VP, Marketing

At Alternative Payments, we are transforming the way service-based companies handle payments. Our innovative platform automates the entire accounts receivable process, helping businesses save time, reduce costs, and scale with confidence.We are building a global team that values innovation, impact, and collaboration. As part of a scaling FinTech company, every person on our team has the opportunity to shape our future, influence our products, and make a real difference for our customers.What We’re Looking ForWe’re seeking a VP of Marketing to join our leadership team and build a scalable, revenue-driving marketing engine.This role is ideal for a strategic and data-driven growth leader who thrives on full-funnel ownership, multi-vertical go-to-market expansion, and building high-performance teams. You’ll take a hands-on role in shaping our category narrative, driving qualified pipeline, and scaling marketing as a core growth driver of the business.This is a hybrid role, requiring 3-4 days per week Downtown Toronto.What You’ll DoOwn Go-to-Market Strategy & Multi-Vertical ExpansionDevelop 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 GenerationDesign 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 AuthorityOwn 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 StrategyDevelop 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 MarketingBuild 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 EnablementTranslate 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 LeadershipOwn 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.What You’ll Bring8–12+ 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 revenueExperience marketing to SMB and mid-market B2B service businessesProven ability to enter and validate new vertical marketsExperience owning a marketing P&L and making disciplined, ROI-based budget allocation decisionsBachelor’s degree in Marketing, Business, or related field (MBA preferred).Nice to HavesExperience in FinTech, payments, AR/AP automation, or financial software.Background in ecosystem-led growth (accounting firms, MSPs, franchise networks, field services platforms).Experience building differentiated positioning in competitive, high-growth markets.Experience in venture-backed or scale-up environments.What We