Marketing Director

About ArboStar ArboStar is an all-in-one business management platform built for the global green industry, including tree care, arboriculture, landscaping, lawn care, plant health care, vegetation management and related field-service businesses. Founded in 2013, ArboStar has grown from software originally created to solve real operational challenges inside a tree care company into an international SaaS platform used by 5,000+ arborists and green-industry professionals worldwide. Our platform brings together CRM, sales, estimating, scheduling, dispatching, field operations, payments, financial management, equipment management, reporting, automation and AI into one integrated system. We are now entering our next stage of growth and are rebuilding and significantly expanding our marketing function. The Opportunity We are looking for a highly analytical, hands-on Director of Marketing who can take ownership of ArboStar's marketing strategy and execution. This is not a role for someone who wants to manage agencies, review presentations and report vanity metrics. We are looking for someone who understands how modern B2B SaaS companies generate demand, create pipeline, measure acquisition economics and continuously improve performance. You will work directly with the CEO and leadership team and will have significant influence over ArboStar's growth strategy. Your job is ultimately simple to define: Build a predictable, scalable marketing engine that generates qualified opportunities and revenue. What You'll Own You will be responsible for the overall marketing function, including: Demand Generation & Pipeline Build and execute ArboStar's demand-generation strategy. Create predictable growth in qualified leads, opportunities and marketing-sourced revenue. Develop campaigns for different customer segments, markets and company sizes. Work closely with Sales and RevOps to improve lead quality, conversion and pipeline velocity. Build account-based and enterprise marketing strategies for larger customers. Paid Acquisition Take ownership of Google Ads, Meta, LinkedIn and other relevant paid channels. Understand campaign structure, targeting, bidding, landing pages, conversion tracking and attribution deeply enough to challenge agencies and specialists. Continuously test messaging, creative, audiences, offers and landing pages. Manage acquisition based on CAC, conversion rates, pipeline and revenue rather than clicks and impressions. Identify new scalable acquisition channels. SEO & Content Develop a long-term SEO strategy that positions ArboStar as the authority in the green industry. Build content around customer problems, industry education, product use cases and high-intent search demand. Create systems for producing high-quality content efficiently using internal expertise and modern AI tools. Grow both traditional search visibility and visibility within AI-driven search and discovery platforms. Product Marketing Develop clear positioning and messaging for ArboStar and its products. Translate complex product capabilities into compelling customer value propositions. Own product launches and go-to-market campaigns. Create competitive positioning, sales enablement materials, case studies and customer stories. Work closely with Product, Sales and Customer Success to understand the market and customer needs. Website & Conversion Optimization Treat the ArboStar website as a measurable acquisition channel rather than a digital brochure. Continuously improve conversion rates across landing pages, forms, demos and other customer journeys. Design and run structured A/B tests. Improve messaging and calls to action based on actual customer behavior and data. Lifecycle & Customer Marketing Develop campaigns for prospects throughout the buying journey. Build email nurturing, retargeting and reactivation programs. Work with Customer Success to improve upsell, cross-sell, referrals and customer advocacy. Build programs that turn successful customers into ArboStar promoters. Brand & Industry Presence Strengthen ArboStar's position as a leading technology company in the global green industry. Develop strategies around industry events, conferences, partnerships, webinars and thought leadership. Build a consistent brand across digital, social, event and customer-facing channels. Data & Analytics Marketing at ArboStar must be driven by numbers. You will be expected to understand and regularly report on: Marketing-sourced pipeline and revenue Qualified leads and opportunities CAC and customer acquisition economics Cost per lead and cost per opportunity Conversion rates throughout the funnel Channel performance Paid advertising ROAS Website conversion rates Sales cycle and pipeline velocity Customer segment performance Attribution Marketing ROI We are not interested in reporting activity for the sake of activity. Every major marketing initiative should ultimately connect to pipeline, customers or revenue. AI-First Marketing ArboStar is making AI a core part of how the company operates, and marketing will be no exception. We expect our Director of Marketing to be highly comfortable using modern AI tools to: Analyze marketing and customer data Research markets