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Vice President of Marketing

Coconut Software

Coconut Software

Marketing & Communications
Canada · Remote
Posted on Friday, June 7, 2024

Reporting to the CRO, we're looking for a driven Vice President of Marketing at Coconut Software, you will play a pivotal role in shaping and executing our marketing strategy. Your primary focus will be on developing a robust sales pipeline, leveraging account-based marketing (ABM) techniques, and utilizing our satisfied clients to refine our persona and buyer journey mapping. You will be responsible for creating value-generating content and driving external communications that address our key challenge of lost opportunities due to lack of prioritization. Your expertise in SaaS marketing KPIs and metrics will be crucial in measuring success and driving continuous improvement.


  • Develop and Execute Marketing Strategy: Lead the development and implementation of a comprehensive marketing strategy aligned with Coconut Software's business objectives and growth goals.
  • Pipeline Development: Design and execute marketing initiatives aimed at developing a strong sales pipeline, focusing on reducing the number of lost opportunities due to lack of prioritization.
  • Account-Based Marketing (ABM): Implement and manage ABM campaigns to target high-value accounts, ensuring personalized and relevant engagement throughout the buyer journey.
  • Content Creation: Oversee the creation of high-quality, value-driven content that resonates with our target audience and addresses their pain points, particularly in relation to prioritization and decision-making.
  • External Communications: Lead external communications efforts, including public relations, media outreach, and thought leadership, to enhance Coconut Software's brand presence and reputation.
  • Client Advocacy: Leverage satisfied, reference-able clients to inform persona development and buyer journey mapping, ensuring our marketing efforts are deeply aligned with customer needs and experiences.
  • KPI and Metrics Management: Define, track, and report on key SaaS marketing KPIs and metrics, using data to inform decision-making and drive continuous improvement.
  • Team Leadership: Build and lead a high-performing marketing team, fostering a culture of collaboration, innovation, and excellence.


  • 10+ years of leadership Marketing experience
  • Bachelor's degree in Marketing, Business or a related field (MBA or advanced degree is a nice to have)
  • Preference will be given to those candidates who have previous experience developing and executing successful SaaS marketing strategies, with a strong understanding of relevant KPIs and metrics
  • Prefer experience working with financial institutions, such as banks and credit unions
  • Strong leadership skills, with the ability to inspire and lead high performing teams
  • Analytical mindset and data driven with the ability to interpret data, identify trends, and make informed decisions
  • Demonstrated experience in account-based marketing, including campaign planning, execution, and analysis
  • Strong background in content marketing, with the ability to create compelling, value-generating content that addresses customer pain points and drives engagement
  • Experience in managing external communications, including media relations, public relations, and thought leadership
  • Proven ability to leverage client insights to inform persona development and buyer journey mapping

Our Investment in You:

  • “Cabana Days” - our version of a flexible work week!
    To enable our employees to do their best work, offering flexibility to prioritize what is important and to take time needed for rest and rejuvenation when possible based on business and operational needs.
  • Ability to do your job in a supported, but still flexible environment;
  • Supported professional development, learning & career opportunities - be supported in your growth journey!
  • Regular 1:1 coaching with your leader and regular connection to a passionate executive team
  • Work in a team big enough for growth but lean enough to make a real impact

A full range of benefits to keep you happy & healthy;

  • Competitive Salaries - we pay fairly based on experience and expertise, not your ability to negotiate!
  • Health & Dental Benefits, Virtual Care, & Disability top up - all starting from day 1!
  • Virtual mental health and EAP platform
  • WealthSimple GRSP & Matching
  • Annual Wellness Benefit ($1000 per year)
  • Opportunity to work remote - anywhere in Canada!
  • Employee Options - everyone shares in our success!
  • Internet Subsidy on each paycheck
  • Tiki Bucks Incentive Program - everyone is entitled to earn bonuses!
  • A People First Company - 4.6 rating on Glassdoor
  • Recently named #4 on the Top 10 Best Workplaces in Canada

Who we are, and what we do:

Match customers with the right expert, at the right time, so no opportunity is lost.

Collaboration. Honesty. Empathy. Elevate. Resilience. Service Excellence.

Coconut Software makes it effortless for customers to connect with their bank or credit union. Our appointment scheduling, queue management, and video banking solutions are used by leading financial institutions across North America, including RBC, Arvest Bank, Vancity, and Rogue Credit Union. Organizations that use Coconut benefit from a seamless customer experience that improves NPS, reduces wait times, and increases conversion rates.

To date we have raised close to 40M and have been doubling revenue year after year. The team at Coconut has ambitious growth plans to continue to scale the business to new heights by owning the North American market and delivering innovative solutions to our customers.

Coconut has a company culture that is best in class. We foster a community that is unconditionally inclusive, and in return ask that our people contribute their differing perspectives, ideas and experiences for one common purpose: to advance the way people live and work in an environment of diversity, equity and inclusion and workplace belonging.

Some recent awards we're proud of include:

Coconut Software is committed to treating all people in a way that allows them to maintain their dignity and independence. We believe in integration and equal opportunity. We are committed to meeting the needs of people with disabilities in a timely manner, and will do so by preventing and removing barriers to accessibility and meeting accessibility requirements under the Accessibility for Ontarians with Disabilities Act, 2005.