Director, Web & Digital Marketing

Cielo Projects•Boston, MA

About The Position

Velotic is seeking a Director of Web & Digital Marketing to establish and manage the company's digital presence from the ground up. This foundational role involves architecting the digital marketing engine for growth, owning the AEM-based web platform, leading the selection and implementation of the marketing automation stack, driving ABM strategy, and managing social media. The position reports directly to the CMO and will significantly influence how Velotic engages with the market.

Requirements

8–12 years of B2B marketing experience, with significant ownership of web platforms and marketing technology.
Hands-on experience with Adobe Experience Manager (AEM).
Familiarity with modern search visibility practices including SEO, GEO, and AEO.
Demonstrated experience selecting or implementing a marketing automation platform.
A working knowledge of ABM strategy and the platforms that support it.
Familiarity with web compliance requirements including WCAG accessibility standards and data privacy regulations (GDPR, CCPA).
Strong analytical instincts; comfortable using data to make decisions.
Experience marketing complex B2B technology solutions.
Collaborative by nature; ability to build trust quickly with marketing peers, product, IT, and agency partners.
Comfort operating in an early-stage or newly formed company environment where ambiguity is the norm and building from scratch is the opportunity.

Nice To Haves

Experience with HubSpot, Marketo, or Pardot is a plus.
Industrial software, manufacturing tech, or OT/IIoT experience is a plus.

Responsibilities

Own the strategy, governance, and roadmap for Velotic.com, built on Adobe Experience Manager (AEM).
Lead day-to-day site operations including content publishing workflows, SEO, and search visibility, including emerging generative and answer engine optimization (GEO/AEO).
Oversee site health fundamentals including SSL/TLS certificate management, domain governance, and technical infrastructure in partnership with IT.
Ensure the site meets WCAG accessibility standards and remains compliant with applicable data privacy regulations (GDPR, CCPA), cookie consent requirements, and any industry-specific obligations.
Partner with product marketing, demand gen, and creative to ensure the site reflects the full Velotic portfolio: Proficy, Kepware, and ThingWorx.
Manage relationships with AEM implementation partners and internal IT stakeholders.
Define and track KPIs including traffic, engagement, conversion, and pipeline influence.
Lead the evaluation, selection, and implementation of Velotic’s marketing automation platform (MAP) as a greenfield decision.
Own the integration architecture connecting MAP to CRM, AEM, intent data, and other martech tools.
Build and optimize nurture programs, lifecycle workflows, lead scoring, and attribution reporting.
Serve as the internal champion for data hygiene, governance, and compliance across the marketing tech stack.
Define and execute Velotic’s ABM strategy in close partnership with sales and demand generation.
Manage ABM platforms and tooling (e.g., 6sense, Demandbase, or equivalent) and ensure seamless integration with CRM and MAP.
Develop target account frameworks, personalization strategies, and account-level reporting.
Drive alignment between marketing and sales on account selection, engagement signals, and pipeline progression.
Own Velotic’s social media presence across LinkedIn and other relevant channels for an industrial B2B audience.
Develop a content calendar and editorial framework that builds brand awareness, supports demand gen, and engages the manufacturing and industrial operator community.
Establish guidelines, workflows, and measurement for organic and paid social.