In the fast-paced world of B2B SaaS, building a marketing team that can drive sustainable growth is both an art and a science. Gone are the days of siloed departments and vague metrics.
Today’s top-performing teams are agile, data-driven, and deeply integrated with both product and sales. They are built around key individuals who can think strategically while also executing flawlessly.
To illustrate what this looks like in practice, we’ve outlined three foundational roles that form the core of a modern B2B marketing SaaS team. For each role, we’ll explore the essential skills, characteristics, and experience to look for, what to avoid during the hiring process, and then provide a template to help you craft the perfect job description.
Important note: This structure is ideal for early stage SaaS companies growing their first-time marketing team. If you are SaaS company that has none or one inexperienced marketer and/or is pre-seed, seed, or aiming for a series A funding round, this is your starter-pack marketing team.
team was written through my personal experiences and beliefs to be
Head of Marketing – The Strategic Leader
Why is this role important?
The Head of Marketing is the strategic architect of the company’s growth engine. This leader is responsible for more than just managing campaigns; they are tasked with steering the company’s market presence, driving overall growth, and establishing the brand as a definitive leader in the B2B Marketing SaaS industry.
A great Head of Marketing blends high-level strategy with a hands-on approach, ensuring that the vision is executed effectively. They are the crucial link between the executive team, product development, and the marketing department, ensuring all efforts are aligned toward the same business objectives.
Skills for the role:
- Leadership: Proven ability to manage in-house teams, agencies, budgets, and freelancers.
- Strategy & Communication: Expertise in marketing strategy, presentation, and clear reporting.
- Data Fluency: A data-oriented mindset with proficiency in analyzing KPIs to make informed decisions.
- Tech Savvy: A deep understanding of how the SaaS model works, with some experience in AI being a plus.
- Time Management: Excellent organizational and time management skills.
- Global Perspective: Experience marketing to an international audience.
Characteristics for the role:
- Proactive & Entrepreneurial: A self-starter who actively seeks out new opportunities.
- Quick Learner: Adapts quickly to new information and changing market dynamics.
- Hands-on Implementer: Possesses strong implementation skills and isn’t afraid to get involved in execution.
- Flexible & Agile: Able to pivot strategies and approaches as needed to solve problems.
Experience required:
- 7-10+ years of experience in marketing roles.
- At least 2-3 years of experience in a relevant SaaS or B2B niche.
- Has worked directly with Product/Development teams.
- A strong network of collaborators, potential hires, etc.
- Experience managing budgets similar to yours (e.g., $2,000 – $10,000).
What to avoid when hiring:
- Purely Individual Contributors: Avoid candidates who have only ever worked as individual contributors and lack team management experience.
- Rigid Strategists: Be wary of those stuck on specific strategies who may not be adaptable.
- Poor Communicators: A great presenter who has never implemented the work themselves can be a red flag.
- Not a Team Player: This role is highly collaborative; lone wolves will struggle.
Specialties: An ideal candidate should have in-depth knowledge and skills in at least three of the following areas:
- Email Marketing,
- Content/Copywriting,
- Affiliate Marketing,
- ABM/Outreach,
- Paid Ads Management,
- SEO, or
- Events.
Job Description Template: Head of Marketing
Alternative Titles: Head of Growth, Marketing Lead
About the Role At the helm is the Head of Marketing, a dynamic and experienced leader responsible for steering the company’s marketing efforts, driving growth, and establishing ACME INC. as a leader in the B2B Marketing SaaS Industry.
This role requires a strategic thinker with hands-on implementation skills who can manage resources effectively, collaborate across departments, and adapt to changing business needs.
The ideal candidate will have a proven track record in marketing leadership, experience in SaaS or B2B industries, has led small teams with a growth mindset, and managed resources like freelancers or agencies before. This individual works closely with the CEO and the product development team to ensure marketing strategy is aligned with overall business objectives.
