Director, Vertical Marketing

About the Role

Key Responsibilities

• Develop and own the marketing strategy for key industry verticals, including market segmentation, value proposition, and differentiated messaging.
• Collaborate with vertical sales leaders to gather industry insights, customer pain points, and competitive intelligence to inform strategy and content.
• Create and maintain vertical playbooks outlining customer personas, buyer journeys, and industry-specific messaging, with input from sales leaders.
• Design and execute integrated marketing campaigns (digital, events, webinars, content, ABM) tailored to each vertical, with a focus on lead generation and pipeline acceleration.
• Optimize campaigns for conversion, leveraging data-driven insights to refine tactics and maximize ROI.
• Own marketing-driven pipeline targets and report weekly on lead generation, productivity, and opportunity creation.
• Partner closely with vertical sales leaders to align marketing and sales strategies, ensuring tight feedback loops and optimizing efforts across the funnel.
• Develop sales enablement tools, collateral, and training to empower the sales team to effectively engage prospects within each vertical.
• Provide ongoing market intelligence and campaign performance insights to sales and product teams.
• Build and execute co-marketing and partnership strategies with industry and channel partners, including joint events and content.
• Support the company's presence at industry events, conferences, and forums to enhance brand presence and thought leadership.
• Manage vertical marketing budgets, ensuring efficient allocation of resources and tracking of spend against ROI.
• Analyze and report on campaign performance, pipeline impact, and key metrics to senior leadership.

Requirements

• 10+ years of B2B marketing experience, with at least 3 years in a vertical/industry marketing or related leadership role.
• Proven track record of building and executing successful go-to-market programs in complex, multi-stakeholder environments.
• Strong analytical, communication, and project management skills; comfortable rolling up sleeves to execute campaigns.
• Demonstrated ability to collaborate with sales and subject matter experts to translate insights into actionable marketing programs.
• Deep understanding of digital, content, and field marketing tactics; experience with marketing automation and CRM platforms.
• Collaborative, data-driven, and highly adaptable in a fast-paced, growth-oriented company.

Nice to Have

• Experience with marketing automation and CRM platforms.
• Deep subject matter expertise in specific industry verticals is not required but familiarity can be an advantage.

Qualifications

• Not explicitly specified, but implied: relevant professional experience in marketing leadership roles.

Benefits & Perks

• Comprehensive benefits package including medical, dental, and vision plans.
• Life and accidental death insurance.
• 401(k) plan and participation in the company's Incentive Plan.
• Eleven paid holidays in a full calendar year.
• Two weeks of paid vacation (prorated based on start date).
• Other leave options.