Vice President, B2B Marketing & Demand Generation

Remote, U.S.-based | West Coast candidates preferred

Tillster powers digital ordering, commerce, and guest engagement for leading restaurant brands, including Baskin-Robbins, Burger King, and Raising Cane's. We're looking for a senior B2B growth leader who can connect sharp market positioning with demand generation, sales execution, and clear pipeline measurement-and who enjoys both setting the strategy and helping bring it to life.

Ready to help shape the future of digital ordering and guest engagement in the restaurant industry?

The opportunity

You'll join at an exciting point in Tillster's growth. A strong foundation is already in place: a new website, full-stack HubSpot infrastructure, an operational ideal customer profile (ICP) framework, always-on paid programs, integrated content campaigns, initial inbound and outbound workflows, and a core presence at industry events, as well as several stellar team members already in place. Your opportunity is to turn that foundation into a repeatable, scalable, and measurable revenue engine.

The role spans two important growth motions: helping develop Tillster's largest strategic accounts-multinational QSR and fast-casual brands-while building a higher-velocity inbound and outbound engine for qualified multi-unit operators. Done well, this will create more predictable revenue, diversify our pipeline, and build a broader base for future expansion.

You'll report to the CMO, lead the team and work closely with our shared Design/Creative team, Sales, Product, Account Management, and executive leadership. This is a highly visible role for a collaborative leader who likes building, learning, and making a measurable impact.

What you'll own

GTM strategy and demand-engine leadership
• Lead Tillster's integrated B2B growth strategy-from market awareness through qualified pipeline, opportunity acceleration, and revenue contribution.
• Turn company growth objectives into clear market segments, programs, priorities, investment choices, and measurable outcomes.
• Balance broad-market coverage and velocity pipeline creation with thoughtful, high-touch strategic-account development.
• Be a hands-on builder: set the strategy and operating model, while stepping into messaging, campaigns, systems, analysis, and execution when it matters.

ICP, segmentation, and market intelligence
• Continue to strengthen and operationalize Tillster's data-driven ICP, account tiers, target-account populations, and market segmentation.
• Use firmographic, operational, technographic, engagement, and commercial data to improve targeting, enrichment, scoring, and prioritization.
• Create a practical feedback loop so pipeline, win rate, sales velocity, and expansion data continuously improve how and where Tillster goes to market.

Positioning, product marketing, and category leadership
• Lead Tillster's positioning, value proposition, category point of view, and core messaging in partnership with Product, Sales, Account Management, and executive leadership.
• Build a shared value narrative across Marketing, PR, Sales, and Account Management.
• Translate complex platform capabilities into clear, differentiated business value for restaurant technology, operations, digital, and marketing leaders.
• Strengthen Tillster's authority in restaurant technology orchestration, profitable digital commerce, and the evolution toward Restaurant Technology 2.0.

Full-journey content and integrated campaigns
• Partner with our Content Marketing Lead to develop a content system spanning market education, problem recognition, practical operator guidance, platform evaluation, decision support, and sales enablement.
• Create integrated campaigns across paid media, organic search, social, PR, email, webinars, nurture, retargeting, events, and Sales Development outreach.
• Balance category-level thought leadership with practical, high-intent content for operators evaluating commerce, ordering, kiosk, loyalty, and orchestration solutions.
• Establish a sustainable cadence for creating, repurposing, and refreshing high-value content.

Sales and Sales Development partnership
• Co-lead Tillster's Sales Development operating model across inbound response, broad outbound coverage, strategic-account development, and BDR-to-AE handoff.
• Partner on the B2B Marketing and Sales environment in HubSpot, including data architecture, enrichment, segmentation, workflows, lifecycle stages, scoring, attribution, and reporting.
• Equip Sales and Sales Development with the targeting, messaging, talk tracks, content, training, and workflows needed for consistent execution.
• Lead regular cross-functional reviews of conversion, pipeline creation, and opportunity progression.

Market presence, proof, and investment
• Own the B2B investment strategy across events, paid media, content, organic discovery, market intelligence, third-party validation, and sales support.
• Increase event impact through thoughtful pre-show targeting, booked meetings, onsite engagement, and measurable post-show follow-up.
• Build third-party authority through customer stories, references, review platforms, analysts, awards, PR, and earned media.

AI Marketing optimization and innovation
• Apply AI-enabled tools, search/discovery trends, automation and

experimentation thoughtfully across targeting, content, personalization, campaign execution and measurement to improve marketing effectiveness and efficiency.

What you bring
• Senior B2B marketing leadership experience, including building or maturing a demand-generation or revenue-marketing function.
• A strong blend of demand generation, product marketing, positioning, content strategy, marketing operations, and Sales alignment.
• Experience designing measurable inbound and outbound motions for complex B2B or enterprise technology sales.
• A practical understanding of ICP development, segmentation, enrichment, scoring, lifecycle management, attribution, and pipeline measurement.
• Hands-on experience using HubSpot-or a comparable connected Marketing and Sales platform-to improve execution and visibility.
• Experience building, leading, or closely supporting BDR/SDR programs.
• The ability to introduce GTM discipline and influence Sales and executive stakeholders through clarity, credibility, and collaboration.
• Comfort operating with a lean team, prioritizing sharply, and moving between strategic thinking and hands-on work.
• Restaurant technology, QSR, hospitality, or adjacent enterprise commerce experience is helpful, but not required.

Not sure you check every box? We value thoughtful, curious leaders with relevant experience and the ability to learn quickly. If this opportunity excites you, we encourage you to apply.

What you'll get

Pay and Benefits (USA)

• Salary is $190,000-$225,000 base salary, + bonus.
• Health Benefits: All full-time, regular employees and their dependents are eligible for medical, dental, vision and FSA benefits. Additional health benefits include Healthcare and Dependent Care reimbursement programs, Employee Assistance Program ("EAP") and Optum Care 24-hour confidential medical counseling services.
• Holidays: The company observes ten (10) paid holidays per calendar year.
• Paid Time Off (PTO): Full-time, regular employees earn 15 days of PTO in the first 12-months of continuous service, and 22 days in subsequent years. Eligible part-time employees earn pro-rated PTO.
• Retirement: Effective with your employment start date, you will be eligible to participate in the 401(k) Plan.
• Education, Learning & Development: We offer college tuition and education assistance programs; Udemy Learning courses; and ongoing learning and development opportunities.