Head of Marketing - US Market

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, …