Why This Role MattersWe're hiring a VP, Marketing to lead the full marketing function across B2C and B2B. You will own customer acquisition, DTC revenue, enterprise pipeline generation, and brand, and bringing them together into a single, cohesive growth engine across all global markets where ZOLEO operates. This is a rare opportunity to own the full marketing system across two fundamentally different motions and make them work as one.
Reporting directly to the CRO, you'll align high-performing consumer growth with an expanding enterprise motion, combining strong DTC execution with disciplined pipeline generation.
You will inherit and evolve an existing team spanning in-house talent, agencies, and contractors, with a mandate to build a lean, high-performing, AI-native marketing organization over time.
The D2D satellite threat (Apple, T-Mobile, Starlink) creates a narrow 3-5 year window to transform how we go to market. This role exists to move quickly, locking in consumer loyalty while establishing durable enterprise relationships before the category shifts. This is a builder role, requiring speed, experimentation, and a bias toward action, with AI as a core tool to drive outsized impact.
What You'll Do - Build and Run an AI-Native Marketing Engine. Architect the stack with AI at its core - creative generation, audience segmentation, campaign automation, and reporting. Build a lean team where output scales without headcount scaling with it; hire for curiosity, AI fluency, and accountability. Manage agencies with clear deliverables and a bias toward building in-house capability over time.
- Own Consumer Revenue Across DTC and Amazon. Own all consumer paid media - SEM, paid social, display, programmatic with full P&L accountability for CAC, ROAS, and LTV. Drive the zoleo.com marketing layer from traffic through conversion and retention. Own ZOLEO's Amazon presence end-to-end: listings, A+ content, sponsored placements, and Buy Box health - with disciplined ACOS/TACOS targets and a bias toward organic rank over ad spend.
- Support and Scale Retail & Channel Marketing. Partner with sales and channel teams to strengthen marketing support across dealer, distributor, and retail partners. Develop programs, assets, and campaigns that drive sell-through, improve partner engagement, and ensure consistent brand and product positioning across all points of sale.
- Build the Enterprise Pipeline from the Top Down. Own top-of-funnel demand generation and ABM programs targeting priority verticals, including mining, oil and gas, forestry, utilities, construction, and commercial adventure tourism. Build the content, thought leadership, and sales enablement assets that help the sales team close deals faster. Define and lead our events, co-marketing and channel strategy.
- Lead a Brand Repositioning that Lands. Steward the ZOLEO brand through its evolution into a safety platform, ensuring clarity and consistency across consumer and enterprise touchpoints.
- Build a High-Impact Content Engine. Create a lean, AI-assisted, SEO/GEO-optimized content system that ships fast and punches above its weight - commissioning work that's creatively ambitious and makes people feel something, not just perform.
What You Bring - Depth of Experience. 10+ years in marketing, with 5+ years in senior leadership roles owning cross-functional marketing outcomes and revenue impact.
- A Track Record of Building B2C or DTC Marketing from Scratch. You've built or led a modern B2C or DTC marketing function - ideally at a startup or high-growth scale-up where you had to create the playbook, not inherit one.
- AI Already in Your Daily Workflow. AI is already part of how you work every day - for creative, analysis, automation, workflow design, or some combination. This is not theoretical for you.
- Real Amazon Channel Experience. You have real, hands-on Amazon channel experience: Seller Central or Vendor Central, advertising platform, organic ranking, and listing optimization.
- The Analytical Depth to Own a P&L Conversation. Attribution modeling, CAC/LTV economics, cohort analysis, incrementality testing. You can hold your own in a data conversation with Finance.
- Genuine Accountability for Paid Media Outcomes. You've owned paid media budgets with genuine accountability for outcomes, not just agency oversight.
- Enough B2B Awareness to Feed a Sales Team. Exposure to demand generation, lead nurturing, ABM, or sales enablement. You don't need to be a B2B expert, but you need to understand how enterprise pipeline gets built.
- A Systematic Approach to Experimentation. You build and prioritize an experimentation roadmap tied to business outcomes, using data to validate bets, kill ideas quickly, and double down on winners.
- A Bias Toward Action Over Analysis. More energized by creating than optimizing. Your first instinct is to test, not deliberate - you ship, measure, and iterate fast. You measure success in dollars, not dashboards, and you don't wait for permission to move.
Strongly Preferred - Experience Marketing to Both Consumers and B2B Buyers. You understand that the messages, channels, and funnels are fundamentally different - and you know how to run both simultaneously.
- A Background in Subscription or Recurring-Revenue Businesses. You've operated in environments where retention and LTV matter as much as acquisition.
How Success Is Measured - Year One - In 90 Days, You've Mapped the Landscape. Full audit of B2C and B2B marketing channels, stack, and performance benchmarks complete. AI tooling assessment done. Amazon, DTC, and B2B demand gen roadmaps drafted and sequenced. First experiments running.
- By Six Months, the Engine Is Running. AI-powered workflows live across at least two major marketing functions. Measurable improvement in B2C CAC and ROAS. Amazon revenue trending up QoQ. B2B pipeline contribution established and tracking. Lifecycle sequences deployed and instrumenting.
- At One Year, Marketing Is a Revenue Center. Marketing operating as a full revenue center. It is contributing to both consumer revenue and enterprise pipeline with clean attribution across both. Creative velocity has multiplied. A lean, AI-native team is in place and performing.
What We Offer - Salary Range. $175,000 - $225,000 CAD base salary.
- Flexible Work. A hybrid model; balancing collaboration and lifestyle flexibility.
- Comprehensive Benefits. Health, dental, and flexible spending accounts tailored to your needs.
- Time to Recharge. Vacation and sick days to help you rest, recharge, and stay well.
- Growth Investment. A continuous learning environment backed by a professional development budget.
- Inclusive by Nature. A values-driven workplace where diverse perspectives are celebrated.
