Head of Marketing - Oakland, CA

Formic • Oakland, CA

12d • $145,000 - $220,000

About The Position

Formic is hiring a Head of Marketing to build, optimize, and lead a scalable engine for creating demand and qualified pipeline. The role owns how Formic presents itself in the market, identifies and reaches manufacturers, and turns engagement into high-quality opportunities for Sales. It spans Marketing, lead generation, Sales Development, and GTM Engineering, while managing a multidisciplinary team and connecting its work to measurable commercial results.

The Head of Marketing will set strategy while remaining close to execution, establish priorities and metrics, and use evidence to decide what to scale, change, or stop. This is a builder role that requires creating clarity from ambiguity, turning experiments into learning and repeatable systems, and developing a team through clear expectations, meaningful delegation, coaching, and accountability.

The role owns Formic's brand and marketing strategy; demand and pipeline generation; Sales Development; GTM innovation and marketing technology; funnel visibility and performance metrics; operating priorities and accountability; and team development. The successful candidate will work closely with Sales, RevOps, and company leadership to align targeting, messaging, lead management, reporting, budgets, and resources with commercial objectives.

Within the first year, success means Formic has a measurable, reliable, and scalable marketing and pipeline-generation engine. The team understands target customers, effective messages and channels, opportunity costs, and investment priorities. Marketing, lead generation, Sales Development, and GTM Engineering work as one connected organization, supported by dependable data and infrastructure, and Sales receives a consistent, growing flow of qualified opportunities whose sources can be explained.

Requirements

• Experience building and leading Marketing, Growth, Demand Generation, or similarly broad functions in high-growth B2B companies, with measurable commercial results.
• Track record of building, improving, and scaling marketing and pipeline-generation systems rather than only managing established operations.
• Deep understanding of B2B demand generation, funnel economics, segmentation, conversion, attribution, and the relationship among Marketing, SDR, and Sales in creating and converting pipeline.
• Experience developing differentiated positioning and messaging for complex products, markets, and buying decisions.
• Strong technical fluency and demonstrated experience evaluating, integrating, and optimizing marketing technology, data, automation, and AI-enabled GTM systems, including diagnosing problems and making informed architectural decisions.
• AI-native mindset and demonstrated ability to apply emerging technologies, experiment rigorously, evaluate results, and turn successful approaches into scalable capabilities.
• Strong people leadership, including building and developing teams, delegating meaningful ownership, addressing performance gaps, and leading through growth and organizational change.
• Operating style combining creativity, analytical rigor, intellectual flexibility, and accountability, with judgment to challenge assumptions, make difficult tradeoffs, and change course when evidence warrants.
• Ability to operate strategically and tactically, create clarity from ambiguity, communicate across functions, and stay close enough to execution to understand and solve problems.

Nice To Haves

• Experience in manufacturing, industrial automation, robotics, industrial technology, or similarly complex B2B markets with long sales cycles and multiple decision-makers.
• Experience directly building or leading SDR organizations, including account-based and territory-based outbound strategies.
• Experience building or leading GTM Engineering, Growth Engineering, or similar technical growth capabilities.

Responsibilities

• Own Formic's marketing strategy, brand presence, positioning, messaging, and story.
• Translate Formic's technology, business model, and customer value proposition into messaging for manufacturers and economic buyers.
• Own content, creative, video, website, customer stories, events, campaigns, thought leadership, PR, product marketing, and other awareness and demand channels.
• Develop differentiated messaging across industries, use cases, personas, and buying-journey stages; turn customer outcomes, deployments, product capabilities, and field learnings into compelling content.
• Build Formic's manufacturing brand while ensuring marketing investments support clear commercial objectives.
• Own qualified pipeline creation across Marketing, lead generation, SDR/outbound, ABM, events, paid, organic, partnerships, and emerging channels.
• Set pipeline goals and build repeatable systems to identify, engage, and qualify manufacturers that fit Formic's ideal customer profile; optimize channel mix, conversion, and resources.
• Lead and develop Sales Development, including targeting, prospecting strategy, messaging, sequencing, coaching, productivity, and performance.
• Establish funnel definitions, ownership, lead routing, and follow-up processes so inbound and outbound interest is captured, acted upon, and handed off to Sales.
• Partner with Sales and RevOps on territory priorities, pipeline needs, lead quality, conversion, and market feedback.
• Measure pipeline contribution, progression, conversion, and cost by source and channel, connect marketing investments to closed-won revenue, and inform investment decisions.
• Lead GTM Engineering, applying AI, automation, data, enrichment, personalization, and emerging technologies to improve customer identification, outreach, engagement, and qualification.
• Own the effectiveness and evolution of the marketing technology ecosystem, including CRM integrations, outbound platforms, lead routing, data quality, attribution, and reporting, in partnership with Sales and RevOps.
• Build and optimize scalable systems for account identification, segmentation, prospecting, personalization, campaign execution, and lead management.
• Evaluate tools and workflows and identify opportunities to simplify, automate, integrate, consolidate, or eliminate work.
• Run disciplined experiments across channels, technologies, data sources, and approaches, with clear hypotheses, measurable outcomes, and decisions about what to scale, change, or stop.
• Ensure GTM infrastructure is reliable, documented, maintainable, appropriately governed, and not dependent on a single person or external partner.
• Establish visibility into the funnel from target account through qualified opportunity, pipeline progression, and revenue.
• Define and own metrics for pipeline creation, conversion, velocity, cost, channel effectiveness, and commercial impact.
• Partner with Sales and RevOps on reliable data, consistent reporting, and a shared understanding of performance.
• Establish an operating cadence that turns performance insights into decisions about strategy, priorities, budget, and resources, holding the organization accountable for outcomes rather than activity.
• Translate company objectives into clear team priorities, ownership, expectations, and measurable outcomes tied to business goals.
• Make disciplined decisions about priorities and resources, challenge assumptions, stop underperforming initiatives, and adapt as the team learns.
• Stay close enough to the work to identify problems, remove obstacles, and hold people accountable without becoming an execution bottleneck.
• Foster transparency, constructive challenge, and open communication about performance, priorities, tradeoffs, and lessons learned.
• Hold agencies, contractors, and technology partners accountable for deliverables, performance, costs, documentation, and continuity; build sustainable processes that preserve institutional knowledge.
• Lead and align a multidisciplinary organization spanning Marketing, content and creative, lead generation, Sales Development, and GTM Engineering around shared commercial goals.
• Build a high-performing team through clear expectations, meaningful ownership, coaching, talent development, and direct attention to performance gaps.
• Assess existing capabilities, develop current team members' strengths, and determine future skill and resource needs.
• Hire thoughtfully and build organizational capabilities that create leverage without unnecessary layers or headcount.
• Foster creativity, curiosity, accountability, experimentation, and continuous improvement, empowering people to challenge assumptions and solve problems.

Benefits

• Equity through Formic's stock option program.
• Competitive and uncapped commission structure for commission-eligible roles.
• Medical, dental, and vision insurance, with 99% of employee premiums and 75% of dependent premiums covered; optional buy-up plans are available.
• FSA and DCFSA, life insurance, short-term disability, and long-term disability, described as 100% employer-paid.
• Fully funded Employee Assistance Program.
• Up to 12 weeks of paid parental leave.
• Company-sponsored 401(k) retirement savings plan.
• One-time home office stipend for fully remote and hybrid employees.
• Monthly cell phone reimbursement toward personal phone and internet expenses.
• Flexible time off.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed