VP of Marketing – B2B SaaS

This is a fully remote position, open to applicants in Canada.

📋 Description

• Develop and implement a go-to-market and marketing strategy that aligns with revenue objectives, value creation, and sustainable growth.

• Take ownership of the annual marketing plan and budget, ensuring investment allocation is based on pipeline contribution, customer acquisition cost (CAC) efficiency, and return on investment (ROI).

• Collaborate with Sales, Client Success, and Product teams to refine ideal customer profile (ICP), segmentation, positioning, and target account strategies.

• Present marketing performance metrics, pipeline forecasts, and strategic insights to executive leadership and the Board.

• Create and manage a scalable, multi-channel demand generation engine.

• Direct the Sales Development Representative (SDR) function and enhance lead-to-qualified-opportunity conversion rates.

• Establish funnel definitions, service level agreements (SLAs), and lead management processes with the Sales team.

• Design and execute account-based marketing (ABM) initiatives targeting enterprise retail clients.

• Foster cross-sell and upsell opportunities in collaboration with the Client Success team.

• Oversee the digital strategy encompassing the website, paid search, paid social, email marketing, and organic channels.

• Lead the search engine optimization (SEO), answer engine optimization (AEO/GEO), and AI-answer-engine visibility strategies.

• Define and execute the marketing AI strategy across content creation, personalization, campaign execution, lead scoring, and analytics.

• Manage and optimize the marketing technology stack, including Salesforce and HubSpot.

• Develop marketing analytics and attribution frameworks that connect investment to pipeline, bookings, and annual recurring revenue (ARR).

• Collaborate with Finance and Revenue Operations for forecasting, budgeting, and understanding unit economics.

• Provide executive and Board-ready dashboards and reporting.

• Enhance StoreForce’s brand, positioning, content, thought leadership, events, customer advocacy, and sales enablement initiatives.

• Lead, nurture, recruit, and mentor a high-performing marketing team.

• Build strategic partnerships across Sales, Client Success, Product, Finance, and Human Resources.

⛳️ Requirements

• Bachelor's degree in Marketing, Business, or a related discipline; an MBA is a plus.

• Over 10 years of experience in B2B marketing.

• At least 5 years in a senior marketing leadership position within a B2B SaaS company.

• Proven success in a private equity-backed organization, including executing against a value creation plan, reporting to a Board and/or private equity sponsor, and driving growth with EBITDA focus.

• Experience during an acquisition, recapitalization, or asset exit.

• A successful history of building demand generation engines that resulted in measurable pipeline and ARR growth while enhancing CAC efficiency.

• Extensive, hands-on experience in digital marketing, including paid media, SEO, website optimization, marketing automation, and conversion rate optimization.

• Practical knowledge of AEO/GEO and large language model (LLM) visibility strategies.

• Experience implementing AI tools and workflows within a marketing organization.

• Strong background in marketing analytics and attribution; comfortable with dashboards, business intelligence tools, and funnel analysis.

• Advanced proficiency in Salesforce and HubSpot or similar marketing automation platforms.

• Experience managing SDR teams and executing account-based marketing programs in complex enterprise B2B sales cycles.

• Experience leading cross-functional teams across content, digital, events, customer marketing, and creative sectors.

• A solid understanding of the retail industry is highly desirable.

• Experience in marketing to an international audience is an asset.

• Strong strategic thinking, commercial and financial insight, data-driven decision-making, integrity, leadership, communication and influence skills, agility, innovation, and collaboration abilities.

🏝️ Benefits

• Bonus at target.

• Flexible work schedule.

• Employer-sponsored health benefits, including dental care, prescription drug coverage, and a Health Spending Account.

• RRSP matching with support for first-time homebuyers.

• Company-funded training and professional development opportunities.

• Extended long weekends and days off for religious observance.

• Employee referral program.

• Spotlight recognition bonus program.

• Dedicated Employee Assistance Program (EAP).

• Enhanced family leave policies.

• Paid time off to actively support charities or volunteer efforts.

• Travel opportunities for industry events, client and sales meetings, as well as leadership and Board meetings.