VP, Marketing

Allocate•Palo Alto, CA

2d•Hybrid

About The Position

Allocate is seeking its first dedicated marketing leader, a VP of Marketing, to build and lead the company's brand-and-distribution engine. This foundational leadership role is crucial for a company in a critical growth phase, aiming to triple its client base and establish itself as the category-defining platform for private markets investing in the wealth channel. The VP of Marketing will partner directly with the incoming VP of Revenue, serving as the demand-and-distribution counterpart to sales. The role involves defining the brand, category narrative, and content engine, while the VP of Revenue focuses on pipeline conversion and closing deals. The goal is to create a measurable and repeatable go-to-market motion. This position is ideal for someone with a career in alternatives, wealth management, or financial infrastructure who is looking to build a marketing strategy from scratch.

Requirements

10+ years in B2B marketing, with significant experience in financial services, alternatives/private markets, wealthtech, or asset management.
Experience building a marketing function from scratch, including developing playbooks and attribution models with a small team.
Deep understanding of the RIA buyer, including their evaluation of platforms, technology decisions, sales cycle, and the importance of trust and credibility.
Understanding of marketing SaaS products versus marketing access to private investment vehicles.
Experience navigating SEC compliance, investment adviser advertising rules, and review processes for regulated entities.
Experience building marketing-to-sales handoff processes and pipeline tracking using marketing automation and CRM tools (ideally HubSpot and Salesforce).
Experience operating as a peer to a revenue leader.
Full-stack marketing capabilities: ability to set strategy and execute tactically.
Exceptional writing and editing skills.
Data-oriented approach with the ability to measure, build dashboards, and hold oneself accountable to pipeline and brand metrics.
Comfort with ambiguity and a proactive approach to creating processes.
Strong project management instincts and execution discipline.
Ability to treat ambiguity as an invitation, build before being asked, communicate proactively, and raise the floor of those around them.
A builder mentality, getting energy from creating something new.
Proactive communication style.
Takes ownership, including for adjacent areas.

Nice To Haves

Experience with HubSpot and Salesforce.
Experience with PR agency and podcast production partners.

Responsibilities

Define and own Allocate's brand voice, visual identity, and market positioning across all channels.
Craft messaging that resonates with RIAs (CIOs, managing partners, heads of alternatives, operations leaders) and asset managers seeking to access the wealth channel.
Position Allocate as the category-defining infrastructure layer, distinct from fund marketplaces, custodians, and point solutions.
Build the content engine, including blog, newsletter, LinkedIn, podcast amplification, and contribute to the Allocate Institute content library.
Partner with research, investment teams, and CEO on high-signal thought leadership content such as State of the Market reports, GP landscape analysis, portfolio construction frameworks, and alternatives trend commentary.
Develop content that addresses specific buyer needs like capital call mechanics, J-curve dynamics, GP selection criteria, portfolio-level reporting, and operational realities.
Integrate compliance review into the marketing workflow as a standard operating procedure.
Design and execute campaigns to generate qualified inbound leads for the relationship management team.
Build marketing attribution and pipeline tracking infrastructure from the ground up.
Co-own the marketing-to-sales handoff with the VP of Revenue, defining lead qualification criteria, establishing handoff processes, and creating a feedback loop.
Manage the email marketing program for fund launches, product updates, event invitations, and nurture sequences, ensuring compliance.
Own or oversee 7-9 active channels: email, virtual events/webinars, blog/newsletter, podcast, social (primarily LinkedIn), PR, and websites.
Partner on the marketing and distribution of flagship events like Beyond Summit and Allocate Alts Day.
Provide strategic direction, consistent execution, and measurable connection to pipeline or brand for each channel.
Manage a team of marketing ops and design specialists.
Manage agency relationships (PR and podcast production) and freelance contributors.
Grow the marketing team thoughtfully as the function matures.