Full Stack Marketer

The Product

Fin is our flagship product, an AI Agent for Customer Service. Fin is a powerful product, and a leader in our category. We just launched Fin 3, our latest big evolution of the product.

Fin is a broad product, capable of delivering outstanding customer service across a wide range of customer queries and channels. Fin is delivering huge value for our customers, and is helping them transform their operations. Fin is a deep AI product, built on a proprietary stack that includes a sophisticated RAG system, and custom models. Fin works seamlessly with the rest of the Intercom product. When Fin can’t answer, it hands off to the human team, who work in our Helpdesk to provide excellent human support.

We are currently early in executing on a new vision for Fin, where Fin will expand to become a full Customer Agent, expertly managing all customer communications to deliver an unparalleled customer experience.

The Company

Intercom is an often cited, standout example, of a company that has successfully transitioned from Saas to AI. This is because we bet on AI very early, and radically changed what we prioritise and how we work. We have undergone a massive transformation internally to set us up to win in the coming years. We have made multiple big bets, each of which has paid off:

• We bet the entire company on AI over 2.5 years ago, and completely changed our product strategy and execution. This has enabled us to be a market leader with Fin.
• We bet on and built a full AI stack, including the best RAG system for our category, and our own custom models trained on millions of customer interactions. This gives us an important competitive edge.
• We executed a full Intercom rebrand, inventing a new style anchored in futurism and art, that has been copied many times since. This has made our new Fin brand remarkable, and memorable.
• We redesigned pricing from first principles to be customer first, and were first to bring outcome-based pricing to market. This has set up a win-win dynamic for us and our customers.
• We split Fin and our Helpdesk into two separate products, so Fin could be marketed and sold independently. This enables us to sell Fin to businesses who can’t switch off large legacy competitors.
• We completely redesigned how we build software, fundamentally changing how our product and engineering teams work. This has enabled us to ship product updates a lot faster.

We think long term. We are only 2 years into the AI technology cycle, and much has changed, but even more change is to come. We will continue to make very big bets, because we believe it is necessary to win in AI.

Intercom is growing fast with a lot of opportunities to grow faster. Q1 this year was our largest revenue quarter in our history. Q2 beat Q1. Fin is our fastest growing product ever, and revenue is growing over 300% year over year.

The Marketing Organisation

Just as we have reinvented how we build software, we are reinventing how we market our products. Marketing is changing rapidly, it is very clear that what worked for the past decade will not work for the next. AI is a convergent force, it collapses the boundaries between roles.

For the last 20 years, marketing in technology companies has become increasingly specialized. This made sense because digital channels increased and became fragmented, martech stacks exploded, and every function was expected to prove its ROI. To manage that complexity, teams built deep specialists for every channel, every stage, every metric.

This led to two big things:

1. Hyper specialization, driven by an obsession with attribution and RoI, led to demand teams having a lot more influence than brand teams.
2. As teams increased in size, coordination costs compounded. Adding a 5th person to a team adds 4 additional relationships. With so much planning and so many handoffs, progress became slower.

AI markets reward neither of these things.

• It is so fast moving, that speed is more important than precision in attributing RoI. What matters most is how fast you can learn in public.
• The market is hyper competitive, where companies can quickly replicate each other's differentiating features. Therefore, the only true differentiator is brand. That includes credibility, trust, and taste.

We believe there is a new way for marketing in the AI age, and we have been pioneering many of these ideas in the market. As well as executing this new way, we are experimenting with different things, including the work we do, and how we organise ourselves. The environment is very fast paced, we ship a lot, we learn hard, and we iterate constantly. We follow new Marketing Principles.

We believe that Marketing teams in the future will be filled with generalists. We call them full-stack Marketers: people who are builders by default, people who can create and ship across any part of a marketing org.

There are three reasons why generalist, full-stack Marketers will become common:

1. Speed will win. Therefore increases in quality through specialization are not worth the slowness that comes from bigger teams.
   
   
2. AI is a convergent force. AI tools give generalists specialist knowledge and skills, and can significantly close the quality gap. For example:
1. A generalist with an AI powered video tool can produce work close to an experienced editor.
2. A generalist with an agent trained on your strategy, positioning, messaging, brand voice etc. can produce PMM team quality content.
   
   
3. The skills and traits that make great marketers great, are universal and independent from their specialism:
1. Deeply understands the customer and market
2. Deeply understands the product
3. Excellent ability to synthesise patterns across both
4. Clarity of thought in turning the synthesis into customer communication
5. Excellent writer and content creator

We’re hiring full-stack marketers who can stretch across the journey: talking to customers, deeply understanding how the product works, shaping positioning and crafting narratives, creating and publishing content, scripting a video, building a landing page, and measuring performance.

These full stack marketers will still work with specialists at times. Specialism isn’t dead, it just has a narrower role in modern marketing orgs, supporting fast moving full stack marketers.

What is a Full Stack Marketer?

You’ve probably never seen the title “Full-Stack Marketer” before, and that’s because it’s not really a thing. At least, not yet. But we think it will be.

We borrowed the idea from engineering, where full-stack engineers take ownership across everything from back-end to front-end UI. At Intercom, our product engineers work that way—and it’s how we want marketers to work too. Not as hand-offs between specialist silos, but as owners of ideas, stories, and outcomes.

