Infatica grew to top-5 globally in residential proxies without real product marketing. The CEO has called for repositioning from "IP provider" to "data provider." The CPO has been personally owning marketing-site work for 4 months and wants out. The website is a 7-year accumulation of WordPress pages with no architectural integrity. Product launches die because no one connects positioning pages sales materials. This role takes ownership of the entire chain.
Positioning & strategy (35% of time, ongoing)
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Data-provider repositioning — the core narrative work, executed across surfaces
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Competitive intelligence — real, ongoing analysis of Oxylabs, Bright Data, Decodo, ScraperAPI, Apify, others
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Customer voice — interviews, segmentation, win/loss patterns
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Discovery partnership with CPO — testing the 10-product backlog against market
Website ownership (30% of time, ongoing — heavier in first 90 days during rebuild)
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Site strategy: information architecture, page roadmap, what each page argues
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Copy direction (Denis writes, this role briefs, CMO guides and approves)
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Conversion design intuition (works with Nastya on layout)
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Site rebuild leadership: scoping with CMO + CPO, executing the phased migration off legacy WordPress
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Ongoing optimization: hypothesis testing, A/B where applicable, conversion outcomes
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Owns the answer to "is the site working?" with data
Launches (20% of time, episodic but high-stakes)
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New product launches end-to-end: positioning, naming, pricing input, GTM plan, sales enablement, post-launch tracking
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First launch hands off from CMO within ~30 days of starting
Sales enablement (15% of time, ongoing)
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Battle cards against named competitors
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Objection handling library
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Pitch deck system
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Co-sell content for partnerships
What this person does NOT own
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Email lifecycle, paid ads, HubSpot admin, however needs to know the tools to build funnels and track progress — CMO + Yana + future demand gen hire
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SMM, LinkedIn organic, brand channels — Events Manager growing into this (?)
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Design execution — Nastya owns; this role briefs
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Content production — Denis owns; this role briefs
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SEO production — SEO contractor + Denis; this role provides strategic input on site IA implications
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Marketing analytics infrastructure — Yana now, eventually analyst hire
Requirements
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6+ years B2B SaaS product marketing, with 3+ years senior IC
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Has owned a B2B website strategically — IA, page roadmap, conversion outcomes — at a previous role. Not "wrote site copy" — owned outcomes.
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Has driven a positioning or repositioning project end-to-end with measurable business outcome
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Has built sales enablement from zero or near-zero
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Technical product depth — has marketed to technical buyers (devs, engineers, data/infra)
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Comfortable in low-process environments (!) — has worked at companies under 100 people, doesn't need scaffolding
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AI-native or at least is comfortable with AI tools in daily workflow
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Business mindset, understanding business outcomes
Strong-preference criteria
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Background in proxy, scraping, data infrastructure, dev tools, API products
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Has worked with WordPress sites (not as designer/dev, but as strategic owner)
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Category creation or category renaming experience
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Has run conversion experiments before (doesn't need to be data scientist, but knows how to think about it)
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Reseller/partnership-heavy company experience
Benefits
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High ownership and autonomy— lead campaigns end-to-end with clear visibility of your impact on pipeline and growth.
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Fully remote & flexible work— work from anywhere with hours that support productivity, not time tracking.
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Direct influence on product and go-to-market— shape messaging, positioning, and acquisition strategy across funnels.
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Hands-on execution culture— no layers, no slow loops; you get to build, test, optimize, and scale campaigns yourself.
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Data-driven, experimentation-first environment— fast testing cycles, A/B experimentation, and decisions rooted in insights.
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Collaboration with a global team— work with Product, Growth, Design, and Sales across a distributed international organization.
