Demand Generation & Marketing Lead

[ABOUT ISTARI DIGITAL]
Istari is a digital engineering software company enabling our customers to turn the physical world into the digital to accomplish their specific mission or business objectives.

Istari was founded with the vision of making open, scalable digital engineering ecosystems a reality – where new technologies and systems are created digitally, free from the real-world constraints of costs and schedules. We are creating the world’s best engineering model sharing platform, allowing our customers to simply and securely integrate their models across different engineering disciplines, organizations, and security levels.

At Istari, we are passionate about our mission of creating the world's first open and scalable industrial metaverse. Whether our customers are designing prototypes, performing virtual testing, or training AI and autonomy for complex systems, we know that going digital will save them time, resources, and reduce their environmental impact.

While we are a distributed team with most team-members working remotely, we place an emphasis on staying connected and collaborative, prioritizing in-person opportunities to build trust as a team. At Istari, we still believe that trust is best built in-person. To do this, we have an engineering headquarters in Cambridge, MA for focused technical development and several times per year we gather for an off-site that allows us to develop our professional skills and our team relationships.

[VALUES]
At Istari, we live by our values, which include:

- Focus is rewarded. Finish is remembered.
- Facts are friendly. Even when they are not fun.
- Fellowship is fundamental. Make others successful.

Equal Opportunity
Istari is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status.

The Demand Generation & Marketing Lead is responsible for building the top-of-funnel growth engine for Istari. You will own multi-channel demand creation, product and technical marketing, content strategy, and targeted account based marketing (ABM) campaigns across federal, commercial, and supplier segments. This is a cross functional role that works across Sales, Government Relations and Product Management to refine messaging. This role will work in tight partnership with the Sales Operations & Strategy Manager to form the backbone of Istari’s growth engine:

- Demand Generation → attracts and engages high-quality prospects through outbound campaigns, targeted events and account based marketing practices
- Sales Operations & Strategy → ensures pipeline is targeted, qualified, measurable, and converts efficiently.

You will jointly refine ICPs, personas, messaging, targeting, funnel analytics, campaign performance, and the overall GTM process. While Sales Ops drives internal efficiency and clarity, Demand Gen drives external activation and market pull. The two roles operate as a unified growth engine.

Key Responsibilities:
• Demand Generation & Pipeline Creation: Build multi-touch campaigns aligned to priority segments. Architect Istari’s demand generation engine across email, webinars, technical events, ABM, social, and targeted paid media. Partner with Sales Ops on account segmentation, lead scoring, campaign routing, and pipeline analytics. Generate predictable, high-quality top-of-funnel pipeline. Drive experimentation across channels.
• Product Marketing & Technical Narrative: Translate complex engineering and infrastructure workflows into compelling value narratives. Build sales and marketing assets. Create technical content with engineering and product teams. Work cross functionally w/ product stakeholders.
• Content Strategy & Market Leadership: Own the content roadmap. Produce technical and thought leadership content. Align content with the Sales Ops, Director of Government and External Relations, Director of Sales and Product Management stakeholders
• GTM Alignment and Analytics : Align on ICPs, personas, and segments. Coordinate dashboards and campaign ROI. Ensure clean integration with HubSpot and GTM processes. Co-develop ABM programs and GTM plays.
• Marketing Operations: Own HubSpot marketing automation. Use data to refine targeting and messaging. Manage landing pages and tracking.

Required Qualifications:
• Bachelor’s degree in Marketing, Business, Communications, or Engineering.
• 5-10+ years of experience in demand generation, growth marketing, or product marketing for a software company (preferably Defense Technology)
• Proven success in technical B2B software.
• Strong collaboration experience with Sales Ops/RevOps.
• Strong technical storytelling ability.
• Hands-on HubSpot experience.
• Must be a US citizen living within the United States.

Preferred Qualifications:
• Background in aerospace, defense, digital engineering, or cloud infrastructure.
• Enterprise sales cycle support.
• Event marketing experience.

Why Join Us?
- High-impact role.
- Deep technical exposure.
- Strategic GTM leadership.
- Mission-driven environment.
- High-trust, collaborative culture.

BENEFITS
We offer highly competitive benefits, including:

Health and Family
- Medical/Dental/Vision
- Employee Premiums are 100% Company Paid
- Life Insurance
- Flexible Work Hours
- Unlimited Paid Time Off (PTO) with federal government holidays

Financial
- Competitive Compensation
- 401k
- Company Stock Options
- Home Office Setup Budget

Learning
- Reimbursement for approved trainings and subscriptions
- Conferences (travel, lodging, and fees)

Note - some benefits are not available to interns or contractors.

Thank you for your interest in Istari. Expect to hear back from us soon with next steps.