POSITION SUMMARY
The Vice President of Marketing is a senior executive responsible for designing, executing, and continuously optimizing the full marketing strategy across the parent company and its portfolio of subsidiaries. This leader serves as the central architect of integrated marketing funnels — from awareness through acquisition and retention — ensuring that each subsidiary benefits from both enterprise-level brand equity and its own differentiated market presence.
The VP of Marketing will build and lead a high-performing marketing organization, align cross-functional stakeholders, and leverage data-driven insights to accelerate demand generation, pipeline contribution, and revenue growth across all business units. This role requires a rare blend of strategic vision, deep digital expertise, and operational rigor.
KEY RESPONSIBILITIES
Marketing Strategy & Subsidiary Oversight
- Develop and own the enterprise-wide marketing strategy, establishing annual and multi-year roadmaps that align with each subsidiary's growth objectives and the parent company's portfolio goals.
- Define a cohesive brand architecture that preserves distinct subsidiary identities while reinforcing parent company equity.
- Partner with subsidiary General Managers, Presidents, and commercial leadership to co-create go-to-market plans and ensure marketing investments are tied to measurable business outcomes.
- Oversee consolidated marketing budgets across all business units, allocating resources for maximum ROI and balancing centralized shared services with subsidiary-specific needs.
Demand Generation & Marketing Funnel Management
- Architect and govern full-funnel demand generation programs across all subsidiaries — from top-of-funnel awareness campaigns to mid-funnel nurture tracks and bottom-of-funnel conversion initiatives.
- Establish standardized funnel frameworks, lead scoring models, and pipeline attribution methodologies, while enabling subsidiaries to customize for their unique buyer journeys.
- Set quarterly pipeline contribution targets and hold marketing teams accountable to MQL, SQL, opportunity creation, and revenue influence KPIs.
- Drive continuous A/B testing, conversion rate optimization (CRO), and funnel analysis to systematically improve performance at every stage.
Digital Marketing & Technology
- Lead the digital marketing strategy encompassing SEO/SEM, paid media (search, social, programmatic, display), email marketing, content marketing, and social media.
- Own the martech stack evaluation, selection, and governance — including CRM (e.g., Salesforce), marketing automation (e.g., HubSpot, Marketo), CDP, analytics, and attribution platforms — standardizing tools where appropriate while respecting subsidiary-level needs.
- Champion data-driven decision-making by implementing closed-loop reporting, multi-touch attribution, and real-time dashboards that provide visibility into performance across all subsidiaries.
- Identify and pilot emerging digital channels and technologies, including AI-powered personalization, intent data, and account-based marketing (ABM) platforms, to sustain competitive advantage.
Team Leadership & Organizational Development
- Build, mentor, and inspire a geographically distributed marketing organization of 15–40+ professionals, including subsidiary marketing leads, centers of excellence, and agency/vendor partners.
- Establish a high-performance culture grounded in accountability, creativity, experimentation, and continuous learning.
- Recruit top-tier marketing talent, develop career paths, and implement succession planning for critical marketing roles across the enterprise.
Cross-Functional & Executive Stakeholder Alignment
- Serve as a key member of the executive leadership team, contributing to strategic planning, M&A due diligence (marketing assessment), and organizational design decisions.
- Align tightly with Sales, Product, Finance, and Operations leadership to ensure marketing strategies are commercially grounded and fully integrated.
- Present performance results, strategic recommendations, and budget proposals to the Board of Directors, C-suite, and subsidiary leadership teams.
- Lead post-acquisition marketing integration for newly onboarded subsidiaries, including brand transition planning, funnel buildout, and team onboarding.
REQUIRED QUALIFICATIONS
Education & Experience
- Bachelor's degree in Marketing, Business Administration, Communications, or a related field required; MBA or advanced degree strongly preferred.
- 12+ years of progressive marketing leadership experience, including a minimum of 5 years in a VP-level or equivalent role with enterprise-wide or multi-brand scope.
- Proven track record managing marketing across multiple business units, subsidiaries, or brands simultaneously within a parent/holding company structure.
- Experience in both B2B and B2C marketing environments preferred; deep expertise in at least one.
Core Competencies
- Marketing Strategy: Demonstrated ability to develop and execute integrated, multi-channel marketing strategies that drive measurable revenue impact.
- Demand Generation: Expert-level proficiency in building and managing demand gen programs across the full buyer's journey, including ABM, inbound, and outbound methodologies.
- Digital Marketing: Deep expertise in paid media, SEO/SEM, marketing automation, email marketing, content strategy, and analytics.
- Martech & Analytics: Hands-on experience with enterprise marketing technology stacks; fluency in data interpretation, attribution modeling, and performance reporting.
- P&L & Budget Management: Track record of managing significant marketing budgets ($5M+) with disciplined ROI focus.
- Executive Communication: Exceptional ability to present complex marketing concepts to C-suite, boards, and non-marketing stakeholders.
PREFERRED QUALIFICATIONS
- Experience with post-M&A marketing integration in a private equity-backed or publicly traded holding company environment.
- Familiarity with HubSpot, Salesforce Marketing Cloud, Marketo, Pardot, or similar enterprise-grade marketing automation platforms.
- Experience establishing marketing shared services or Centers of Excellence across decentralized business units.
- Knowledge of account-based marketing (ABM) platforms such as Demandbase, 6sense, or Terminus.
- Certifications in Google Ads, HubSpot, or related digital marketing disciplines are a plus.
SUCCESS METRICS (YEAR 1–2)
| Metric | Target / Definition of Success |
| Pipeline Contribution | Marketing-sourced pipeline meets or exceeds agreed % of total revenue pipeline across all subsidiaries |
| MQL & SQL Volume | Quarter-over-quarter growth in qualified leads meeting defined ICP criteria for each business unit |
| Funnel Conversion | Measurable improvement in MQL-to-SQL and SQL-to-Opportunity conversion rates enterprise-wide |
| Digital Performance | Improved CAC efficiency and ROAS across paid and organic channels; SEO share-of-voice growth |
| Martech Unification | Consolidated marketing technology platform deployed across subsidiaries with defined data standards |
| Team Development | Key open roles filled; marketing team NPS / engagement scores above company benchmark |