VP, Marketing

Accountabilities:

As VP of Marketing, you will oversee the complete marketing function, establishing its strategic priorities, operating processes, budget, and performance framework. You will be responsible for building a measurable growth engine, strengthening customer relationships, supporting revenue generation, and ensuring consistent market positioning across all channels. You will combine strategic leadership with hands-on execution while working closely with cross-functional teams.

Marketing Strategy and Performance

Develop and own the annual marketing strategy, operating plan, budget, and vendor management processes.

Establish marketing performance scorecards with clear KPIs, targets, and leading and lagging indicators.

Track and report marketing-sourced and marketing-influenced pipeline, bookings, revenue, and retention.

Own marketing attribution, lead scoring, lead handoff processes, and data quality across marketing automation and CRM platforms.

Present marketing performance and strategic priorities during executive reviews and quarterly business reviews.

Optimize the marketing technology stack, manage vendor spending, and ensure all marketing accounts and assets remain under company ownership.

Align marketing priorities and service-level expectations with other departments on a quarterly basis.

Demand Generation and Revenue Growth

Develop and execute demand generation campaigns and account-based marketing programs to generate qualified pipeline.

Lead customer expansion, adoption, and retention initiatives in collaboration with Customer Success.

Translate product value propositions into business-case tools and ROI materials that support sales conversations.

Build and maintain a database of measurable customer outcomes demonstrating the value delivered by products and services.

Maintain proposal and RFP content libraries, including materials supporting public-sector and government opportunities.

Conduct win/loss analysis and share insights with Sales, Product, and marketing stakeholders.

Product and Sales Marketing

Partner with Product teams on product positioning, naming, packaging recommendations, and launch readiness.

Develop and maintain product sheets, presentations, demonstration materials, customer case studies, and competitive battlecards.

Ensure consistency and accuracy across all customer-facing marketing and sales materials.

Lead co-marketing initiatives with technology and channel partners.

Equip Sales and Customer Success teams with relevant messaging, competitive intelligence, and business-value materials.

Events and Customer Engagement

Develop an annual event strategy and calendar, establishing investment cases and measurable ROI targets for each initiative.

Manage national and regional conferences from planning through execution, including meetings, booths, customer receptions, and follow-up activities.

Organize webinars, virtual events, and customer conferences.

Support internal company events, including annual employee conferences.

Measure event performance through meetings generated, pipeline contribution, costs, and post-event ROI reporting.

Brand and Communications

Lead brand positioning and refresh initiatives, ensuring consistent brand standards across all communication channels.

Own social media strategy, public relations, thought leadership, industry awards, and customer recognition programs.

Maintain accurate and consistent external company profiles across directories, analyst platforms, and industry data sources.

Support employer branding initiatives and recruitment-related communications.

Website and Digital Marketing

Lead website redesign initiatives and oversee ongoing website performance, including traffic, conversion rates, and lead quality.

Own search engine optimization (SEO) strategy and improve visibility across traditional search engines and AI-powered search tools.

Manage customer newsletters, email marketing campaigns, and digital engagement programs.

Internal Communications and Market Intelligence

Manage the company intranet and oversee its content and updates.

Develop leadership newsletters and company-wide internal communications.

Coordinate customer surveys through a centralized process to ensure feedback is collected, analyzed, and acted upon.

Transform competitive intelligence and market insights into actionable messaging, sales enablement materials, and product recommendations.

Produce market intelligence reports following major industry conferences.

Collaborate with Product and Sales to define ideal customer profiles and market segments across healthcare, military, corrections, and higher education.

Represent the voice of the customer in product development, positioning, and pricing discussions.

AI-Enabled Marketing

Lead AI adoption across the marketing function, implementing AI-first workflows for research, content creation, campaign management, personalization, and reporting.

Develop and deploy practical AI tools and agents, including workflow automation within marketing automation and CRM platforms.

Establish quality assurance, brand safety, and data privacy standards for AI-generated content and marketing activities.

Measure and communicate the productivity, efficiency, and performance improvements achieved through AI adoption.

Strengthen brand visibility across AI-powered search platforms and answer engines.

Team Leadership and First-Year Delivery

Align team responsibilities and individual strengths with strategic growth initiatives to maximize marketing effectiveness.

Review existing marketing vendors and tools, identifying opportunities to optimize spending and improve efficiency.

Establish baseline marketing performance metrics and deliver an initial marketing scorecard within the first 90 days.

Develop an annual marketing plan and budget supported by clear investment cases and measurable objectives.

Lead a brand refresh and website redevelopment, ensuring delivery within agreed timelines and budgets.

Build a library of at least 10 quantified customer success stories and establish an active customer reference program.

Increase content production and campaign execution capacity through effective AI adoption.

Requirements:

The ideal candidate is a results-driven B2B marketing leader with substantial experience in enterprise software or technology environments. You should combine strategic marketing expertise with hands-on execution capabilities, demonstrating a proven ability to generate measurable pipeline and revenue growth. Strong product knowledge, analytical skills, and practical experience implementing AI-powered marketing workflows are essential.

At least 7 years of B2B marketing experience within software, SaaS, or technology organizations.

Demonstrated success delivering measurable business results, including improvements in marketing-generated pipeline, revenue, conversion rates, or customer retention.

Proven ability to lead strategic marketing initiatives from planning through execution and measurable outcomes.

Hands-on experience building demand generation campaigns and implementing pipeline attribution using marketing automation platforms and Salesforce or comparable CRM solutions.

Strong execution capabilities, including personally creating content, developing campaigns, managing marketing automation tools, and analyzing performance data.

Ability to make data-driven decisions, provide actionable recommendations, and take ownership of strategic and operational outcomes.

Strong product marketing expertise, including the ability to understand complex enterprise software, deliver product demonstrations, and communicate customer ROI.

Practical experience using generative AI tools in daily marketing operations, including building or deploying AI-powered workflows or agents and demonstrating measurable improvements in productivity, quality, or results.

Experience leading major marketing transformation initiatives, such as brand repositioning, brand refreshes, product launches, or rebuilding a marketing function.

Proven experience managing industry conferences and events as measurable business investments, with clear pipeline and ROI objectives.

Familiarity with marketing technology and analytics tools, including:

Marketing automation platforms.

Salesforce or comparable CRM systems.

Website content management systems (CMS).

Web analytics and campaign performance tools.

Strong communication, leadership, and stakeholder management skills.

Ability to coordinate cross-functional initiatives and collaborate effectively with geographically distributed teams across different time zones.

Preferred Qualifications:

Previous experience managing and developing a marketing team.

Experience marketing both on-premise and cloud-based software solutions.

Background in healthcare technology, healthcare foodservice, or clinical nutrition.

Registered Dietitian credentials or professional experience working closely with dietitians are considered a strong advantage.

Experience marketing to healthcare systems, government organizations, or military buyers within complex, multi-stakeholder sales environments.

Experience working in private equity-backed or holding-company software environments.

Previous responsibility for internal communications alongside external marketing activities.

Benefits:

Competitive annual base salary ranging from $115,000 to $140,000, depending on experience.

Additional annual performance-based bonus.

Employee benefits package.

Fully remote working arrangement, with the position open to candidates in Canada.

Opportunity to lead and shape the overall marketing strategy of an established enterprise technology business.

Significant ownership and influence over marketing operations, brand positioning, and revenue growth initiatives.

Opportunity to drive AI adoption and introduce innovative marketing technologies and workflows.

Collaboration with executive leadership and cross-functional teams.

Exposure to diverse industries, including healthcare, government, military, corrections, and higher education.

Opportunity to make a measurable impact within a growing technology organization.