Our client is a venture-backed, early-stage Canadian software company building an AI-enabled security and compliance platform.

The company combines software with hands-on expertise to help businesses meet complex regulatory requirements, implement and monitor security controls, manage evidence, and prepare for third-party assessments.

The business has established meaningful early traction and is now concentrating its go-to-market efforts on a large, underserved North American market shaped by new regulatory requirements. The company has strong customer relationships, growing website demand, productive sales and partnership motions, and a collection of specialist marketing resources already in place.

What is missing is a cohesive strategy for turning that foundation into a predictable pipeline.

As a VP of Marketing, you'll lead the marketing function, reporting to the CEO and operating as a peer to the company’s sales and customer leaders. You’ll inherit a small internal team, external agencies and contractors, an established technology stack, and a meaningful budget.

The mandate is broad. You’ll own marketing strategy, product marketing, demand generation, brand, lifecycle programs, partner marketing, customer marketing, sales enablement, and performance reporting.

The company sells into industries that have historically received less attention from modern B2B software marketers. Buyers are actively searching for solutions, respond to direct engagement, and can be reached through a mix of digital, field, partner, and traditional channels.

Your job will be to understand the business deeply, identify the highest-value customer segments, determine which opportunities deserve investment, and convert a large number of promising initiatives into a focused and measurable marketing system. You should be comfortable challenging founders, setting priorities, rejecting distractions, and remaining close enough to execution to ensure the work gets done.

Responsibilities

Marketing strategy: Build a cohesive plan connecting customer segments, positioning, channels, budget, pipeline, and company objectives

Pipeline generation: Create a more predictable contribution from marketing by improving how demand is identified, captured, qualified, nurtured, and converted

Go-to-market development: Build distinct but coordinated marketing motions for the company’s priority market and its more established customer base

Market segmentation: Use customer, sales, website, and market data to identify repeatable customer cohorts and prioritize valuable accounts

Product marketing: Own positioning, messaging, competitive differentiation, audience definition, launches, and commercial storytelling

Lifecycle marketing: Develop nurture programs across email, content, paid media, retargeting, events, and sales outreach

Conversion optimization:



Improve website conversion, landing pages, calls to action, lead scoring, follow-up workflows, and meeting generation

Partner marketing: Activate relationships with service providers, advisory firms, industry groups, and strategic corporate partners

Sales enablement: Equip the revenue team with effective presentations, customer proof, competitive intelligence, proposals, and industry content

Customer marketing: Turn customer outcomes, testimonials, implementation insights, and product feedback into credible marketing assets

Brand and content: Establish a consistent point of view across the company’s website, content, social channels, events, announcements, and executive communications

Channel experimentation: Test account-based campaigns, direct mail, field marketing, associations, telephone outreach, and other channels suited to the target audience

Performance management: Define and report on qualified pipeline, customer acquisition cost, conversion, campaign effectiveness, and marketing-attributed revenue

Budget ownership: Allocate spend across internal hires, agencies, contractors, media, events, partnerships, software, and experimental programs

Agency management: Evaluate external partners and determine which capabilities should be retained, replaced, expanded, or brought in-house

Executive partnership: Turn a large volume of ideas into a focused sequence of priorities and clearly explain what the company should not pursue

Team building: Lead the existing marketing resources and build a small, high-output internal function as the business scales

Tech Stack

CRM & Lead Management: HubSpot, Salesforce

Prospecting & Data Enrichment: Clay, LinkedIn Sales Navigator

Sales Engagement & Email Outreach: Unify GTM, Instantly

Calling: CloudTalk

Buyer Intent & Website Intelligence: G2, RB2B The company is not committed to preserving its current GTM stack for its own sake. You’ll have the authority to consolidate, replace, or expand these systems based on the strategy you develop.

Requirements

Experience leading marketing within B2B SaaS, enterprise software, developer tools, cybersecurity, fintech, or another complex technology category

Strong demand-generation foundation and a track record of producing qualified pipeline

Breadth, mental flexibility and desire to own product marketing, brand, demand generation, lifecycle, partnerships, customer marketing, sales enablement, reporting, and team development





Experience operating within a seed, Series A, Series B, or similarly formative company where strategy and execution cannot be separated into different jobs

Experience building a marketing function within a business previously reliant on founder activity, outbound sales, referrals, or disconnected campaigns

Strong commercial judgment and the ability to connect marketing activity to pipeline, conversion, customer acquisition cost, and revenue

Experience developing segmentation, account-based marketing, and multi-channel strategies for distinct industries or customer cohorts

Practical familiarity with CRM systems, marketing automation, enrichment, paid acquisition, content distribution, nurture programs, website analytics, and sales-engagement tools

Analytical depth that can investigate customer, funnel, website, and campaign data and turn it into transparent decisions

Strong product-marketing instincts and the ability to communicate complex technical or regulatory capabilities in straightforward commercial language

Experience working closely with sales leadership and creating productive tension between marketing and revenue objectives

Confidence that can disagree with founders, reject low-priority initiatives, and explain the sequence of work you recommend

Hands-on operating style and a willingness to build campaigns, inspect data, review copy, develop collateral, brief agencies, and configure tools

Experience managing agencies, contractors, and specialists without surrendering strategic ownership

Comfortable operating in an environment where priorities, customer segments, and channels continue to evolve

Nice-to-haves:

Experience marketing B2B technology to industrial businesses, professional-services firms, government contractors, or industry associations

Previous experience building a partner or channel motion involving service providers, consulting firms, audit firms, resellers, or strategic alliances

Experience marketing products that combine software with expert services, implementation, or managed delivery

Experience in cybersecurity, compliance, governance, risk, infrastructure, or another trust-sensitive category

Experience developingaccount-based programs for clearly identifiable customer universes

Experience using direct mail, events, field marketing, telephone outreach, or associations to reach audiences outside conventional technology circles

Demonstrated improvingconversion within a business that already had strong traffic and lead quality but lacked effective nurture and follow-through

Previously repositioned a company toward a new vertical or customer segment without abandoning an existing revenue motion

Experience building a marketing function from an initial collection of individual contributors, contractors, and agencies

📌 VP Marketing (Winnipeg)
🏢 HRB
📍 Winnipeg