Founding Marketing Lead

Ribbon Labs, Inc.; Toronto; Hybrid; CAD 120,000 - 190,000; Full time

Benefits offered by this job

Competitive equity

Health & wellness stipend

Annual international offsite

Team lunches in Toronto

Job summary

Ribbon Labs, Inc. is seeking a Founding Marketing Lead to build the voice, pipeline, and brand for AI-powered interviewing.

You’ll shape GTM strategy, craft clear messaging, and own demand generation from day one in Toronto, partnering with Sales and the founders to fuel growth. This hands-on, founder-minded role evolves from setting strategy to rolling up sleeves—building a marketing function, and later leading a team with freelancers and agencies.

Qualifications

• 5–8+ years of B2B SaaS marketing in a high-growth startup.
• Writes exceptionally well and can translate complex ideas into clear messaging.
• Knows how to build programs that generate pipeline, improve conversion and revenue.
• Operates hands-on across content, demand, events, email, website, and enablement.
• Thinks like a founder: moves fast, takes ownership, spots opportunities.
• Is data-driven, creative, and practical with a bias for experimentation.

Responsibilities

• Build Ribbon’s demand generation engine from day one.
• Develop integrated campaigns across paid, organic, outbound, content, events and nurture.
• Establish systems and reporting to improve pipeline, conversion and ROI.
• Shape market voice and positioning around AI interviewing.
• Launch customer marketing programs and align with Sales, Product and founders.
• Collaborate with Sales and leadership to sharpen messaging and prioritize accounts.

Skills

Pipeline generation

Demand generation

GTM strategy

Clear messaging

Hands-on operator

Founder mindset

Data-driven

Job description

Build the marketing engine behind the future of hiring.

Ribbon is looking for a Founding Marketing Lead to build the voice, pipeline, and brand behind one of the fastest-growing categories in recruiting: AI-powered interviewing.

Your mission is simple: build the marketing engine that creates awareness, generates pipeline, and helps Ribbon become the category leader in AI interviewing.

This is a rare opportunity to build the function from the ground up. You will shape how the market understands AI in hiring, turn customer momentum into demand, partner directly with Sales and the founders, and have a direct impact on company growth.

As the business scales, you will have the opportunity to build and lead a marketing team, while leveraging freelancers, contractors, and agency partners to expand capacity. This will be a highly hands-on role for someone who is equally energized by setting the strategy and rolling up their sleeves to execute it.

About Ribbon

Ribbon is building the future of hiring: faster, smarter, and built for scale. Recognized by Fast Company as one of the Most Innovative Companies of 2026 and featured by The New York Times, BBC, Inc., and Bloomberg, we’re helping employers find the right people 10× faster. Our always-on voice AI interviewer screens candidates in minutes, identifies top talent automatically, and frees recruiters to spend time where it matters most. We work with some of the largest Fortune 500s customers in automotive, self-storage, logistics, and high-volume hiring, Ribbon is helping teams dramatically reduce time-to-hire, raise candidate quality, and scale without adding headcount.

How you’ll make an impact

• Build Ribbon’s demand generation engine from the ground up, with primary responsibility for creating qualified pipeline and measurable revenue impact.

• Develop and execute integrated campaigns across paid, organic, outbound, content, events, webinars, website conversion and nurture programs that move prospects from awareness to opportunity to revenue.

• Establish the systems, processes, reporting, and experimentation needed to continuously improve pipeline generation, conversion rates, campaign performance, and marketing ROI.

• Build the broader marketing foundation across product marketing, content, customer marketing, events, and sales enablement, ensuring each piece supports demand creation and revenue growth.

• Define and amplify Ribbon’s market voice through standout content, thought leadership, founder POVs, and category-defining messaging around AI interviewing and the future of hiring.

• Turn customer wins, product launches, and market insights into revenue-driving stories across case studies, LinkedIn, email, website, sales materials, and outbound campaigns.

• Partner closely with Sales, Customer Success, Product, and the founders to sharpen messaging, support priority accounts, surface customer proof points, and continuously improve performance across pipeline, conversion, engagement, and event ROI.

We are looking for someone who

• Has 5–8+ years of B2B SaaS marketing experience in a high-growth startup with proven success across pipeline generation, demand generation, integrated campaigns, and GTM strategy.

• Writes exceptionally well and can turn complex ideas into clear, sharp, compelling messaging that resonates with customers and supports sales.

• Understands revenue and knows how to build marketing programs that generate pipeline, improve conversion, and move deals forward.

• Is a hands-on builder and operator who can execute across content, demand generation, events, email, website, customer marketing, and sales enablement without needing a big team or perfect process.

• Thinks like a founder: moves fast, takes ownership, spots opportunities, learns quickly, and thrives in an early-stage startup environment.

• Is data-driven, creative, and practical and is able to come up with bold ideas, ship quickly, measure what works, and keep improving.

In your first year you'll

• Launch Ribbon's repeatable demand engine

• Double qualified pipeline

• Establish reporting across pipeline and conversion

• Refresh positioning around AI interviewing

• Build our first customer marketing program

• Create the marketing operating cadence with Sales

Why Ribbon

• Competitive salary + meaningful equity. We want you thinking like an owner because you are one.

• Direct customer impact. You’ll shape how companies adopt AI in one of the most important parts of their business: hiring.

• Cutting-edge tech. Build with the latest AI tooling, not yesterday’s stack.

• High-growth environment. Join at the inflection point of a fast-scaling, VC-backed company.

• Health & wellness stipend. Your mind and body are part of the product.

• Annual international offsite. Each year, we take our team on an exciting journey to a different international destination. It’s more than just travel, it’s an investment in alignment and collaboration.

• Team lunches & meetups in Toronto. Remote first doesn’t mean remote only.

We can’t wait to see how you’ll help our customers hire faster, smarter, and better with Ribbon.