Vice President – Head of SMB Marketing

Role Overview

• Act as the strategic link between SMB customer needs, market insights, product, and go‑to‑market teams
• Lead a team responsible for SMB product marketing and campaign strategy to drive adoption, pipeline, and revenue growth
• Translate SMB buyer behavior, competitive dynamics, and vertical‑specific needs into actionable marketing and product recommendations
• Lead ongoing market research, competitive analysis, and SMB voice‑of‑customer programs to identify segment needs, opportunities, and friction points
• Build and maintain SMB buyer personas, pain‑point maps, and vertical‑specific use‑case frameworks
• Use insights to shape product strategy, marketing narratives, demand planning, and vertical expansion priorities
• Develop differentiated positioning and messaging for Elavon Business Solutions across priority SMB verticals (e.g., retail, restaurants, healthcare services, professional services)
• Own messaging frameworks for sales, marketing, partners, and executives—ensuring consistency across Elavon.com, digital campaigns, events, and sales assets
• Shape the product story across the full funnel, including acquisition, onboarding, activation, and retention
• Own SMB go‑to‑market planning for new product launches and enhancements, including segment definition, value prop refinement, readiness criteria, pricing/packaging influence, and commercialization strategy
• Build launch and scale‑up plans that support both Elavon.com digital channels and Direct Sales teams
• Create and lead SMB‑focused acquisition strategies that drive qualified traffic, high‑quality lead capture, and conversion across channels (paid media, SEO, website pathways, email, content, and partner channels)
• Collaborate with Digital Marketing, Analytics, and Sales Operations to define funnel KPIs, improve conversion performance, and maximize ROI
• Develop integrated vertical campaigns that accelerate demand and pipeline contribution
• Build sales enablement content—including playbooks, vertical narratives, product sheets, demos, competitive insights, and objection‑handling guides
• Partner with Sales teams to support sell‑through of SMB solutions, including co‑marketing assets, vertical toolkits, partner‑ready messaging, and campaign activation resources
• Enable sales teams with insights and tools that help them better position our value to SMB prospects and customers
• Develop and execute SMB lifecycle programs that increase activation, deepen product usage, drive cross‑sell, and improve retention
• Partner with Product, Customer Success, and Analytics to define lifecycle journeys that reduce churn and expand product penetration across the SMB base
• Build data‑driven programs (email, SMS, in‑product, triggered workflows) that drive incremental portfolio and revenue growth
• Monitor campaign performance, product adoption, funnel dynamics, and revenue outcomes across SMB channels
• Deliver performance insights that refine marketing strategy, inform product roadmap decisions, and surface opportunities to accelerate growth—consistent with the performance feedback loop in the uploaded job description
• Build SMB case studies, success stories, and advocacy programs that reinforce customer value and support sales effectiveness

Requirements

• Bachelor’s degree or equivalent experience
• 15+ years of experience in B2B or SMB marketing, including product marketing, lifecycle, growth, demand generation, or vertical marketing
• Experience leading teams and cross-functional initiatives
• Deep knowledge of SMB buying behavior, merchant services, payments, or financial services
• Proven ability to build positioning, messaging, and go-to-market strategies for multi-product portfolios
• Demonstrated success driving acquisition, cross-sell, and retention programs
• Strong organizational, interpersonal, and team-leadership skills
• Excellent communication and executive presentation abilities
• Familiarity with marketing technology platforms, analytics tools, and pipeline reporting (e.g., Salesforce, Marketo, Adobe, intent data platforms)
• MBA or equivalent indicators of high performance are a plus.

Benefits

• Healthcare (medical, dental, vision)
• Basic term and optional term life insurance
• Short-term and long-term disability
• Pregnancy disability and parental leave
• 401(k) and employer-funded retirement plan
• Paid vacation (from two to five weeks depending on salary grade and tenure)
• Up to 11 paid holiday opportunities
• Adoption assistance
• Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by law