and vision

- Parental leave

- Flexible working hours

- A dynamic, collaborative team where marketing has a seat at the product and GTM table from day one

LOCATION

New York City preferred. We operate on a hybrid model (3 days per week in our Midtown office), with flexibility for exceptional candidates.

Fairing is an Equal Opportunity Employer and does not discriminate on the basis of an individual's sex, age, race, color, creed, national origin, alienage, religion, marital status, pregnancy, sexual orientation, or affectional preference, gender identity and expression, disability, genetic trait or predisposition, carrier status, citizenship, veteran or military status and other personal characteristics protected by law. All applications will receive consideration for employment without regard to legally protected characteristics.