Head of Marketing - Remote, USA

About this role

Who we are:

Formic is on a mission to reshape American manufacturing by making automation accessible to every factory. As labor constraints rise, costs increase, and global competition intensifies, automation is no longer optional for manufacturers that want to stay competitive.

We deliver automation through a Robotics-as-a-Service model that combines industrial robotics, proprietary software, and full-service support into a single, integrated solution. By removing the traditional barriers of cost, complexity, and risk, we enable manufacturers to deploy automation quickly and realize measurable gains in throughput, safety, and operational efficiency without large upfront capital investment.

Backed by leading investors including Lux Capital, Initialized Capital, Blackhorn Ventures, and Mitsubishi HC Capital North America, Formic is scaling rapidly and building the foundation for a new era of high-performance, Made in America production.

About the team:

Formic's Marketing Team is the growth engine behind our commercial expansion. We move fast, experiment boldly, and build systems that scale. We work in close lockstep with Sales, RevOps, and Leadership to generate pipeline, sharpen our message, and get in front of the right manufacturers at the right time. This team is small, high-impact, and driven - and we're looking for someone who can match that energy.

About this role:

As our Head of Marketing, you will build, optimize, and lead a scalable engine for creating demand and qualified pipeline. You will own how Formic shows up in the market, how we identify and reach the manufacturers we can help, and how we turn that engagement into high quality opportunities for Sales.

This is a broad, hands-on role spanning Marketing, lead generation, Sales Development, and GTM Engineering and managing a team to deliver across those areas. You'll bring those capabilities together around a common goal: creating qualified pipeline and quantifying through data and insights what's driving it. As Formic grows, you'll help determine how the team and these capabilities evolve.

We're looking for someone who combines creativity with operating rigor. You'll set strategy, but you'll stay close enough to the work to understand what's actually happening. You'll establish clear priorities, ownership, and metrics, and make decisions based on results. When something works, you'll scale it. When it doesn't, you'll change it or stop doing it.

You'll also build and develop the team around you. That means setting clear expectations, delegating real ownership, coaching people to get better, and holding the team accountable for results. We want a leader who welcomes challenges, seeks out evidence that their assumptions may be wrong, and changes course when the data or the team tells them something different.

This is a builder role. One day you might be sharpening Formic's positioning; the next, reviewing pipeline performance with Sales, coaching an SDR, digging into why a campaign isn't converting, or working with a GTM Engineer to test a completely different way of reaching manufacturers. You should be equally comfortable asking "What should we try?" and "Did it work?"

We’re not looking for a standard B2B marketing playbook or activity for activity’s sake. We’re looking for a Head of Marketing who creates focus from ambiguity, turns experiments into learning, and builds repeatable systems that drive measurable business results.

You’ll bring a healthy appetite for the unconventional—challenging how things have always been done, proposing bold ideas, and testing them intelligently. We want the kind of imagination that makes people stop, pay attention, and think differently about industrial automation.

The next great idea in industrial marketing probably sounds a little crazy. Good. We want to hear it. Help us make industrial robotics impossible to ignore.

You will own the engine that feeds our sales and deployments.

In this role you will:

Own Brand & Marketing

• Own Formic's marketing strategy and how we show up in the market.

• Develop and continually sharpen our positioning, messaging, and story.

• Translate Formic's technology, business model, and customer value proposition into messaging that resonates with manufacturers and their economic buyers.

• Own content, creative, video, website, customer stories, events, campaigns, thought leadership, PR, product marketing, and other channels that build awareness and demand.

• Develop differentiated messaging across industries, use cases, personas, and stages of the buying journey.

• Demonstrated ability to conceive and execute original, unconventional marketing campaigns that break through industry norms, capture attention, and produce measurable business impact.

• Turn customer outcomes, deployments, product capabilities, and what we're learning in the field into compelling content.

• Build Formic's brand within manufacturing while ensuring our marketing investments support clear commercial objectives.

Own Demand & Pipeline Generation

• Own the creation of qualified pipelines across Marketing, lead generation, SDR/outbound, ABM, events, paid, organic, partnerships, and emerging channels.

• Establish clear pipeline goals and build repeatable systems to identify, engage, and qualify manufacturers that fit Formic's ideal customer profile, optimizing channel mix, conversion, and resources.

• Lead and develop our Sales Development function, including targeting, prospecting strategy, messaging, sequencing, coaching, productivity, and performance.

• Establish clear funnel definitions, ownership, lead routing, and follow-up processes to ensure every source of inbound and outbound interest is captured, acted upon, and effectively handed off to Sales.

• Partner closely with Sales and RevOps on territory priorities, pipeline needs, lead quality, conversion, and feedback from the market.

• Measure pipeline contribution, progression, conversion, and cost by…