VP of Marketing

📌 Core Information

🔹 Job Title: VP of Marketing

🔹 Company: RIVET Work

🔹 Location: Detroit, Michigan, United States

🔹 Job Type: Full-Time, Hybrid

🔹 Category: Marketing

🔹 Date Posted: June 6, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site (Hybrid)

🚀 Job Overview

Key aspects of this role include:

• Optimizing marketing programs for scalable, efficient growth
• Hiring, growing, and managing a high-performing marketing team
• Designing and launching new marketing channel tests
• Building dashboards and reports to communicate marketing performance
• Partnering with Sales to drive pipeline and sales readiness
• Elevating brand consistency and clarity through audits and template refreshes
• Conducting market and positioning reviews to ensure competitive messaging
• Staying attuned to customer needs and industry trends

ASSUMPTION: This role requires a strategic and executional mindset, with a strong focus on data-driven decision making and continuous improvement.

📋 Key Responsibilities

✅ Optimize ABM and lifecycle marketing programs to improve conversion rates and shorten lead-to-MQL time

✅ Hire, grow, and manage a high-performing marketing team across lifecycle, content, performance, and brand functions

✅ Design and launch new marketing channel tests each quarter, from pilot to performance review

✅ Build dashboards and reports that clearly communicate CAC, CPL, ROAS, and SQL performance

✅ Lead funnel and messaging audits across web, email, and paid media to uncover growth opportunities

✅ Partner with Sales to design campaigns and tools that drive pipeline and sales readiness

✅ Produce high-impact marketing assets like landing pages, case studies, nurture flows, and ads

✅ Drive SEO and paid media performance through ongoing site, keyword, and campaign optimization

✅ Elevate brand consistency and clarity through quarterly audits and template refreshes

✅ Conduct biannual market and positioning reviews to ensure competitive messaging

✅ Stay attuned to customer needs and industry trends to inform positioning, content strategy, and campaign focus

✅ Set and uphold rigorous standards for execution, performance measurement, and continuous improvement

ASSUMPTION: This role involves a mix of strategic planning, hands-on execution, and team management, requiring strong leadership and analytical skills.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing, Communications, Business, or a related field

Experience: 10+ years of experience in B2B SaaS marketing, with 5+ years in SaaS startups, including a company that has scaled

Required Skills:

• Proven ability to build, optimize, and scale multi-channel marketing campaigns
• Fluency in funnel metrics, campaign attribution, and CAC analysis
• Deep experience in lifecycle marketing, segmentation, and sales/marketing alignment
• Strong copywriting and positioning skills across web, outbound, and paid channels
• Ability to work hands-on and independently without reliance on large teams or agencies
• Fluency in data analysis and experimentation frameworks (e.g., A/B testing, pilot programs)
• Track record of prioritizing initiatives that drive measurable pipeline growth and efficiency
• Proven ability to build high-performing teams by empowering others, scaling thoughtfully, and approaching challenges with a builder’s mindset

Preferred Skills:

• Experience marketing to or working in the construction or workforce management industry
• Familiarity with tools like HubSpot, Salesforce, Google Analytics, and attribution platforms
• Background in product marketing, including persona development and GTM planning
• Experience managing marketing programs with a sales-assist motion

ASSUMPTION: Candidates with experience in the construction or workforce management industry may have a competitive advantage, as they will have a better understanding of the target audience and market trends.

💰 Compensation & Benefits

Salary Range: $150,000 - $200,000 per year (Based on industry standards for a VP of Marketing role in Detroit, with 10+ years of experience)

Benefits:

• Competitive compensation and equity packages
• Health, dental, and vision insurance
• 401(k) matching
• Employee stock option program
• Commuter (parking) benefits
• Vacation and paid holidays
• Free weekly lunches

Working Hours: Full-time, with flexible hours and a hybrid work arrangement (2-3 days on-site per week)

ASSUMPTION: The salary range is estimated based on industry standards for a VP of Marketing role in Detroit, with 10+ years of experience. The actual salary may vary depending on the candidate's skills, experience, and negotiation.

📌 Applicant Insights

🔍 Company Context

Industry: Software Development, specifically construction tech and labor management

Company Size: 11-50 employees (Mid-size startup, offering a dynamic and agile work environment)

Founded: 2020 (Relatively new, with significant growth potential)

Company Description:

• RIVET is a software platform transforming the way contractors manage, plan, schedule, and deploy crews
• Focuses on digital transformation and making construction an industry of choice for a new generation entering the workforce
• Committed to putting people first and building a diverse team

Company Specialties:

• Construction tech
• Labor management
• Labor operations
• Skilled trades

Company Website: rivet.work

ASSUMPTION: RIVET's focus on construction tech and labor management positions it as a unique player in the software development industry, with a strong emphasis on improving workforce management for specialty construction contractors.

📊 Role Analysis

Career Level: Executive (VP) level, reporting directly to the CEO

Reporting Structure: This role will oversee the marketing team and collaborate with other departments, such as Sales, Customer Success, and Product

Work Arrangement: Hybrid (2-3 days on-site per week, with the remaining days working remotely)

Growth Opportunities:

• As a mid-size startup, RIVET offers ample opportunities for professional growth and career advancement
• The VP of Marketing will have the chance to shape the marketing engine and contribute to the company's overall success
• Potential for equity and other incentives as the company grows

ASSUMPTION: Given RIVET's growth stage and mid-size structure, this role presents an excellent opportunity for a marketing professional to make a significant impact and grow alongside the company.

