VP, Marketing

The Vice President of Marketing is a strategic leadership role designed to ensure our go-to-market engine scales with the same precision and credibility as our delivery model. You will own how Packetlabs is positioned in the market, how demand is created, and how the marketing function contributes to sustainable revenue growth. This role is about building a disciplined marketing system that strengthens brand authority and drives a qualified pipeline. This role requires both strategic depth and tactical execution. As a player-coach, you will define the roadmap while staying close enough to execution to ensure quality, consistency, and speed. You will do this with the backing of a leadership team that values substance over noise, long-term brand trust over short-term optics, and sustainable growth over inflated promises. Packetlabs is a cybersecurity consulting firm specializing in Advanced Penetration Testing. We exist to eliminate the false sense of security that comes from shallow testing and checkbox-driven assessments. Our slogan, “Ready for more than a VA scan?”, reflects a simple standard: real security work should be rigorous, manual, and built to uncover what automated approaches miss. Our clients span government, technology, law enforcement, retail, healthcare, and financial services, and they rely on us because credibility matters when the stakes are high. Who we are looking for - Packetlab’s core values: No egos, ever. You care more about what works than about being right. You do not build empires, protect weak ideas, or confuse visibility with value.Systems over heroics. You build repeatable demand generation and brand systems that do not rely on last-minute pushes, scattered efforts, or unsustainable workarounds.Commercially sharp. You understand that marketing exists to support business outcomes. You know the difference between attention and pipeline, and you operate accordingly.Credible over flashy. You know how to market a high-trust service without exaggeration, gimmicks, or dilution of technical credibility.Comfortable being uncomfortable. You are willing to challenge assumptions, stop low-value work, and make hard calls when messaging, spend, or priorities are not aligned with results.Always learning. You stay current on market shifts, buyer behavior, channel performance, and competitive dynamics, and you refine the function accordingly. What you’ll be leading: Marketing Strategy & Market PositioningTranslate business goals into high-growth GTM strategiesRefine market positioning for credible, high-impact differentiationElevate technical messaging to reflect our quality and rigor over generic jargonLeverage market gaps to expand brand relevance and market shareAlign marketing with executive leadership to drive growth, reputation, and expansion Demand Generation & Revenue ContributionScale demand-gen for a consistent, qualified pipelineDirect multi-channel campaigns across all organic, paid, and social platforms (with notable emphasis on SEO/AEO)Drive ABM with Sales to accelerate revenue and effectivenessAlign marketing with BD through clear ROI and conversion visibilityOptimize channel performance and lead quality via data-driven insights Brand, Authority & ReputationPosition Packetlabs as the authority in advanced penetration testingEnsure brand consistency across all forms of messaging, design, and digital touchpointsCultivate industry and media partnerships to amplify reputation and visibilityScale brand awareness while deepening trust and commercial relevanceUphold technical integrity throughout all brand growth initiatives Team Leadership & Functional ExcellenceLead a high-performing team grounded in accountability, collaboration, and excellenceExecute as a player-coach; set the standard by example and via ongoing coachingDefine ownership and best-practice rhythms for bottleneck-free execution of strategyBuild scalable foundations through optimized structures, tools, and workflowsFoster a culture where good ideas win, weak work is improved quickly, and performance is measured honestly Cross-Functional Alignment & New Solution Launches Partner with Sales to directly drive pipeline creation and revenue growthPartner with R&D to launch new, well-positioned solutionsEnsure marketing is not operating in isolation by building tight feedback loops between market response, sales insight, and service evolution.Convert technical expertise into compelling, value-driven buyer messaging. Budget, Measurement & Optimization Manage the marketing budget to ensure resources are allocated based on strategic priorities and measurable business valueEstablish clear metrics to track campaign impact and marketing contributionLeverage data to scale high-performing initiatives and cut underperformersDrive disciplined experimentation over random activity or trend-followingEnsure the function is both ambitious and efficient, with spending tied to outcomes rather than optics. What success looks like: Internal and external recognition of a clearly differentiated market positionMeasurable pipeline contribution and improved revenue efficiencyScaled brand awareness that preserves technical credibility and trustClarity, ownership, and consistent high-velocity execution across all marketing operationsTight alignment between sales and marketing around the same commercial outcomesNew solutions are brought to market with discipline and tractionResources are carefully invested in areas that create measurable business valueMarketing builds durable demand, strengthens authority, and contributes meaningfully to growth Education & experience Bachelor’s degree in Marketing, Business Administration, or a related field; Master’s degree or MBA preferred10+ years in marketing, with meaningful senior leadership experience owning strategy, team performance, and revenue contributionStrong understanding of the cybersecurity market, customer needs, and competitive landscapeProven track record of building and executing marketing strategies that drive measurable pipeline, revenue growth, and market positionStrong leadership capability, with the ability to coach, develop, and elevate a high-performing teamStrong analytical and commercial judgment, with experience measuring and optimizing marketing performanceExcellent communication and interpersonal skills, with the ability to influence across functions and levels of the organizationDeep understanding of digital marketing tools and platforms, including: CRMs (Hubspot), marketing automation, analytics, SEO (AEO), and paid media platforms such as Google, LinkedIn, Bing, Facebook, and RedditWillingness to travel, as needed, to represent Packetlabs at events, and with partners or clients  Why Packetlabs The unique and exciting opportunity to shape how a respected cybersecurity firm grows, competes, and earns trust in the marketDirect influence over strategy, positioning, and the marketing systems that drive long-term growthA leadership team that values substance, quality, and disciplined executionA strong team environmentCompetitive compensation + pay-for-performance incentives Work-from-home flexibility anywhere in CanadaMeaningful opportunities for growth and development, including paid training and certifications Employer-paid benefits for you and your family + GRSP matching,Generous vacation and personal days Locations: Remote (Canada)