Key Responsibilities
- Marketing Strategy & Execution
- Team Leadership
- Campaign Management
- Planning and participation in events, both virtual and in-person
Skills
- Strong leadership abilities with experience managing teams and external collaborators.
- Growth and testing mindset to explore various avenues of growth
- Marketing at an international audience.
- Expertise in marketing strategy, communication, presentation, and reporting.
- Proficiency in data analysis and decision-making based on KPis.
- Technological proficiency, understanding how SaaS works
- Data Analysis & Reporting
- Experience using AI is advantageous
- Good communication & English language skills both written and oral
You should be:
- Proactive and entrepreneurial mindset.
- Quick learner with adaptability to pivot strategies as needed.
- Strong hands-on implementation skills.
- Flexible approach to problem-solving.
Experience
- 7+ years of experience in marketing roles.
- 2-3 years experience in SaaS or B2B industries.
- 2-3 years of team leadership experience.
- Experience working closely with product/development teams.
- Experience in leading growth initiatives in startups or scale-ups is preferred.
Campaign Manager: Your Operations Powerhouse
Introduction: Why is this role important?
The Campaign Manager is the execution powerhouse of the marketing team. This individual is responsible for taking marketing strategies and turning them into tangible results.
They are the owner of the process from start to finish, whether it’s creating landing pages, preparing ads, optimizing email sequences, or running an affiliate program. As a performance-focused role, the Campaign Manager is deeply analytical and hands-on, constantly testing and iterating to drive revenue and lead generation. They are essential for ensuring that marketing spend is efficient and effective.
Skills for the role:
- Marketing Strategy & Project Management: Ability to manage campaigns from concept to completion.
- Performance Channel Expertise: Deep knowledge in channels like PPC, Affiliates, Outreach, and Email.
- Data Analysis & Reporting: Strong ability to analyze campaign data and report on performance.
- A/B Testing: Proficient in setting up and evaluating A/B tests to optimize performance.
- Budgeting: Experience managing and allocating campaign budgets.
- Tech Savvy: Comfortable with marketing technology, with some experience in AI being an advantage.
Characteristics for the role:
- Strong Individual Contributor: A doer who can work independently to get things done.
- Proactive: Takes initiative and drives projects forward.
- Quick Learner: Rapidly grasps new tools and campaign concepts.
- Ownership Mentality: Takes full ownership of campaigns and their outcomes.
- Hands-on & Adaptable: Strong implementation skills and the ability to adapt to new challenges.
Experience required:
- 3-5+ years of experience in digital marketing.
- At least 2-3 years of experience in a relevant SaaS or B2B niche.
- Agency experience is a plus.
- Experience managing budgets similar to yours (e.g., $5,000+).
What to avoid when hiring:
- Managers Only: You want a strong individual contributor here, not someone who only delegates.
- Overly Specialized: Avoid candidates who are experts in only one domain; you need someone who can run campaigns across multiple channels.
- Not a Team Player: While an individual contributor, this role must collaborate effectively with the rest of the team.
Specialties: A strong candidate will be an expert in at least three of the following: Email Marketing, Content/Copywriting, Affiliate Marketing, ABM/Outreach, or Paid Ads Management.
Job Description Template: Campaign Manager
Alternative Titles: Performance Marketing Manager, Growth Marketing Manager
About the Role
We are seeking a results-oriented Campaign Manager to drive growth through strategic and hands-on execution of performance marketing campaigns. This role will focus on optimizing PPC, email, and affiliate channels, requiring a data-driven approach and the ability to adapt quickly in a fast-paced environment.
The ideal candidate will have a proven track record in managing performance campaigns, experience in SaaS or B2B industries, and a strong understanding of digital marketing best practices. You will work closely with the Head of Marketing to achieve revenue and lead generation goals.
Key Responsibilities
- Campaign Execution & Optimization
- Performance Analysis & Reporting
- A/B Testing & Optimization
- Budget Management
Skills
- Expertise in PPC, preferably Google & LInkedIn Ads
- Strong data analysis and reporting skills
- Experience in A/B testing and conversion rate optimization (CRO).
