Cravo Equipment Ltd.

Location: Brantford, Ontario — hybrid, 1–2 days per week on site

Reports to: VP Revenue

Compensation: $80,000–$100,000

Travel: Approximately 10% — international trade shows and selected site visits

About Cravo

Cravo builds retractable roof greenhouse systems — structures whose roofs and walls open and close so growers can give a crop the exact climate it needs, hour by hour. Growers use them to increase yield and quality, extend seasons, protect against increasingly volatile weather, and reduce chemical inputs. Our systems are used around the world such as in Australia for strawberries, Canada for cherries, Blueberries in India, Vegetables in the GCC and Floriculture across North America.

We are a family-owned, engineering-led company with an outsized global footprint with 40+ years of experience. Our growth over the next two years depends on reaching the right growers, in the right crops, at the right time with proof that this investment pays back — which is what this role exists to do.

The Role

This is Cravo's first dedicated marketing hire. You will own the marketing function end to end, reporting directly to the VP Revenue, who recently joined Cravo from the tech sector.

Our sales cycle runs 12 to 24 months on capital purchases averaging six to seven figures. Our buyers are a finite, knowable universe — a few thousand serious growers worldwide in the crops and climates we target. This is not a volume funnel, and it is not a brand-awareness job.

It is a named-account discipline: identify the growers who should be buying from us, put the right crop-specific evidence in front of them at the moment their capital cycle opens, and give our sales team the material that converts interest into a signed order.

You will be a team of one, deliberately. Instead of headcount, you get an agency partner for production, calendared access to our technical experts, a real programme budget, and an AI-enabled tool stack.

This is a newly created function, and as it proves itself there is real room to grow with it. We invest in our people and will back you with the training, exposure and support to take that room.

What you'll own

Named-account demand generation — your primary mandate.

Build named grower lists for each priority crop and geography segment. Design and run campaigns timed to how growers actually buy — around harvest, capital planning and season transitions, not around our internal calendar. Own email nurture, LinkedIn programmes, webinars,



targeted industry media partners and the sequencing that moves a named grower from unaware to a qualified conversation with a rep. Partner with each regional sales rep on their segment plan and hold the shared scorecard.

Crop proof assets — the ammunition that makes the above work.

Growers buy on evidence from growers like them. For each priority crop and climate, we need a named reference site, a case study with measured outcomes, an RoI model calibrated to that crop and an honest competitive comparison. Building it means interviewing our subject matter experts — extracting what they know, pressing when an answer is too vague to model, and turning it into something a grower finds credible.

Part of your job is to optimize data we capture in the field — briefing the team on what to film, photograph and ask for — and to get on site yourself for the assets that warrant it.

Web, SEO and AI search.

Own our website and analytics. Lead a focused project to make Cravo findable and accurately represented in AI-assisted search, which is increasingly where growers begin their research. Own the marketing automation stack — including the decision about what that stack should be.

Partner co-marketing and trade shows.

Build co-marketing programmes and enablement toolkits with current and prospective partners around the world. Own messaging, assets and account targeting for trade shows, working with our agency partner and internal support on logistics and build.

Your first 90 days

Days 1–30 — Audit. Learn the product and the crops. Sit in on sales calls and grower conversations. Produce an asset audit and gap matrix: for every priority crop × climate segment, what proof exists, what's missing, what's out of date. Bring us a prioritized plan.

Days 31–60 — Build the first arsenal. Ship the proof asset set for one or two priority segments end to end. Establish the named-account lists for those segments. Make your recommendation on the marketing automation stack.

Days 61–90 — Run the motion. Launch the first full named-account campaign against a segment where the proof now exists. Stand up the marketing scorecard. Show us what the repeatable version looks like.

How we'll measure you

Revenue is the ultimate test of this role. But with 12–24 month sales cycles,



we won’t judge year one on closed orders — we’ll judge it on the leading indicators that produce them:

· Qualified opportunities generated per priority segment

· Proof-asset coverage against the crop × climate matrix

· Marketing-sourced and marketing-influenced pipeline

· Lead growth in recent crop segments: tree fruit, kiwifruit, table grapes

· Sales team adoption — are reps actually using what you build?

As those indicators mature, the measure shifts to marketing’s contribution to closed revenue.

What we're looking for

Required

· 4–6 years in B2B marketing for a considered, high-value purchase — capital equipment, industrial systems, medical devices, construction technology or similar. Long sales cycles, technical buyers, small addressable markets.

· A portfolio of substantive assets you built by extracting knowledge from engineers or subject-matter experts. Be prepared to walk us through how you got the information out of them.

· Hands-on execution. You will write the copy, build the list, load the campaign and pull the report yourself.

· Fluent, practical use of AI tools in your daily work — not curiosity about them, but evidence that they materially multiply your output.

· Genuine self-direction. You'll be handed priorities and outcomes, not a task list, and we expect you to push back when you think a priority is wrong.

· Comfort in the field. Greenhouses, farms, muddy boots, growers who will size you up in the first minute.

· Ability to be on site in Brantford 1–2 days a week.

Helpful, not required

· Horticulture, agriculture or greenhouse industry exposure

· Working Spanish, French or Arabic

· Marketing automation administration: Pardot, HubSpot or equivalent

· Agency background

Explicitly not required: crop or agronomy knowledge. We will teach you, and we're building the internal knowledge systems to accelerate that. We're hiring for marketing judgment and the ability to learn a technical domain fast.

Why this job is worth taking

You own an entire function at a company where marketing has never had a dedicated owner — every system you build is one you designed. You report directly to the VP Revenue and work regularly with our President, one of the recognized technical authorities in this industry. You get a real budget rather than a headcount fight.

Cravo is an equal opportunity employer committed to building an inclusive workplace. We welcome applications from all qualified candidates and provide accommodation on request throughout the recruitment process.

📌 Senior Marketing Manager (Waterloo)
🏢 Cravo Equipment
📍 Waterloo