VP, Marketing

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a VP, Marketing based in Canada (Remote).

As VP of Marketing, you will lead the marketing strategy and execution for an established enterprise software business serving healthcare, government, military, and higher education organizations. You will own the full marketing function, connecting brand positioning, demand generation, product marketing, and customer engagement to measurable pipeline growth, revenue, and retention. This is a hands-on leadership role where you will shape strategic direction while personally driving campaigns, developing content, and analyzing performance. Working closely with Sales, Product, Customer Success, and executive leadership, you will strengthen market positioning and accelerate commercial growth. You will also lead the adoption of AI-powered marketing workflows to improve productivity, personalization, and campaign effectiveness. This opportunity combines strategic influence, operational ownership, and the chance to modernize marketing within a growing technology environment.

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…