<aside> <img src="/icons/city_gray.svg" alt="/icons/city_gray.svg" width="40px" /> Certivo

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<aside> <img src="/icons/row_gray.svg" alt="/icons/row_gray.svg" width="40px" /> Table of Contents

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<aside> <img src="/icons/flash_gray.svg" alt="/icons/flash_gray.svg" width="40px" /> Apply Now!

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Location: In‑person/Hybrid (US)

Department: Growth/Marketing

Reports to: CEO

Type: Full‑time

Why this role exists

Certivo is the Evidence & Market Readiness platform for manufacturers. We turn regulatory evidence (UL/CE/IEC/CSA; RoHS/REACH/TSCA/PFAS; NSF/ANSI 61/372; CE DoC/DoP; EPD/EN 15804) into market‑ready packets so products pass reviews, bids win, and shipments don’t get held. All automatically, at scale, with AI.

You will build and scale our industrial go‑to‑market engine—vertical narrative, packet assets, partner corridors, and PLG lifecycle—so that AEs are consistently fed with high‑intent, “Generate Packet” demand across Instrumentation, Systems & Controls, Panels/Power, and PVF/Water (with expansion into adjacent sectors).

Focus and evolution

• Initial focus (70–80%): Industrial segments installed in facilities/projects—Instrumentation, Systems & Controls, PVF/Water, Electrical/Power.
• Adjacencies (20–30%): Support proof points in materials/sustainability and other regulated categories using shared packet templates.
• Expand scope: Broaden once two lanes are repeatable and ≥30% of opportunities are partner‑sourced.

What you’ll own (the growth engine)

• Narrative and positioning: Outcome‑led story (more wins, first‑pass approvals, minutes‑to‑packet, fewer holds, lower cost‑per‑proof) mapped to our pricing model.
• Website and SEO: Industry pages, Solutions, “Why Certivo,” Evidence Pack pages, gated sample packets, conversion paths.
• Content and offers: Guides/checklists (UL/CE/NSF; RoHS/REACH/TSCA/PFAS; EPD/EN 15804; DoP/CPR), ROI one‑pagers, case minis, webinar content.
• PLG lifecycle and activation: Trial onboarding, email/in‑app nudges to Generate Packet, doc‑upload prompts, paywall/cross‑sell cues; auto‑route packet‑intent events to AEs.
• Partner marketing: Co‑marketing with testing/listings labs, program operators, distributor groups; webinars, co‑branded offers, deal‑registration flows.
• Campaigns and ABM: LinkedIn + retargeting; account lists by lane; light field events.
• Attribution and reporting: GA4/HubSpot dashboards; SAL/SQL/opportunity creation; PLG trial→paid; source mix; CAC efficiency.

Commercial model (how you’ll position pricing)

• Not per‑user. Subscriptions are scoped by parts/SKUs and BOMs under management; active supplier count; and covered sites/markets.
• Customers select Market Readiness Packages (choose one or more): Safety & Listings; Materials & Substances; Sustainability; Market Access; OEM/MRO & Audit.
• Expansion levers: add parts; add suppliers; add packages; add sites/markets; throughput blocks. ACV lift via two to three package bundles and multi‑site coverage.

Outcomes and hard targets (quarterly)

• Sourced pipeline: ≥35–45% of opportunities (marketing + partners).
• Conversions with Sales: Lead→SQL ≥30%; SQL→Opp ≥50%; Opp→Close ≥25%.
• PLG: trials 250–600 per quarter (ramping); trial→paid ≥4% by Q2 and ≥6% by Q4; AE attach on packet‑intent MQLs ≥80% inside <2h.
• Content velocity: two gated offers per quarter and two webinars per quarter.
• SEO: +30% quarter‑over‑quarter non‑brand organic to industry/solution pages until base is established.
• Efficiency: improving CPL, cost/SAL, cost/opportunity quarter‑over‑quarter; ≤6‑month CAC payback on paid programs.

Responsibilities

• Ship the story: Draft and maintain messaging for Instrumentation, Systems & Controls, PVF/Water, Electrical/Power; anchor to packet outcomes and pricing.
• Own the website: Build and iterate pages (Industries, Solutions, Why Certivo, Evidence Packs) with clear CTAs to demo and sample packet download.
• Create offers that convert: Checklists, packet templates, calculators, case minis—each with nurture paths to AE.
• Run partner marketing: Plan and execute lab/operator/distributor webinars; co‑branded assets; partner emails; track sourced opportunities.
• Drive PLG activation: Lifecycle emails and in‑app nudges that move trials to Generate Packet → upload docs → AE consult.
• Instrument everything: UTM discipline; dashboards for SAL/SQL/opportunity creation, PLG conversion, source mix; weekly reporting to CEO.
• Enable Sales: Demo scripts; objection handling; one‑pagers; content index mapped to stages; sales plays per vertical.

