GoFormz – San Diego, CA

GoFormz is in the middle of a deliberate GTM transformation — moving from a product-led, trial-driven motion to an enterprise sales-led model targeting Construction and Energy companies. We are looking for a VP of Marketing who has done this before, thrives in lean environments, and considers pipeline their personal responsibility.

This is not a brand stewardship role. It is a revenue generation role with a marketing budget and a team. The right candidate is as comfortable building a target account list as they are writing the one-pager that opens the door. They know how to sell to an operations director on the floor and a CFO in the boardroom — and they can coach a team to do the same. They consider themselves a partner to the revenue leader and a key driver of overall business success.

Duties/Responsibilities:

• Pipeline and revenue accountability — Marketing owns a number. You own that number.
• Market-level positioning and narrative — the "what, why, and for whom" of GoFormz in the market. You shape how we show up and what we stand for with enterprise buyers.
• ABM strategy — target account selection, campaign architecture, and account engagement from first touch through qualified pipeline.
• Sales and SDR partnership — tight alignment with the sales team on messaging, sequencing, handoff quality, and pipeline review cadence.
• Team leadership — you directly manage the Director of Demand Generation, SDR Manager, Director of Product Marketing, Director of Partnerships, MOPs Manager, and Experience Manager.
• Board reporting — own the marketing narrative in quarterly board updates, including pipeline contribution, program performance, and forward-looking targets.

Pipeline and Demand Generation

• Set and hold the quarterly pipeline target for Marketing in partnership with the CEO and VP of Sales.
• Oversee the ABM program in partnership with the Director of Demand Generation — account selection, multi-channel engagement, and pipeline reporting.
• Evaluate and optimize marketing's contribution to MQL → SAL → SQO conversion at each stage.
• Ensure paid programs (Metadata, LinkedIn) are running with clear attribution and cost-per-pipeline accountability.
• Manage relationships with SEO and content agencies — set the brief, hold the standard, own the output.

Positioning and Messaging

• Own the market-level narrative — what GoFormz is, who it's for, and why it wins.
• Partner with the Director of Product Marketing on use case and buyer-level messaging (HSE, Inspections, Time & Materials, Daily Construction Reports).
• Ensure consistent narrative across website, outbound sequences, sales decks, event materials, and partner collateral.
• Conduct regular messaging validation through Gong call reviews, customer interviews, and win/loss analysis.

SDR and Sales Alignment

• Partner daily with the SDR Manager to ensure outbound sequences, targets, and messaging are aligned to marketing programs.
• Run bi-weekly pipeline reviews with the sales leadership team.
• Establish and enforce MQL-to-SAL handoff SLAs with clear quality criteria.
• Use Gong data to identify messaging gaps and coach the SDR team alongside the SDR Manager.

Team and Agency Management

• Lead, coach, and develop a lean, high-accountability marketing team.
• Manage the SEO agency and content agency relationships — strategy and brief ownership stays in-house.
• Hire and onboard key open roles ensuring a balanced, cultural fit and a cross-functional, accountable mix of talent.
• Set clear performance expectations and conduct regular 1:1s and performance reviews across all direct reports.

Supervisory Responsibilities

• Recruits, interviews, and hires marketing team members in partnership with HR and the CEO.
• Oversees the daily workflow and output of the marketing team and agency partners.
• Provides regular, direct, and constructive performance feedback to all direct reports.
• Manages performance improvement processes and team development plans as needed.
• Handles discipline and termination in accordance with company policy.

Required Skills and Qualifications

• Proven pipeline ownership — has carried a marketing revenue or pipeline target and been held accountable to it. Not "influenced" pipeline. Owned it.
• ABM experience — has designed and run account-based programs at the Tier 1 level, including account selection logic, multi-touch sequencing, and pipeline attribution.
• Lean operator — has built and run effective marketing programs with small teams and constrained budgets. Does not require a large org or agency infrastructure to execute.
• Sales partnership instinct — naturally collaborative with sales, comfortable in pipeline reviews, and knows how to coach a team to align messaging with how buyers actually buy.
• Strong written communicator — can write executive-level positioning and a concise, persuasive one-pager. Understands that great messaging is the foundation of great demand gen.
• Actively uses AI tools to accelerate competitive research, synthesize market intelligence, pressure-test positioning, and scenario plan — treating AI as a strategic multiplier that lets a lean team punch above its weight.
• Industrial or field services vertical experience strongly preferred — knows how operations leaders and CFOs in asset-intensive industries make decisions.
• 8+ years of B2B SaaS marketing experience, with at least 3 years in a senior leadership role with direct pipeline accountability.
• Preferred experience in one or more of our key verticals: Construction, Energy, or adjacent industries.

Education

• Bachelor's degree in Marketing, Business, Communications, or related field required.
• MBA or equivalent experience a plus — not required.

EduTools and Technology

Candidates should have working familiarity with the following or close equivalents:

• Marketo — campaign orchestration and lead management
• Salesforce — pipeline tracking and attribution
• Metadata — paid media automation and ABM targeting
• Amplemarket — SDR sequencing and outbound coordination
• Gong — call intelligence and messaging analysis

A Note on Culture Fit

GoFormz is an $18M company with enterprise ambitions and a lean team. This role requires someone who gets energy from building — not managing what's already been built. If you're most comfortable with a full agency roster, a large headcount, and a mature playbook, this is not the right fit. If you want to own something meaningful and move fast, we'd like to talk.

Benefits

• Compensation: $175,000 - $240,000 annually
• Employee medical and dental paid by the company; you just cover vision.
• 401(k) with company match
• Partially paid maternity/paternity leave
• 4 weeks (160 hours) accrued paid vacation in your first year.
• Options to work from home or from our vibrant office in downtown San Diego where we provide complimentary underground parking or a monthly MTS pass.
• We care about your physical health. Our office is equipped with automatic sit/stand desks, plus you’ll get a monthly reimbursement for wellness-related purchases.
• We have a fantastic team that gets stuff done and is fun to work with!
• The environment is fast-paced, so you will see the results of your work immediately.
• You will have plenty of opportunities to use and learn cutting-edge technologies.

About GoFormz, Inc.

GoFormz is the leading digital forms solution for businesses of any size and industry to digitize their forms and related processes, resulting in significant savings and more productive operations. GoFormz’s Cloud-based platform allows users to create, customize, and manage digital forms. These forms can capture information, automate workflows, and improve business workstreams. Users can create electronic versions of their existing paper forms and documents making it easier to gather and analyze data digitally. GoFormz is backed by leading venture capital firms, including Cloud Apps Capital Partners, Glynn Capital, and Shasta Ventures.

GoFormz, Inc is an Equal Employment Opportunity employer.