Growth Marketing Lead (B2B SaaS & Payments)

Title: Growth Marketing Lead (B2B SaaS & Payments)
Location: Ukraine
ABOUT US Ruby Labs is a leading tech company that creates and operates innovative consumer products. We offer a diverse range of opportunities across the health, education, and entertainment industries. Our innovative teams are driving the future of consumer-led products, and we're always looking for passionate individuals to join us. Learn more about our story at: ABOUT THE ROLE We are building a high-scale payment orchestration platform that helps businesses manage and optimize payments across multiple providers, regions, and products. As the platform continues to grow, we are looking for an experienced Growth Marketing Lead to own its digital presence and build a scalable marketing engine around the product. This is a highly hands-on role. You will own the full journey from positioning and website → content and distribution → acquisition funnels → qualified pipeline. We are looking for someone who has already worked in strong B2B SaaS, FinTech, Payments, DevTools, or other technical startups and understands how to market complex technology products to sophisticated audiences. You should be comfortable operating independently and using AI, automation, and modern marketing tools to achieve the output normally expected from a broader marketing team. KEY RESPONSIBILITIES WEBSITE & CONVERSION - Own the product website as a core acquisition and conversion channel. - Continuously improve positioning, messaging, information architecture, and copy. - Build and launch landing pages for products, use cases, industries, campaigns, and competitors. - Improve visitor → lead → demo conversion through continuous experimentation. - Run A/B tests and conversion-rate optimization initiatives. - Analyze visitor behavior and identify funnel drop-offs. - Maintain and update marketing pages independently using modern web, no-code, and AI tools. - Work with product and engineering teams when deeper technical changes are required. CONTENT & THOUGHT LEADERSHIP - Build and operate the product’s content engine. - Own the company blog, industry insights, guides, case studies, research, product content, and newsletters. - Turn internal expertise from product, engineering, and payments teams into high-quality external content. - Develop strong narratives around payment orchestration, payment performance, routing, retries, fraud, subscriptions, and related topics. - Create content designed for both education and commercial intent. - Repurpose strong ideas across multiple formats and distribution channels. - Maintain a consistently high quality bar for messaging and content. SOCIAL MEDIA & EXECUTIVE PRESENCE - Own social media presence, with LinkedIn as the primary channel. - Develop and execute a consistent company content strategy. - Help build the public presence of company leadership and subject-matter experts. - Create thought-leadership content for executives. - Identify relevant industry conversations, trends, and opportunities for participation. - Grow a relevant audience of payments, fintech, product, and technology decision-makers. PR & INDUSTRY PRESENCE - Build the product’s visibility within the global payments and FinTech ecosystem. - Identify opportunities for media coverage, expert commentary, interviews, podcasts, newsletters, and industry publications. - Build relationships with relevant journalists, creators, communities, and industry platforms. - Identify conferences, panels, webinars, awards, rankings, and partnership opportunities. - Position the company and its leadership as credible voices in payment orchestration and payment infrastructure. - Track competitor narratives and proactively identify opportunities to enter relevant industry conversations. SEO & AI DISCOVERY - Own the organic acquisition strategy. - Perform keyword, competitor, and search-intent research. - Build content clusters around high-value payment topics. - Create high-intent commercial and competitor pages. - Manage on-page, technical, and content SEO initiatives. - Develop backlink and external distribution strategies. - Optimize visibility across Google as well as AI-driven discovery platforms such as ChatGPT, Perplexity, Gemini, and similar tools. - Track organic traffic, rankings, visibility, leads, and pipeline generated through search. GROWTH & ACQUISITION FUNNELS - Build and optimize acquisition funnels from first interaction to qualified opportunity. - Develop landing pages, lead magnets, reports, webinars, and other acquisition assets. - Build email nurturing and lifecycle campaigns. - Implement marketing automation and lead-routing workflows. - Experiment with inbound, paid, partnership, community, retargeting, and outbound-assisted acquisition. - Work closely with Sales to improve lead quality and conversion. - Continuously identify new channels capable of generating qualified pipeline. ANALYTICS & EXPERIMENTATION - Own marketing analytics and attribution. - Track: - Website traffic and acquisition sources - Visitor → lead conversion - Lead → demo conversion - Lead → opportunity conversion - Qualified pipeline - Marketing-sourced and marketing-influenced pipeline - SEO performance - Content performance - Campaign performance - CPL / CAC where applicable - Build clear dashboards and reporting around marketing performance. - Maintain a structured growth experimentation process: - Hypothesis - Launch - Measurement - Learning - Iteration - Prioritize measurable business outcomes over vanity metrics. AI-FIRST MARKETING OPERATIONS - Use AI extensively across the marketing workflow. - Build efficient AI-powered processes for: - Market and competitor research - Content creation and editing - SEO research - Visual creation - Video production - Landing-page development - Content repurposing - Data analysis - Outreach personalization - Marketing automation - Reporting - Create reusable workflows and automations instead of repeatedly performing manual tasks. - Continuously evaluate new AI tools that can improve marketing quality, speed, or scale. QUALIFICATIONS - 4+ years of hands-on experience in growth, content, digital marketing, or demand generation. - Proven experience in B2B SaaS, FinTech, Payments, DevTools, infrastructure, or another technical startup environment. - Strong portfolio of marketing initiatives you personally built or owned. - Demonstrated ability to generate measurable results such as: - Organic traffic growth - Qualified leads - Pipeline - Conversion improvements - Audience growth - Successful content or campaign performance - Strong understanding of B2B acquisition funnels and complex sales cycles. - Excellent written English and strong copywriting skills. - Strong understanding of positioning, messaging, and content strategy. - Practical experience with SEO and website conversion optimization. - Experience with marketing automation, CRM, and analytics platforms. - Strong understanding of LinkedIn and B2B content distribution. - Ability to operate independently with minimal supervision. - Strong hands-on experience with modern AI tools. STRONG PLUS - Experience in: - Payment orchestration - Payments infrastructure - Payment processing - FinTech - Billing - Subscriptions - Fraud or risk platforms - API-first SaaS - Experience at a high-growth startup with a strong content and media presence. - Experience building a marketing function or major acquisition channel from an early stage. - Experience with tools such as HubSpot, Webflow, Framer, GA4, Google Search Console, Ahrefs, Semrush, Clay, Apollo, Zapier, Make, or similar platforms. - Experience building marketing workflows with ChatGPT, Claude, Perplexity, Cursor, or other AI tools. - Experience working with PR, podcasts, industry media, events, or executive thought leadership. - Existing network within the payments or FinTech ecosystem. HOW YOU THINK & WORK - You are a builder, not just a coordinator. - You are comfortable personally shipping