Vice President, Marketing

VertexOne · United States · 6 days ago

RemoteRemoteSalesFull-time

Own marketing's pipeline contribution target — a specific dollar figure of marketing-sourced and marketing-influenced pipeline, reported weekly in the CRO pipeline review alongside Sales pipeline.
Rebuild the demand generation engine from event-dependent to channel-diversified: digital, ABM, content, webinars, partner co-marketing, and outbound sequences — with full attribution back to pipeline.
Activate a new logo target-account list in partnership with the sales team (utility accounts scored by AMI deployment signal, mainframe age, and contract renewal proximity) through a structured ABM motion with Sales.
Define the ICP scoring rubric in collaboration with the CRO and the three Sales VPs — the foundational document that drives lead scoring, MQL qualification, and account prioritization.
Launch and manage the MQL-to-SQL process, including the dual-axis (fit + engagement) lead scoring model, the 24-hour Sales SLA, the Salesforce disqualification reason codes, and the feedback loop that recalibrates scoring over time.
Target: grow digital and inbound pipeline contribution from the current 9% baseline to 25%+ within 12 months.

Own the HubSpot instance — CRM hygiene, lead scoring model, nurture workflows, attribution reporting, and HubSpot-Salesforce sync integrity.
Lead website strategy with a conversion-first mandate: product page rebuilds, navigation restructuring, video demo deployment, form optimization, SEO, and AEO (AI engine optimization) for utility-sector search visibility.
Manage paid digital programs — LinkedIn, paid search, and retargeting — with campaign-specific creative per audience segment and full spend-to-pipeline attribution.
Build the always-on drip architecture: behavior-triggered nurture tracks for every lead source (site visitor, event badge scan, content download, webinar registrant), with threshold-based MQL routing to Sales same day.
Oversee HockeyStack or equivalent intent data platform to surface in-market accounts through dark-funnel signals — the primary substitute for a pricing-page intent signal given VertexOne's enterprise pricing model.
Deliver a monthly Marketing Operating Review report to the CRO: pipeline source breakdown, MQL volume, cost per MQL, MQL-to-SQL conversion rate, digital win rate, and ABM account engagement.

Develop and execute a comprehensive marketing strategy aligned with company growth objectives and the 18–36 month DFW Capital exit horizon.
Build annual marketing plans, budgets, target metrics, and performance reporting frameworks.
Serve as a member of the revenue leadership team, helping shape go-to-market strategy and growth initiatives.
Lead, mentor, and develop the existing five-person marketing organization (demand gen, GTM/sales enablement, events and webinars, content and communications) while identifying and hiring for incremental capability needs.

Define and refine VertexOne's market positioning, messaging, and value propositions across VXconnect, VXcis, VXretail, VXsmart, VXengage, MyMeter, and the three VXconnect packaging tiers (Influence, Empower, Empower+).
Partner with Product Management and Sales Leadership to develop go-to-market strategies for new solutions, feature releases, and the ongoing VXconnect commercial expansion motion targeting the 400+ installed-base clients.
Deliver competitive intelligence and market insights that strengthen Sales effectiveness and win rates.
Develop and maintain sales enablement materials — battle cards, 1-pagers, demo talk tracks, persona-specific messaging, case studies, and event briefing packets — keeping all assets current with each product release cycle.

Own the conference and event portfolio with a mandatory ROI accountability framework: pre-event lead goals, post-event attribution, and deal-level ROI reporting for every Tier 1 conference.
Rebalance the existing budget allocation away from broad event spending toward digital, ABM, and content programs based on evidence — with the data to defend the reallocation to the CRO and board.
Distinguish between Lead Generation events (measured by pipeline sourced) and Partner Nurturing events (measured by defined relationship metrics) — and apply different success criteria to each.
Prioritize conferences with proven historical ROI (IUCX, SAP for Utilities, Smart Water Summit, EMC) and make data-driven decisions on all others.

Strengthen brand recognition and thought leadership within the utility, energy technology, and deregulated energy markets.
Oversee public relations, earned media placements (target: 2 per quarter), executive thought leadership bylines, and industry communications.
Ensure consistency across all corporate messaging and branding initiatives including the VXconnect Partner Guide and prospect-facing product documentation.

Develop customer advocacy programs — case studies, co-presenter webinars, reference programs — that feed both the Sales enablement library and the demand generation content engine.
Build a co-marketing motion with VertexOne's partner ecosystem (system integrators, payment partners, AMI/MDM vendors) to source pipeline that neither team can reach independently.
Work closely with Customer Success and the Partner team to identify expansion and cross-sell signals that Marketing can amplify through targeted campaigns.

Partner closely with the CRO and sales leadership to align on pipeline targets, MQL-to-SQL SLA, campaign priorities, and shared success metrics — with a standing weekly sync cadence.
Participate in the weekly pipeline review, presenting pipeline source breakdown and Marketing contribution metrics alongside the Sales forecast.
Ensure Sales always knows what campaigns are in market, what prospects have been exposed to, and what follow-up sequence is active — with CRM visibility into campaign activity before every Sales call.

Similar jobs