The Director, Marketing & Demand Generation is a senior leadership role responsible for building OTT Pay's brand trust and creating a consistent, measurable flow of qualified customers and commercial opportunities. Reporting to the CRO, the Director connects market insight, positioning, demand generation, product marketing, lead nurturing, and performance analytics to measurable business outcomes.
Key Responsibilities:
Brand Strategy & Market Positioning
- Develop and maintain clear customer value propositions for OTT Pay's priority merchant segments and target industries.
- Ensure consistent positioning across the website, sales materials, digital channels, campaigns, and customer communications.
- Build brand credibility by ensuring marketing claims accurately reflect product capabilities and the merchant experience.
- Develop customer stories, case studies, and other proof points that demonstrate measurable business value.
Customer & Competitive Intelligence
- Conduct customer and competitive research to identify industry needs, purchasing motivations, common objections, and alternative solutions.
- Identify high-potential industries and merchant segments for targeted demand-generation programs.
- Provide market intelligence and customer evidence to support CRO market prioritization and Product requirements.
Demand Generation & Marketing Automation
- Develop and manage integrated demand-generation programs across SEO, paid search, social media, content, events, and partner marketing.
- Optimize the corporate website, landing pages, and conversion journeys to improve qualified demand generation.
- Manage lead nurturing and engagement programs and establish scalable marketing-automation workflows.
- Manage marketing budgets based on lead quality, activation potential, CAC, and commercial return.
Product Marketing & Sales Enablement
- Develop industry-specific propositions, presentations, demonstrations, value propositions, competitive comparisons, and sales enablement materials.
- Translate payment technology and product capabilities into clear merchant business benefits.
- Support strategic enterprise and channel opportunities with targeted marketing materials and campaigns.
- Provide sales content and training that improves commercial conversations and customer understanding.
Lead Quality, Attribution & Performance
- Establish clear source attribution and lead-quality definitions in partnership with Sales and RevOps.
- Deliver qualified opportunities to Sales and continuously analyze which sources generate signed customers, activated merchants, retained usage, and profitable transaction volume.
- Review channel performance regularly, including qualified opportunities, activation, CAC, and contribution economics.
- Use comparable experiments and performance analysis to identify incremental marketing impact and optimize channel investment.
Existing Merchant Marketing
- Partner with Merchant Operations & Customer Growth to develop targeted campaigns for existing merchants, including local-card adoption and product expansion.
- Develop customer communications, educational content, events, and promotional programs based on approved merchant segmentation and engagement strategies.
What you bring to the table:
- 8+ years of B2B marketing experience, ideally within payments, fintech, financial services, or technology.
- Proven experience combining brand strategy, product marketing, demand generation, and measurable customer acquisition.
- Demonstrated ability to connect marketing investment to qualified pipeline, customer activation, and commercial outcomes.
- Strong experience across digital acquisition, content, SEO/SEM, paid media, events, partnerships, and marketing automation.
- Strong product marketing and sales-enablement capabilities, with the ability to translate payment technology into clear merchant value.
- Strong analytical skills and experience with attribution, CAC, conversion, activation, and customer economics.
- Ability to operate strategically while remaining hands-on in a lean, fast-growing organization.
Preferred
- Experience in merchant acquiring, card payments, cross-border payments, or B2B financial technology.
- Experience building demand-generation programs in Canada and/or North American markets.
- Experience partnering closely with Sales, RevOps, Product, and Customer Operations.
- Experience developing customer case studies and industry-specific go-to-market strategies.
- Experience with marketing automation, CRM, BI, and performance analytics tools.
