Head of Marketing — US Market
Company: Crystalia Glass
Contract: B2B
Format: Remote
Market: US
Working hours: 8:30 AM–5:00 PM New York time, with at least 6 hours of daily overlap
Media budget: $200K+/month
Crystalia Glass is a US manufacturer and installer of premium architectural glass systems for residential and commercial interiors, including glass partitions, sliding glass walls, and steel- and aluminum-framed systems.
We are looking for a Head of Marketing to own and develop our US marketing function across brand, growth, performance, analytics, and team leadership.
Core Requirements
- 7+ years of marketing experience, including 3+ years leading a full marketing function with ownership of strategy, budget, team, and results.
- Direct experience owning marketing for the US market, with responsibility for customer acquisition, demand generation, and brand growth.
- Experience marketing the same product or brand to both B2B and B2C audiences simultaneously — with distinct positioning, customer journeys, acquisition strategies, and funnels for each audience.
- Experience in a relevant or closely related industry — ideally construction, building materials, architecture and interior products, custom furniture, home improvement, premium home products, or another comparable high-consideration category.
- Experience managing significant paid media budgets — ideally $1.5M+ annually — with the ability to discuss actual spend, channel allocation, and resulting business performance.
- Strong full-funnel analytics experience, including attribution, CAC, ROMI, conversion rates, channel economics, and analysis through to closed revenue.
- Strong experience with CRM systems, including pipeline structure, workflows, lead qualification, reporting, and funnel analysis. We currently use HubSpot, but experience with other advanced CRM platforms is absolutely fine.
- Experience leading distributed marketing teams of 8+ people, including specialists, contractors, and agencies.
- Proven marketing and growth results supported by specific numbers and business outcomes.
- English C1+, with strong written English for US-facing communication, messaging, and creative review.
What You'll Own
Brand & Market Position
- Define and strengthen Crystalia's positioning in the US premium market
- Build consistent messaging and brand standards across channels and customer touchpoints
- Develop a visual production pipeline for completed projects — photography, video, and portfolio content
- Build PR and media presence in architecture, interior design, construction, and relevant lifestyle publications
- Develop partnerships with architects, interior designers, contractors, and other trade professionals
Growth & Performance
- Own marketing-sourced growth across both B2B and B2C
- Manage and allocate a $200K+ monthly media budget
- Lead strategy across paid search, paid social, SEO, content, CRM, and other acquisition channels
- Make channel and budget decisions based on closed revenue and unit economics, not lead volume alone
- Improve qualified demand, conversion, CAC, ROMI, and overall marketing efficiency
Analytics & Funnel
- Build visibility from first touch through closed revenue
- Develop attribution and channel-level unit economics
- Track and use CAC, ROMI, conversion rates, close rates, average deal value, and sales-cycle length
- Analyze lost opportunities, objections, CRM data, and customer conversations to improve positioning and campaigns
- Build concise executive reporting focused on metrics that drive decisions
Sales Partnership
You will work with Sales leadership as a peer partner, not as the manager of the Sales organization.
Together, Marketing and Sales will:
- Define and review lead qualification criteria
- Analyze lead quality, conversion, and revenue by source
- Review funnel performance and lost-deal reasons
- Improve the handoff and customer journey between Marketing and Sales
Marketing owns funnel analysis through closed revenue; Sales leadership owns sales targets, processes, and people.
Team & Operations
You will lead a distributed marketing team across B2B and B2C marketing, SEO, PPC, Paid Social, SMM, Community, Design, and CRM.
You will:
- Assess and develop the existing team structure
- Strengthen brand and analytics capabilities
- Hire and manage specialists, contractors, and agencies
- Establish clear ownership, processes, quality standards, and accountability
- Build systems that can scale with the business
Digital & E-commerce
Our new website is currently in development and will introduce e-commerce elements, including customer accounts and online purchasing for selected products.
E-commerce is not our primary business model, but experience with digital customer journeys, online conversion, and e-commerce mechanics will be valuable.
Strong Advantages
- Premium or luxury product experience
- Architecture, construction, building materials, interiors, custom furniture, or home improvement background
- Experience with architect, designer, contractor, or other specifier channels
- Experience building a brand function from the ground up
- PR and media relations in architecture, design, construction, or lifestyle
- Showroom, trade show, or physical retail marketing
- New product launches in established markets
- Practical use of AI in marketing workflows for analysis, research, content production, and automation
What Success Looks Like
Build Crystalia into a stronger and more recognizable premium brand in the US architectural glass market, while creating a marketing system that produces predictable and profitable revenue growth.
Success means stronger qualified demand across B2B and B2C, clear attribution from first touch to revenue, smarter budget allocation, strong alignment with Sales, and a marketing organization that can scale with the business.
