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Description:About Valicom Valicom is a leading provider of Telecom Expense Management (TEM) and lifecycle management software for enterprise IT, telecom, and finance teams. We help organizations gain visibility and control over their telecom, mobility, and IT assets — reducing cost, improving compliance, and simplifying operations.
About Exa Capital Valicom is part of Exa Capital, a permanent capital holding company that acquires and builds vertical market software businesses. Exa takes a long-term, stewardship-driven approach — buying and holding companies forever, and empowering leaders through a decentralized operating model. Valicom is one of 10+ Exa portfolio companies and operates with full independence on its strategy, team, and P&L.

Job Summary:

Title: Marketing Manager

Location: Madison, WI (hybrid)

Company: Valicom — An Exa Capital Company

Department: Marketing

Reports to: General Manager, Valicom

Salary Range: USD $80K – $100K base (depending on experience and demonstrated ability to own pipeline)

Job Overview:

Valicom is hiring a dedicated marketing owner. You will lead Valicom’s entire marketing function — positioning, content, demand generation, paid media, and sales enablement — and be directly accountable for marketing-sourced pipeline.

You are the only marketer on the Valicom team. You will not be alone: Exa’s central marketing team (EESG) supports you with SEO, creative, and full-stack web development on a published SLA. You own content and paid media end-to-end — because those disciplines require deep product, customer, and market context that only someone inside Valicom can have.

This is a role for an operator, not a strategist. If your first question is “what is my team?” — this is not the right seat. If your first question is “what is our ICP and why aren’t they buying faster?” — keep reading.

Why This Role is Unique

• Own the full marketing function at a profitable, growing vertical software company.
• Direct pipeline accountability to a GM who wants marketing to drive the business.
• Backed by Exa’s central marketing platform (SEO, creative, full-stack dev) — you brief specialists, you don’t wait for them.
• Access to Exa’s portfolio-level Operating Partner, RevOps Lead, GTM Advisor, and Director of Marketing — a brain trust bigger than any single company could build alone.
• A clear growth path to Sr. Marketing Manager and Head of Marketing as Valicom scales.

Key Responsibilities

Content Marketing

• Own Valicom’s editorial calendar, voice, and content strategy.
• Produce high-quality content that resonates with TEM buyers: blogs, guides, white papers, case studies, ROI calculators, videos.
• Interview customers and internal SMEs; turn those conversations into content that closes deals.
• Brief Exa’s EESG creative and SEO specialists on content design, optimization, and distribution.

Paid Media & Demand Generation

• Own paid media strategy and execution across LinkedIn, Google, industry publications, and relevant paid channels.
• Design, launch, and optimize demand gen campaigns (inbound, outbound, ABM, events) aligned to Valicom’s ICP and ACV range.
• Own budget, channel mix, CAC payback, and pipeline attribution.
• Partner with EESG on paid asset creative and landing page performance.

Positioning, Messaging & Product Marketing

• Own Valicom’s positioning and messaging — what we do, who we do it for, why we win.
• Maintain the messaging framework used by sales: battle cards, one-pagers, demo narratives, ROI calculators.
• Own competitive intelligence: track competitors, win/loss patterns, and pricing dynamics.
• Partner with product on launches, pricing, and packaging.

Sales Enablement & Partnership

• Keep sales collateral current: pitch decks, one-pagers, battle cards, customer case studies, ROI calculators.
• Run a weekly pipeline review with Valicom’s sales leadership and top AEs.
• Sit in Valicom’s Slack/Teams channels — be available in real time, not on a ticket system.
• Attend closed-won and closed-lost reviews. Every lost deal informs marketing.

Customer Marketing & Expansion

• Partner with CS to drive reviews, case studies, references, and expansion content.
• Build customer marketing programs that support NRR, cross-sell, and upsell.

Website & Digital

• Own Valicom’s website as a sales surface — strategy, copy, and conversion.
• Brief Exa’s EESG full-stack developer on builds, landing pages, and CRO experiments.
• Collaborate with EESG SEO specialist on keyword strategy, site architecture, and content optimization.

Pipeline Accountability & Martech

• Carry a marketing-sourced pipeline target and an MQL?SQL conversion target.
• Report weekly against both to the GM.
• Partner with Exa’s RevOps Lead on HubSpot data hygiene, lead scoring, routing, and attribution.
• Own MQL and SQL definitions and sales-marketing SLA with Valicom’s sales leadership.

Required Qualifications

• 4–7 years of B2B SaaS marketing experience, including at least 2 years as a generalist spanning content, demand gen, and product marketing.
• Hands-on paid media experience (LinkedIn Ads, Google Ads, programmatic, industry publications) with budget ownership.
• Strong writing and content production skills — you can interview a customer and produce a case study without a junior.
• Pipeline accountability experience — you have carried a marketing-sourced pipeline or MQL target.
• Fluent with HubSpot or Salesforce, marketing automation, and analytics — you pull your own reports.
• Experience using AI-enabled tools to increase marketing velocity, iteration speed, and analytical throughput — without sacrificing quality, voice, or judgment.
• Experience as the only or first marketing hire, or on a 1–3 person team.
• Bachelor’s degree in marketing, business, communications, or related field.

Preferred Experience & Attributes

• Vertical SaaS experience selling into IT, telecom, or finance buyers.
• TEM, expense management, SaaS management, or adjacent enterprise software backgrounds.
• PE-backed or permanent-capital company experience.
• Proven ability to work effectively with offshore or shared-services teams.
• Low ego, high output. Takes the craft of writing and marketing seriously.
• Experience running sales-marketing SLA processes.

First 90 Days

• Days 1–30: Immerse. Shadow 10 sales calls, 5 customer calls, and 3 win/loss debriefs. Audit existing content, paid media performance, CRM data, and the last four quarters of pipeline. Deliver a diagnostic memo to the GM.
• Days 31–60: Ship v1 refreshed messaging framework. Refresh core sales enablement (pitch deck, battle cards, ROI calculator). Align with sales on ICP, MQL, and SLA. Stand up weekly marketing/sales pipeline review.
• Days 61–90: Launch at least two demand gen campaigns (one inbound content-led, one paid). Publish Q1/Q2 marketing plan with pipeline targets. Establish EESG intake and SLA cadence for SEO, creative, and dev requests.

What You'll Learn & Gain

• End-to-end ownership of a marketing function at a profitable, growing SaaS company.
• Direct exposure to Exa Capital’s portfolio-wide GTM operating model.
• Mentorship from Exa’s Director of Marketing, Operating Partner, and GTM Advisor.
• Clear path to Sr. Marketing Manager, Head of Marketing, or broader Exa portfolio roles as Valicom scales.
• A front-row role at an ambitious, growing holding company in vertical software.

Who You Are

• An operator — you ship more than you slide-deck.
• A builder — comfortable starting with a blank page and a phone.
• A writer — you take the craft seriously; you don’t outsource your voice.
• Commercially sharp — you speak pipeline, not vanity metrics.
• A partner to sales — you close the feedback loop in real time.
• A multiplier — you use Exa’s shared services to do more, not to hide behind.
• A believer in permanent capital and long-term compounding.

Why Valicom. Why Exa.

• We operate with permanent capital — no fund timelines, no exit pressure. Build for the long term.
• We are decentralized — Valicom runs independently, with Exa’s support but not its overhead.
• You will work directly with the GM on decisions that move the business.
• You will see the impact of your work every week, measurably and tangibly.

Requirements: