Xpanner is seeking a strategic and hands‑on Head of Marketing to lead and scale our U.S. marketing function. This role will drive market strategy, brand awareness, demand generation, and customer engagement across the construction, robotics, and industrial technology sectors.
The ideal candidate is a builder with experience creating and executing successful marketing programs in a fast‑paced environment. They will lead messaging, demand generation, content, events, and sales alignment while helping expand Xpanner's presence in the U.S. market.
Job Responsibilities
- Develop and maintain a clear U.S. go‑to‑market strategy aligned with company growth objectives.
- Identify target customer segments, buying personas, and market opportunities.
- Continuously evaluate market feedback and refine positioning, messaging, and channel strategy.
- Own marketing‑sourced pipeline generation and contribution to revenue.
- Develop and execute multi‑channel demand generation campaigns across digital, content, ABM, email, paid media, and organic channels.
- Analyze campaign performance and optimize marketing investments based on measurable business outcomes.
Messaging & Content Development
- Lead development of customer‑facing messaging, positioning, and value propositions for the U.S. market.
- Create and oversee content including website copy, sales materials, presentations, newsletters, case studies, and thought leadership content.
- Ensure consistency across all marketing and communication channels.
Events & Field Marketing
- Plan and execute trade shows, industry events, customer seminars, demonstration days, and speaking engagements.
- Manage event strategy, logistics, onsite execution, and post‑event follow‑up activities.
Public Relations & Industry Engagement
- Build relationships with industry media, analysts, influencers, and strategic partners.
- Develop PR initiatives that increase market awareness and support company growth objectives.
- Partner closely with Sales leadership to ensure alignment on pipeline goals, account targeting, messaging, and customer feedback.
- Support sales enablement efforts through content, presentations, and market intelligence.
Executive & Investor Communications
- Support executive leadership with investor presentations, board materials, fundraising communications, analyst briefings, and strategic messaging initiatives.
- Manage external agencies, contractors, and marketing vendors as needed.
- Build and scale the marketing organization as company growth requires.
What We're Looking For
10+ years of B2B marketing, with real ownership of pipeline outcomes.
Title matters less than scope. We want to see multiple periods in your career where you were the person responsible for whether marketing produced revenue — not the person executing under someone who was. By this point, you should have a clear, defensible point of view on what works in B2B demand generation and what doesn't, earned the hard way.
Evidence of building, not maintaining.
Tell us about a market, segment, or motion you took from zero or near‑zero to something real. Walk us through the decisions, including the wrong ones. We're more interested in how you think than in the logos on your résumé. And by "building," we don't just mean directing others to build. At this seniority, many marketers have moved fully into management. This role still requires you to be hands‑on: writing, producing, and executing alongside whatever team forms around you over time. If you've grown out of that, this won't be a fit.
Strong communication across stakeholders.
Communication is core to this role, not a side activity. You'll be shaping messaging, aligning with U.S. Sales and cross‑functional teams, and engaging with external partners and customers. Clear, direct, opinionated writing and speaking.
Comfort with hardware and complex B2B sales cycles.
ConTech, robotics, industrial automation, construction tech, or adjacent. If you've only sold pure SaaS to other software companies, the buyer psychology here will surprise you — that's not disqualifying, but you should know it going in.
Operating independently across time zones.
You will be the senior marketing voice in the U.S. You need to be able to make decisions, defend them, and move without waiting for permission — while keeping HQ informed enough to stay aligned.
Ability to support C‑level on investor‑facing work.
Our C‑levels need a strong marketing partner to help shape investor updates, fundraising narratives, analyst conversations, and board‑ready materials. We need someone who can hold both the customer story and the investor story in mind, and produce work for either audience when asked. If you've done this kind of supporting work before — even informally — say so.
What Would Make Us Especially Interested
- You've worked at a company where the market didn't know you existed, and you helped change that.
- You've discontinued a marketing program that wasn't working, against internal resistance.
- You read industry publications in construction, robotics, or industrial automation out of genuine interest, not just for work.
- You're comfortable using Generative AI tools as a real part of how you work, not as a buzzword.
What This Role Is Not
- It is not a pure brand management role. Demand comes first; brand follows from the demand we create.
- It is not an agency‑management role. Agencies and contractors are useful leverage, but the thinking, the standards, and the messaging come from you.
- It is not a role where HQ defines the message. You define the U.S. message, and you defend it — with the data and customer evidence to back it up.
- It is not a role with an established team and clear precedent on day one. The U.S. marketing function is being built. If you need a mature environment to do your best work, this stage of company will likely be frustrating.
Process
Expect a working session as part of the interview, not a case study with right answers, but a conversation about how you would actually think through our U.S. go‑to‑market challenge with the limited information you have. We're trying to understand how you reason, not whether you can prepare a polished deck.
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