Finite State partners with product security teams, the guardians of our connected world, to create transparency for their connected devices and supply chains. Our platform handles connected devices and embedded systems across all industries, including those found in enterprises, healthcare, utilities, connected vehicles, manufacturing facilities, critical infrastructure, and government entities.
We are a fast-growing series-B company with a fully distributed workforce. Led by a team of seasoned experts, we are a mission-driven team passionate about arming our customers with the actionable insights, critical vulnerability data, and remediation guidance necessary to mitigate product risk and protect the connected attack surface. We are committed to a remote first culture.
Finite State is building a modern go-to-market engine designed to drive pipeline growth, strengthen brand positioning, and accelerate conversion across the full buyer journey.
We’re hiring a Marketing Director to lead our marketing team and own the integrated cybersecurity GTM motion across demand generation, ABM, digital/web conversion, and competitive campaigns, delivering against our growth plan and pipeline targets.
The RoleThe Marketing Director is the strategic leader reporting into the CRO and orchestrating Finite State’s cybersecurity GTM engine: setting pipeline strategy, owning the integrated GTM calendar, leading demand generation and ABM programs, and driving core initiatives.
This role partners closely with Sales, RevOps, Product, Engineering, and Services to unify pipeline creation across three coordinated motions: Demand Gen, ABM, and Product-Led Pipeline Growth (PLPG).
What You’ll Own1) Cybersecurity Messaging, Market Positioning & Trust- Own and evolve Finite State’s security narrative and positioning for technical buyers (CISO, AppSec, Product Security, Security Engineering) and business stakeholders.
- Translate complex topics (software supply chain security, product security, regulatory pressure) into crisp messaging, proof points, and differentiated value—grounded in customer outcomes.
- Partner with Product/Engineering to ensure claims are accurate and defensible; align marketing language with security standards and customer requirements (risk, compliance, audit readiness).
- Own the integrated GTM calendar across campaigns, events, webinars, launches, outbound alignment, and partner activity.
- Drive performance against outcomes including pipeline, SAL volume, demo requests, and CAC efficiency.
- Create tight operating rhythms with Sales/BDRs and RevOps to improve speed-to-lead, lead-to-SAL conversion, and measurable ROI across channels.
- Lead Demand Gen programs spanning events, webinars, website conversion, paid search/social, competitive displacement, and outbound alignment.
- Build and run tiered ABM across must-win accounts (Tier 1 / Tier 2 / Tier 3), orchestrating content, events, outbound, and PR around named accounts.
- Own strategic plays with landing pages, content, webinars, and Sales collaboration.
- Equip Sales to win technical evaluations with battlecards, competitive talk tracks, objection handling, proof points, and “why us” narratives tailored to security stakeholders.
- Build marketing assets that support the security buying process: evaluation guides, ROI narratives, use cases by vertical (regulated industries), and security assurance collateral.
- Partner with Customer/Services to capture and scale references, case studies, and outcomes that build trust in a cybersecurity purchase.
- Lead website optimization as the central conversion point for events, outbound, ABM, and campaigns (demo flows, landing pages, personalization, chat, product tours).
- Improve conversion through testing and optimization while maintaining a high-trust security posture (clear proof, credible claims, and frictionless pathways to demos).
- Partner cross-functionally to launch PLPG programs that put product experiences earlier in the buyer journey (interactive demos, PQL signals, post-demo messaging).
- Drive TOFU Intelligent Automation efforts to unify web, outbound, and events into one measurable funnel (automation, attribution, lifecycle/nurture, enrichment, routing).
- Manage analyst relationships and executive communications; lead PR + thought leadership that reinforces market authority.
- Build a defensible point of view on emerging security and compliance drivers (e.g., supply chain risk, SBOM adoption, vulnerability management expectations), partnering with internal SMEs.
- Serve as Marketing COE lead, creating repeatable playbooks, templates, and documented standards to scale execution.
