Founding Marketing Manager

Background

Rebar is building the next-generation operating system for commercial HVAC, electrical, and plumbing suppliers and subcontractors. Over the past year, our V1 quoting product has scaled to thousands of quotes completed weekly, doubled revenue six weeks into 2026, and gained adoption across many of the top suppliers in North America. Fresh off a $14M Series A backed by leading construction tech investors, we're entering our next phase of growth, and we are looking for a Founding Marketing Manager to support our sales motion.

About Rebar

Rebar is an AI-powered estimating and takeoff platform purpose-built for HVAC, electrical, and plumbing rep firms and distributors. We use proprietary computer vision to read architectural blueprints, identify every piece of mechanical equipment, and generate accurate bills of material in minutes—work that currently takes skilled estimators hours or days with highlighters, rulers, and legacy desktop tools.

We just closed a $14M Series A led by Prudence. Our close rate is 82% when prospects know who we are. Our 27-day sales cycle is fast for enterprise software. The product is working. Now we need the market to know it exists.

HVAC distribution is a $60–76 billion market in the US, concentrated among roughly 2,000–2,500 distributor firms and 800–1,200 rep firms. Our core ICP—companies between $20M and $250M in revenue—represents approximately 145–275 accounts today, scaling into thousands as we expand into adjacent trades. This is a finite, nameable market where everyone knows everyone and word-of-mouth travels fast.

The Opportunity

This is a demand-creation role, not a demand-capture optimization role. Most of our future customers don’t know to search for us because they’ve never imagined that AI could read their blueprints. When they do see the product, the reaction is immediate—but getting the product in front of the right 275 people requires a fundamentally different playbook than running paid search against high-volume keywords.

We are at a classic “crossing the chasm” moment: early adopters love the product, and our job is to make the pragmatist majority feel that Rebar is the safe, obvious, “built for us” choice. The Marketing Manager will own this transition.

What You’ll Own

• Pipeline target and marketing-sourced revenue. You will carry a pipeline number and be accountable for delivering qualified opportunities to the sales team. You’ll define the marketing-sourced vs. marketing-influenced split and build the measurement framework to track it.
• Demand creation strategy for a finite TAM. Design and execute a full-funnel marketing program for a market of ~275 core accounts. This means account-based marketing (tiered 1:1, 1:few, 1:many), not spray-and-pray demand gen. You’ll own account selection, persona mapping, and multi-channel orchestration.
• Event strategy and industry conferences. HARDI is to our market what Dreamforce is to CRM. The Annual Conference (2,200 attendees, 192 distributor companies) and Focus Conference are our highest-leverage touchpoints. You’ll own event strategy, booth presence, speaking submissions, executive dinners, and post-event nurture.
• LinkedIn and thought leadership engine. Build and run a founder-led content program (3–5 posts/week) plus paid LinkedIn campaigns targeting our named account list by function and seniority. HVAC distribution leaders are active on LinkedIn—this is our primary digital awareness channel.
• Brand and positioning. Sharpen Rebar’s positioning to move from “cool AI product” to “must-have platform for every distributor and rep firm.” Own messaging, website, case studies, competitive positioning (especially vs. Distro and legacy tools like Trimble Accubid), and sales enablement content.
• Content and SEO for long-term organic growth. While organic search volume is low for HVAC-specific terms today, there are 5,000 monthly searches for “construction takeoff software” and 500 for “ai takeoff software.” Build the SEO foundation now to capture growing awareness. Own trade publication relationships (Supply House Times, ACHR News, HVACR Distribution Business).
• Paid channels. Stand up Rebar’s first paid engine. Start with modest Google Ads ($2–5K/month on exact-match HVAC terms), LinkedIn Sponsored Content targeting the account list ($10–20K/month), and retargeting. Build the analytics to know what’s working and scale what does.
• Marketing team buildout. You’re the first marketing hire. Hire and manage a lean team (likely content/design and demand gen/ops as first two hires) and select the right agency partners to augment capacity.
• Brand for recruiting. Great marketing doesn’t just generate pipeline—it helps attract talent. Build Rebar’s employer brand to support our aggressive hiring plans as we scale post-Series A.
  
  

What We’re Looking For

• 6 years of B2B marketing experience, with 3 years in vertical SaaS or niche industrial markets. You’ve marketed to a finite, nameable buyer universe (hundreds, not millions of accounts). Construction tech, distribution, trades technology, or industrial software experience is a strong plus.
• You’ve built demand-creation programs from scratch. Not optimized an existing funnel—built one. You can walk us through how you generated pipeline in a market with low organic search volume and no established category. You know the difference between demand creation and demand capture and have a strong POV on how to allocate between them.
• Deep ABM experience. You’ve run tiered account-based programs and can articulate your approach to account selection, persona targeting, channel mix, content mapping, and measurement. You understand intent signals and know how to operationalize them.
• Event-driven marketing expertise. You’ve used industry events as a primary pipeline channel, not just a brand exercise. You can plan pre-event outreach, on-site execution, and post-event follow-up that converts booth traffic into qualified pipeline.
• Strong writer and storyteller. You can ghostwrite a compelling LinkedIn post for the CEO, draft a case study that makes an estimator the hero, and build a presentation that makes a VP of Sales feel seen. You speak practitioner, not marketer.
• Revenue-accountable. You’ve carried a pipeline number and can describe exactly how you hit it. You’re comfortable being measured on marketing-sourced pipeline and influenced revenue, not just MQLs or brand impressions.
• Comfortable in a small-team, high-autonomy environment. You’ll be building the plane while flying it. You need to be equally comfortable writing ad copy, configuring HubSpot workflows, briefing a designer, and presenting the marketing plan to the board.
  
  

Nice to Haves

• Experience marketing to HVAC, mechanical, plumbing, or electrical distribution or contractor markets
• Familiarity with HARDI, AIM/R, AHR Expo, or the HVAC distribution ecosystem
• Understanding of the construction estimating/takeoff workflow and the pain of manual processes
• Experience at a Series A or B startup that went through a “crossing the chasm” phase
• Background in product marketing with the ability to translate technical capability into buyer value
• Experience with PE-backed buyer personas and their operational efficiency priorities
• Scalable ABM program running across all tiers with clear conversion data
• Lean marketing team in place and operating with the right agency support
  
  

Why Rebar

• Product-market fit is real: 82% close rate and 27-day sales cycle once prospects see the product
• $14M Series A with strong investors backing an aggressive growth plan
• Massive underserved market: HVAC estimating is one of the last heavily manual knowledge-work processes in construction
• Converging tailwinds: estimator labor shortage, A2L refrigerant transition, PE consolidation wave, commercial construction boom
• Opportunity to be the founding marketing leader at a company positioned to define its category
• Founder with hands-on domain experience as a former HVAC estimator—you’ll work with a CEO who knows the buyer intimately
  
  

Compensation & Benefits

• Salary: Competitive
• Equity: Meaningful equity grant depending on experience
• Benefits: Medical, dental, vision, 401K
• Perks: Free lunches and dinners, onsite in NYC