VP of Marketing (B2B SaaS)

OVERVIEW

Reporting to the Chief Revenue Officer (CRO), the Vice President (VP) of Marketing is a senior go-to-market leader accountable for building and scaling a predictable, data-driven marketing engine that accelerates pipeline, revenue growth and enterprise value for StoreForce. Operating within a private equity-backed business serving the retail industry, this leader will translate the company’s growth and value creation objectives into an integrated marketing strategy with clear, measurable return on investment.

The VP of Marketing will lead a multi-disciplinary marketing team and the Sales Development (SDR) function. The core mandate is to is to level up StoreForce’s go-to-market strategy: driving new-logo and expansion pipeline, building a predictable demand engine that is measured in pipeline and ARR. You will harness AI across the marketing function, ensuring StoreForce is discovered and accurately represented in both traditional search and AI answer engines (LLMs), and building the demand generation analytics needed to report marketing performance to the executive team and Board with confidence.

This role is remote based. Travel is required for industry events, client and sales meetings, and leadership and Board meetings.

WHAT YOU'LL DO

1.Go-to-Market Strategy & Executive Leadership –

Partner with the CRO and executive team to define and execute a go-to-market and marketing strategy that directly supports StoreForce’s revenue targets, value creation plan and profitable growth objectives.

Own the annual marketing plan and budget; allocate investment across programs and channels based on pipeline contribution, CAC efficiency and ROI, and reallocate quickly as performance data dictates.

Sharpen StoreForce’s ideal customer profile (ICP), segmentation, positioning and target account strategy in partnership with Sales, Client Success and Product, focusing resources on the highest-value retail segments and geographies.

Present marketing performance, pipeline forecasts and strategic recommendations to the CRO, executive leadership team and Board, using the commercial and financial language of the business (ARR, pipeline coverage, CAC payback, EBITDA impact).

Be a catalyst for change and contribute as a senior leader to the overall operations and culture of accountability, fostering our core values and standards.

• Demand Generation & Pipeline Growth –

• Build and own a scalable, multi-channel demand generation engine (digital, organic, account-based marketing, events, partners and outbound) with clear targets for marketing-sourced and marketing-influenced pipeline and revenue.
• Lead the SDR function, ensuring outbound and inbound follow-up are aligned to ICP and target accounts, messaging stays fresh, and conversion from lead to qualified opportunity continuously improves.
• Establish shared funnel definitions, service-level agreements and lead management processes with Sales to drive lead quality, speed-to-lead and seamless handoff.
• Design and run account-based marketing (ABM) programs for enterprise retail targets in close partnership with Sales leadership.
• Drive expansion pipeline (cross-sell and upsell) with Client Success

3.AI-Powered Digital Marketing & Search –

Digital & website: Own the digital strategy across the website, paid search, paid social, email and organic channels. Make the website a high-converting pipeline asset through constant testing and conversion rate optimization.

SEO & AI search (AEO/GEO): Lead an integrated SEO and answer engine strategy so StoreForce is found, cited and accurately represented in search engines and AI answer engines. Build authority through content, technical SEO, structured data and third-party presence (analysts, review sites, media and partners).

Visibility & competitive insight: Benchmark AI search visibility, share of voice, citation rate and sentiment against competitors, and turn the findings into content and investment decisions.

AI in the marketing engine: Define and lead the marketing AI strategy, putting generative and agentic AI to work in content, personalization, campaign execution, lead scoring and analytics to raise output, speed and pipeline efficiency. Set guardrails for brand standards, accuracy and data privacy.

Marketing technology: Own the martech stack, including Salesforce and HubSpot. Keep it integrated, keep data clean and trusted, and keep the stack lean for maximum ROI.

4.Demand Generation Analytics, Attribution & Performance –

Build a marketing analytics and attribution framework (multi-touch attribution, funnel conversion and pipeline velocity) that clearly ties marketing investment to pipeline, bookings and ARR.

Partner with Finance and Revenue Operations on forecasting, budgeting and unit economics (CAC, CAC payback, LTV:CAC, marketing ROI), maintaining a single source of truth for go-to-market data.

Deliver executive and Board-ready dashboards and reporting that give leadership and investors clear visibility into marketing performance and forward-looking pipeline.

Use data and experimentation to make decisions, scale what works and stop what does not.

5.Brand, Content, Events & Customer Advocacy –

Elevate the StoreForce brand and market positioning as a recognized leader in the retail industry; ensure the brand lives within set standards and guidelines and is delivered consistently across all channels, internal and external.

Oversee a content and thought leadership strategy that supports every stage of the buyer journey, enables Sales, and strengthens StoreForce’s authority in search and AI answer engines.

Lead the events strategy, including industry conferences, executive and client events, with clear pipeline and ROI expectations for every investment.

Lead the creation of programs to build reference, case study, and community programs that drive retention, expansion and new-logo credibility.

Lead graphic design to ensure creative excellence, brand consistency and efficient production at scale.

