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New York, New York, United States
Onsite
Cinder is the mission-critical infrastructure that keeps the world's most important digital platforms true to what they stand for. The internet has always been abused by bad actors, and AI is making it exponentially worse, driving fraud, abuse, and manipulation at a scale and speed no human team can fight alone. Cinder gives platforms one command center to fight back: to write and enforce policy, deploy AI agents against abuse in real time, investigate threats, file NCMEC reports, and prove their safety programs are working.
Our customers are some of the largest internet platforms in the world. The decisions made in our software directly determine what stays up, what comes down, and how users are treated.
We're a small, fast-moving team backed by Accel and Y Combinator. We care about being intentional, direct, and deeply focused on solving real customer problems.
Most companies building with generative AI don't know yet that they have a trust and safety problem. They will soon, and Cinder is the infrastructure they'll run on when they do. Right now, that story lives only with our current customers, and getting it in front of the right people before they know they need it is the job.
You'll work closely with our existing marketing team to make that happen. The positioning and content foundation already exist, and your job is figuring out how to get it in front of a market that doesn't buy the way traditional enterprise software buyers do. Expect to be creating, shipping and measuring your own work, as well as fine-tuning the strategy as the motion proves out. The conventional B2B demand gen playbook only gets you partway there, so we want someone with a real point of view on how to reach this market.
This role reports to our Head of Sales.
Build marketing-sourced pipeline: set the target with our Head of Sales, and have real latitude on channel mix and strategy to hit it
Take our existing positioning on AI red teaming, agentic moderation, and content integrity and turn it into a story that lands with a generative AI buyer specifically, which is different from how it lands with a marketplace or social platform. You'll work with our Founding Marketer and Sales team on the core narrative and own how it shows up on the website and in what sales says in a deal
Increase demand-gen performance of our customer case studies and stories (written, video, sales deck). One of our current case studies is already one of our best-performing assets, and we want more at that bar, good enough that customers ask to be featured rather than the other way around
Take our content and thought leadership engine — blog, newsletter, ghostwriting support for our founders — and turn it into an explosive growth channel: consistent cadence, sharper distribution, and original research or benchmarks that set Cinder apart. You'll brief and edit copy with your team on what the core narrative should be
Support events strategy as a demand-gen engine. You’ll determine which events Cinder should attend, sponsor, skip, and how we show up both at and around the event.
Spot and act on relevant news and industry moments quickly, building timely campaigns that capture attention while it's there
Own campaign measurement and reporting: attribution, lead scoring, and inbound reporting that show where pipeline comes from and where the next dollar should go
Partner with sales on lead scoring, handoff, and follow-up so marketing-sourced leads actually convert
You've built demand generation for an AI product specifically, not just a general tech or B2B product. This is the requirement we care about most. Cinder is an AI company selling an AI product to companies building with AI, and you should be able to hold a real conversation about how models and agents behave, why evals matter, and where these systems break, because with this audience, that fluency is the marketing.
4+ years in growth marketing or B2B demand generation, and you built from zero: the first marketing or demand gen hire somewhere, with no existing pipeline, playbook, or established program to inherit.
A track record of owning a pipeline number: what you targeted, what you hit, and what you missed
You've built demand in a category where the downside of failure is existential (cybersecurity, identity and authentication, fintech risk, regtech, or similar). You know how to write about serious risk accurately, and how buyers behave when the downside is a breach or an incident
You care about the internet being a safer place. This is more than a job to you, and it shows in your work
Strong judgment on content, positioning, and messaging. You'll brief and edit copy written by others (or drafted with AI) rather than write all long-form copy yourself, but you know the difference between good and generic
Comfortable in a CRM and marketing automation stack, and able to build your own reporting rather than wait on someone else for it
A builder's mentality: low ego, high ownership, comfortable defining your own strategy and workflows in a small team
Experience marketing an enterprise/B2B product into consumer-facing companies (social platforms, marketplaces, dating apps, gaming, fintech apps, or B2C-facing AI products)
Experience with ABM or intent-data tools
Field marketing at conference scale
You've built a research report, index, or open benchmark that became a demand asset
Comfortable flexing into other marketing specializations (ABM, product marketing, SEO)
We're based in NYC and would relocate the right person for this role. We believe in working together in person 4-5 days a week and hold at least two all-company events per year. We offer health, vision & dental benefits, a 401(k) plan with employer matching, fully paid commuter benefits, and a fully stocked office with paid lunch and dinner.
