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Calico is a software and production platform modernizing apparel manufacturing operations, replacing fragmented workflows (spreadsheets, WhatsApp, email) with a unified system. You'll be the first marketing hire, building the entire marketing function from scratch with no inherited playbook or team.
Your core responsibilities:
**Pipeline & Demand Generation**: Own all channels—outbound, content, paid, partnerships, events—from first touch through qualified conversation. Test broadly, kill underperformers quickly, and double down on what generates real conversations with apparel brands. You'll market two revenue lines (software licenses and production services), so you'll need to understand why brands choose one over the other and build distinct offers and funnels.
**Brand & Messaging**: Define Calico's positioning, narrative, and point of view. Own the website, pricing presentation, sales decks, and all external communications. The apparel industry has a keen nose for generic software marketers; your messaging must demonstrate genuine understanding of sourcing operations and the pain points of production managers.
**Content & Community**: Build an audience of apparel operators who find Calico useful regardless of immediate purchase intent. Set content direction with your social media counterpart (who handles daily execution). Leverage customer stories as proof and show up where sourcing decisions actually happen.
**Instrumentation & Analytics**: Use AI extensively for research, enrichment, sequencing, and content creation. Instrument the funnel, ensure data integrity, and report honestly by revenue line on what's working, what's failing, and where to allocate the next dollar.
**Team Building**: Identify where additional capacity creates leverage and help build the marketing function around your needs.
The role demands creative, scrappy thinking. Traditional B2B playbooks (gated content, generic LinkedIn ads, webinars) won't work here. Success looks like a teardown series that gets forwarded in sourcing group chats, a trade show stunt that draws crowds, a useful tool operators bookmark, or a cold sequence so specific it gets replies just for the insight.
**Requirements**:
- 5+ years of marketing experience (or demonstrable results in less time)
- Proven track record building something meaningful: a campaign, newsletter, community, growth hack, or side project with measurable results. Bonus if it failed first and you learned from it.
- Experience as a solo or near-solo marketer with full funnel ownership and no one to hand work to
- Comfort operating with constraints; you get more creative, not less, when budget is tight
- Preference for owning the entire funnel over perfecting one channel
- Mindset focused on pipeline and payback, not vanity metrics (reach, impressions)
- Competitive drive and persistence; you try a fourth channel when three fail, and something unconventional when that fails
- Ability to self-identify bottlenecks and argue from data about resource allocation
- Bonus: category creation experience, apparel/fashion/retail/manufacturing background (understanding tech packs, line sheets, production workflows), or B2B experience selling into non-software-native industries
Not a fit if you need a playbook, prefer deep specialization in one channel, measure success in reach rather than revenue, or have ever said "that's not my job."
