Marketing Strategy Lead - VP

Key Responsibilities

• Market Insights & Segmentation: Analyze market trends, customer needs, and competitive dynamics to inform product strategy and identify growth opportunities.
  • Partner with the Insights team (surveys, interviews, advisory councils) to quantify needs by segment; synthesize into personas, JTBD, and segmentation frameworks.

• Product Positioning & Messaging: Craft clear, compelling messaging and value propositions tailored to target segments and business industries, including merchants, partners, and internal stakeholders. Produce toolkits and materials for sales and marketing, ensuring all teams are equipped to promote Merchant Services solutions and product offerings. 

  • Adapt positioning and materials for regional needs (regulatory, payment methods, schemes); partner with regional marketing and sales.
  • Own the customer-facing narrative across website product pages and partner landing pages, ensuring clear value propositions. Partner with Digital Growth team on SEO alignment and conversion-focused CTAs.
  • Lead competitive win/loss analysis; translate insights into differentiated messaging, objection handling, and product recommendations
  • Partner with Product, Legal, Compliance, and Risk on claims, disclosures, and approvals; understand payments regulations and standards to ensure compliant messaging.

• Go-to-Market Leadership: Develop go-to-market strategies for new and existing payment solutions for partner and direct channels, ensuring strong market fit and differentiated positioning.

  • Partner with Marketing to inform integrated campaigns with segment insights, positioning, and proof points; ensure message consistency and provide content inputs. Campaign strategy and execution owned by Marketing.
  • Partner with Lifecycle/Customer Marketing on onboarding, activation, cross-sell, and upsell programs to increase product adoption and expansion.
• Cross-Functional Collaboration: Work closely with Product, Sales, Commercialization, and Operations to ensure seamless product launches and ongoing market success.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA or advanced degree a plus.
• 8+ years of product marketing, go-to-market, or related experience, ideally in B2B technology, SaaS, or financial services; Experience launching and scaling products through partner and direct channels; strong narrative and enablement portfolio.
• Proven experience developing clear and compelling value propositions that clearly differentiate our offering and communicate the superiority of our solutions.
• Experience defining segmentation, personas, and buying journeys to enable precise  audience targeting for marketing strategies.
• Proven track record of launching and scaling products in competitive markets. 
• Exceptional communication, storytelling, and stakeholder management skills.
• Strong analytical and strategic thinking abilities.
• Experience in the payments industry is a plus, but not required—candidates with a passion for technology-driven innovation and customer-centric marketing are encouraged to apply.
• Ability to thrive in a fast-paced, matrixed environment and lead through influence.

Required capabilities and skills

• Highly strategic and ability to take complex solutions and create clear, benefits-driven messaging that resonates with target audience.

• Solutions-driven, able to manage multiple initiatives simultaneously and thrive under pressure and tight deadlines.

• Excellent written and verbal communication skills, with ability to clearly and succinctly articulate complex information to a diverse audiences.

• Willingness to "roll up your sleeves" and own projects, including managing the details of project execution.

• Ability to build strong cross-functional partnerships through collaboration, including with Sales, downstream resources, and peers.

• Knowledgeable in regional compliance requirements .

Why Join Us?

• Shape the future of payments for Canadian businesses at one of the world’s most respected financial institutions.
• Work with a collaborative, high-performing team that values innovation and impact.
• Competitive compensation, benefits, and career growth opportunities.