Description review
Head of Growth Marketing
UpBound · Canada, USA · back to the listing
HR standards
36/100
poor
Title ↔ description
91/100
strong
Reads as
Marketing Manager
99% confident
What this role officially is
marketing manager — ESCO, the EU occupation classification
Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Also known as: advertising sales manager, promotions manager, marketing executive, telemarketing manager, product marketing manager, market manager
How others title the same work
Large employers
- Marketing Manager Canonical
- Senior Marketing Automation Manager Canonical
- Marketing Manager Canonical Ltd.
- Senior Marketing Automation Manager Canonical Ltd.
- Performance Marketing Manager, Global Coinbase
Startups
- Head of Marketing BlueCargo
- Growth & Marketing Lead Bluejay
- Growth Marketer Callab AI
- Experiential Marketing Coordinator Candid Health
- Growth Lead Anglera
What the listing never says
- 27 bullet points. Long requirement lists deter qualified candidates, who read them as hard gates. Scope clarity
- No section describes what the person would actually do. Scope clarity
- No pay range published. Candidates cannot tell whether applying is worth their time. Pay transparency
The listing, marked up
Upbound is redefining how modern infrastructure is built for the Agentic AI Era. We’re the creators and primary maintainers of Crossplane, and we’re building the Intelligent Control Plane—a new platform layer that makes infrastructure programmable, autonomous, and composable.
Our mission is to power the AI-native enterprise with a foundational platform layer that helps teams provision, operate, and adapt infrastructure at scale—so platforms are ready for both humans and AI agents. We partner with leading cloud providers, ISVs, and open-source communities to help organizations move faster with greater confidence.
Today, Upbound supports Fortune 500 companies and platform engineers across 100+ countries. Crossplane has surpassed 100M+ downloads and is used by 1,000+ teams worldwide. We’re a Series B company backed by GV (formerly Google Ventures), Altimeter Capital, and Intel Capital, and we’ve raised $69M to date. Learn more at upbound.io
We are hiring a Head of Growth Marketing to own the Upbound funnel end to end. This role reports directly to the VP of Marketing. This is an AI-first role. We are not looking for someone to bolt AI onto a legacy demand generation playbook and build the growth function around AI-native tools and workflows. You will own campaigns, and the systems across our marketing stack. This is a great opportunity to build and operate a stack and growth function that will grow with the organization and support our enterprise and product led motions.
What you will own
• Full-funnel growth for the Upbound commercial platform, with Crossplane and Modelplane driving open source top of the funnel.
• The campaign roadmap and program budget, with regular business reviews alongside marketing and sales leadership.
• Paid media. You set the channel mix, the targeting, and the efficiency bar against company and sales targets
• Lifecycle marketing and marketing operations, including the marketing automation platform, attribution model, and funnel reporting.
• Conversion, organic search, and AI answer visibility across upbound.io, and modelplane.ai
• The self-serve motion, from signup through activation to paid conversion, in partnership with the product and engineering organization.
• Build and manage a growth team built over several quarters across
• Manage and maintain relationships and efficiencies with agencies, and vendors.
How you will evolve the growth function
• Evaluate, pilot, and adopt AI-native marketing tools. Retire the ones that do not earn their place.
• Replace manual reporting with AI-assisted analysis so the team spends its time on decisions instead of spreadsheets.
• Compress the campaign production cycle. Audience research, creative variants, landing pages, and iteration should move in days, not weeks.
• Build agentic workflows for repeatable work such as list building, enrichment, signal routing, and post-campaign analysis.
• Set the standard for how AI-assisted work gets reviewed. Speed matters. So does accuracy in a market of technical buyers who will catch a wrong claim immediately.
• Bring a point of view on what happens to the funnel as buyers research through AI assistants instead of search engines, and get us there first.
You are a good fit if you
• Have 10+ years1 in B2B marketing, including at least 3 leading growth, demand generation, or acquisition.
• Have owned a meaningful program budget and can walk through how you allocated it, what returned, and what you cut.
• Are still hands-on. You get into the ad platforms, the automation platform, the dashboards, and the data yourself.
• Have already changed how a marketing team works by introducing AI tools, and can describe honestly what worked and what did not.
• Are fluent in analytics. You can size an opportunity, design a test, and defend a number in front of the sales team.
• Have marketed to technical buyers, ideally platform engineers or infrastructure teams.
• Have built or managed a small team.
• Work well with autonomy and know when to ask for support.
It is a plus if you
• Have worked in open source, developer tools, cloud infrastructure, or AI infrastructure.
• Have run growth for a sales-led and a self-serve motion at the same company.
• Have used intent data and account signal tools.
• Have shipped something yourself with AI. A workflow, a script, an internal tool, an agent.
• Have contributed to a technical community rather than only marketed to one.
#LI-REMOTE
Why Upbound?
At Upbound, you’ll help shape the systems and strategies that drive predictable, scalable growth in a product-led company embracing usage-based models. If you're excited to build from the ground up, work with cutting-edge cloud technologies, and directly impact how revenue is generated and scaled—this is your seat at the table.