Partner with Sales and Success to maintain a current, high-impact sales enablement and precedent library.

6.Build & Lead the Marketing Organization –

Lead, develop, recruit, and mentor a high-performing marketing team; set clear roles, goals and accountability, and build bench strength for future growth.

Assess team structure and capabilities against strategy, designing an efficient, scalable organization that balances in-house talent, agency partners and AI-enabled workflows.

Build strong partnerships with Sales, Client Success, Product, Finance and HR, including supporting StoreForce’s employer brand to attract top talent.

Prepare and deliver marketing updates for company meetings and leadership forums.

Competencies Required

• Strategic Thinking – Translates business and investor objectives into a clear, prioritized marketing strategy; anticipates shifts in buyer behavior, technology and the competitive landscape.
• Commercial & Financial Acumen – Understands the P&L and the drivers of enterprise value; fluent in ARR, EBITDA, CAC and ROI; makes disciplined investment trade-offs.
• Data-Driven – Leads with analytics; insists on measurement, testing and accountability for results.
• Integrity – Ethical and honest. Maintains principle when faced with challenge.
• Leadership – Seen as a role model; motivational, supportive. Builds and develops high-performing teams and fosters cooperation across the organization.
• Communication & Influence – Exceptional oral and written communication skills; credible and confident with executive and Board audiences. Pauses to listen – thoughtful in response.
• Agility – Thrives in a fast-paced, results-oriented private equity environment; manages multiple priorities while maintaining focus and composure.
• Innovation – Curious early adopter of AI and emerging marketing technologies; turns new approaches into measurable business results.
• Team Player – Collaborates with others; builds trusted partnerships with Sales, Customer Success, Product and Finance and shows genuine support for co-workers.

EXPERIENCE / KNOWLEDGE

Bachelor’s degree in Marketing, Business or a related field; MBA an asset.

10+ years’ experience in B2B marketing, including 5+ years in a senior marketing leadership role within a B2B SaaS company.

Demonstrated success in a private equity-backed company, including operating against a value creation plan, reporting to a Board and/or PE sponsor, and delivering growth with EBITDA discipline; experience through an acquisition, recapitalization or exit of an asset.

Proven track record of building demand generation engines that delivered measurable pipeline and ARR growth while improving CAC efficiency.

Deep, hands-on expertise in digital marketing, including paid media, SEO, website optimization, marketing automation and conversion rate optimization.

Practical experience with AEO / GEO and LLM visibility strategies, and with deploying AI tools and workflows across a marketing organization.

Strong marketing analytics and attribution background; highly comfortable with dashboards, BI tools and funnel analysis.

Advanced experience with Salesforce and HubSpot (or equivalent marketing automation platforms).

Experience leading SDR teams and account-based marketing programs in complex, enterprise B2B sales cycles.

Experience leading multi-disciplinary teams across content, digital, events, customer marketing and creative.

Understanding of the retail industry strongly preferred; experience marketing to an international audience an asset.

KEY PERFORMANCE INDICATORS (KPIs)

• Marketing-sourced and marketing-influenced pipeline, bookings and ARR against target
• Pipeline coverage, funnel conversion rates (lead to opportunity to closed-won) and pipeline velocity
• CAC, CAC payback and overall marketing ROI / budget efficiency
• AI search and organic visibility: share of voice and citation rate in AI answer engines, organic traffic and search rankings

Website conversion and digital channel performance

• Customer advocacy and expansion impact: references, reviews, case studies and expansion pipeline
• Event ROI and pipeline contribution
• Marketing productivity and tech stack ROI, including efficiency gains from AI

WHY WORK WITH US AT STOREFORCE

StoreForce is growing quickly – it’s the kind of place you can make a real impact. We thrive on change, collaboration, and trust; And are fueled by a mutual passion for Specialty Retail. At StoreForce you’ll have the chance not only to work with some amazing people, but also with some of the world’s best retail brands.

We're remote and offer flexibility in your schedule;

Employer-paid health benefits including dental, prescription drug coverage, and a Health Spending Account;

RRSP Matching with First Time Home Buyer support*

Company paid training and professional development

Extended Long Weekends and Religious Observance Days

Employee Referral Program

Spotlight Recognition Bonus Program

Dedicated Employee Assistance Program (EAP)

Enhanced family leave policies

Time off to actively support a charity/volunteer

*Speak with HR for full program details.

StoreForce is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. We are committed to the principle of equal employment opportunity for all individuals and to providing individuals with a work environment that is diverse and inclusive. This starts by welcoming and encouraging applications from all individuals including those with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.

At StoreForce, we leverage AI tools to support a fair and efficient recruitment process. This may include AI-assisted resume screening to help identify top candidates and AI note taking during interviews. All hiring decisions are made by real people. AI is used only as a supplemental tool to enhance, not replace, human judgment. We never accept or respond to speculative applications from third party recruiters and work only with preferred partners.