Marketing Director

Director of Marketing

Location: Remote | Type: Full-time

Reports to: CEO

Compensation: $160,000–$180,000 OTE (base + variable), depending on experience

Location Preference: Central-time adjacent preferred (US-based)

Work Authorization: Must be eligible to work in the US (no visa sponsorship)

About BettyWebsite: www.meetbetty.ai

LinkedIn: https://www.linkedin.com/company/meetbetty

Betty is a B2B SaaS provider at the forefront of generative AI-powered solutions. We serve trade associations, professional societies, certification bodies, and other for-purpose organizations, revolutionizing how they leverage their knowledge assets to benefit their members and stakeholders.

Our flagship product is a conversational AI assistant trained on an organization’s unique knowledge base, offering seamless access to information for staff, volunteers, members, and broader communities. Betty is built on three core pillars: AI-powered intelligence, deep member insights, and measurable organizational impact. Together, they define how we help associations turn their knowledge into a competitive advantage — and how we show up as a long-term partner, not just a software vendor. With an agile team, a rapidly expanding customer base, and a roadmap full of innovation, Betty is growing fast—and we’re looking for a talented Director of Marketing to join us on this journey.

What's It Like on Team Betty

At Betty, we have a culture of collaboration and high trust, where curiosity, teamwork, and customer impact drive everything we do. We move fast, communicate openly, and celebrate each other’s wins—big and small. Everyone is encouraged to experiment, ask questions, and use AI to scale their work in smart, creative ways. Whether you’re working across teams or diving deep into your own craft, you’ll be part of a supportive environment where people genuinely want to see each other succeed.

To be successful on Team Betty, you should be comfortable with Betty’s core values:

• Be Curious — We actively seek out new ideas, ask questions, and challenge assumptions so we can continuously learn and improve.
• Be AI Native — We prioritize leveraging AI in our work, always looking for ways to use technology to enhance our processes, make smarter decisions, and deliver better outcomes for our customers.
• Be Accountable — We take ownership of our actions and results, following through on commitments and being honest about mistakes so we can learn and grow together.
• Be Transparent — We share information openly and honestly, ensuring that everyone has access to the knowledge they need to do their best work and make informed decisions.

Role Summary

As the Director of Marketing, your mission is to engineer demand built on trust. You will work inside a small, senior GTM team, including our CEO and Sales Director, with high ownership and high visibility. You are building the demand engine from the ground up.

In this role, you will:

• Shape how the market understands Betty, even before sales conversations begin
• Attract the right buyers with the right expectations
• Reduce friction, fear, and confusion in the sales cycle
• Prove that your marketing strategy is directly contributing to the sales-led growth of the company

Within 6–9 months, success looks like:

• A steady increase in pipeline value
• Sales conversations starting at a higher level of trust — prospects arrive aligned on governance, risk, and use cases
• Fewer poor-fit demos, shorter sales cycles, and daily adoption of your content by the sales team
• Strong ICP match rate, quality meetings, and Betty perceived as serious infrastructure — not experimental AI

Core Responsibilities

ICP-Driven Demand Strategy

1. Own demand strategy for three existing ICPs: STEM standards organizations, Medical professional societies & colleges, Regulated & technical trade associations
2. Identify and test adjacencies beyond our core ICPs, running structured experiments to validate new verticals before committing resources.
3. Ensure every campaign, asset, and message maps clearly to one ICP
4. Protect ICP discipline (no generic targeting)

Trust & Governance-Led Content

1. Build executive- and committee-safe assets, including Governance and Risk explainers, ICP-specific landing pages, One-pagers and FAQs sales can forward internally
2. Translate complex positioning into clear, defensible narratives

Sales Enablement & Air Cover

1. Partner closely with Sales Director and AE
2. Create assets that pre-handle objections, reduce early-stage education burden, and support outbound credibility
3. Maintain a tight feedback loop with sales

Demand Activation (Selective & High-Intent)

1. Launch and iterate on ICP-specific lead magnets, founder-led thought leadership, and website conversion paths for executive buyers
2. Prioritize quality of opportunities over volume of leads

What We're Looking For:

Required Experience:

• Demonstrable experience in a demand/lead generation marketer who successfully grew pipeline value and sales qualified leads as the foundation for company growth.
• Experience selling into regulated, professional, or risk-sensitive markets (e.g. healthcare, associations, gov-adjacent, enterprise)
• Deep comfort working with sales and founders
• Strong written communication— you can make complex ideas clear
• Experience supporting long, consultative sales cycles

Preferred Experience:

• Experience marketing to associations, nonprofits, or professional bodies
• Experience with governance, compliance, or trust-heavy products
• Experience in early-stage or scale-up environments

Why Join Betty

• You will help define a new category: governed AI for high-stakes knowledge
• You will work directly with founders and senior sales leaders on a market proven product in a self-funded high growth environment
• You will shape how AI is responsibly adopted in critical institutions where knowledge is the new marketplace