Marketing Director
Sidelines Group · Tel Aviv-Yafo, Tel Aviv District · onsite
Sidelines Group is building a new agentic AI product to market, built by experts with years of hands-on experience.
This is an opportunity to build a brand from the ground up, define its positioning, turn complex capabilities into a clear, compelling story, and shape how we communicate its value and turn customer interest into business growth.
The role
We’re looking for an experienced Marketing Manager with a strong B2B product background and a track record of building a product’s brand identity and positioning from the ground up.
This is a highly hands-on role. You will own how the product looks, sounds, and is understood, both internally and in the market, and will be directly involved in shaping and executing the work. Your scope will include brand strategy, positioning, messaging, website, inbound marketing, and internal communications. Working directly with the founders and closely with the sales team, you’ll turn complex product capabilities into clear, compelling stories and create the content and materials needed to bring them to customers. You’ll also manage external designers, writers, and freelancers, while remaining hands-on in the day-to-day execution.
What will you do?
- Positioning. Define where Draper sits in the AI marketing category and why buyers should choose us. Own the competitive narrative, segment stories, and pricing and packaging with product and sales.
- Brand. Build and evolve the Draper identity - style guide, product marks, templates and tone. Ensure consistency across decks, website, product UI and social. Manage external creatives.
- Messaging. Build the messaging architecture - narrative, proof points, objection handling and segment/product variants. Align sales, product and founders. Write key copy, from homepage messaging to launches and thought leadership.
- Inbound and demand. Own the funnel from first touch to qualified conversation: content, SEO, lifecycle email, lead capture, routing and conversion. Measure and report on performance.
- Digital presence. Own the website end to end - content, structure, SEO and conversion - as well as organic social, LinkedIn, founders' presence, review sites, directories, PR, analyst and community touchpoints.
- Internal communication. Own company updates, launch and release communications, onboarding materials and the internal narrative around the Draper.ai pivot. Keep the team aligned and able to communicate the story clearly.
- Measurement. Define marketing metrics, build reporting, and advise management on what to stop, keep and double down on.
Requirements- 4-7 years of marketing experience, including at least 2 years at a startup with end-to-end ownership.
- Experience owning B2B product positioning and messaging, with examples of impact.
- Comfortable across brand, storytelling, CRO, SEO, analytics and attribution.
- Strong visual judgment and attention to brand consistency.
- Daily user of AI tools with strong opinions on where they help and where they create slop.
- Comfortable operating without a playbook and proactive in communication.
- Excellent English writing skills.
- Background in performance marketing or AdTech - big plus.
- Experience launching or rebranding a company end to end - big plus.
- Ability to build a landing page yourself - big plus.