Role Description The Marketing Manager plays a central role in driving Kanopi's growth by building and running a full-stack marketing function across brand, content, demand generation, and revenue operations. This is a hands-on, strategic role: you will own the marketing engine end-to-end, from campaign ideation and content production through to CRM administration, AI-powered automation, and event execution. You will develop and execute marketing strategies targeting two distinct ICPs: Insurers (carriers, MGAs, brokers) and Distribution Partners (digital platforms, fintechs, marketplaces). You will be accountable for MQL generation, pipeline contribution, and brand visibility across both audiences, and will report directly to the CEO. We're looking for a commercially minded marketer who combines strategic thinking with genuine execution capability. You are comfortable operating as a one-person or small-team function, building repeatable systems, and using AI tools as a core part of how you work. Responsibilities - Content strategy and multi-channel execution - Develop and execute a content and growth strategy targeting both ICPs, with clearly defined messaging pillars, weekly content cadence, and audience coexistence rules for a dual-ICP LinkedIn feed. - Own and operate the full channel mix: LinkedIn organic and paid, email marketing (HubSpot), podcast production and distribution, YouTube, website, press and media relations, and events. - Lead SEO, AEO (answer engine optimisation), and GEO (generative engine optimisation) strategy to maximise brand visibility across traditional search engines and AI platforms. - Collaborate with the CEO and Sales team to develop thought leadership content that positions Kanopi as a credible voice in the insurtech and embedded finance space. - Marketing operations, CRM, and pipeline management - Serve as the primary HubSpot CRM administrator, owning contact properties, lifecycle stages, ICP segmentation, workflow design, form and landing page creation, and bulk data operations. - Design and maintain MQL/SQL qualification workflows with ICP-based vetting criteria, firmographic filters, job title matching, revenue thresholds, and deal association logic. - Build and maintain an ABM account tiering framework across both ICPs with pipeline-linked prioritisation; conduct regular account plan reviews with Sales and produce account-specific content for priority targets. - Create and manage EDM nurture sequences with measurable conversion targets, including post-event follow-up tracks, product enquiry workflows, and on-demand content drip campaigns. - Ensure CRM hygiene, ICP classification accuracy, and marketing-to-sales handoff integrity. - Analytics and reporting - Compile cross-channel marketing performance reports (GA4, LinkedIn, email, podcast, YouTube, events) with quarter-on-quarter analysis. - Manage Google Analytics, Google Tag Manager, and Looker Studio dashboards. - Track and report against quarterly OKR targets for lead generation, engagement, and pipeline contribution, presenting findings to the CEO. - Product marketing and sales enablement - Develop ICP frameworks in collaboration with Sales and refine competitive positioning across category entry points. - Create sales enablement materials and repeatable client launch packs. - Translate product capabilities into commercially relevant messaging for senior insurance and fintech executives. - Brand, PR, and external relations - Own Kanopi's brand voice system and enforce consistency across all channels and materials. - Manage PR and media relations including press release production and distribution, trade media pitching, and media interview coordination for the CEO. - Lead industry award submissions and manage Kanopi's presence across relevant industry bodies and associations. - Event strategy and execution - Own end-to-end event strategy and execution for Kanopi's roundtable series, including format design (virtual and in-person), promotion, registration tracking, post-event analysis, and MQL follow-up. - Coordinate co-hosted events, joint content, and cross-promotional activities with marketing partners and strategic accounts. - Model sponsorship revenue for cost-neutral event execution where applicable. - AI tooling and automation - Use and maintain AI-powered marketing tools to scale content production and operations, including custom Claude skills for brand voice enforcement, ICP analysis, and content generation. - Design and implement agentic AI workflows with appropriate human approval gates across content production, podcast automation, lead qualification, and sales enablement document generation. - Continuously identify opportunities to automate manual marketing processes using AI tools, workflow platforms, and CRM automation — reducing time-to-publish and increasing output quality. - Team and budget - Operate as a player-coach within a small marketing function; build repeatable processes and documentation that enable the team to scale. - Manage the marketing operational budget including tool subscriptions, LinkedIn advertising spend, PR distribution costs, and event budgets. Qualifications - 3-5+ years in B2B marketing, ideally in SaaS, fintech, or insurtech. - Experience marketing to enterprise buyers in financial services or insurance is strongly preferred. - Demonstrated experience running ABM programmes with pipeline attribution. - Proven track record producing multi-channel content (LinkedIn, email, events, long-form) in a one-person or small-team marketing function. - Hands-on HubSpot experience including workflow automation, contact management, and marketing email execution. HubSpot certification is a plus. - Experience managing or producing a podcast or video content series is a strong differentiator. - Experience with PR and media relations (press releases, journalist outreach, trade media pitching) is preferred. - Understanding of SEO fundamentals and willingness to learn AEO/GEO as the search landscape shifts toward AI-generated answers. Requirements - Strong copywriting ability with the range to write for an executive leadership audience. You must be able to write commercially grounded, jargon-averse content. - Strategic thinking combined with hands-on execution. You will develop the strategy and then do the work yourself. - Proficiency with marketing analytics: GA4, LinkedIn analytics, HubSpot reporting, and the ability to compile cross-channel performance reports with actionable recommendations. - Comfort with AI tools for content production and workflow automation. You do not need to be a developer, but you should be able to use AI assistants effectively, build simple automations, and think in terms of scalable systems. - Event management capability: the ability to plan, promote, and execute both virtual and in-person events end-to-end. - Awareness of SEO, AEO, and GEO as they apply to B2B content strategy. Understanding how AI platforms source and cite content is increasingly important. - Self-directed and proactive. This is not a role where you wait for a brief. You identify the opportunity, propose the approach, and execute. Attitude - A self-starter you don't wait to be told what to do next. - Highly motivated by commercial outcomes and proud of the pipeline you build. - Comfortable with ambiguity and change: we're a startup and things evolve quickly. - A strong work ethic and the resilience to push through long sales cycles and navigate objections. - Collaborative: you work well within a small, tight-knit team and share learnings openly. Benefits - We offer a warm and collaborative work culture with big-time vision. - We trust our people, focusing on outcomes and providing a truly flexible workplace. - You will work alongside an experienced team who will challenge you every day. - We give you the support and professional development to help you achieve your career goals. - We value flexible work and healthy boundaries, supporting the right to disconnect. Our Values - Human: We treat people like people - with empathy, curiosity, and respect. - Dependable: We make sure you can always count on us, and we rely on you to do the same. - Intentional: We act with purpose - making thoughtful decisions that stay true to our mission. - Driven: We care deeply about what we do - always pushing ourselves to grow and improve. - Impactful: We create positive change through everything we do. Interested in joining us? We'd love to hear from you.