- Strong technical understanding and/or martech skills are an advantage
- Good communication & English language skills both written and oral.
- Experience using AI is advantageous.
You should be
- Proactive and results-driven.
- Quick learner
- Willing to work hands-on on the projects (strong implementer)
- Problem solver
Experience
- 3-5+ years of experience in digital marketing roles, with a focus on performance marketing.
- 2-3 years of experience in SaaS or B2B industries.
- Experience managing digital marketing budgets of 4-5 figures per month.
- Experience working with multiple tools & platforms
Product Marketer: Your Evangelist & Product Liaison
Introduction: Why is this role important?
The Product Marketer is the critical bridge between the product and the market. This role is responsible for ensuring that the product’s value is clearly communicated to customers and that user feedback informs product development.
They are customer-centric to their core, focusing on driving product adoption through effective go-to-market strategies, compelling messaging, and optimized user onboarding. By analyzing user data and market trends, the Product Marketer ensures the product not only meets customer needs but also stands out in a competitive landscape. They are essential for turning features into benefits and users into advocates.
Skills for the role:
- Go-to-Market Strategy: Expertise in planning and executing product launches.
- Data Analysis: Ability to analyze product usage, activation data, market trends, and competitor activity.
- User Onboarding: Skill in optimizing in-app notifications and activation sequences to improve user adoption.
- Project Management: Strong organizational skills to manage cross-functional projects.
- Technical Aptitude: Technology savvy with a strong understanding of product development cycles.
Characteristics for the role:
- Curious & Eager to Learn: A natural curiosity about customers and the market.
- Customer-Centric: A deep empathy for the user and a passion for solving their problems.
- Analytical & Data-Driven: Makes decisions based on data, not just intuition.
- Strong Communicator: Excellent written and verbal communication skills to articulate product value.
- Technical Background: Possesses a technical understanding or background.
Experience required:
- 3-5+ years of experience in product marketing or related roles.
- 1-2+ years of experience in a similar position.
- 1-2+ years in a SaaS or B2B environment.
- Proven experience working directly with Product/Development Teams.
What to avoid when hiring:
- Marketing Generalists: Look for specific product marketing experience, not just general marketing skills.
- Lack of Technical Understanding: Candidates who can’t grasp the technical aspects of the product will struggle to communicate its value.
- Not Data-Driven: Avoid those who rely solely on gut feelings rather than customer data and market research.
- Poor Cross-Functional Skills: This role requires tight collaboration with product, sales, and marketing teams.
Specialties: A top candidate will have demonstrated expertise in areas like Competitive Analysis, User Research, Product Positioning, Sales Enablement, and Customer Lifecycle Marketing.
Job Description Template: Product Marketer
Alternative Titles: Product Marketing Manager, Growth Product Marketer
About the Role
We are seeking a data-driven and customer-centric Product Marketer to drive product adoption and growth. This role will focus on developing go-to-market strategies, optimizing activation sequences, and leveraging data analysis to enhance product usage. The ideal candidate will have a strong understanding of product management and development teams, with a passion for translating technical features into compelling customer benefits.
Key Responsibilities:
- Go-to-Market Strategy
- Activation Sequences
- Data Analysis & Market/Competitor Research
- Product Messaging
- Project Management
Skills:
- Project Management
- Go-to-market strategy development.
- In-app notifications and activation sequence optimization.
- Data analysis (product usage, activation, market, competition).
- Technology savvy, with some experience in AI.
- Strong understanding of product management and development teams.
You should be:
- Curious and eager to learn.
- Customer-centric.
- Possess a technical background or understanding.
- Analytical and data-driven.
- A good communicator, especially with strong English written skills.
Experience:
- 3-5+ years of experience in product marketing or related roles.
- 1-2+ years of experience in a similar position.
- 1-2+ years in SaaS, B2B, Relevant Niche
- Has worked with Product/Dev Teams.
