NO AGENCIES, OFFICE BASED BANGOR N.IRELAND
Specifi makes the software AV integrators use to market, quote, run and bill their work.
Our customers install the cinema rooms, lighting control, audio, security and automation systems you see in high-end homes. Specifi brings marketing, sales, quoting, project delivery and billing into one platform built specifically for their industry.
We now have customers across the UK, US, Canada and Australia. The product is excellent. The honest truth is that we haven’t marketed it anywhere near well enough.
We’ve spent the past few years with our heads down building Specifi and helping our customers market themselves through our WebBuilder and Amplifi services. Our own story has usually come second. That needs to change.
What you’d own
Demand generation for Specifi.
You’ll lead the market insight, copywriting, email, SEO, organic distribution, paid acquisition strategy, campaign execution and performance analysis.
You’ll also work on Amplifi, our managed marketing service for AV businesses, helping our clients sharpen their positioning, improve their copy and run campaigns that produce something more useful than impressions and likes.
This is a senior role, but it is also hands-on. You won’t spend your week simply managing specialists and writing briefs for other people to execute. You’ll be expected to understand the market, write exceptionally well, put campaigns into the world and work out whether they actually worked.
The primary number you’ll be measured on is qualified demos booked. Not posts published.
You’ll work with a small team from the outset and help shape how it develops. As Specifi grows, so will the team, budget and scope of the role. We want the person who builds our inbound and demand-generation capability to be the person who continues to lead it.
Who you’d work with
You’ll report directly to me and work closely with Martin, who leads creative, Ruta, who leads sales, and Pepe, who leads software.
Martin has spent the past year transforming Specifi’s brand and has worked on some of the world’s biggest brands. He owns our brand, creative strategy, campaign concepts, visual direction, video and overall creative quality, as well as the creative direction of Amplifi and WebBuilder.
We’re not asking you to be a designer. That part is covered, and covered extremely well. But you will need a designer’s eye for detail. You should notice the image that doesn’t fit, the headline sitting over the wrong photograph or the page that falls apart on mobile.
You and Martin will work as partners. Martin will lead the creative strategy, campaign concepts and how the work looks. You’ll lead the market insight, copywriting, email, SEO, organic distribution, paid acquisition strategy, campaign execution and performance analysis.
You’ll develop campaigns, product launches and Amplifi client strategies together because neither part works properly without the other.
Ruta will tell you what prospects are actually asking, where the objections are and which leads are wasting everyone’s time. Your job is to make sure the right people are asking in the first place.
Pepe runs software and makes the magic happen. You’ll work with him on what’s coming next so we can build the story around a feature before it launches rather than scrambling to announce it afterwards.
Knowing what will ship in six weeks is one of the more useful things about this job.
On AI
We invested in AI early and there’s an AI assistant built into our own product. You’ll use AI here, and we’ll give you the tools to use it properly.
But AI will not do this job for you.
We won’t accept generic slop. We need someone who can spot when a draft doesn’t understand our world, throw most of it away and put back the detail that makes it useful, believable and ours.
That final stretch, where something goes from competent to genuinely good, is the job.
What we care about
Curiosity, more than your CV.
We share an office with control systems on the walls, a cinema room, lighting controls, speakers and the actual equipment our customers install. The person we’re looking for will have tried to break it by the end of their first week.
The industry is small, there are only a handful of serious competitors, and the people here have decades of experience between them. We have the knowledge. We need someone hungry enough to come in, absorb it and turn it into marketing that works.
What it’s like here
There are dogs in the office. It’s chilled, there’s plenty of banter, and we’re not stuffy or corporate.
You’ll get real autonomy and a lot of trust because this isn’t school and nobody here wants to micromanage anyone.
The office is open from 9am to 9pm Monday to Thursday and 9am to 7pm on Friday. You work an eight-hour day and can choose when it falls inside those hours.
That does not mean we expect you to work from 9am to 9pm. We don’t.
We’re a speedboat, not an oil tanker. There are much bigger companies in this market, but we can move faster than they can. There are no committees. If something is broken, say so. We’ll fix it and move on.
Being in the office is deliberate. This isn’t a remote or hybrid role. You’ll be working daily with sales, software and creative, and you’ll need to properly understand the products and the industry we serve.
We go to Denver each September for CEDIA and Barcelona each February for ISE. Travel is part of the role, and those are usually some of the best weeks of the year.
This job will not suit you if you want a huge budget, a finished playbook or a perfectly tidy job description.
None of those exist here.
What you’ll bring
- At least four years’ experience in a hands-on B2B marketing role, ideally within SaaS, technology or another complex service-based business.
- A demonstrable track record of generating qualified leads and contributing meaningfully to sales pipeline.
- Strong copywriting skills and the ability to explain complicated products clearly, persuasively and without resorting to generic marketing language.
- Practical experience of email marketing, nurture campaigns and building sequences that move prospects towards a conversation.
- A strong working knowledge of SEO, including keyword strategy, search intent and on-page optimisation.
- A good understanding of paid acquisition through platforms such as Google Ads and LinkedIn Ads. You don’t need to be our paid advertising specialist, but you must understand paid acquisition well enough to manage the relationship, challenge the strategy and judge whether the investment is producing worthwhile opportunities.
- Confidence using tools such as GA4, Google Search Console and CRM reporting to understand what is working and what needs to change.
- A commercially minded and analytical approach. You should be comfortable interpreting data, making decisions and explaining why a campaign did—or didn’t—perform.
- The ability to manage multiple campaigns, launches and priorities without needing someone else to organise your week.
The details
The salary is £48,000–£58,000, depending on what you bring.
There will also be a performance bonus linked to qualified demos booked. We’ll establish a realistic baseline during your first 90 days and agree the targets properly from there.
Send us anything that demonstrates that you can write and think clearly. We don’t need a traditional cover letter.
We’ll have a conversation first so neither of us wastes time. If you make the final two or three, we’ll ask you to prepare a short presentation using real material from Specifi.
Part of that will involve showing us an AI-generated draft alongside the finished version you’d actually be willing to put your name to.
Matthew Booth
Founder, Specifi
Pay: £48,000.00-£58,000.00 per year
Benefits:
- Casual dress
- Employee mentoring programme
- On-site parking
- Private medical insurance
Application question(s):
- Briefly describe a B2B marketing campaign you personally led. What was your role, what did you do, and what measurable result did it produce?
- Tell us about your experience generating qualified leads and contributing to sales pipeline. Please include any numbers or results you can share.
- Which of the following have you personally owned or managed: copywriting, email marketing, SEO, campaign execution, analytics, CRM reporting and managing paid advertising specialists?
- Are you able to work full-time from our office in Bangor, Northern Ireland?
Answer: Yes/No
Experience:
- B2B marketing: 4 years (required)
Work authorisation:
- United Kingdom (required)
Work Location: In person
