ABM Marketing Lead

Description

About the company

Think about the last time you tried to book a tennis court. Or sign your kid up for a swim lesson. Or find an open rec league that actually fits your schedule. You probably ended up on a website that looked like it was built in 2003, or even worse, filled out a piece of paper.

$3T is spent on recreation globally, and it's built on a completely fragmented system that's largely untouched by technology.

At the company ( recreation.ai ), we're using AI to change that: reimagining how the world plays, participates in community, and gets active. Our vision is simple: more recreation for everyone.

We're a small team with firepower. Our founders were among the first few hundred at Uber, then led teams at The Athletic and MasterClass. The rest of the team combines builders from Google, Microsoft, Strava, Hipcamp, and Airbnb.

People join the company for two reasons: you want to build AI that gets people back in the real world, and you want to work with really smart people.

About the Role

The company is looking for an ABM Marketing Lead who is equal parts strategist and operator. Reporting to the Head of Revenue, this person will own how the company identifies, engages, and wins the accounts that matter most across municipal Parks and Recreation and our largest Private the company opportunities.

The company is an AI-native vertical software company serving the recreation space. Our platform helps teams manage programs, facilities, memberships, payments, schedules, communications, reporting, and AI workflows from one modern system. We are growing quickly, and our ambition is bigger than replacing legacy recreation software. We are building the platform that helps communities expand access to local recreation.

This role is about turning that ambition into a repeatable account-based engine: coordinated, multi-touch programs that build credibility with target accounts long before an RFP drops, and turn that credibility into qualified pipeline and closed revenue.

The company's core Parks and the company motion is not broad lead generation. It is a high-consideration, relationship-driven sale with long cycles, buying committees, budget calendars, council approvals, and formal procurement. Reputation, proof, references, peer networks, events, and timing decide who wins. The right leader knows how to map these accounts, understand who influences the decision, spot the signals that a buying process is coming, and put the company's positioning and partner proof in front of the right people at the right moment.

At the same time, the company is expanding into larger private recreation operators such as multi-site facilities, camps, sports organizations, and clubs. This will require sharp account selection, clear plays by segment, and disciplined learning about which accounts and markets respond.

Field marketing leadership is the next priority for this seat. This person should bring strong fluency in modern ABM systems, including intent and engagement data, and AI-enabled workflows that make deep account research and 1:1 personalization possible at scale.

The company does not need someone who only manages an ABM platform or speaks in abstract brand language. We need someone who can pick the right accounts with Sales, build the plays, execute with urgency, inspect what's working, and translate account engagement into meetings, opportunities, and wins.

How we split the work: You'll work alongside our Product Marketing Lead, who owns positioning, messaging, competitive strategy, pricing and packaging input, and the proof and enablement assets the company goes to market with. You own the account strategy, the plays, and how that story reaches each target account. They own the story itself. If you want to own both, this isn't the seat.

What You'll Own

ABM strategy and hands-on execution: Set the company's account-based marketing strategy and run it day to day. Build the target account lists, plays, systems, and operating cadence needed to turn account engagement into qualified pipeline.

Account selection and tiering: Partner with Sales leadership to define the ideal customer profile, build and maintain tiered target account lists (1:1, 1:few, 1:many), and keep them current as markets, budget cycles, and contract renewals shift.

Buying committee mapping and account intelligence: Map the decision makers and influencers at priority accounts, from department directors and recreation managers to city IT, finance, procurement, and elected officials. Track contract renewal dates, budget calendars, RFP activity, and intent signals so the company engages before buying processes begin.

Orchestrated account plays: Design and run coordinated, multi-channel plays across targeted paid media, personalized email and direct mail, executive outreach, regional and industry events, field marketing, customer reference programs, and peer-to-peer introductions. Coordinate every touch with Sales and SDRs so accounts experience one consistent motion.

Events, community, and market presence: Own the company's presence at state and national Parks and the company association conferences and private-rec industry events, and build hosted dinners, roundtables, and customer-led sessions that put target accounts in the room with the company and its partners.

Modern ABM systems and AI workflows: Operate confidently inside HubSpot and the broader ABM stack, including intent, enrichment, and advertising tools. Use AI-enabled workflows to scale account research, personalize content and outreach, surface buying signals, and speed up sales follow-up.

Measurement and reporting: Build reporting that shows account coverage, engagement, buying-committee penetration, meetings, pipeline, velocity, and win rate for target accounts versus the rest of the market. Ensure the data and workflows behind it are reliable enough to make decisions on.

Budget, vendors, and team: Own the ABM budget and make disciplined tradeoffs across accounts, plays, events, vendors, and tools. Bring in contractors and agencies where they extend capacity, and build a small, high-performing ABM function over time.

Cross-functional partnership: Partner closely with Sales, Product Marketing, Customer Experience, Product, and Executive Leadership, especially on account planning, customer references, and expansion opportunities within existing customers.

Requirements

• 5+ years of B2B SaaS marketing experience with a focus on ABM, including leadership roles in high-growth companies, with a track record of driving measurable pipeline and revenue from named accounts.
• Proven success balancing strategic thinking with hands-on execution in lean, fast-moving organizations.
• Deep experience building ABM programs end to end: account selection, tiering, buying-committee mapping, orchestrated plays, and measurement. You've personally run 1:1 and 1:few programs and can point to specific accounts you helped open and close.
• Experience with long, high-consideration sales cycles where marketing works hand in hand with Sales to influence complex buying processes. Public sector, government, or education (SLED) experience is a strong plus.
• Hands-on proficiency with HubSpot or similar marketing automation / CRM systems, plus experience with ABM, intent, and enrichment tools. Strong curiosity for AI-powered GTM technologies across account research, personalization, and signal detection..
• Strong understanding of account-level measurement, attribution, budgeting, and ROI analysis.
• Exceptional written and verbal communication skills, with the ability to influence executives and cross-functional partners, and to earn the trust of sellers.
• Our Values
• Be Relentless. Move fast. Own it. Ship real value early and often.
• Win Together. Speak up, go beyond the boundaries of your role. That's how we win.
• Take Pride. Treat this like it's yours — because it is.

Conditions

Compensation: $160,000–220,000 base + meaningful equity (final offer will be based on your background, experience and skillset)

Benefits: Flexible PTO, top-tier health/dental/vision, and a 401(k) plan to support your future.