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Cinder is mission-critical infrastructure for trust and safety on digital platforms. The company helps the world's largest internet platforms fight fraud, abuse, and manipulation at scale using AI agents, policy enforcement, and real-time threat investigation. Backed by Accel and Y Combinator, Cinder is a small, fast-moving team solving real customer problems.
In this role, you'll own demand generation for Cinder's AI product, working closely with the existing marketing team and reporting to the Head of Sales. Most companies building with generative AI don't yet know they have a trust and safety problem—your job is getting Cinder's story in front of the right buyers before they know they need it.
Key responsibilities:
- Build marketing-sourced pipeline: set targets with the Head of Sales and own the channel mix and strategy to hit them
- Translate Cinder's positioning on AI red teaming, agentic moderation, and content integrity into a narrative that resonates with generative AI buyers (different from marketplace or social platform buyers). Work with the Founding Marketer and Sales team on core narrative and own how it appears on the website and in sales conversations
- Increase demand-gen performance of customer case studies and stories (written, video, sales decks). One current case study is already a top-performing asset; you'll aim to create more at that caliber
- Turn Cinder's content and thought leadership engine (blog, newsletter, founder ghostwriting) into an explosive growth channel through consistent cadence, sharper distribution, and original research or benchmarks
- Support events strategy as a demand-gen engine: determine which events to attend, sponsor, or skip, and how to show up both at and around events
- Spot and act on relevant news and industry moments quickly, building timely campaigns
- Own campaign measurement and reporting: attribution, lead scoring, and inbound reporting to show where pipeline comes from
- Partner with sales on lead scoring, handoff, and follow-up to ensure marketing-sourced leads convert
Requirements:
- 4+ years in growth marketing or B2B demand generation, with experience building from zero (first marketing or demand gen hire with no existing pipeline or playbook)
- Built demand generation specifically for an AI product (not just general tech or B2B). Must be able to hold a real conversation about how models and agents behave, why evals matter, and where systems break
- Track record of owning a pipeline number: what you targeted, what you hit, and what you missed
- Experience building demand in a category where failure is existential (cybersecurity, identity and authentication, fintech risk, regtech, or similar). Know how to write about serious risk accurately and understand how buyers behave when downside is a breach or incident
- Strong judgment on content, positioning, and messaging. Ability to brief and edit copy written by others rather than write all long-form copy yourself
- Comfortable in CRM and marketing automation stacks; able to build your own reporting
- Builder's mentality: low ego, high ownership, comfortable defining your own strategy and workflows in a small team
- Genuine care about making the internet a safer place; this shows in your work
Nice to have:
- Experience marketing enterprise/B2B products into consumer-facing companies (social platforms, marketplaces, dating apps, gaming, fintech apps, B2C-facing AI products)
- ABM or intent-data tools experience
- Field marketing at conference scale
- Built a research report, index, or open benchmark that became a demand asset
- Ability to flex into other marketing specializations (ABM, product marketing, SEO)
