Head of Marketing

Role Description

This is a chance to build a marketing function from the ground up for a concentrated B2B market within the life insurance and annuities space. With a universe of fewer than 150 accounts across brokers and carriers, every target buyer can be named, mapped, and engaged individually. The work that wins in this market is due to brand positioning and industry relevant content coupled with strong field marketing and ABM programs that help a lean go-to-market team close the accounts that matter. Pipeline is built one account at a time, through reputation and trust.

As Andesa's Head of Marketing, you will own the strategy, planning, and execution — defining how we position ourselves in this market, how we generate and convert demand, and how we build on our reputation as a category leader. The timing is unusually good: recent shifts in the market, combined with a notable absence of credible thought leadership, make this a rare moment to define the narrative in our space. You will be the face of marketing internally and a meaningful presence externally at industry events, in trade publications, and in front of users.

You will not be inheriting an established team or playbook; rather you will be the author and owner, supported by the agency partnerships you establish and cultivate in priority areas. That makes this role ideal for an experienced marketer who is energized by a blank slate, comfortable moving between strategy and hands-on execution, and motivated by the prospect of seeing their work directly shape a company's trajectory.

What You'll Own

• Brand Strategy and Industry Positioning
  • Define how Andesa is understood in the market, including the category we play in, our perspectives, and the language we use to talk about it.
  • Lead the development of a refreshed brand identity, positioning, and messaging.
  • Design, build, and launch a new company website.
• Account-Based Marketing (ABM) and Intelligence
  • Build and maintain a named-account program across brokers and carriers, including the personas, decision-makers, and influencers within each.
  • Develop account-level intelligence and prioritization: who is a priority account, who is warming, and who needs nurturing.
  • Design and execute ABM programs tailored to account needs and personas.
• Executive Content and Thought Leadership
  • Develop a thought leadership program that establishes credibility in our industry.
  • Produce content that buyers and analysts in this market actually read and engage with.
• Field Marketing and Events
  • Partner with Client Success to set the strategy for industry events, user conferences, and other proprietary events (e.g., webinars, round tables).
  • Support field marketing execution: conference presence, speaking opportunities, sponsored activations, pre- and post-event campaigns, and ROI measurement.
• Sales and Go-To-Market Enablement
  • Help produce sales enablement materials, including playbooks, pitch decks, case studies, battle cards, and account-specific collateral.
  • In partnership with Sales and Client Success, develop buyer personas and targeted messaging.
  • Partner closely with sales, product management, and client success on account planning and outbound sequences, and ensure go-to-market alignment.
• Agency Partnerships and Public Relations
  • Establish and manage relationships with marketing agencies, freelancers, and contractors to strategically extend capacity.
  • Build relationships with trade press, industry analysts, and influencers in the broker and carrier ecosystem.
• Marketing Operations
  • Select and implement marketing tools and integrations to enable ABM, account intelligence, CRM integration, and content infrastructure.
  • Establish dashboards and reporting on marketing metrics and KPIs, and report on them to the senior leadership team.
  • Enable SEO and digital marketing in support of brand and content strategy.

Qualifications

• 8+ years of B2B marketing experience.
• Demonstrated success building and running ABM programs in a concentrated market or named account environment.
• Experience selecting and implementing marketing platforms.
• Strong content instincts: with input from SMEs and agency support, you can write, edit, and direct credible, executive content and thought leadership that engages our market audience.
• Track record of building brand and category presence, including events, PR, analyst relations, and executive positioning.
• Comfort with both strategy (positioning, planning, measurement) and execution (creating content, briefing designers, building drip campaigns, and email sequences).
• Experience managing agency and contractor relationships effectively.
• Excellent collaboration with sales leadership and a clear point of view on how marketing and sales should operate together.

Nice to have

• Experience launching or relaunching a brand identity and website for a B2B company.
• Background in SaaS / Technology (e.g., InsurTech, FinTech), Insurance, Financial Services, and/or Broker-Carrier like ecosystem.
• Prior experience establishing and scaling a marketing function in a concentrated market.
• Familiarity with more complex, B2B sales processes and cycles.

Benefits

• Starting base salary range of $120,000-$170,000 with performance-driven variable compensation.
• Comprehensive medical, dental, and vision coverage for employees.
• 401(k) retirement plan with competitive employer matching contributions.
• Generous PTO program with annual allocations based on years of service.
• The opportunity to shape Andesa’s broker channel and grow into a leadership role as we scale.

How to Apply

Send your resume and a cover letter about why this role interests you by clicking the "Apply now" application link. If you have examples of brand-building initiatives, demand-generation programs, or go-to-market strategies you’ve led, we’d love to review them.

Work Environment

• Work Schedule: This is a full-time (40 Hours/Week) exempt position. Hours are flexible within core business hours. This position is fully remote reporting out of our office in Allentown, PA.
• Location: Remote
• Reports to: President & Chief Transformation Officer, who directly leads the go-to-market organization.
• Type: Full-time