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Sidelines Group is building and bringing to market a new agentic AI product, developed by performance marketing experts with years of hands-on experience.
This is an opportunity to build a brand from the ground up, define its positioning, turn complex capabilities into a clear, compelling story, and shape how the product is introduced, marketed, and sold.
You will work directly with senior leadership to set the marketing direction and turn it into execution, helping build both the product’s identity and the foundations for its commercial growth.
What you'll do
We’re looking for an experienced Head of Marketing with a strong B2B product background and a proven track record of building a product’s brand identity, positioning, and market presence from the ground up.
This is a highly hands-on role. It brings together brand management and product marketing: building a distinct, consistent brand while defining how the product is positioned, how its value is communicated, and how it is brought to market. You will combine strategic leadership with direct involvement in day-to-day execution, taking ownership of both the direction and the work needed to bring it to life.
You will own how the product looks, sounds, and is understood, both internally and in the market. Your scope will include brand strategy, positioning, messaging, website, inbound marketing, and sales enablement.
Working directly with senior leadership and closely with product and sales, you’ll turn complex product capabilities into clear, compelling stories and create the content and materials needed to bring them to customers.
You’ll also lead external agencies, designers, writers, and freelancers, setting clear briefs and holding the work to a high standard, while remaining hands-on in the day-to-day execution.
What Will You Do?
Hands-on leadership. Lead marketing strategy while remaining deeply involved in execution, driving the work forward from planning through delivery. Set the marketing roadmap, define priorities, and decide where to focus resources. Balance building the brand with generating demand and supporting sales.
Positioning. Define where Draper sits in the AI marketing category and why buyers should choose us. Clarify our ideal customers, their needs, and our differentiation. Partner with product and sales on pricing and packaging.
Brand. Build and evolve the Draper identity, from the initial agency brief and creative direction to the style guide, visual language, templates, and tone of voice. Ensure consistency across decks, website, product UI, and social. Lead agency and creative partners from brief through delivery.
Messaging. Build the messaging architecture, including narrative, proof points, objection handling, and audience-specific messaging. Translate technical capabilities into clear customer benefits and business value. Align sales, product, and senior leadership. Write key copy, from homepage messaging to launches and thought leadership.
Go-to-market and sales enablement. Lead marketing planning for the product launch and subsequent releases. Develop pitch decks, product overviews, case studies, and other materials that help sales explain the product’s value and move conversations forward.
Inbound and demand. Build and improve the journey from first touch to qualified conversation through content, SEO, lifecycle email, lead capture, and conversion. Work with sales to assess lead quality and identify what turns interest into customers.
Digital presence. Own the website end to end, including content, structure, SEO, and conversion, as well as organic social, LinkedIn, and the company’s leadership presence. Prioritize additional channels, partnerships, and PR opportunities based on their relevance to our buyers.
Internal communication. Keep the company aligned on the product’s positioning, messaging, and launch plans. Equip relevant teams with the materials and understanding they need to communicate the product’s value consistently.
Measurement. Define marketing metrics, build reporting, and use results and customer feedback to refine priorities. Advise senior leadership on what to stop, improve, and scale.
Requirements
4–7 years of marketing experience, including at least 2 years at a startup with end-to-end ownership.
Proven experience building or substantially repositioning a B2B product’s brand identity, positioning, and messaging, with concrete examples of your work and its impact.
Ability to set marketing strategy and priorities while remaining highly hands-on in day-to-day execution.
Experience leading external agencies and creative partners, from defining the brief to reviewing and delivering the final work.
Experience working directly with senior leadership and partnering closely with product and sales.
Strong understanding of inbound marketing, SEO, website conversion, and marketing measurement.
Strong visual judgment and attention to brand consistency.
Regular hands-on use of AI tools, with sound judgment about where they improve speed and quality and where human input is essential.
Comfortable operating without a playbook, making decisions with incomplete information, and taking ownership from idea through delivery.
Excellent English writing skills, with the ability to make complex products clear and compelling.
Background in performance marketing or AdTech is a big plus.
Experience launching or rebranding a B2B product or company end to end is a big plus.
Ability to build and publish landing pages using modern website tools is a big plus.