Role Context

Appsilon has historically grown on the strength of inbound: our brand, open-source credibility, and content have brought qualified leads to us. That engine is still important — and we want to keep making it stronger.

At the same time, Appsilon is entering the next stage of growth. Inbound alone will not get us to where we want to go. We want Marketing to become an equal partner to Sales in building a qualified pipeline, including through targeted outbound campaigns.

As Head of Marketing, you will lead this shift. You will own the marketing strategy and team, while working closely with the CEO and Head of Sales to make Marketing a measurable contributor to revenue growth.

The north star for the role is SQL value: the qualified pipeline value Marketing contributes, rather than lead volume or top-of-funnel activity in isolation.

You will also play a key role in shaping how Appsilon is positioned in the market. We are a specialist consultancy in clinical trial analytics — not a general-purpose software provider or staffing company. Our marketing needs to communicate deep domain expertise to pharma and life sciences decision-makers while continuing to resonate with the technology and open-source community that has helped build our reputation.

This is a leadership and strategic role that reports directly to the CEO. You will own the marketing function end-to-end - including strategy, budget, team structure, and external partners - and lead a team of currently two marketing specialists.

Role Responsibilities

Marketing Strategy & Growth

Develop and execute a marketing strategy aligned with Appsilon's revenue and growth targets.

Define Marketing's role across the full funnel, balancing our established inbound engine with new outbound-supporting initiatives.

Translate company and Board-level priorities into clear marketing goals, initiatives, and measurable outcomes.

Identify opportunities to improve growth, customer acquisition, and marketing efficiency, and turn them into actionable plans.

Demand Generation: Inbound & Outbound

Continue to strengthen Appsilon's inbound engine across content, SEO/SEM, events, social, and other relevant channels.

Partner closely with Sales to design and run targeted campaigns that convert outbound interest into qualified opportunities, including ABM, targeted content, sales enablement, and co-designed outreach campaigns.

Develop a content strategy aligned with customer segments and commercial goals, covering formats such as case studies, blog posts, videos, and sales-facing materials.

Build a strong feedback loop with Sales so that marketing and sales activity is continuously improved based on what is converting, what customers need, and where opportunities are being lost.

Brand & Positioning

Build and protect Appsilon's position as a high-end, specialist consultancy in clinical trial analytics.

Develop messaging that demonstrates credibility and relevance to pharma and life sciences decision-makers.

At the same time, maintain a strong connection with the broader technology and open-source community that amplifies Appsilon's reputation and reach.

Adapt messaging, content, and channels to different audiences without diluting the overall Appsilon brand.

Data, Experimentation & AI

Define KPIs and benchmarks across marketing channels, with SQL value as the north star.

Run marketing through clear hypotheses: define what an initiative should achieve, test it, measure the outcome, and act on what you learn.

Review performance regularly and reallocate budget quickly when campaigns or channels fail to meet agreed targets.

Use data to understand not only what worked, but why - and turn those insights into better decisions and new experiments.

Use AI extensively to automate reporting and data synthesis, analyze sales and market signals, and generate insights that inform campaigns, messaging, and positioning.

Identify opportunities to automate processes and introduce tools that improve the speed and quality of marketing decisions.

Team Leadership & Commercial Partnership

Lead and develop a high-performing, distributed marketing team.

Own the development of the Marketing function, including team structure, hiring priorities, and the use of external partners and contractors.

Support individual growth, motivation, and well-being while maintaining a strong focus on team results.

Work closely with the CEO, Head of Sales, and Technology Unit Leaders to align marketing activities with broader business priorities.

Partner with Sales as a shared owner of pipeline generation, rather than treating Sales as an internal customer.

Own the marketing budget and resource allocation, making investment decisions based on expected business impact and SQL value contribution.

Your Metrics

The primary measure of success is:

SQL value - the qualified pipeline value Marketing contributes across inbound and outbound.

New logos from Life Science Drug Development projects.

Supporting metrics include:

SQL volume

MQL-to-SQL conversion rate

Inbound traffic and engagement

CAC

Content and campaign performance

Event participation and asset downloads

Other agreed leading indicators of the future pipeline

We’re looking for someone with

6+ years of marketing leadership experience in B2B IT, ideally in an international company.

A proven track record of running full-funnel campaigns from strategy and concept through execution across both inbound demand generation and outbound-supporting, sales-aligned campaigns.

Experience owning or jointly owning a pipeline or revenue-related KPI with Sales, rather than focusing exclusively on brand and awareness metrics.

Strong strategic thinking combined with the ability to move quickly from strategy to execution and iteration.

A data-driven approach and strong comfort with numbers, analytics, and performance measurement. You can explain not only what worked, but why something missed the target and what you would do next.

A strong understanding of B2B marketing channels and concepts, including content, SEO/SEM, paid campaigns, partnerships, and ABM.