Director of Marketing

Role Type: Full-time

Location: Waterloo ON / Hybrid

Primary Mission: Drive the Caregiver narrative end-to-end by translating differentiated technology into humanized, clear, credible, buyer-ready stories that drive awareness, trust, and POCs across the funnel.

Why this role exists

Caregiver is not entering an existing market with established language, buying criteria, or mental models. We are defining a new category at the intersection of ambient sensing, aging-in-place, and proactive care. Messaging cannot be static, theoretical, or disconnected from real buyer conversations.

This role will shape the market narrative—helping our ideal customers re-evaluate the status quo in home-based care and positioning Caregiver as the clear, most credible path forward.

The Director of Marketing sits at the center of product, sales, and go-to-market: listening to customer calls, studying objections, tracking where deals stall or accelerate, and turning that intelligence into a living, breathing knowledge base that fuels our website, content, launches, and sales enablement. As the product evolves, the story evolves in lockstep. This role will manage and execute campaigns across channels and will be able to flex marketing know-how across marketing domains.

Because Caregiver adoption requires education and trust before proof-of-concept, this role also creates modern, multi-format content, especially video, product walkthroughs, and narrative-led assets that establish credibility early and reduce friction later in the sales cycle.

Hands-On Leadership

This is a hands-on, player-coach role. You’ll lead a small marketing team, and you’re also expected to roll up your sleeves and personally produce key deliverables, building the core outputs yourself while putting repeatable, scalable systems in place. This is not a “delegate-only” leadership position.

You will:

• Write and launch high-stakes messaging and assets (first drafts, final polish, and iteration)
• Run a weekly launch cadence (every week: a net-new asset, launch milestone, or measurable improvement to a live funnel step)
• Use lightweight process (brief - draft - review - launch - measure), not heavy meetings
• Bring cross-functional teams together through clear narrative and practical enablement
• Use contractors/tools when helpful, but you own quality, clarity, and outcomes

Responsibilities

Product Marketing & Knowledge Ownership

• Own Caregiver positioning, ICP definitions, and messaging frameworks; refine continuously based on live market feedback

• Build and maintain a centralized Caregiver product and messaging knowledge base, including:
  • Product capabilities and limitations
  • Objection handling and competitive context
  • Messaging guidance by funnel stage and persona
  • Sales & partner enablement materials
  • Proof points and credibility assets
    
    
• Actively analyze sales calls, POCs, and prospect conversations to identify patterns in confusion, objections, and resonance

• Partner closely with Product Management to:
  • Stay aligned to roadmap changes
  • Translate features and releases into market-facing narratives
  • Ensure marketing materials are technically accurate and commercially relevant

Launches, Releases & Sales Enablement

• Own major launches, feature releases, and announcements, including:
  • Messaging strategy and narrative
  • Launch asset creation and rollout sequencing
  • Internal enablement for sales and partners
    
    
• Own sales enablement strategy and effectiveness, including:
  • Assisting in sales calls when required
  • Defining stage-based messaging frameworks and sales application guidance
  • Establishing enablement systems, tools, and feedback loops
  • Ensuring assets align to ICP, funnel stage, and revenue objectives
  • Measuring adoption, usage, and impact on deal velocity
  • Ensuring sales teams have clear, current, usable materials - and understand how to apply them in live deals

Content Creation & Campaign Management (Modern, Multi-Format)

• Own Caregiver’s social channel strategy (decide types of posts to prioritize, publishing cadence, and execution)
  
• Own trade show and conference marketing—strategy, budget, execution, and performance measurement

• Manage production of the following items in line with product development and the GTM strategy:
  • Campaigns across paid, media, and organic, as well as supporting outbound efforts
  • Product and explainer videos (scripts + structure + story)
  • Feature walkthroughs and demo narratives
  • Short-form and long-form video content
  • Blog posts and thought leadership
  • Website copy, landing pages, and funnel flows
  • SEO, GEO, and AI-optimized content (with strong editorial judgment)
    
    
• Use AI tools to scale production while maintaining clarity, correctness, and brand credibility

What success looks like

• Within 4-6 months, you have:
  • Established a clear, repeatable Caregiver narrative that prospects and partners can explain back to us, evidenced by successful campaigns across channels
  • Reduced confusion and objections that stall deals by equipping Sales with specific, stage-based assets
  • Increased qualified POCs by improving pre-POC education, proof, and credibility signals
  • Built a durable "source of truth" system that keeps product - marketing - sales aligned

Profile

• 6–10 years in progressively senior marketing leadership roles (Director-level experience preferred), with meaningful experience partnering with, and/or leading initiatives across GTM Ops, RevOps, and Marketing Operations to drive predictable pipeline, clean funnel performance, and scalable go-to-market execution
• Success in marketing new categories or technically complex products in a simple, accessible way
• Deep hands-on experience with paid advertising, marketing in a PLG (product led growth) motion, and modern marketing systems across inbound and outbound
• Exceptional writer with executive-level communication skills
• Strong project manager with executive-level communication skills
• Highly capable with AI tools and AI-native platforms for production and optimization
• Systems thinker who enjoys building durable knowledge infrastructure
• Bias to action: fast drafts, tight feedback loops, measurable iteration

Why Cognitive Systems

We are always on the lookout for bright, highly motivated, and energetic A-players to join our team. We encourage an open and agile environment where creative thinking leads to ground-breaking achievements and innovations. We promote a healthy work-life balance in a flexible work setting. We offer competitive salaries, an excellent extended health care benefits plan, 5 weeks of paid time-off annually, a fitness and wellness credit, and we even provide lunch in-office daily! Most importantly, we are committed to creating the best, most innovative and impactful products that people will love.

About Us

Caregiver by Cognitive brings an ambient layer of awareness to the connected home, supporting those aging-in-place with greater safety, independence, and peace of mind.

Led by founders with deep expertise in silicon design, radio frequency technology, and WiFi sensing, Cognitive Systems has built the strongest patent portfolio in motion intelligence. Caregiver brings that foundation to the aging-in-place market as a practical, deployable solution, turning passive signals into meaningful insights on daily living patterns, including activity, sleep, and unexpected inactivity. Built for real-world rollout, Caregiver supports both turnkey applications and API-based integrations, enabling home-based care organizations to move beyond traditional emergency response. The platform is easy to install, scales across large customer bases, and adapts to both informal and professional caregiving environments, helping providers stay connected and act with confidence, even when they can’t be physically present.

Cognitive Systems Corp. is committed to fostering a fair, inclusive, and respectful workplace. We are an equal opportunity employer and consider all qualified applicants without regard to race, colour, ancestry, place of origin, citizenship, creed/religion, sex, sexual orientation, gender identity or expression, age, marital or family status, disability, veteran status, or any other characteristic protected by applicable law.

We believe diverse perspectives and lived experiences strengthen our work and help us better serve our customers and communities.

Accessibility and accommodations: If you require an accommodation at any stage of the recruitment process, please email careers@cognitivesystems.com. A member of our team will respond, and any information shared regarding accommodation needs will be handled confidentially.