Federato is on a mission to defend the right to efficient, equitable insurance for all. We enable insurers to provide affordable coverage to people and organizations facing the issues of today - the climate crisis, cyber-attacks, social inflation, etc. Our vision is understood and well funded by those behind Salesforce, Veeva, Zoom, Box, etc.
Federato is the only AI-native platform that spans the full policy lifecycle and changes the way insurance work gets done. Better decisioning is built-in, not bolted on: insurers' unique portfolio goals, strategies, rules, and appetite are part of the workflow so underwriters win the right deals, faster. From the moment a submission hits an underwriter’s inbox, AI is put to work, triaging submissions with a focus on high-appetite business, delivering real-time feedback on the portfolio, and consolidating workflows into a single proven system. Federato drives better business outcomes.
As Director of International Marketing, you will be the founding leader of Federato’s international marketing function. You’ll build and execute Federato’s strategy from 0→1 across the UK and new global regions, shaping how we position, grow awareness, and drive demand beyond North America.
This role is highly collaborative by design. You will work closely with, and be supported by, Federato’s established US-based marketing organization (including Demand Generation, Events, Product Marketing, and Content) while owning international marketing strategy, prioritization, and execution.
What You’ll Do:
International GTM Strategy
- Define and drive Federato’s international marketing strategy across the UK and international markets, taking ownership of the international demand generation engine and growth trajectory.
- Partner with Sales and Revenue leadership to support market entry, pipeline creation, and deal acceleration in each region.
- Translate global positioning and messaging into regionally relevant narratives without diluting the core platform story.
- Set goals and KPIs that connect marketing performance directly to pipeline creation and revenue outcomes.
UK Market Leadership
- Lead marketing for the UK as a priority growth market, building on existing customer traction.
- Develop region-specific campaigns, events, customer stories, and field enablement to support sales momentum.
- Partner closely with the VP of International Markets to align marketing strategy, regional prioritization, and execution with international revenue goals and market expansion plans.
Market Expansion & Localization
- Own localization strategy across messaging, content, website, events, and PR, based on deep understanding of local underwriting dynamics, regulatory nuances, language, culture, and buying behavior.
- Develop market-specific ICPs, personas, and use cases informed by local regulatory and underwriting dynamics.
- Leverage and integrate with Federato’s US marketing teams (Demand Gen, Events, Product Marketing, Content) to adapt global programs for international markets, while identifying where local-first strategies are required.
- Collaborate with Sales and SDR/BDR leadership to implement ABM strategies, orchestrate campaigns, and support regional quota attainment.
Founding & Scaling the Function
- Build and scale the international marketing function over time, including agencies and future hires.
- Establish repeatable processes, metrics, and reporting for international performance.
- Act as the voice of international markets internally, feeding insights back into product, brand, and global marketing strategy.
Brand & Thought Leadership
- Elevate Federato’s brand presence internationally through strategic content, events, media engagement, analyst relations, and partnerships that build credibility and demand in each region.
- Translate global marketing assets for local markets, and create new region-level assets where needed.
Cross–Functional Partnership & Insight
- Act as the primary marketing partner for international markets, collaborating with the VP of International Markets, regional sales leadership, and the US marketing organization to ensure cohesive planning, execution, and feedback loops.
- Partner with Sales Enablement, and Marketing Operations to ensure campaigns are measurable, scalable, and aligned with enterprise priorities.
Who We Hope You Are:
- 12–15+ years of B2B marketing experience, ideally in SaaS, fintech, insurtech, or enterprise software.
- Strong record of driving international growth and demand generation across multiple countries.
- Strong experience owning and executing international demand generation programs across both brand and performance channels.
- Comfort with multi-channel campaigns including digital, events, partnerships, ABM, and localized content strategies.
- Deep understanding of regional market norms, language considerations, and cultural differences
- Ability to adapt global positioning into locally resonant narratives without compromising brand integrity.
- Comfortable building from zero: scrappy when needed, strategic always.
- Strong executive presence and communication skills; able to operate with customers, partners, and internal leadership.
- Bonus: experience marketing to insurers, MGAs, financial services, or highly regulated industries.
Here at Federato, your capabilities are important, but culture fit is quintessential. We move fast, are eager to listen to our users, take a first principles approach to solving problems, and value learning and the ability to change our minds. Most importantly, we're here to have fun. Our ability to make a difference starts with our people. We would love to work with you!
We are an equal-opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, sex, gender expression, sexual orientation, age, marital status, veteran status or disability status. We will provide reasonable accommodation to individuals with disabilities to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation at [email protected]
Top Skills
Federato San Francisco, California, USA Office
San Francisco, CA, United States
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