VP, Marketing

Responsibilities

• Own Go-to-Market Strategy & Multi-Vertical Expansion
• Develop and execute ROI-driven, stage-gated market entry strategies across priority verticals including MSPs, accounting/CAS firms, commercial field services, staffing agencies, and wholesale distribution.
• Define ICPs, vertical positioning, and messaging frameworks tailored to each segment.
• Partner with the CEO and Sales leadership to align marketing investment with revenue targets.
• Build and Scale Demand Generation
• Design and scale a multi-channel demand engine across content, SEO, paid acquisition, ABM, email, and events.
• Own full-funnel performance metrics including lead volume, SQL conversion, CAC, pipeline velocity, and marketing-sourced revenue.
• Implement and optimize lead scoring, nurturing, and sales handoff workflows to maximize close rates.
• Establish Category Leadership & Brand Authority
• Own and evolve the Alternative Payments brand narrative as the Financial Operating System for B2B service businesses.
• Position the company as a differentiated alternative to legacy and embedded payment providers.
• Lead PR, analyst relations, earned media, and thought leadership initiatives targeting financial decision-makers.
• Conference & Ecosystem Strategy
• Develop and execute measurable event and conference strategies with clear pipeline attribution and ROI accountability.
• Create structured pre-, during-, and post-event playbooks that drive qualified opportunities.
• Represent Alternative Payments as a thought leader within priority industry ecosystems.
• Partner & Channel Marketing
• Build co-marketing programs with strategic ecosystem partners.
• Develop enablement materials and referral activation strategies to expand partner-driven pipeline.
• Identify and scale new partnership channels across accounting, field services, and related industries.
• Product Marketing & Sales Enablement
• Translate product capabilities into compelling vertical-specific messaging.
• Lead competitive intelligence and sales enablement initiatives including battle cards, ROI calculators, and vertical playbooks.
• Partner with Product to inform roadmap prioritization based on market feedback.
• Marketing Operations & Team Leadership
• Own marketing technology, attribution models, and performance reporting.
• Manage marketing budget with ROI accountability, reallocating spend based on validated performance.
• Build and lead a high-performance marketing team across demand generation, product marketing, content, events, and marketing operations.
• Establish clear OKRs and foster a culture of experimentation, accountability, and continuous improvement.

Requirements

• We're seeking a VP of Marketing to join our leadership team and build a scalable, revenue-driving marketing engine .
• This is a hybrid role, requiring 3-4 days per week Downtown Toronto.
• 8-12+ years of experience in B2B SaaS or FinTech marketing, including 3+ years in a senior marketing leadership role (VP, Head of Marketing, or equivalent).
• Proven track record of building and scaling revenue-generating marketing programs in growth-stage environments.
• Deep expertise in demand generation, product marketing, positioning, and multi-vertical go-to-market strategy.
• Strong financial acumen with experience managing marketing budgets and performance metrics.
• Experience hiring, leading, and developing high-performing marketing teams.
• Strong communication skills and executive presence, with the ability to collaborate cross-functionally.
• Demonstrated track record building demand generation programs that drive measurable pipeline and revenue
• Experience marketing to SMB and mid-market B2B service businesses
• Proven ability to enter and validate new vertical markets
• Experience owning a marketing P&L and making disciplined, ROI-based budget allocation decisions
• Bachelor'

Additional Information

Alternative Payments is building the financial operating system for SMBs, consolidating the disconnected tech stack that holds service-based businesses back. Starting with MSPs, we've spent five years perfecting accounts receivable, and we're now expanding into accounts payable, AI-powered analytics, and beyond. We're at an inflection point: closing the loop on money movement and laying the foundation for a platform that will reshape how service businesses operate financially. We're growing fast, thinking big, and building a global team that wants to be part of something that lasts. We believe the best solutions come from diverse perspectives, deep collaboration, and a shared obsession with customer impact. If you're energized by real problems, real customers, and real impact, we want to hear from you!

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