Founding Product Marketing Lead

About Terminal

Terminal builds telematics data infrastructure for the commercial fleet industry. Commercial auto insurers and fleet software companies including industry leaders like Intact Insurance Penske and Progressive depend on our platform to access GPS speeding and vehicle data from 330 telematics providers. We recently raised our Series A led by Battery Ventures and are backed by Y Combinator Golden Ventures Penske Transportation Solutions and Intact Private Capital. Our team works together in person in Toronto combining early-stage speed with late-stage maturity while processing many terabytes of vehicle data every day.

For more on working at Terminal see our careers page at that this role is only open to Toronto/GTA-based candidates.

About the role

Were hiring a Founding Product Marketing Lead to build and own Terminals marketing function from the ground up. This is for a senior highly accomplished marketer who has already done the work at scale across multiple companies and marketing functions and now wants something different: to leave behind big teams layers and stakeholder management and build marketing the right way from first principles with direct ownership and outsized impact on the companys trajectory.

The leverage model is new. Rather than hiring and managing a large team of specialists youll orchestrate a roster of AI agents that play those specialized roles: content demand generation design research social directing them with the strategy taste and editorial judgment that only a seasoned operator brings. You are the strategist and the conductor; AI does the legwork of an entire team at a pace and breadth a traditional team cant match. Human hires come later and selectively as force multipliers not as headcount to manage.

Youll market a deeply technical product a data and API platform to a sophisticated technical audience moving fluidly between high-level category strategy and hands-on execution: you can set the narrative and also write the post build the deck and ship the page yourself. Terminal already has product-market fit and an established position; your job is to evolve and amplify it not invent it.

As Terminals first dedicated marketing hire youll work directly with the founders own the function end-to-end and have a clear path to grow into the leader who scales it. You report to the Chief Operating Officer (COO).

What youll do

1) Own and evolve Terminals positioning and narrative in the market

• Take over and evolve Terminals positioning messaging and category narrative: building on a strong foundation not starting from zero.

• Continue to evolve Terminals new website and the publication of our first customer success story then build a repeatable pipeline of customer and partner case studies.

• Carry and sharpen the narrative across conferences events and customer engagements.

• Own the surfaces where that narrative lives: website LinkedIn industry outlets and a thought-leadership blog.

• Write and publish persuasive high-conversion thought-leadership that earns attention in a technical market.

2) Build sales enablement that helps reps win

• Create the core sales collateral: decks one-pagers and standard narratives mapped to each segment.

• Build success stories customer testimonials and ROI models that move deals forward.

• Partner with the sales team (scaling to four reps) so enablement directly unblocks pipeline and conversion.

3) Build an AI-first marketing engine

• Design and run an AI-first marketing engine: orchestrate a set of specialized AI agents (content demand generation design research social) that execute the work of a full marketing team with you directing the strategy taste and editorial bar.

• Stand up the operating rhythm tooling and systems that make the engine repeatable high-quality and measurable.

• Own Terminals event presence: industry conferences and Terminal-hosted events (e.g. dinners).

What were looking for

• 10 years in marketing including VP or leadership roles with deep experience B2B marketing technical products ideally data API or developer-first products to technical and business audiences.

• Has operated across the full marketing stack (positioning content demand generation brand enablement events) and understands how the whole function fits together - not a single-lane specialist.

• A proven track record of category-defining positioning and persuasive thought-leadership that converts.

• Equally strong as a strategist and an operator: you set direction and still do the hands-on work yourself to a high bar.

• Fluent with AI and genuinely energized by it as a force multiplier. You would rather orchestrate a roster of specialized AI agents than manage a large team and you have the judgment and taste to direct them well.

• Wants a founding 01 mandate with direct ownership and company-level impact and is done with big-org layers and stakeholder management.

• You dont need to check every box. If youre missing some but confident youll close the gap quickly apply anyway.

Nice to have

• Prior experience in Telematics fleet/logistics or selling into the insurance domain.

What success looks like

How well measure success

• Pipeline impact: growth in marketing-sourced and marketing-influenced pipeline.

• Inbound quality: month-over-month growth in qualified inbound from target ICP accounts (enterprise/insurance) not just raw volume.

• Narrative traction: measurable lift in branded search share of voice and engagement on thought-leadership among the technical and industry audience.

• Adoption: founders sales and customers consistently articulate Terminals positioning with a documented framework in active use

• Enablement coverage: a complete current sales kit (Sales deck one-pagers ROI model segment-specific case studies) live within 90 days.

• Sales impact: improved win rate and stage conversion attributable to enablement assets.

• Leverage: deliver the output of a multi-person marketing team operating as one strategist plus a roster of AI agents.

• Operating cadence: a predictable high-quality content and publishing cadence established within 60 days.

In the first 90 days

• Evolve the new website launch publish the first customer success story and build a plan for a customer success story for all other customer segments.

• Evolve and document the positioning/messaging framework adopted across sales and marketing.

• Deliver a complete sales kit (deck one-pagers ROI model case study).

• Establish a content publishing cadence including but not limited to LinkedIn and the next wave of thought-leadership pieces.

In 612 months

• Demonstrate growth in qualified inbound and improved sales conversion attributable to marketing.

• Run a repeatable AI-first content and events engine that produces team-scale output with a measurable thought-leadership presence.

• Add the first selective human hire (events/field) only where it extends the engine.

Practical details

• Location: Toronto-based

• Travel: occasional for industry conferences and Terminal-hosted events.

• Reports to: COO. A 01 mandate to build the product marketing function and hire under it.

Compensation

• Base salary: $180000-$220000

• Meaningful equity plus the benefits below.

• Variable is tied to your impact on Terminals position in the market. The structure is defined before you start. You wont be negotiating it in your first week.

Benefits

• Strong compensation and equity packages.

• Brand new MacBook and computer equipment.

• Top-tier health/dental benefits and a flexible healthcare spending account.

• Personal spending account for professional development fitness and wellness.

• Four weeks paid time off statutory holidays.

• In-person culture with an office located in downtown Toronto.

The interview process

1. Intro call with the COO (30 min)

2. Product marketing deep-dive (60 min)

3. Work product presentation (72 hrs prep period 60 min)

4. On-site culture loop final (180 min)

Accessibility and accommodation

Terminal is committed to an accessible hiring process. If you need an accommodation at any stage applying interviewing or completing an assessment email and we will work with you to meet your needs. Accommodations are available under the Accessibility for Ontarians with Disabilities Act (AODA) and the Ontario Human Rights Code and requesting one will never affect how your application is considered.

Employment Type : Full-Time
Department / Functional Area: Marketing
Experience: years
Vacancy: 1
Yearly Salary Salary: 180000 - 220000