Marketing Lead

Workyard • San Francisco, CA

2d • Hybrid

About The Position

Workyard is a growing startup focused on the U.S. construction and trades markets. We are the operating system for contractors, starting with accurate time cards and expanding to job costing, scheduling, and payroll. We sell to a skeptical audience that values ease of use and problem-solving. We are lean, efficient, and growing fast, seeking a marketing leader to act as a force multiplier. This role is distinct from the growth team (paid acquisition, AEO, product-driven growth) and focuses on building brand awareness and market demand. The goal is to make Workyard a recognized name before contractors begin their search, attracting more contractors to the category. This will be achieved through presence at trade events, LinkedIn, Facebook groups, partnerships, and fostering contractor-to-contractor conversations. The ideal candidate will sharpen our pitch, establish an unignorable presence in contractor communities, make sales and partnerships more effective, and leverage happy contractors into case studies, references, advocates, and expansion revenue.

Requirements

• World-class craft in communication and judgment, with the ability to produce high-quality work yourself and direct others.
• Ability to translate strategy into tangible artifacts (e.g., homepage copy, sales decks, booth designs).
• Exceptional listening skills to gather signals from sales calls, job sites, and customer interactions to inform messaging.
• A doer's instinct with a self-motivated drive to ship work quickly.
• Load-bearing capability: ability to absorb problems and find solutions independently.
• Resourcefulness and technical aptitude to analyze data and use systems with minimal assistance.
• Intellectual curiosity to deeply understand the industry and audience.
• Strategic thinking with the ability to engage in high-level discussions about prioritization and positioning.
• Commercial obsession, with a focus on pipeline and revenue as key performance indicators.
• Experience in a startup environment or a strong desire to build Go-To-Market strategy at a startup.
• Experience in consulting, finance, operations, or product roles is a plus.
• Ability to travel to events and customers as required.
• Comfort working with contractors and on job sites.
• Ability to build personas from recorded sales calls rather than solely from research decks.

Nice To Haves

• Experience on a high-performing marketing team with a proven track record.
• Experience leading marketing efforts at an early-stage company.
• Familiarity with the construction and trades markets.

Responsibilities

• Sharpen Workyard's pitch to resonate with contractors within five seconds.
• Establish Workyard's presence at events, communities, and channels where contractors are active.
• Enhance the effectiveness of sales and partnerships.
• Transform satisfied contractors into valuable assets: case studies, references, advocates, and expansion revenue.
• Own market positioning, including how Workyard is described, its target audience, differentiators, and competitive messaging across all channels.
• Drive brand and demand generation through events, LinkedIn, community engagement, forums, content, and partnerships.
• Manage customer marketing, including case studies, references, testimonials, advocates, and expansion revenue within existing accounts.
• Ensure all marketing surfaces (homepage, sales deck, event booths, social media, partner materials, etc.) are crafted to capture attention quickly from a skeptical audience.
• Develop and direct strategy for positioning, copy, and content across all marketing touchpoints.
• Provide visual direction for agencies and freelancers for creative assets like videos, event designs, and booth layouts, ensuring high-quality output.
• Personally execute initial marketing plays (e.g., write the first case study, attend an event) before scaling.
• Organize and scale proven marketing plays with budget and authority.
• Contribute to a significant percentage of new ARR through marketing initiatives, with clear traceability to pipeline and closed-won revenue.
• Ensure marketing programs are accountable in dollars, focusing on pipeline and revenue generation.

Benefits

• Competitive base salary
• Meaningful equity
• Budget and authority to deploy capital for scaling marketing initiatives
• Opportunity to build a team over time

What This Job Offers

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