A little about us
incident.io is the AI software reliability platform trusted by engineering teams at Netflix, Etsy, and 2,000+ companies who can't afford downtime.
The stakes are real, the talent is insane, and somehow it's a genuinely lovely place to work. We all pull our weight, go the extra mile, and put in the bit of magic most companies don't have time for, all while having fun and never taking ourselves too seriously.
We've raised $96 million from Index Ventures, Insight Partners, and Point Nine, and we're growing fast. There's never been a better time to join.
The role in one line
Own positioning, messaging and the funnel for Investigations, our newest AI product, and work cross-functionally with product and sales to be the bridge between them.
The Team
The small but mighty Marketing team at incident.io is responsible for accelerating revenue growth. We define product marketing as communicating how the world hears about, understands, and buys our product, from sales collateral and pitch narratives, to website creative, and product launch materials.
This role is different from a generalist PMM seat. You’ll own the two areas where our product is changing fastest and where the story is hardest to tell: AI and the platform underneath it. That means investigations, Nexus, our AI capabilities, integrations, APIs, extensibility and the developer-facing surfaces. These are the things technical buyers push hardest on, and the things a vague message gets punished for.
You’ll be collaborating with the AI team and product engineering to define the future of how we positiong and package our AI features. You’ll create messaging and campaigns that make the technical genuinely legible, to engineers, to platform teams, to the sceptics in the room who’ve heard “AI-powered” too many times.
One thing we should be upfront about: this role is for someone who is already deep in AI, not someone who’s interested in getting there. You’ve marketed an AI product or feature. You build things with AI, at work or on weekends, in Claude Code or Cursor or Lovable or whatever you’ve landed on. You have opinions about what these tools are actually good at, because you’ve hit their limits yourself. If the last time you used an LLM was to tidy up a draft, this likely isn’t the seat.
What that looks like day to day
Owning positioning and messaging for AI & Platform, turning fast-moving, technically deep capability into narratives that land with engineers and the people who buy for them. You’ll be the one who decides what we claim, what we don’t, and how we prove it.
Getting hands-on with the product & demos. You’ll use it, break it, and build a real mental model of how it works. Your credibility with a technical audience depends on this.
Building with AI as part of how you work. Standing up a tool to analyse a few hundred Gong calls. Shipping a working demo instead of describing it. We’d rather you spent an afternoon building the thing than a week writing the doc about it.
Driving launches for AI and platform capability, from narrative and naming through to launch assets, docs collaboration, enablement and post-launch adoption. Working closely with Product and Engineering from well before the ship date.
Arming all of GTM for technical conversations, with battle cards, objection handling, demo narratives and proof points that hold up when the customer’s staff engineer is in the room.
Understanding the market and the buyer, through customer and prospect research, Gong calls, community, and competitive mapping. You’ll know where the AI incident-management category is actually going, not just where vendors say it is.
Making the technical story show up everywhere, website, docs, campaigns, content, conference talks, in partnership product engineering and the wider marketing team.
Who you are
You’ve marketed an AI product or feature already. Not adjacent to one, you’ve owned the positioning, launch or narrative for AI capability and lived through what that’s actually like: the proof problem, the sceptics, the moving roadmap, the claims you had to walk back.
You build with AI yourself. You’ve spent real time with Claude Code, Cursor, Lovable, v0 or similar, at work or on your own time, and you can describe a recent project you built, what it does, where the tools fell over and what you’d do differently. We’ll ask about this, and a vague answer will be obvious.
Genuine technical fluency. You can read API docs, hold your own with engineers, and explain a system without hand-waving. You might have your own GitHub account, have worked as an engineer, or have marketed developer-facing products for years.
Strong product marketing foundation, and you’ve probably read Obviously Awesome a few times and have a point of view on it.
Proven experience positioning technical products to a technical audience dev tools, infrastructure, platform, security or similar B2B SaaS.
Exceptional writing. You can distil something complex into something simple without making it wrong, and have a flair for storytelling.
A sceptical, informed view on AI in software. You follow the space closely enough to know what’s genuinely new versus what’s been rebranded. You can tell capability from marketing, and you’d rather describe what the product actually does than reach for the category buzzword.
Self-starter with entrepreneurial spirit. We’re a startup; the brief will often be a sentence. Increasingly, the fastest route from a one-line brief to a working thing runs through AI, and we’d like you to already be taking it.
Ability to influence and build trust across Product, Engineering, Sales and the founders.
Bonus points
You’ve shipped something with AI that other people actually use, can be an internal tool, a side project, a prototype that made it to production
You’ve written developer documentation, or worked shoulder-to-shoulder with the people who do
You’ve spoken at, or written for, a technical audience under your own name, especially about AI, where a public point of view is worth a lot
You’ve built AI into how a marketing team works, not just into your own workflow
Supporting you
We work hard and we think life outside work matters just as much. Our benefits pack is built to support both.
Private medical insurance. Seriously good cover - we want you and the people you love to be looked after.
Competitive annual leave. Showing up at your best requires switching off, and we make sure you have time to do that.
First Friday of every month off. Yes, seriously.
Enhanced pension. We put real money in, because future-you deserves better than an afterthought.
Meaningful equity. We're rapidly scaling, and everyone who helps shape the outcome should share in it.
Unlimited AI spend. For everyone, not just engineers. We're all-in on AI across the company, and we expect you to be too.
Generous parental leave. The early days with a new baby matter more than anything we're doing here, and we want you to be present for them.
Two budgets that have your back. £1000 to invest in your setup, £500 a year to invest in yourself.