About Upbound
Upbound is pioneering infrastructure platforms for the Agentic AI Era, serving Fortune 500 companies and platform engineers across more than 100 countries. The company empowers infrastructure and platform teams with Intelligent Control Planes - based on Kubernetes and Crossplane - that provision, operate, and adapt so platforms are ready for both humans and AI agents. Upbound is the creator and primary maintainer of Crossplane, the popular open-source framework for building cloud-native control planes, with over 100 million downloads and adoption by more than 1,000 teams worldwide. A Series B startup backed by GV (formerly Google Ventures), Altimeter Capital, and Intel Capital, Upbound has raised $69M to date. For more information, visit www.upbound.io.
Our mission is to power the AI-native enterprise with a foundational platform layer that helps teams provision, operate, and adapt infrastructure at scale—so platforms are ready for both humans and AI agents. We partner with leading cloud providers, ISVs, and open-source communities to help organizations move faster with greater confidence.
Today, Upbound supports Fortune 500 companies and platform engineers across 100+ countries. Crossplane has surpassed 100M+ downloads and is used by 1,000+ teams worldwide. We’re a Series B company backed by GV (formerly Google Ventures), Altimeter Capital, and Intel Capital, and we’ve raised $69M to date. Learn more at upbound.io
We are hiring a Head of Growth Marketing to own the Upbound funnel end to end. This role reports directly to the VP of Marketing. This is an AI-first role. We are not looking for someone to bolt AI onto a legacy demand generation playbook and build the growth function around AI-native tools and workflows. You will own campaigns, and the systems across our marketing stack. This is a great opportunity to build and operate a stack and growth function that will grow with the organization and support our enterprise and product led motions.
What you will own
• Full-funnel growth for the Upbound commercial platform, with Crossplane and Modelplane driving open source top of the funnel.
• The campaign roadmap and program budget, with regular business reviews alongside marketing and sales leadership.
• Paid media. You set the channel mix, the targeting, and the efficiency bar against company and sales targets
• Lifecycle marketing and marketing operations, including the marketing automation platform, attribution model, and funnel reporting.
• Conversion, organic search, and AI answer visibility across upbound.io, and modelplane.ai
• The self-serve motion, from signup through activation to paid conversion, in partnership with the product and engineering organization.
• Build and manage a growth team built over several quarters across
• Manage and maintain relationships and efficiencies with agencies, and vendors.
How you will evolve the growth function
• Evaluate, pilot, and adopt AI-native marketing tools. Retire the ones that do not earn their place.
• Replace manual reporting with AI-assisted analysis so the team spends its time on decisions instead of spreadsheets.
• Compress the campaign production cycle. Audience research, creative variants, landing pages, and iteration should move in days, not weeks.
• Build agentic workflows for repeatable work such as list building, enrichment, signal routing, and post-campaign analysis.
• Set the standard for how AI-assisted work gets reviewed. Speed matters. So does accuracy in a market of technical buyers who will catch a wrong claim immediately.
• Bring a point of view on what happens to the funnel as buyers research through AI assistants instead of search engines, and get us there first.
You are a good fit if you
• Have 10+ years1 in B2B marketing, including at least 3 leading growth, demand generation, or acquisition.
• Have owned a meaningful program budget and can walk through how you allocated it, what returned, and what you cut.
• Are still hands-on. You get into the ad platforms, the automation platform, the dashboards, and the data yourself.
• Have already changed how a marketing team works by introducing AI tools, and can describe honestly what worked and what did not.
• Are fluent in analytics. You can size an opportunity, design a test, and defend a number in front of the sales team.
• Have marketed to technical buyers, ideally platform engineers or infrastructure teams.
• Have built or managed a small team.
• Work well with autonomy and know when to ask for support.
It is a plus if you
• Have worked in open source, developer tools, cloud infrastructure, or AI infrastructure.
• Have run growth for a sales-led and a self-serve motion at the same company.
• Have used intent data and account signal tools.
• Have shipped something yourself with AI. A workflow, a script, an internal tool, an agent.
• Have contributed to a technical community rather than only marketed to one.
#LI-REMOTE
Why Upbound?
At Upbound, you’ll help shape the systems and strategies that drive predictable, scalable growth in a product-led company embracing usage-based models. If you're excited to build from the ground up, work with cutting-edge cloud technologies, and directly impact how revenue is generated and scaled—this is your seat at the table.
About Upbound
Upbound is pioneering infrastructure platforms for the Agentic AI Era, serving Fortune 500 companies and platform engineers across more than 100 countries. The company empowers infrastructure and platform teams with Intelligent Control Planes - based on Kubernetes and Crossplane - that provision, operate, and adapt so platforms are ready for both humans and AI agents. Upbound is the creator and primary maintainer of Crossplane, the popular open-source framework for building cloud-native control planes, with over 100 million downloads and adoption by more than 1,000 teams worldwide. A Series B startup backed by GV (formerly Google Ventures), Altimeter Capital, and Intel Capital, Upbound has raised $69M to date. For more information, visit www.upbound.io.