Vice President, Marketing

Why Join KEV?

• Work in an industry that benefits children, parents and schools
• Do meaningful and purpose-driven work, and make a real impact
• Join a quickly growing organization with real opportunity for learning and growth
• Passionate and accessible leadership team that cares about people, personally and professionally
• Hybrid work environment (3 days a week in either our North York or Cambridge office)
  
  

Job Description:

We are expanding rapidly, targeting 20+ new states and provinces in 2025. As we enter new markets and deepen customer relationships, we are seeking a results-driven Vice President of Marketing to drive scalable growth and establish KEV as the undisputed thought leader in K-12 Finance.  We are looking for the VP of Marketing Leader to drive demand generation, sales enablement, and expansion marketing for KEV, focusing on new logo acquisition, brand awareness, and revenue growth. This includes leading the development and execution of top- and middle-funnel strategies, creating compelling content, and leveraging digital marketing tools to convert leads into opportunities.

The Vice President of Marketing will drive improvements in sales conversion by leading enhancements to product marketing materials and sales collateral and work closely with Account Management to increase expansion revenue. Additionally, they will assess and improve the marketing organization structure and capabilities to foster a high-performance culture, refine KEV’s brand, and establish scalable, data-driven lead generation processes. We are seeking a visionary, collaborative leader with a proven ability to scale marketing teams, measure campaign effectiveness, and align efforts with cross-functional teams to drive business objectives in the B2B SaaS space.

Responsibilities:

Demand Generation for New Logo Acquisition

• Develop and execute robust Top and Middle of Funnel strategies to drive brand awareness in new markets and convert MQLs into SQLs
• Create engaging, value-driven online content to build affinity for KEV’s brand in untapped regions
• Harness client referrals and use cases to amplify our presence and credibility
• Partner with the BDR team to design impactful drip outreach campaigns that nurture leads into opportunities
• Leverage digital marketing tools (SEO, social media, paid media) to enhance lead generation efforts

Sales Enablement and Product Marketing

• Overhaul product marketing materials to better articulate KEV’s value proposition and support improved sales conversion rates
• Develop competitive kill sheets, sandbox demo setups, and impactful video assets for sales enablement
• Lead RFP responses with a cohesive, high-impact approach, ensuring market leadership is reflected
• Reduce sales cycle times and improve close rates by empowering sales teams with training and enhanced marketing collateral

Expansion Marketing for Existing Accounts

• Partner with Account Management to develop cross-sell and upsell campaigns, increasing gross expansion revenue
• Enhance user conference attendance and satisfaction with superior content and event marketing
• Drive client education with webinars, high-value thought leadership, and premium digital content
• Drive product launches to maximize adoption and revenue from new features and functions
• Collaborate on campaigns to grow payments volume and transactional revenue

Team, Brand, Process, and Tools

• Assess and restructure the marketing organization within the first 120 days, cultivating a high-performing team culture
• Refresh KEV’s brand with compelling design and storytelling to resonate across key markets
• Establish a scalable, data-driven digital lead generation engine, reducing reliance on trade shows
• Embrace GenAI, automation, and offshore labor for greater efficiency and scalability
• Define and measure KPIs for all marketing activities, using analytics to optimize ROI
• Collaborate cross-functionally with Sales, Product, and Account Management to align on Go-To-Market (GTM) strategies
• Own and manage the marketing budget, allocating resources effectively to meet business objectives

Requirements and Skills:

• 10+ years in B2B SaaS marketing, with 5+ years in a senior leadership role
• Proven expertise in demand generation, product marketing, and account-based marketing.
• Demonstrated success in building and scaling marketing organizations
• Strong analytical mindset with a focus on metrics-driven decision-making
• Exceptional ability to develop content and campaigns that drive measurable revenue impact.
• Proficiency with marketing automation tools (e.g., Pardot, Marketo) and analytics platforms.
• Excellent communication and team leadership skills
• Deep understanding of SaaS sales motions, enterprise selling processes, and K-12 or similar public sector markets is a plus
• Visionary leader with a track record of innovation and creative problem-solving.
• Collaborative and cross-functional, with a passion for building customer-centric strategies