Canada onlyAbout the Role:As the Vice President of Marketing, you'll be pivotal to Plooto's success. You'll spearhead a comprehensive marketing strategy aimed at driving business growth and revenue generation to 5x the business in the next two years. Leveraging your extensive experience in the B2B SaaS sector, you'll create and execute strategic marketing initiatives to increase overall revenue growth. Your goal will be to ensure a seamless, integrated approach that captures market share and boosts customer acquisition.
Leading Plooto's go-to-market efforts, you'll oversee marketing, branding, demand generation, and growth marketing. You'll leverage Plooto's strength in driving organic growth to create a playbook for repeatable success. This role demands a hands-on leader who can make an immediate impact while establishing best practices to scale. We are looking for someone who can empower their team, foster a collaborative culture, and promote an environment centred around transparency. You'll be responsible for driving innovation and creativity for our Customer, ensuring that Plooto remains at the forefront of the payments, fintech, and SaaS markets.
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
- 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 longterm growth.
- 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.
- Strong track record of developing and executing successful marketing and growth strategies that drive revenue growth in the B2B SaaS environment.
- 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.
