Marketing Lead

Marketing Lead

Role type: 1099 independent contractor, full time Location: Fully remote, LATAM

About First Principles

First Principles is a product consultancy founded by startup and enterprise product leaders. Our focus is AI-first product management training. We help enterprise product and technology teams put AI to work in the jobs they already do, responsibly and productively. Almost every large company is trying to solve this problem right now.

Our programs are customizable, not custom. Clients choose from a catalog of practitioner-led classes across AI foundations, AI-first product management, and building AI products. We shape the program around their budget, goals, timeline, approved tools, and governance rules. A program can be a few focused sessions or a full 12 to 16 week certification. It can run virtually, on-site, or as a mix of both, for cohorts ranging from dozens of people to a couple hundred.

So far we have run three cohorts for Elsevier Health and a product and design focused program for another enterprise client. We also just launched a hybrid program with a national healthcare company. Healthcare is where we started, not where we plan to stop.

The Role

You will be our first dedicated marketer, and you will own marketing for the training business from strategy through execution.

The job starts with making us look like the firm we actually are. That means a website, materials, and proof that hold up in front of senior enterprise buyers. From there, you build a top of funnel that gives our sales team real conversations to work with. You keep a steady rhythm going, measure what works, and cut what does not.

We want a brand that stands on the firm itself, not on any single person's voice. That brand rests on three things: our client results, our program, and the many practitioners who design and teach it.

We teach AI-first product work, so our marketing has to show that we practice it. We expect you to use AI heavily to research, produce, and adapt content, and to keep messaging consistent across channels. But our website, content, and strategy cannot read like AI slop. AI can do a lot of the heavy lifting on production. You make the calls on the story, the positioning, and what ships.

This is not a role where someone hands you a plan. You tell us what success looks like, how you will get there, and then you get it done.

Responsibilities

Website. Own our website end to end. It is a modern code-based site, not a drag-and-drop builder, and you will maintain it yourself using AI coding tools such as Claude Code or Codex. Your first big project is to:

• pivot the site to be training-first
• bring it up to date with how our programs work now: flexible length; virtual, on-site, or hybrid delivery; and the "customizable, not custom" framing
• own conversion paths, forms, page speed, SEO basics, and analytics

Positioning and packaging. Work with the people who design and deliver our programs to turn a broad catalog into a few clear program shapes that are easy to describe, compare, and buy. Then write the language that goes with them.

Proof. Build a library of case studies, outcome data, and testimonials from the programs we run, within what our client agreements allow. Proof is our strongest marketing asset, and today we have published far less of it than we have earned.

Sales enablement and lead magnets. Partner with sales on the materials they use and the offers that start conversations. That includes the pitch deck, one-pagers, sample curricula, proposal templates, and lead magnets that give a product leader something genuinely useful. Sales brings what buyers are asking for. You bring the craft to make it sharp.

Channel mix. Define which channels we invest in and why, then execute. Shift the mix as the data comes in.

Measurement. Own our signal metrics, such as website traffic, engagement, followers, email list growth, inbound leads, and meetings sourced. Share a short weekly report. Run small, fast experiments and tell us plainly what is and is not working.

Budget. Own a monthly budget in the four to low five figures for tools, ads, materials, events, and outside specialists when you truly need them. Within that budget, you decide how to spend it. You do not need sign-off on every line item.

Partnership with sales. Work side by side with sales on target accounts, campaigns, follow-up, and messaging. They will tell you what they hear from buyers, and you will turn that into material that helps them close.

Know the space. Build and keep current your understanding of three things:

• how product teams work
• how AI is changing their work
• where enterprises are getting stuck on AI adoption

Our team will help you get up to speed.