and competitors Develop and test messaging Accelerate content production Build reporting and dashboards Analyze advertising performance Automate repetitive workflows Improve SEO and content research Create campaign variations Identify opportunities hidden within large datasets We are not looking for someone who simply uses ChatGPT to rewrite emails. We want someone who actively asks: "How can technology and AI make this marketing organization dramatically more effective?" Team Leadership You will build, manage and develop ArboStar's marketing organization. Depending on strategy and performance, this may include: PPC / Paid Media SEO Content Product Marketing Design / Creative Social Media Email / Lifecycle Marketing Marketing Operations Agencies and contractors You should be capable of working at both levels: setting strategy and personally getting into campaigns, dashboards, landing pages and data when necessary. What We're Looking For We are looking for someone with strong experience in B2B SaaS marketing, preferably within a growing technology company. You should have: Proven experience building or scaling a B2B SaaS marketing engine. Strong demand-generation experience. Deep understanding of paid digital advertising. Strong analytical and financial understanding of marketing. Experience working closely with sales organizations. Understanding of SaaS funnels, CAC, LTV, attribution and conversion optimization. Strong knowledge of SEO, content, lifecycle marketing and product marketing. Experience managing people, agencies and budgets. Ability to turn data into decisions quickly. Excellent written and verbal communication skills. Strong ownership mentality. Comfort operating in a fast-changing environment. Practical experience using AI and automation in marketing workflows. The Person Who Will Succeed Here You are naturally curious and analytical. When performance drops, your first instinct is to open the data and understand why. You don't accept: "The campaign didn't work." You want to know: Which audience didn't convert? Where did the funnel break? Did CPC change? Did conversion change? Was lead quality different? Did sales conversion change? Was the offer wrong? Was attribution wrong? What should we test next? You combine creativity with numbers and strategy with execution. You are comfortable challenging assumptions, including your own. You take ownership of results rather than explaining why something wasn't your responsibility. What Success Looks Like Within your first several months, we expect you to: Complete a detailed audit of ArboStar's current marketing performance. Establish reliable marketing attribution and reporting. Identify the largest opportunities and weaknesses in our acquisition funnel. Improve paid advertising efficiency and lead quality. Build a clear demand-generation strategy. Establish marketing KPIs connected directly to pipeline and revenue. Create a structured experimentation process for campaigns, messaging and landing pages. Develop a roadmap for SEO, content, product marketing and customer marketing. Build the right internal and external marketing team. Establish a repeatable operating cadence for measuring and improving results. Over time, your success will be measured by your ability to help ArboStar build a predictable and scalable customer-acquisition engine capable of supporting our next stage of international growth. Why ArboStar ArboStar is at an interesting point in its development. We already have a mature product, thousands of industry professionals using the platform, an international customer base and a large addressable market. At the same time, there is still enormous opportunity to improve how we communicate our value, generate demand and expand internationally. For the right marketing leader, this is an opportunity to build rather than simply maintain. You will work directly with the CEO, have access to company leadership and data, and have the ability to meaningfully influence how ArboStar grows over the coming years.

Build and manage a predictable, scalable marketing engine to generate qualified opportunities and revenue for a B2B SaaS platform. Lead demand generation, paid acquisition, SEO, and product marketing while leveraging AI tools to optimize workflows and performance.

Proven experience scaling B2B SaaS marketing with a deep understanding of acquisition economics, digital advertising, and sales alignment. Must possess a strong analytical mindset and practical experience using AI and automation in marketing workflows.

Identified from the job description. Confirm important requirements above.

• Demand Generation
• B2B SaaS Marketing
• Paid Acquisition
• SEO
• Content Strategy
• Product Marketing
• Conversion Rate Optimization
• Lifecycle Marketing
• Marketing Analytics
• AI Implementation
• Customer Acquisition Cost (CAC) Analysis
• Pipeline Management
• A/B Testing
• Team Leadership
• Go-To-Market Strategy
• Account-Based Marketing

• Marketing
• Management & Leadership
• Software
• Technology
• Sales

Minimum experience

10+ years

Apply by

Sep 17, 2026

Posting language

English

Working hours

40 hours per week

Seniority

Director

Application method

Direct apply is available