Executive Director Product and Vertical Marketing

Toshiba Global Commerce Solutions - External•Durham, NC

36d•Onsite

About The Position

Toshiba Global Commerce Solutions is seeking a Product & Vertical Marketing Executive Director to convert product, customer, competitive, and vertical market insights into differentiated go-to-market strategies that improve launch success, seller effectiveness, customer adoption, and measurable revenue growth. This leader serves as the critical bridge between Product Management, Sales, Customer Success, Channel Partners, and Regional Marketing teams to ensure market-driven solutions are effectively positioned, launched, understood, adopted, and activated in the market. The role oversees Product Marketing and Vertical Marketing functions, creating compelling narratives that connect customer needs, industry challenges, solution value, sales motions, and business outcomes while accelerating pipeline growth, customer acquisition, retention, and revenue. The leader will ensure that product launches, portfolio shifts, vertical strategies, messaging changes, competitive positioning, and go-to-market motions are translated into clear field readiness plans, stakeholder communications, enablement journeys, and adoption measurements. This role will lead a team of product and industry marketing professionals responsible for differentiated value propositions, sales enablement, industry thought leadership, customer storytelling, and integrated go-to-market execution across key markets and geographies.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or related field.
Equivalent combination of education and experience acceptable.
12+ years of progressive marketing experience.
7+ years leading Product Marketing, Vertical Marketing, Go-to-Market, or related marketing organizations.
Proven experience supporting complex B2B technology or enterprise solutions businesses.
Demonstrated success launching products, driving revenue growth, leading cross-functional initiatives, and driving adoption of product messaging, launch plans, and go-to-market motions.
Strong strategic planning, communication, storytelling, stakeholder management, and leadership capabilities.
Experience influencing executive stakeholders and driving alignment across product, sales, marketing, customer success, channel, and regional teams.
Deep understanding of market segmentation, customer journeys, positioning, messaging, sales enablement, launch planning, vertical sales plays, and field readiness.

Nice To Haves

Experience in retail technology, hospitality technology, commerce solutions, SaaS, software, payments, or adjacent industries.
Global marketing leadership experience.
Experience working with channel partners and ecosystem alliances.
Background working with analysts, media, and industry influencers.
Experience managing adoption of product launches, portfolio changes, vertical sales motions, sales enablement programs, or messaging shifts across distributed teams.

