Vice President of Marketing

Strategic Leadership:

• Develop an integrated B2B SaaS marketing strategy for payments and finetch solutions aligned to Plooto’s long-term business objectives, leading the marketing team to execute with excellence and drive revenue growth.
• Collaborate with executive leadership to define marketing goals, ensuring alignment with overall business strategy and leveraging TAM, competitive intelligence, market trends and customer insights to identify market opportunities.
• Develop and manage marketing budgets, ensuring effective allocation of resources to achieve desired ROI.
• Serve as an empowering leader, curating a collaborative team culture and promoting an inspiring environment, making it a great place to work.

Growth Marketing Strategy & Management:

• Lead the marketing team in creating and executing integrated, full lifecycle marketing campaigns that generate marketing-qualified-leads for both self-serve and sales-assisted motions that convert to loyal customers
• Develop and implement growth marketing strategies that drive user acquisition, activation, retention, and monetization
• Develop and execute comprehensive demand generation and performance marketing strategies to drive MQL (Marketing Qualified Leads) to SQL (Sales Qualified Leads) conversions, ensuring alignment with sales goals and revenue targets.
• Create and manage scalable and repeatable marketing processes, including forecasting for paid and organic campaigns, and continuously optimize these strategies to support both Product-Led Growth (PLG) and Sales-Led Growth (SLG) initiatives.
• Experiment with various aspects of growth marketing, including referral programs, funnel optimizations, email campaigns, and loyalty programs.
• Lead the development of Plooto’s first demand generation strategy from creation (awareness and interest) to capture (conversion and handoff to sales) for both self-serve and sales-led customer acquisition
• Utilize robust testing and data analysis to identify scalable growth channels to improve marketing mix with favorable LTV:CAC
• Work closely with product and engineering teams to integrate growth initiatives into the product roadmap.
• Set trackable metrics and manage a team of marketers responsible for execution of Plooto’s marketing strategy across performance marketing, SEO, social media, email marketing, brand, content, and product marketing to achieve their growth targets
• Engage Plooto’s customers across their lifecycle to retain, expand, and turn them into loyal brand evangelists utilizing tactics like email nurtures, in-app messaging, customer stories, testimonials, review campaigns, events and additional feedback loops
• Increase brand awareness in Canadian and US markets, solidifying Plooto’s positioning as a leader in the payments, fintech, and SaaS space. Manage a team of individuals responsible for brand positioning, content marketing, social media, influencer marketing, and PR, continuously iterating strategy based on market learnings.
• Ensure visual branding and messaging are aligned to strong brand and product positioning and are value-forward, executing seamless brand experience across the entire customer journey
• Coordinate with external agencies and vendors to ensure high-quality and timely delivery of marketing materials and campaigns.
• Foster a culture of innovation and creativity within the marketing team, encouraging the development of new ideas and approaches to growth marketing that resonates with Plooto’s ideal customer profile.

Cross-Functional Collaboration:

• Collaborate with the VP of Enterprise Partnerships to ensure large partners are fully supported to ensure long term growth.
• Collaborate closely with the sales team to integrate marketing efforts, ensuring a cohesive approach to revenue generation and fostering a unified team mindset between marketing and sales.
• Work closely with product management and customer experience teams to ensure alignment of marketing efforts with product offerings and customer needs.
• Collaborate with finance to develop budgets and forecasts, and monitor performance against targets.
• Serve as a key member of the executive leadership team, contributing to overall business strategy and decision-making.
• Partner with the VP of Data to build on existing analytical/data insights to better understand customer behavior. Identify missing data points, work with BI&A to develop necessary insights, and iterate on dashboards for continuous improvement and accuracy.
• Promote a supportive and inclusive work environment where team members feel valued and empowered in their roles, carrying a culture ownership mindset and demonstrating Emotional Intelligence to understand and empathize with the needs and perspectives of diverse stakeholders.

Qualifications:

• Proven experience in a senior marketing leadership role preferably within the payments, fintech, and SaaS sectors. A minimum of 15 years of experience is preferable, specifically targeting high-volume SMB markets.
• Strong track record of developing and executing successful marketing and growth strategies that drive revenue growth in the B2B SaaS environment.
• Documented success in driving demand generation and performance marketing initiatives, with measurable outcomes in lead generation and revenue growth.
• Ability to create and manage scalable and repeatable marketing processes, including forecasting for paid and organic campaigns, and optimizing strategies to support both PLG and SLG initiatives.
• Demonstrated ability to develop and execute strategies that drive MQL to SQL conversions, with a track record of achieving or exceeding revenue targets.
• Deep understanding of digital marketing, content marketing, performance marketing, and lead generation techniques.
• Excellent leadership and team management skills, with the ability to inspire and motivate cross-functional teams.
• Strong analytical and problem-solving abilities, with a data-driven approach to decision-making, particularly in analyzing TAM and optimizing LTV/CAC ratios.
• Demonstrated ability to leverage data to develop comprehensive marketing strategies.
• Excellent communication and interpersonal skills, with the ability to build strong relationships with internal and external stakeholders.
• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.

Why Become a Plootonian?