Director, Web & Digital Marketing

Director, Web & Digital Marketing

Velotic™ is a leading independent industrial software company providing data‑driven solutions that improve manufacturing efficiency, productivity, and operational insight. Serving customers across manufacturing, oil & gas, utilities, and infrastructure, the company generates more than $300 million in revenue. Velotic's portfolio, anchored by Proficy, Kepware, and ThingWorx, supports the growing data and performance requirements of industrial operators globally, with an emphasis on AI‑enabled manufacturing and industrial software.
We're building our People Operations function from the ground up, and we're looking for exceptional talent who want to shape the future of our culture, systems, and global operating model during one of the most exciting transformation moments in the industrial technology space.
Job Description

The role
We're looking for a Director of Web & Digital Marketing to own Velotic's digital presence from the ground up. This is a foundational role for a newly formed company, and you'll have the rare opportunity to architect the digital marketing engine that will power our growth, not inherit someone else's decisions. You'll own our AEM-based web platform, lead the selection and implementation of our marketing automation stack, drive our ABM strategy, and manage our social media presence. You report directly to the CMO and will be a key voice in shaping how Velotic shows up to the market.
What you'll own
Web platform & AEM
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) to ensure Velotic is represented accurately in AI-powered search experiences
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 relevant to Velotic's customer base
Partner with product marketing, demand gen, and creative to ensure the site reflects the full Velotic portfolio: Proficy, Kepware, and ThingWorx - with clarity and consistency
Manage relationships with AEM implementation partners and internal IT stakeholders
Define and track KPIs including traffic, engagement, conversion, and pipeline influence
Marketing automation & tech stack
Lead the evaluation, selection, and implementation of Velotic's marketing automation platform (MAP) as a greenfield decision and a real opportunity to do it right
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
Account-based marketing (ABM)
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
Social media
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
Qualifications

What we're looking for
8–12 years of B2B marketing experience, with significant ownership of web platforms and marketing technology
Hands-on experience with Adobe Experience Manager (AEM). You need to know how AEM works, what it can do, and how to manage it effectively
Familiarity with modern search visibility practices including SEO, GEO, and AEO as AI-powered discovery reshapes how buyers find solutions
Demonstrated experience selecting or implementing a marketing automation platform; experience with HubSpot, Marketo, or Pardot is a plus
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. You'll need to be comfortable in data and use it to make decisions, not just reports
Experience marketing complex B2B technology solutions; industrial software, manufacturing tech, or OT/IIoT experience is a plus
Collaborative by nature. You build trust quickly with your 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
Additional Information

Why Join Velotic
Culture & Growth
Build foundational People Ops systems, processes, and culture from day one.
Work within a team defined by ambition, collaboration, authenticity, and speed.
Influence global operating models and employee experience at scale.
Work-Life Balance
Flexible work arrangements
Discretionary Time Off (DTO)
Global paid parental leave
Employee Assistance Program (EAP)
Financial & Health Benefits
Competitive compensation
401(k) with employer match (50% up to 8%)
Medical, dental & vision
HSA with company contribution
Life and AD&D (2x salary up to $1M)
Join Us
Help build the People Operations foundation for a global industrial tech leader—and play a direct role in shaping the future of modern manufacturing.