Marketing Director

📋 Description

• • Finite State is seeking a visionary and results-driven Marketing Director to spearhead our modern go-to-market engine, driving pipeline growth, enhancing brand positioning, and accelerating customer conversion across the entire buyer journey. This is a pivotal leadership role, reporting directly to the CRO, responsible for orchestrating our integrated cybersecurity go-to-market (GTM) motion. You will set the strategic direction for pipeline generation, own the comprehensive GTM calendar, lead impactful demand generation and Account-Based Marketing (ABM) programs, and drive critical initiatives that align with our ambitious growth targets.
• • In this role, you will foster deep collaboration with Sales, RevOps, Product, Engineering, and Services teams to unify pipeline creation efforts across three coordinated and synergistic motions: Demand Generation, ABM, and Product-Led Pipeline Growth (PLPG). Your strategic oversight will ensure these efforts are cohesive and contribute directly to measurable business outcomes.
• • A core aspect of your responsibility will be to own and evolve Finite State’s cybersecurity narrative and market positioning. This involves crafting a compelling story that resonates with both technical buyers, such as CISOs, AppSec leaders, Product Security professionals, and Security Engineers, as well as key business stakeholders. You will translate complex technical concepts—including software supply chain security, product security, and the increasing pressures of regulatory compliance—into clear, concise messaging, robust proof points, and differentiated value propositions that are firmly grounded in tangible customer outcomes.
• • You will partner closely with Product and Engineering teams to ensure all marketing claims are accurate, defensible, and aligned with industry security standards and customer requirements, such as risk management, compliance mandates, and audit readiness. This ensures our messaging is not only persuasive but also credible and trustworthy.
• • As the orchestrator of the integrated GTM calendar, you will manage and align campaigns, events, webinars, product launches, outbound sales efforts, and partner activities. Your focus will be on driving performance against key metrics, including pipeline generation, Sales Accepted Lead (SAL) volume, demo requests, and Customer Acquisition Cost (CAC) efficiency. You will establish tight operating rhythms with Sales and BDR teams, as well as RevOps, to optimize speed-to-lead, enhance lead-to-SAL conversion rates, and demonstrate measurable ROI across all marketing channels.
• • You will lead Demand Generation programs, encompassing a wide range of activities such as industry events, webinars, website conversion optimization, paid search and social media campaigns, competitive displacement initiatives, and outbound sales alignment. Simultaneously, you will build and execute tiered ABM strategies targeting our most critical accounts (Tier 1, Tier 2, and Tier 3). This involves orchestrating content, events, outbound outreach, and public relations efforts specifically tailored to named accounts, creating a unified and impactful experience.
• • A significant part of your role will involve Product Marketing and Sales Enablement for cybersecurity deals. You will equip the Sales team with essential tools to win technical evaluations, including battlecards, competitive talk tracks, objection handling frameworks, compelling proof points, and clear “why us” narratives specifically designed for security stakeholders. You will also develop marketing assets that directly support the security buying process, such as evaluation guides, ROI narratives, vertical-specific use cases (particularly for regulated industries), and security assurance collateral. Furthermore, you will collaborate with Customer Success and Services teams to capture and scale customer references, case studies, and outcome-based stories that build confidence and trust in purchasing Finite State's cybersecurity solutions.
• • You will take ownership of website and digital conversion optimization, viewing the website as the central hub for converting interest generated from events, outbound efforts, ABM campaigns, and broader marketing initiatives. This includes optimizing demo flows, landing pages, personalization strategies, chat functionalities, and product tour experiences. Your goal will be to enhance conversion rates through rigorous testing and optimization, all while maintaining a high-trust security posture with clear, credible claims and frictionless pathways to engagement.
• • You will also drive Product-Led Pipeline Growth (PLPG) initiatives and TOFU (Top of Funnel) automation. This involves cross-functional partnership to launch programs that introduce product experiences earlier in the buyer journey, such as interactive demos, Product Qualified Lead (PQL) signals, and post-demo engagement strategies. Additionally, you will lead TOFU Intelligent Automation efforts to unify web, outbound, and event data into a single, measurable funnel, leveraging automation, attribution modeling, lifecycle marketing, data enrichment, and lead routing.
• • Furthermore, you will manage Analyst Relations, Public Relations, and Thought Leadership efforts. This includes cultivating relationships with industry analysts and executive communications, as well as leading PR and thought leadership initiatives that solidify Finite State's market authority. You will develop a strong, defensible point of view on emerging security and compliance drivers, such as supply chain risk, SBOM adoption, and evolving vulnerability management expectations, in close partnership with internal subject matter experts.
• • Finally, you will champion Operational Excellence by serving as the Marketing Center of Excellence (COE) lead. This involves creating repeatable playbooks, templates, and documented standards to ensure scalable and consistent execution. You will ensure that marketing processes are measurable, widely adopted, and continuously improved, moving beyond a hero-driven approach to a systematic, data-informed methodology.
• • You will lead and develop a high-impact marketing team, including a Content Marketing Manager (responsible for editorial calendar, SEO, gated assets, thought leadership, and competitive content), a Field Marketing Specialist (managing trade shows, events, executive dinners, webinars, and ABM activations), and a Business Development Representative (BDR) team focused on outbound prospecting, inbound qualification, and intent-led outreach across target verticals.