Industrial sub‑verticals you’ll cover (and build assets for)

1. Test & Measurement / Instrumentation—multimeters, power/thermal/IAQ analyzers, sensors, loggers, calibrators.
2. Systems & Controls (HVAC/Automation/Lighting)—controllers, sensors/meters, VFDs, actuators, luminaires/drivers.
3. PVF / Water & Fire Protection—press fittings, valves, PEX, backflow, hydrants/sprinkler valves.
4. Electrical Enclosures, Panels & Power Distribution—enclosures, panelboards/switchboards, busway, cable systems.
5. Drives, Motors & Motion—motors, VFDs, actuators, motion controllers.
6. Filtration and IAQ Components—media, housings, UV‑C modules, air cleaning components.
7. Water/Wastewater and Utility Skids—treatment skids, pumps, analyzers, blowers, chemical feed.
8. Data Center Infrastructure Components—PDUs/busway, thermal units, monitoring/sensors, switchgear components.
9. On‑site Power and Energy Storage—generators, BESS/ESS components, microgrid controls, ATS.

Adjacent expansions (in scope)

• Robotics & Machine Builders; Packaging Machinery & Automation Cells; Semiconductor/High‑Tech Tools; AGVs/AMRs & Industrial Trucks; Machine Tools & Metalworking; HazLoc/Explosion‑Proof Equipment; Ovens/Furnaces & Thermal Processing; Pressure Equipment & Skid OEMs; Building HVACR & IAQ; Industrial Lasers & Welding; Process Instrumentation & Functional Safety; Industrial Wireless/Radio (RED, FCC/IC); Industrial Cybersecurity (IEC 62443, UL 2900‑2‑2).

For each, you’ll produce pages, offers, and webinars mapped to the right packets (Listings/Certifications, Substances, Distributor/Contractor Submittals, NSF 61/372, Owner/Operator/Commissioning, and related evidence sets).

30 / 60 / 90‑day plan

0–30 days

• Launch/update site: Industries hub (Instrumentation, Systems & Controls, PVF/Water), Solutions, Evidence Packs, Why Certivo.
• Ship two offers (for example, Submittal Pack sample and RoHS/REACH/PFAS checklist) with nurtures.
• Wire PLG lifecycle (welcome → Generate Packet → upload docs → AE consult).
• Stand up dashboards (GA4 + HubSpot). Targets: 100–120 leads; 30–40 SALs; 12–15 SQLs; 6–8 opportunities; PLG trials 150–200; paid ≥4% by end of Q2.

31–60 days

• Run two partner webinars (lab + distributor/operator); co‑branded landing pages; follow‑up sequences.
• Publish EPD/EN 15804 or DoP/CPR guide (depending on lane priorities).
• Add a case mini with time‑to‑packet and first‑pass approval metrics. Cumulative: 250–300 leads; 70–90 SALs; 30–40 SQLs; 15–20 opportunities.

61–90 days

• Extend site to Electrical/Power deep pages; add Retailer/AHJ packet offer.
• Optimize paid (LinkedIn/retargeting) to ≤6‑month CAC payback.
• Review PLG funnel; lift trials to 250–300 per quarter; paid ≥4%; AE attach ≥80%.

What great looks like (KPIs)

• Sourced pipeline: ≥35–45% of opportunities (marketing + partners).
• Conversions: Lead→SQL ≥30%; SQL→Opp ≥50%.
• PLG: trials 250–600 per quarter; trial→paid ≥6% by Q4; AE attach ≥80% in <2h.
• Content/web: two gated offers and two webinars per quarter; non‑brand organic +30% quarter‑over‑quarter until base is set.
• Efficiency: improving CPL, cost/SAL, cost/opportunity; ≤6‑month CAC payback; attribution hygiene ≥95%.

Qualifications

Must‑have

• 5–10+ years in product marketing plus demand generation for B2B SaaS; hands‑on operator.
• Able to write technical, regulated manufacturing content; fluent in at least one of: UL/CE/IEC/CSA; RoHS/REACH/TSCA/PFAS/Prop 65; NSF/ANSI 61/372; submittals/line‑reviews.
• Proven track record sourcing ≥35% of pipeline and turning content/webinars into SQLs/opportunities.
• PLG lifecycle experience (emails, in‑app, activation metrics) and strong collaboration with Sales.

Nice‑to‑have

• Marketed to Instrumentation, Controls/Automation, PVF/Water, or Electrical manufacturers.
• Partner marketing with labs, program operators, or distributor groups.
• Portfolio with guides/checklists and a recorded webinar plus results.

How we work (tools and cadence)

• HubSpot (forms, email, automation, attribution); GA4/GTM; Webflow/Framer; LinkedIn Ads; Zoom/Webinar platform; Figma/Canva; Hotjar/Clarity; Notion/Airtable.
• Weekly growth stand‑up; weekly Sales sync (routing/SLAs); monthly scorecard to CEO (pipeline, conversion, PLG metrics, source mix, CAC).

Compensation and progression

• Competitive base + variable (tied to sourced pipeline, PLG conversion, SQL/opportunity creation).
• Equity commensurate with being the first growth hire.
• Path to Head of Growth/Marketing; ability to hire contractors immediately (writer/design) and build team (Marketing Ops, Partner Marketing) once gates are met.

How to apply

Email [email protected] with:

1. Two to three work samples (guide/checklist, webinar deck or recording, landing page);
2. Metrics from your last two roles (sourced pipeline %, trial→paid lift, ROI on one to two campaigns);
3. A short note on how you’d grow packet‑intent conversions in the first 90 days.

Subject: Director, Product Marketing and Growth — Industrial Manufacturing