Marketing Lead

Responsibilities

• Market positioning. How we describe Workyard, who it's for, what makes us different, why a contractor cares in five seconds. The home page. The sales deck spine. The way we show up against competitors. The message through every channel. The most important thing you'll do.
• Demand generation. Brand and demand built through events, LinkedIn, community, forums, content, partnerships - wherever our audience already lives. You go to events. You talk to contractors. You make Workyard unignorable.
• The craft
• Every surface Workyard shows up on - homepage, sales deck, booth at World of Concrete, LinkedIn post, partner one-pager, case study video, cold email, trade show banner - has to earn attention from a skeptical, time-poor contractor in seconds.
• That craft is the job. Positioning, copy, and content aren't separate from the things they live on; they're the same craft applied across surfaces.
• How this role works
• Every part of this function gets built the same way: do it yourself first, prove what works, then invest capital to scale it.
• When a play is proven, Workyard puts capital behind it - a hire, an agency, a sponsorship, a content engine, an events budget. You'll have real budget and the authority to deploy it.
• If you'd rather start with a team and direct the work, this isn't the role. If you love the 0→1, then scaling what you've proven, this is exactly the job.
• What good looks like in 12 months
• Anyone on workyard.com understands in 30 seconds how we're going to transform their business and why we're different - and the page is converting visitors to pipeline at a rate that justifies traffic investment.
• We're the brand contractors recognize on a trade show floor - and the one their peers recommend in private groups - with inbound demand and brand-search volume to show for it.
• A steady pipeline of customer stories that sales and partners

Additional Information

Workyard is a growing startup focused on the U.S. construction and trades markets - an industry where $300 billion is spent annually on labor. We're the operating system for contractors. We started with the most unglamorous problem in construction - accurate time cards - and solved it well enough that contractors trusted us with more: job costing, scheduling, payroll, and the intelligence that protects their margins. We sell to the people who build the physical world. Skeptical. Burned by software. They care about making things easy for their crew. They don't buy "AI-powered platforms", they buy the thing that fixes the problem they had last Friday. We're lean, efficient and growing fast. Workyard is a market-leading product, with clear PMF. The right marketing leader is a force multiplier from here. Why this role exists Workyard's growth team captures the contractors actively shopping for what we do: paid acquisition, AEO, and product-driven growth. That machine works. The goal of this role is different: attract more contractors to the brand and build market demand. Stop waiting to be found. Make Workyard the name contractors already know before they're shopping, and pull more of the market into our category in the first place. That happens where contractors live, not where they search - trade events, LinkedIn, Facebook groups, the partners who already have the relationships we want, the conversations contractors have with each other when nobody's selling. The person we hire will: Sharpen how we pitch Workyard so the right contractor leans in within five seconds. Show up at the events, communities, and channels where contractors are, and make Workyard unignorable there. Make sales and partnerships dangerously effective. Turn happy contractors into our most valuable asset - case studies, references, advocates, and expansion revenue inside accounts we've already won. Scope: Everything marketing except paid acquisition, AEO/SEO, and product-driven growth. Brand, positioning, demand gen, enablement, and customer marketing all sit with you, day one.

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