Director of Marketing

CareerPlug

26d•$155,000 - $175,000•Remote

About The Position

CareerPlug helps franchises build winning teams. We want to positively impact the lives of our employees, our franchise and small business owner clients, and their applicants and teams, a reach that impacts millions each year! We provide innovative recruiting and HR software for over 60,000 growing companies and solve one of the biggest problems in small businesses: hiring and retaining the right people. Our applicant tracking and retention software helps companies make better hires to have the right people in place to build a successful business. Our vision is leading us along an inspiring path to accomplish much more. The next stage of our growth will be powerful and will exponentially propel us toward exciting business and, more importantly, mission milestones. We believe that people are the heart of our business and are committed to building one of the best places to work, anywhere. To us, that means putting care and purpose into our hiring process, providing meaningful development and training opportunities for our team members, and living our core values every day. CareerPlug is proud to be an equal opportunity employer committed to fostering a diverse team. Our leadership takes responsibility for creating a safe and welcoming environment built on inclusion and respect for all. CareerPlug is looking for a Director of Marketing to own and lead our marketing function. This is a full-time, hands-on leadership role that blends demand generation, product marketing, lifecycle marketing, and brand execution in a way that helps CareerPlug tell a clearer story and drive stronger adoption across our market. You'll report directly to our CEO and work closely with them and the President to set direction, and then you'll be in the work alongside the team to get it done. This is not a role for someone who leads from a distance through approvals and status meetings. We are looking for a player-coach: someone who can think strategically, plan and manage large-scale projects, and still wants to write the brief, build the email campaign, or dig into the data themselves. Our acquisition model is built on content, organic reach, product experience, and the relationships we build, specifically within franchise systems. The person who thrives here will understand how to market effectively in a high-trust, relationship-driven business where franchisors influence adoption, franchisees need practical value, and strong product experience helps convert interest into action. CareerPlug serves both franchisors and franchisees, and great marketing here requires understanding how those audiences connect. Franchisors choose vendor partners and influence adoption, while franchisees decide whether to engage, implement, and keep using what they’ve been given access to. This role needs someone who can build trust and momentum across both. We have defined positioning, a proprietary customer acquisition framework, and a growing content foundation. The opportunity now is execution: bringing our strategy to life consistently across every touchpoint, activating franchisees more effectively, and building the measurement infrastructure to know what's working. There's real whitespace here for the right person. How we’ll measure success: Demand Engine (MQLs, high-intent traffic growth, content → pipeline conversion) Partner acquisition (number of new franchise brands added) Partner adoption (growth of paid adoption within each brand) Product adoption (growth of franchisees using our Retain product) You may be a great fit if: You have experience in B2B SaaS marketing and understand how brand, product marketing, demand generation, and lifecycle marketing work together to drive growth and adoption You are strong at turning strategy into practical priorities and making good marketing decisions in service of business goals You are humble, collaborative, and low-ego, but still willing to lead clearly and hold a high bar You have a strong driver mindset and a reputation for following through, creating momentum, and making progress without needing a lot of supervision You are a player-coach — you manage the plan and the people, and you're also ready to do a significant portion of the work yourself. You embody our core values and enjoy collaborating across sales, product, and customer success to create great experiences for our customers

Requirements

5+ years in B2B SaaS marketing, with at least 2 years in a leadership or senior individual contributor role
Experience in environments where marketing plays a meaningful role in product adoption, customer activation, and lifecycle engagement
A content-first orientation: you understand how organic content, SEO, and thought leadership drive pipeline, and you're skeptical of (or at least not dependent on) paid advertising and traditional gated lead gen
Demonstrated ability to drive pipeline and revenue impact, not just top-of-funnel metrics

Nice To Haves

Familiarity with the franchise industry, either marketing into it or working directly with franchise brands or operators
Experience with two-sided or multi-stakeholder business models
Background in HR tech, workforce management, or recruiting software
Deep HubSpot proficiency: you should be comfortable building workflows, managing lists, and getting into the weeds of CRM configuration when needed
Comfortable working in Asana and able to align a team to use it consistently
Familiarity with EOS (Entrepreneurial Operating System) — CareerPlug operates on EOS and comfort with the rocks/scorecard model will help you hit the ground running

Responsibilities

Lead the team and the function
Lead a nimble marketing team and contribute directly alongside them. You'll set direction, remove blockers, and also produce work yourself
Manage and allocate marketing spend in line with company goals
Oversee relationships with an external agency and a roster of specialist contractors
Set quarterly priorities aligned to business outcomes and track performance against them
Work directly with the CEO on positioning, thought leadership, and content strategy
Work directly with the CEO to implement content, customer, and product marketing programs that deliver real results
Drive cross-functional collaboration with sales, customer success, and product
Bring our positioning to life across every touchpoint
CareerPlug has defined positioning and messaging. You make sure that the story we've built actually shows up consistently across the website, sales materials, launch messaging, onboarding flows, and content
Audit existing touchpoints and close gaps where messaging is inconsistent or missing
Maintain audience-specific messaging for franchisors and franchisees at every stage of their respective journeys
Support and shape executive thought leadership content
Partner closely with product leaders to lead our product marketing positioning, packaging, and how new features are brought to market
Ensure our product story is relevant for both franchisor decision-makers and franchisee end users
Run our customer acquisition framework
CareerPlug has a proprietary customer acquisition framework. This role isn't about bringing a new acquisition philosophy — it's about building the right tactics to run ours at full speed
Implement the framework end-to-end across awareness, consideration, trial, and conversion for both franchisors and franchisees
Implement our content and SEO strategy targeting franchise operators and HR leaders at franchise brands
Track performance from first touch through trial start and paid conversion, and identify where the funnel needs work
Work with the CEO, president, and sales and partnerships teams on franchisor-facing marketing that supports new partnership development
Drive product adoption and franchisee engagement
Own marketing's role in the franchisee activation and onboarding experience
Develop campaigns and communications that move franchisees from account creation to active platform use
Collaborate with product and customer success to improve trial conversion and reduce churn
Build lifecycle marketing programs that support franchisee retention and expansion
Measure and improve
Define and track KPIs across awareness, acquisition, activation, and retention
Manage marketing analytics infrastructure and report on performance to leadership
Run structured experiments to improve conversion at key funnel stages