VP, Marketing

About the role

This is a foundational leadership role at a company that already has brand recognition, a loyal client base, a product suite gaining real traction, and has never had a dedicated marketing function. Until now, marketing has been led by our co-founding team alongside a small group managing multiple channels - email, in-person and virtual events, blog, podcast, social, PR, and websites - without a dedicated strategist, pipeline attribution, or a scalable content engine. You'll inherit a marketing ops specialist and a designer, and work closely with our PR agency and podcast production partner. You will partner directly with our incoming VP of Revenue as the demand-and-distribution counterpart to sales. You set the brand, the category narrative, and the content engine; they own the pipeline conversion and close. You are peers. What you're building: a brand-and-distribution engine that defines Allocate as the category leader for private markets in the wealth channel, establishes a high-signal publishing cadence that compounds our advantage with RIA CIOs and managing partners, and creates the pipeline infrastructure that makes our go-to-market motion measurable and repeatable. If you've spent your career in alternatives, wealth management, or financial infrastructure, and you've been waiting for the right platform to build a marketing strategy from scratch, this is it.

Responsibilities

• Brand & Positioning:
• Define and own Allocate's brand voice, visual identity, and market positioning across all channels.
• Craft messaging that resonates with the people who actually make platform decisions at RIAs: CIOs, managing partners, heads of alternatives, and operations leaders evaluating how to build or scale their private markets programs.
• Craft messaging that resonates with asset managers across alternatives looking to tap into the wealth channel for product distribution in a more efficient manner.
• Position Allocate as the category-defining infrastructure layer - distinct from fund marketplaces, custodians, and point solutions.
• Content & Thought Leadership:
• Build the content engine: blog, newsletter, LinkedIn, podcast amplification, and contribute to the Allocate Institute content library (our educational programming for advisors and allocators).
• Partner with our research and investment team and CEO on high-signal thought leadership - State of the Market reports, GP landscape analysis, portfolio construction frameworks, and alternatives trend commentary.
• Develop content that speaks the language of our buyers: capital call mechanics, J-curve dynamics, GP selection criteria, portfolio-level reporting, and the operational realities of running an alternatives program at scale.
• Integrate compliance review into the marketing workflow as a standard operating procedure - not a last-minute bottleneck. Every piece of marketing at Allocate touches regulated investment products; you need to build a process that moves fast within those constraints.
• Demand Generation & Pipeline (with Sales):
• Design and execute campaigns that generate qualified inbound leads for the relationship management team.
• Build marketing attribution and pipeline tracking infrastructure from the ground up.
• Co-own the marketing-to-sales handoff with the VP of Revenue: define lead qualification criteria, establish handoff processes, and create the feedback loop between marketing activity and closed revenue.
• Manage the email marketing program across fund launches, product updates, event invitations, and nurture sequences - within the compliance requirements that govern how regulated entities communicate about investment products.
• Channels & Events:
• You'll own or oversee 7-9 active channels from day one: email, virtual events and webinars, blog/newsletter, podcast, social (primarily LinkedIn), PR, and websites.
• Partner on the marketing and distributio

Additional Information

About Allocate Allocate is building the intelligent private markets investing infrastructure for the wealth channel. We provide RIAs, family offices, and institutional allocators with a modern operating system for discovering, accessing, and managing private market investments - spanning curated fund access (VC and co-investment), GP fund solutions (fund administration and operations), and technology products (portfolio analytics, reporting, and data). Backed by leading investors, Allocate serves a rapidly expanding client base across the wealth management ecosystem. Our flagship events, Beyond Summit and Allocate Alts Day, have become anchor moments for the alternatives and wealth community. Our clients include some of the fastest-growing RIAs and most sophisticated family offices in the country. We're entering a critical growth phase: tripling our client base while deepening multi-product adoption and establishing Allocate as the category-defining platform for private markets investing in the wealth channel. To power that, we're hiring our first dedicated marketing leader.

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