Too often, marketing is fragmented - one person owns messaging, another handles channels, a third builds content, and a fourth organizes the whole thing. And suddenly, instead of actually marketing, you’re managing handoffs, blockers, and backlog tickets.

We want to break that model. We believe marketing should be faster, more creative, and more connected to the product and the customer. A full-stack marketer here can stretch across the journey: talking to customers, deeply understanding how the product works, shaping positioning and crafting narratives, creating and publishing content, scripting a video, building a landing page, and measuring performance. You’ll work directly on product launches, content campaigns, events, and a lot more. You’ll collaborate with others, but not in a way that creates gatekeeping or dependency. Full stack Marketers turn ideas into market impact with speed, creativity, and technical depth, and what will matter most is shipping great work. You’ll use AI tools to move faster, raise the quality bar, and invent new ways to market.

You don’t need to be an expert in everything. No one is. Just like full-stack engineers spike in different layers of the stack, we expect people to have deeper skills in some areas. But you’ll be someone who’s excited to learn across the whole journey, to try new things, and to take full ownership.

This model is rare at scale, but common at great startups. It’s how the best stories are told, and the most interesting work gets out into the world. If that sounds like your kind of energy, we’d love to talk.

Experience required

We’re not looking for years of marketing experience. We’re looking for people who match a set of attributes and skills, because we think these are required to do the job, and people with these will love the work.

Attributes we’re looking for

• Ambitious - You want to have a very successful career. You want to stand out in your field and be the best you can be. You think big. The companies that will win in AI will all be very ambitious.
• Competitive - You want to win. You'll always go the extra mile to do what it takes. This is a highly competitive time, AI makes it easy to start new companies, copy features, and be in the game quickly.
• Confident - You're willing to be wrong. You don't look for approval. You back yourself and your team. You prioritize progress and shipping over slowing things down to get leader input. You ask for forgiveness, not permission.
• Curious - You want to learn. You're constantly reading, trying new technology, and asking why things are the way they are. You seek new ideas and better ways of working.
• Someone Who Delivers Great Work - You have high output that passes our standards. You make every day count. You don't like any day where something wasn't made, built, or shipped. You put no value on docs or meetings for their own sake. You reliably ship.
• A Hard Worker - You want to work. You love work. You find great meaning in work. This is a time of hard work-competitors are working very hard, and we must too.
• Intellectually Engaged - You use your brain to the absolute maximum. AI is moving fast and it's technical. You need full brain power and full attention to keep up.
• Internet-Native - You live in the medium you build. You understand how digital culture works, what resonates, and what feels outdated. The medium is changing fast-what worked before doesn't work anymore. You can't be successful with a technology you don't personally use and understand.
• Someone With Taste - The hardest thing to measure, maybe the most important thing on this list. You understand the zeitgeist and stay on top of trends. You use your experience to deliver things that deeply resonate emotionally with people. You grow your experience by immersing yourself in art, design, and culture.
• Technical - You're passionate about technology. You love learning how it works. You try new products to understand them. This is a technical time-you need to understand the technology you're helping support.
• Impatient - You optimize for shipping. You believe all that matters is what exists outside our office walls. You hate when we're slow and work hard to eradicate the root causes.
• Someone Who Loves Change - You thrive in ambiguity. You love leading people through transformation and building something new and better.

Skills we’re looking for

• Research - You can do research to understand customers, stakeholders, and what they need, think, and do. You apply the same research mindset to internal customers-what does a sales rep need? What blockers does a Marketing Generalist face?
• Communication (Especially Writing) - You're excellent at communicating ideas clearly. You write crisp briefs, synthesis memos, and updates that drive alignment. You know when to write and when to talk.
• Critical Thinking - You reason from first principles. You don't accept "that's how it's always been done." You question assumptions and find better ways forward.
• Creativity - You come up with new ideas and new ways of doing things. You see connections others miss. You're not constrained by how things worked before.
• Collaboration - You work well across functions. You build trust quickly. You make other people better and more effective.
• Relationship Building - You're good at making connections and building relationships-from internal stakeholders to customers to external partners.
• Analysis - You measure whether what you're doing is having impact. You use data to make decisions and iterate quickly

Benefits

We are hiring across various levels and locations for these roles. Actual base pay will depend on a variety of factors such as education, skills, experience, location, etc. The base pay range is subject to change and may be modified in the future. All regular employees may also be eligible for the corporate bonus program or a sales incentive (target included in OTE) as well as stock in the form of Restricted Stock Units (RSUs). We also provide a full benefits package to all regular employees. The base salary range for candidates within the San Francisco Bay Area is $105,000 - $240,000.

**How to apply**

This isn’t your typical marketing role, and we’re not looking for a typical application. If this resonates with you, show us why.

Pick a product, any product, doesn't have to be Fin. Identify something about it that’s good, that has been under marketed. Build something to market that well: could be anything, for example a video, a landing page, a display ad, etc.

If you’re a good match for this role, this exercise should sound like a lot of fun, and you’d spend multiple hours on it.

Include it as a link or attachment to your application. **Please note - If your application does not include the above exercise, it will not be reviewed.**

#LI-Hybrid