Responsibilities

Define and lead industry marketing strategies for key target verticals including Grocery, Hospitality, Convenience, Fuel, Specialty, and other strategic segments.
Build industry-specific value propositions, buyer journeys, content strategies, solution narratives, and sales plays.
Partner with sales leadership to identify market opportunities and improve penetration within priority verticals.
Develop industry thought leadership programs that elevate brand awareness and market credibility.
Monitor market trends, customer needs, competitive activity, and emerging opportunities to shape vertical messaging and priorities.
Build, lead, mentor, and develop a high-performing team of product and vertical marketing professionals.
Foster a culture of innovation, accountability, collaboration, continuous improvement, and disciplined go-to-market execution.
Establish goals, metrics, and performance expectations aligned with company objectives, product priorities, and vertical growth plans.
Partner with regional marketing leaders to ensure globally consistent execution while supporting local market requirements and readiness needs.
Manage departmental budgets, agency relationships, and strategic investments.
Establish processes for capturing customer, partner, competitive, analyst, sales, and market insights that inform investment priorities and improve market responsiveness.
Translate insights into actionable recommendations that influence product positioning, vertical strategies, sales plays, campaigns, and launch readiness to strengthen customer relevance and commercial performance.
Lead market segmentation, buyer persona development, industry opportunity assessments, and vertical adoption barrier analysis to improve targeting, market penetration, and demand generation.
Lead pre-launch market validation, including buyer feedback, competitive assessment, value proposition testing, sales input, and customer evidence, to reduce launch risk and strengthen product-market fit.
Develop frameworks for measuring market awareness, competitive position, customer perception, field readiness, and adoption of product and vertical marketing initiatives to guide continuous improvement and revenue impact.
Own the change management plan for product launches, portfolio updates, vertical market strategies, messaging shifts, competitive positioning changes, and go-to-market initiatives to improve adoption, execution quality, and business impact.
Translate product and vertical marketing strategies into clear guidance for sales, channel, customer success, regional marketing, and customer-facing teams so stakeholders understand what is changing, why it matters, how to position it, and what actions are required to drive market adoption.
Develop stakeholder maps, field readiness plans, launch communications, enablement sequences, manager talking points, FAQs, objection-handling guidance, and reinforcement plans that improve launch readiness, seller activation, and consistent go-to-market execution.
Partner with Product Management, Sales Enablement, Sales Leadership, Customer Success, Channel, and Regional Marketing to ensure product and vertical strategies are understood, adopted, and consistently executed against shared success measures.
Identify readiness gaps, resistance points, messaging confusion, competitive objections, and adoption barriers that could limit launch success, first-year sales contribution, or vertical market penetration.
Establish closed-loop feedback channels from sellers, partners, regions, customer success teams, and customers to refine messaging, enablement, content, and campaign execution before and after launch.
Measure adoption of product messaging, vertical sales plays, enablement assets, launch materials, and priority go-to-market motions; use insights to improve readiness, consistency, and revenue outcomes.
Define and execute global product marketing strategy across the portfolio to accelerate product adoption, market differentiation, and revenue contribution from new and existing solutions.
Develop compelling positioning, messaging, and value propositions that clearly differentiate solutions in the marketplace and improve customer understanding, seller confidence, and competitive win rates.
Partner closely with Product Management to influence product roadmap decisions based on customer, competitive, market, and adoption insights to strengthen product-market fit and reduce launch risk.
Lead go-to-market planning and execution for new product launches, enhancements, portfolio changes, and strategic product initiatives to improve launch readiness, speed-to-market, first-year sales contribution, and customer adoption.
Create customer-focused narratives that translate technical capabilities into business outcomes, use cases, and adoption-ready stories that support pipeline generation, customer acquisition, retention, and expansion.
Establish portfolio-level messaging frameworks that support corporate growth objectives, consistent field execution, and measurable revenue impact from priority product introductions.
Lead the development of sales enablement tools, playbooks, battlecards, presentations, solution briefs, vertical sales plays, launch kits, and industry-specific assets that improve seller readiness and execution.
Ensure sellers can effectively articulate customer value, competitive differentiation, product changes, vertical relevance, and business outcomes to improve customer acquisition, retention, and deal progression.
Partner with sales leadership to improve pipeline quality, conversion rates, win rates, and adoption of priority product and vertical plays using defined KPIs, launch dashboards, seller adoption metrics, and post-launch performance reviews.
Support strategic customer engagements, executive briefings, industry events, analyst interactions, partner sessions, and launch activations to strengthen market credibility, generate demand, and accelerate pipeline growth.
Drive alignment across sales, marketing, product, customer success, channel, and regional teams to connect product and vertical marketing programs to measurable improvements in pipeline, win rates, customer acquisition, retention, and revenue attributable to new product introductions.
Collaborate with Product, Sales, Customer Success, Corporate Strategy, Channel, Regional Marketing, Communications, and Executive Leadership teams to align strategy, readiness, execution, and performance accountability.
Serve as a trusted advisor to senior leadership on market trends, competitive dynamics, customer needs, product positioning, vertical opportunities, and field readiness to support faster, better-informed growth decisions.
Ensure consistent brand positioning and market messaging across product, vertical, sales, channel, and customer touchpoints to improve market clarity, customer trust, and sales effectiveness.
Drive alignment around target markets, solution priorities, launch plans, sales plays, customer value, and measurable adoption outcomes to improve execution discipline and revenue attributable to new product introductions and priority vertical growth initiatives.