VP of Marketing

San Francisco, CA

Formation, Inc. is seeking a passionate and dynamic Vice President of Marketing to lead both our corporate and product marketing. This person will be a key driver of Formation’s growth by building our positioning, brand and go-to-market strategies aimed at leading B2C Enterprises, evangelizing our innovative product and enabling Formation’s Sales Team.

You are a dynamic leader who likes being hands-on while driving the bigger picture. You will be strong on understanding our target market, using data to drive decisions, and building a differentiated brand and positioning. You should be able to balance strategic vision, thought leadership, followership, execution excellence, continuous improvement and provide an exceptional vision for Formation’s brand. You will work closely with multiple teams at Formation, external partners and our amazing customers to build and execute Go-To-Market strategy for the Formation product. In addition, you will work closely with Sales, Product, and Business Development Teams to effectively position our product, differentiate our platform from the competition, and craft and tell the Formation story unlike anyone else. Most importantly, you should be able to inspire and grow a remarkable team.


  • Set the strategy and direction for Formation’s position in the market
  • Build an amazing brand identity and build awareness for Formation through all relevant channels, including partners
  • Leverage marketing tools to execute lead generation programs, leveraging account-based marketing and other enterprise-focused data-driven marketing techniques
  • Arm the Sales Team with the tools and materials needed to win customers across verticals
  • Execute a content generation program from short-form to long-form to establish Formation as the thought leader for individualized marketing at scale
  • Work with the product team to ensure alignment between positioning and product
  • Represent Formation to the outside world, including press, analysts, and customers


  • 10+ years of marketing and/or product marketing experience in B2B SAAS products
  • Strong track record of building and leading marketing in an enterprise SAAS startup
  • Extensive experience with enterprise sales materials and enablement
  • Strong knowledge of the Martech industry and experience in marketing enterprise software to the Fortune 1000
  • Compelling storyteller who can engage and educate customers and prospects with professionalism and effectively communicate to business and technical decision makers
  • Experience managing events including conferences, trade shows and webcasts
  • Bonus: Known as a thought leader in this space

Desired Character Attributes:

  • Excellent leadership and interpersonal skills
  • High clock speed; can thrive in a high bandwidth environment
  • Bright, dynamic, with gravitas
  • High integrity and authentic
  • Self-starter that works with a sense of urgency and purpose
  • Entrepreneurial- metaphorically, enjoys scaling mountains
  • Driven to succeed and achieve ambitious goals, while being a collaborator and leader
  • Stellar written and verbal communication skills
  • Adaptable to rapidly changing startup environment
  • Well-organized, data-driven and strong ability to delegate responsibility


Formation was founded with a vision to orchestrate individual offers and customer journeys at scale—enabling consumer-based enterprises to connect with their customers as individuals. Formation’s product employs a cloud-based architecture that is purpose-built for agile marketing and driving customer lifetime value. It enables the creation and delivery of one-to-one offers and customer experiences across channels in order to deepen and improve customer relationships while driving economic impact and lifetime value.

Today, Formation is enabling Starbuck's vision to be the "most personalized brand in the world." Formation’s machine-learning enables true one-to-one offers, with multiple facets of each offer made individually relevant for the millions of Starbucks loyalty members. Formation’s process automation has reduced marketing workflow time by from three months to one week versus a segmentation-based approach. And the business results are highly impressive with Starbuck's realizing significant benefits including 3X improvement in campaign run rate incremental revenue, 2X engagement and 2x marketing spend efficiency vs pre-Formation offers.

Formation has extended their customer footprint beyond Starbucks into the travel vertical with a major US airline and continues to build out it’s growing customer footprint across restaurant, retail, travel & hospitality and financial service verticals.

Formation is committed to inclusion and diversity and is an equal opportunity employer. All applicants will receive consideration without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, disability, or veteran status.

If you're up for the challenge of a lifetime, we're looking for outstanding talent to join our team.