- Ensure marketing processes are measurable, adopted, and continuously improved (not hero-driven).
You’ll manage and develop a high-impact marketing team spanning content, field/events, and outbound support:
- Content Marketing Manager — editorial calendar, SEO, gated assets, technical thought leadership, competitive series.
- Field Marketing Specialist — trade shows, field events, executive dinners, webinars, and account-based activations.
- Business Development Representative (BDR) — outbound prospecting, inbound qualification, intent-led outreach across target verticals.
- Security fluency + buyer empathy: You can speak credibly to CISOs and security engineers, and you understand the security buying committee (risk, compliance, procurement, technical evaluators).
- Evidence-based communicator: You build trust with clear proof points, defensible claims, and crisp differentiation—no hype.
- Leverage multiplier: You create leverage for yourself and the team by using automation and AI to accelerate execution and impact.
- Pipeline-first operator: You’re equal parts strategist and builder; you love dashboards, experimentation, and closing the loop between campaigns and revenue.
- ABM excellence: You can design named-account plays that connect intent, outbound, content, and field programs into coordinated “account journeys.”
- Cross-functional leader: You earn trust across Sales, Product, Engineering, and RevOps, and you can drive alignment without heavy process.
- Competitive & category-minded: You can create takeout narratives and enable Sales to win against established vendors.
- High-velocity executor: You prioritize sharply, ship campaigns quickly, and raise quality through repeatable systems.
Required
- 7–10+ years in B2B SaaS marketing; experience marketing cybersecurity or highly technical products strongly preferred
- Proven ownership of demand gen and ABM with measurable pipeline impact
- Track record building GTM programs across campaigns, events/webinars, and digital conversion
- Strong marketing operations mindset: planning, reporting, attribution, and funnel optimization
- Excellent writing, messaging, and stakeholder management skills
- Fluency and experience leveraging AI tools and strategies in marketing campaigns and operations
Preferred
- Experience with product-led or product-assisted pipeline programs (interactive demos, product tours, PQL signals)
- Familiarity with modern security topics like software supply chain risk, SBOM, vulnerability workflows, and regulated-industry compliance pressures
- Experience running analyst relations and/or security PR programs
- Tier 1 (San Francisco, New York, Seattle): $225,000 - $240,000
- Tier 2 (All Other Locations): $169,000 - $206,000
At Finite State, we're on a mission to secure the connected world. Our platform empowers product security teams to detect vulnerabilities, manage software supply chain risks, and ensure compliance across complex device ecosystems. From IoT to critical infrastructure, we provide unparalleled visibility into firmware and software components, helping organizations protect their products and customers.
We move with urgency and intent — we’re transparent, own outcomes, put customers first, speak up, and learn fast — turning evidence into action. CLARITY is how we move fast without breaking trust.
- C - Customer first - Learn from customers. Ship with urgency.
- L - Leverage - Outsource the routine. Own the result.
- A - Agency - We take responsibility—end to end.
- R - Results - Ship value. Improve fast.
- I - Integrity - Speak up. Experiment boldly. Be kind.
- T - Transparency - Clear context. Faster decisions.
- Y - "Why" - Our mission—securing the connected products humanity depends on—is the reason Finite State exists. CLARITY is how we make that mission real, every day, at speed
Bold Innovation – We push boundaries, explore new ideas, and take initiative to solve complex problems.
The Finite State platform brings visibility and control to the supply chains that create connected devices and embedded systems—all in a simple to use platform and at the scale manufacturers need to keep device production on time and on budget. After unpacking and analyzing every file, configuration, and setting in a firmware build, the platform generates a complete bill of materials for software components, identifies known and 0-day vulnerabilities, shows a contextual risk score, and provides actionable insights that product teams can use to secure their software
We are proud to be an Equal Employer Opportunity employer. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Finite State is committed to working with and providing reasonable accommodations to applicants with physical and mental disabilities.
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