VP of Product Marketing

Toronto, Canada /
Marketing – Product Marketing /
Full Time - Permanent
/ Hybrid
Caseware is one of Canada's original Fintech companies, having led the global audit and accounting software industry for over 30 years, with more than 500,000 users across 130 countries and available in 16 different languages. While you might not have heard of us (yet) over 36,000 accounting and audit professionals list Caseware as a skill on their LinkedIn profiles!

As the VP of Product Marketing, you will lead the product marketing strategy and team, acting as the Voice of the Customer to the product team and company. This includes gaining a deep understanding of—and driving—customer engagement with CaseWare’s products, throughout their lifecycles. Working with external research, analyst sources, and with key internal stakeholders, you will translate product requirements into a Go-To-Market plan. This plan will identify target buyers, value propositions, brand awareness, and lead generation activities for the current financial year. It will also set out the sales enablement tools and training required to deliver sales success.

You’ll be reporting into:
Susan Farrell - Chief Marketing Officer

And working alongside:
Scott Epstein - Chief Product Officer
Davis Jackson - Chief Commercial Officer
Laura van der Leeuw - Senior Director of Engagement Marketing

Your team consists of:
Director of Product Marketing
2 Product Marketing Managers
Market Intelligence Manager

Chengeer Lee - Senior Talent Acquisition Partner

❗Experience in Product Marketing for a SaaS company is a hard requirement. Expertise/domain knowledge in Accounting, Audit, and/or Accounting Software is a strong asset.

❗Please note, that this role is hybrid. The successful candidate will work from the office 2-3 days a week. The head office is located at 351 King St E., Toronto, ON

What you will be doing:

    • Leverage a deep understanding of product and commercial objectives to determine regional product portfolios, timelines, and messaging (what should we be selling today and how should the message and portfolio evolve over time)
    • Create the product messaging, positioning, and value proposition for CaseWare’s full suite of products and solutions in every global market
    • Market intelligence—be the expert on our buyers, who they are, how they buy, and their key buying criteria
    • Understand and communicate the competitive landscape—be an expert on our competition and how they are positioned
    • Understand and document our buyer’s process, including where they get information, and the who, what, when, and why behind their decisions. Drive changes to our sales and marketing processes based on what you learn.
    • Collaborate with product management to develop product positioning and messaging that resonates with our target buyer personas.
    • Develop a plan for the products you support in conjunction with our regional demand generation teams, including key activities and budgets to support the retention of existing customers and the acquisition of new customers.
    • Plan the launches of net-new products and releases of existing products, and manage the cross-functional implementation of the plan.
    • Brand Awareness – based on your market knowledge and your products/solutions differentiation, you will work with the Content and Creative teams to ensure we have plenty of compelling CTAs to support campaigns: topics for thought leadership white papers, blogs, infographics, product-related web pages, etc.) 
    • Act as the primary thought leader for the products you support externally, including speaking engagements and written works.
    • Understand and support our sales channels; provide sales training materials on the problems we solve for our buyers and users; develop internal tools and external collateral and teach them how and when to use them.
    • Analysts & Influencers Programs – you will identify key Influencers that are critical to work with to grow your products/solutions market awareness; by working with the Content & Communication team, you will get involved in product briefings and communicate with your audiences on a regular basis ensuring that they all recognize your product's differentiation and are aware of the latest announcements
    • Customer Loyalty & Engagement – you will possess strong data analytics skills and gain in-depth knowledge of your existing and prospective customers;  in collaboration with the regional marketing managers, you will be measured on customer retention and will focus on improving customer loyalty through regular newsletters, product demos, and campaigns; you will also build stronger links with customers via customer advisory boards and forums (online and face to face); these interactions will help you to continually evolve our buyer personas and identify customers willing to issue PRs, case studies and become CaseWare Champions.

In the first 6 months:

    • Enrich and finalize the Go-To-Market process, focusing on the US & Canada but also rolling out to regional teams
    • Develop a deep understanding of Caseware’s key partner relationship in the US and establish the product storyline for the next 12 months
    • Prioritize and roadmap the product marketing team’s projects and activities
    • Contribute to the product positioning on Caseware’s new website (currently in development)
    • Review and finalize market sizing for the top 5 regions

What you’ll bring:

    • Experience working in SaaS and global markets
    • A strong track record of building Go-To-Marketing plans, managing a full spectrum product suite from concept through to retention
    • Experience in taking a product portfolio and writing a storyline with product milestones and shifts in messaging as products are released
    • 20+ years of product marketing experience
    • Proficiency in project/program experience, analytical and market research skills
    • Solid understanding of product lifecycle and portfolio management
    • Ability to think of the customer first, intuitively understanding what the audience needs to know and how they want to consume it 
    • Positive attitude, collaborative mindset, and ability to re-prioritize to accommodate an ever-changing landscape

Nice to have:

    • Contributions to revenue growth through sales enablement, demand gen support, and ROI analysis by product
    • Certifications in any relevant areas
What's in it for you?

Joining our team as the VP of Product Marketing offers a unique opportunity to make a significant impact on a fast-growing SaaS company in the accounting and audit software industry. With a strong brand and reputation, we are already in growth mode and have a 5-year strategic plan in place, which provides a solid foundation for our vision.

As a core member of our Senior Leadership Team, you will work alongside seasoned executives who bring a wealth of knowledge and expertise to the table. Our marketing team is also new, which means you will have the opportunity to build and truly own the Product Marketing function.

In this high-visibility role, you will lead the Product Marketing function and play a critical role in driving global growth and expansion. You will have international exposure and will be responsible for creating a tremendous impact on the business.

As the VP of Product Marketing, you will lead a lot of planning and work collaboratively across product, commercial, and marketing functions, making this role an essential part of our company's operations. Overall, joining our team will provide you with an exciting opportunity to make a significant impact on the company's growth trajectory, shape the marketing function, and further your professional development.

About Caseware

Caseware's cutting-edge software products are meticulously designed for accounting firms, corporations, and governments. Our teams are continually collaborating, innovating, and building upon our existing suite of products. With a customer-focused mindset, we are building technology that is shaping what the future of audits, financial reporting, and financial data analytics will look like.

With a recent strategic investment from Hg Capital in 2020, Caseware is now in its next major growth phase as we double down on the people and products that have made Caseware so successful to date.

One of Caseware's core values is Many Voices, One Team and with that in mind, we're dedicated to building teams as diverse as our customers in an equitable and inclusive way. We welcome and encourage candidates of all backgrounds to apply. Should you require accommodations or have any questions at any point during the application or interview process, please e-mail our People Operations team at careers@caseware.com.

Any candidates successful in obtaining an offer for a position will need to successfully complete a background check through Certn.co which typically includes an Identity Verification and Criminal Record Check. Executives and Senior Managers will undergo a Soft Credit Check as well.