VP- Marketing

VP of Marketing

Company:	Countable.co (Based in Toronto, Canada)
Website:	https://countable.co/
Linkedin:	https://www.linkedin.com/company/countable-inc/
Reports to:	CEO
Location:	WFH - Remote | Full Time
Employment Type:	Full-time / Permanent
Number of working days:	5 (Monday to Friday)
Industry Focus:	Fintech, Accounting SaaS, Enterprise B2B Tech
Work Hours:	IST 4 PM - 1 AM / 5 PM - 2 AM / 6 PM - 3 AM
Experience:	10+ years in B2B SaaS marketing, with 3+ years in a VP or Head of Marketing role at a high-growth startup

Role Overview:

As our Vice President of Marketing, you will lead the company’s end-to-end marketing strategy and execution - driving scalable, predictable growth across the funnel. This is a high-impact leadership role where you’ll be responsible for positioning the brand, owning the MQL engine, building a modern marketing infrastructure, and championing AI-enabled, data-first marketing practices. You’ll lead a high-performance team across demand generation, content, growth ops, partner marketing, events, and product marketing - delivering measurable business outcomes in a North American context.

Key Responsibilities:

Strategic Growth & Pipeline Ownership

• Build and execute a comprehensive marketing strategy focused on sustainable MQL growth, CAC efficiency, and qualified pipeline acceleration.
• Own top-of-funnel through to revenue contribution metrics, in tight alignment with Sales and Partnerships.

Brand & