About F2

F2 is the AI platform for private markets investors, purpose-built to transform how institutional teams underwrite, diligence, and deploy capital. Our AI converts messy, unstructured deal materials into investment-grade insights in minutes, helping private credit funds, commercial banks, investment banks, and private equity firms make faster, more confident decisions.

Backed by leading investors, including NFX and Y Combinator, F2 is building the future of vertical AI for finance. We are growing quickly across New York, San Francisco, and London.

Role Overview

We are hiring a Product Marketing Lead to become F2's founding product marketing leader and own how the market understands our company, product, and category.

This is a hands-on builder role with real ownership. You will create F2's positioning and messaging, quarterback product launches, build the sales enablement and customer-insight systems that help us win, and turn our strongest market insights into high-quality content.

You will work at the center of Product, Growth, Sales, Customer Success, and leadership. The role reports to the Head of Growth, with our CEO serving as executive sponsor for F2's company narrative. This role is based in our New York City office and is fully onsite.

What You'll Do

• Own positioning and messaging: Build F2's messaging architecture, category narrative, buyer personas, value propositions, and canonical source of truth.

• Translate technical differentiation: Turn complex AI capabilities into clear commercial value for senior private-markets and banking buyers.

• Quarterback product launches: Own the launch strategy, positioning, plan, timeline, readiness, enablement, and post-launch learning for major releases.

• Build sales enablement: Create the decks, one-pagers, battlecards, objection guides, proof points, and training that sellers actually use.

• Stay close to the field: Join prospect and customer calls to understand buyer language, objections, decision criteria, and competitive dynamics firsthand.

• Own customer and market insight: Build a structured voice-of-customer and win-loss program, maintain our ICP and personas, and bring outside-in insight to Product and leadership.

• Lead competitive intelligence: Monitor competitors and category shifts, identify recurring win and loss themes, and keep the field prepared.

• Shape commercial strategy: Turn customer and market evidence into recommendations on pricing, packaging, use cases, and new-market opportunities.

• Own the editorial engine: Set the content strategy and personally draft or edit priority website copy, launches, case studies, thought leadership, and customer stories.

• Scale through partners: Manage agencies, freelancers, and specialist contributors while remaining accountable for the brief, voice, accuracy, and final quality.

• Build F2's social narrative: Own the voice, calendar, and day-to-day publishing cadence until a specialist partner is in place, then manage that partner.

• Strengthen paid creative: Provide Growth with the audience insight, customer language, proof points, hooks, and briefs behind high-performing campaigns.

You Might Be a Great Fit If

• You have 6 or more years of product marketing experience, including meaningful time at an early-stage or high-growth B2B software company.

• You have personally built or materially rebuilt positioning, messaging, launches, and sales enablement.

• You have marketed a complex or technical product to senior enterprise buyers in a high-trust or regulated market.

• You are an exceptional writer and editor who can personally create the work, not just direct it.

• You have conducted customer, prospect, and win-loss interviews and can turn qualitative evidence into commercial action.

• You know how to create sales assets and enablement systems that sellers adopt.

• You can lead cross-functional launches, manage dependencies, and hold peers and executives accountable.

• You move comfortably between strategy and execution without waiting for a large team or perfect infrastructure.

• You can challenge founders and senior leaders constructively, then commit fully once a decision is made.

Preferred Qualifications

• Experience as the first or founding product marketer at a Seed through Series B company.

• Experience in vertical AI, fintech, private markets, banking, enterprise data, or another complex regulated category.

• Direct exposure to private credit, private equity, commercial banking, investment banking, underwriting, or diligence workflows.

• Experience with pricing, packaging, category strategy, or new-market entry.

• A portfolio that demonstrates outstanding positioning, writing, launches, enablement, and customer storytelling.

Why F2

• Build from the ground up: Create the product marketing function at a fast-growing vertical AI company.

• Define an emerging category: Shape how the intersection of AI and private markets is understood.

• Work on consequential problems: Help sophisticated financial institutions make better, faster investment decisions.

• Operate with real ownership: Work directly with founders, product leaders, sellers, and customers on decisions that materially affect company growth.

• Join a high-caliber team: Work in person with an ambitious team across New York, San Francisco, and London.

Compensation

The anticipated base salary range for this role is $150,000-$250,000, plus equity and benefits.

The total rewards package at F2 includes base salary, equity in the form of stock options, and benefits. Our cash compensation and equity ranges are based on market data pulled from Pave. Offers are based on demonstrated experience, expertise, and performance in our interview process. For exceptionally senior candidates, final compensation may vary based on scope and experience.

F2 is an equal opportunity employer. We consider qualified applicants without regard to race, color, religion, sex, gender identity or expression, sexual orientation, national origin, age, disability, veteran status, or any other characteristic protected by applicable law.