Storytelling and brand. The Citizen story, told every day: the lives saved, the neighbors who ran toward, the moments the network made possible. You turn a live archive of real events into a brand people feel, across social, video, press, and the product itself. The tempo is daily, the source never runs dry, and the machine surfaces the candidates; you pick the ones that travel. This is the largest opportunity in the role and the one nobody else in the category can copy.
Product marketing and cross-functional priorities. Go-to-market strategy for feature launches, product moments, and city expansions across paid, organic, and press. Strategic partnerships: new co-marketing and distribution opportunities, and the marketing lead on deals that need cross-functional coordination. Ad hoc initiatives as the business evolves, from rebrands to research sprints to new channel experiments, prioritized without being told what matters.
Enterprise marketing. The foundation of a B2B marketing engine with the enterprise sales team: positioning, messaging, and the assets that move deals forward. GTM strategy for enterprise verticals that creates pipeline and makes Citizen a known name before a rep ever calls. Collateral built from what customers actually say on sales calls, produced in days and kept current without a request. The goal is shorter cycles, higher win rates, and Citizen Enterprise established as the category leader in real-time safety intelligence.
Paid media. Full ownership of paid install campaigns across Meta, TikTok, and Apple Search Ads with agency support. Budget allocation across broad top-of-funnel and targeted new market launches. Creative tested in volume, optimization running continuously, attribution across channels. The agencies work for you; keep the ones that earn it. You inherit a real paid budget and a brand with unusual pull; the opportunity is to make every dollar work harder than it ever has, growing faster on the same spend.
Creator program. A program in its infancy, with the ceiling nowhere in sight. Recruitment, payments, relationship management, and quality tracking for the creator roster, run as a system rather than an inbox. You decide who is on the roster and what the program is for. Goal: high-quality content that improves the in-app experience, increases time spent, and improves Week-1 retention.
The machine. The workflows above, designed, run, and pushed forward. This is how all of the above gets done, not a separate workstream, and it is the part of the job that compounds.