Vice President - Marketing

Lastwall

About The Position

The Vice President of Marketing will lead an analysis-driven approach to market selection, segmentation, positioning, and prioritization. This role involves owning a full 4P marketing mandate (Product, Price, Place, Promotion) and building repeatable demand generation programs across Canadian government, U.S. federal and defense, and critical infrastructure markets. The position requires translating customer wins and product differentiation into clear market positioning and strengthening the company narrative. Additionally, the VP will collaborate with senior leadership across Sales, Product, Engineering, Customer Success, and Operations to align go-to-market priorities and build modern marketing systems for research, segmentation, attribution, and campaign performance.

Requirements

10+ years in B2B SaaS marketing, ideally in cybersecurity, identity, defense tech, government technology, or regulated markets.
Proven ownership of pipeline and revenue outcomes, with experience building measurable GTM programs in complex enterprise or public-sector environments.
Strong 4P generalist capability, with depth in product marketing, demand generation, positioning, pricing, channels, or GTM strategy.
Experience shaping business-side product strategy, including market requirements, packaging, roadmap prioritization, ICP development, or commercial product direction.
Comfort in a small but growing company, where strategy and execution both matter and resources must be focused on the highest-leverage work.
Fluency with modern marketing systems, including automation, data enrichment, generative workflows, attribution, performance instrumentation, and evidence-based decision making.

Responsibilities

Lead an analysis-driven approach to market selection, segmentation, positioning, and prioritization using customer signals, win/loss insights, competitive intelligence, market data, and pipeline performance.
Own the business side of product strategy, market requirements, positioning, packaging, and roadmap priorities, partnering with Engineering.
Refine pricing, packaging, and value architecture for defense, government, and critical infrastructure buyers.
Grow channel, partner, market-entry, and route-to-market strategy across Canada and the U.S.
Build new campaigns, content, events, PR, and demand programs to generate qualified pipeline.
Build repeatable demand across Canadian government, U.S. federal and defense, and critical infrastructure markets.
Develop account-based, partner-led, and campaign-driven programs suited to complex buying groups and long sales cycles.
Translate customer wins, accreditations, and product differentiation into clear market positioning.
Strengthen the market narrative around identity security, Zero Trust, resilience, and sovereign capability.
Work with senior leadership across Sales, Product, Engineering, Customer Success, and Operations to align GTM priorities, direction, and execution.
Build modern systems for research, segmentation, attribution, and campaign performance.
Operate with leverage through tooling, automation, and repeatable workflows before adding headcount.