🌍 Location & Work Environment

Office Type: Modern, collaborative workspace designed to foster innovation and creativity

Office Location(s): 1555 Broadway St, Detroit, Michigan 48226, US

Geographic Context:

• Detroit, Michigan, offers a vibrant and diverse urban environment with a rich history in manufacturing and technology
• The city is experiencing a resurgence, with numerous development projects and a growing tech industry
• Detroit is known for its cultural attractions, including museums, music, and sports teams

Work Schedule: Full-time, with flexible hours and a hybrid work arrangement (2-3 days on-site per week)

ASSUMPTION: RIVET's office location in Detroit provides employees with access to a dynamic urban environment, offering numerous cultural and recreational opportunities.

💼 Interview & Application Insights

Typical Process:

• Initial phone or video screen to assess cultural fit and basic qualifications
• In-depth behavioral and skills-based interviews with the hiring manager and other team members
• Case study or project presentation to demonstrate problem-solving and strategic thinking skills
• Final interview with the CEO to discuss the role's fit within the company's long-term vision

Key Assessment Areas:

• Strategic thinking and planning
• Data-driven decision making and analytics
• Team leadership and management
• Communication and presentation skills
• Cultural fit and alignment with RIVET's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Be prepared to discuss your approach to marketing strategy, funnel optimization, and team management
• Showcase your understanding of the construction or workforce management industry and how it relates to RIVET's mission
• Prepare questions to ask the interviewer about the company's growth plans and marketing team dynamics

ATS Keywords: B2B SaaS marketing, lifecycle marketing, funnel optimization, data analysis, campaign performance, team management, SEO, paid media, brand consistency, market positioning, copywriting, sales alignment, experimentation frameworks, pipeline growth, high-performing teams, construction industry knowledge

ASSUMPTION: RIVET's interview process is designed to assess candidates' strategic thinking, problem-solving skills, and cultural fit, with a strong emphasis on data-driven decision making and team leadership.

🛠️ Tools & Technologies

• HubSpot (CRM, marketing automation, and sales enablement)
• Salesforce (CRM)
• Google Analytics (web analytics)
• Attribution platforms (e.g., Bizible, BrightFunnel)
• SEO tools (e.g., SEMrush, Ahrefs)
• Paid media platforms (e.g., Google Ads, LinkedIn Ads)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: Familiarity with these tools is not required but may be beneficial for candidates, as they are commonly used in B2B SaaS marketing roles.

👔 Cultural Fit Considerations

Company Values:

• Putting people first
• Building a diverse team
• Championing the skilled trades
• Accelerating digital transformation
• Making construction an industry of choice

Work Style:

• Collaborative and agile
• Data-driven and results-oriented
• Focused on continuous improvement
• Committed to fostering a positive and inclusive work environment

Self-Assessment Questions:

• Do you align with RIVET's mission to champion the skilled trades and accelerate digital transformation in construction?
• Are you comfortable working in a hybrid environment, with a mix of on-site and remote work?
• Do you thrive in a dynamic, fast-paced startup environment, with a focus on continuous learning and growth?

ASSUMPTION: RIVET values candidates who are passionate about its mission, comfortable working in a hybrid environment, and eager to grow and adapt in a dynamic startup setting.

⚠️ Potential Challenges

• Managing a marketing team in a fast-paced, growth-stage startup environment
• Balancing strategic planning and hands-on execution
• Optimizing marketing programs with limited resources and budget constraints
• Adapting to the unique needs and dynamics of the construction and workforce management industry

ASSUMPTION: These challenges are inherent to marketing roles in growth-stage startups and can be overcome with strong leadership, strategic thinking, and a focus on continuous improvement.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position requires a strong focus on data analysis and experimentation, with a emphasis on driving measurable pipeline growth and efficiency
• RIVET's focus on the construction and workforce management industry sets it apart from other B2B SaaS marketing roles, presenting unique challenges and opportunities
• As a mid-size startup, RIVET offers more growth and career advancement opportunities than larger enterprises, but may also present more challenges in terms of resources and infrastructure

ASSUMPTION: Candidates should be prepared to discuss their approach to data-driven marketing, industry-specific challenges, and the unique dynamics of working in a mid-size startup environment.

📝 Sample Projects

• Developing and executing a comprehensive ABM strategy to improve conversion rates and shorten lead-to-MQL time
• Conducting a funnel audit and optimizing messaging across web, email, and paid media channels to uncover growth opportunities
• Designing and launching a new marketing channel test, from pilot to performance review, to drive pipeline growth and efficiency

ASSUMPTION: These sample projects are designed to showcase the candidate's ability to optimize marketing programs, lead audits and reviews, and design and execute new channel tests to drive measurable results.

❓ Key Questions to Ask During Interview

• Can you describe the current marketing team structure and how this role will fit within it?
• How does RIVET plan to grow and scale its marketing engine in the next 12-24 months?
• What are the biggest challenges facing the construction and workforce management industry, and how can marketing help address them?
• How does RIVET support the professional growth and development of its marketing team members?
• What is the company's approach to work-life balance and employee well-being in a hybrid work environment?

ASSUMPTION: These questions are designed to assess the candidate's understanding of RIVET's marketing team dynamics, growth plans, industry challenges, and commitment to employee development and well-being.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and skills-based interviews by reflecting on your approach to marketing strategy, funnel optimization, and team management
• Showcase your understanding of the construction or workforce management industry and how it relates to RIVET's mission
• Prepare questions to ask the interviewer about the company's growth plans and marketing team dynamics
• Follow up with the hiring manager within one week of submitting your application to express your interest and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.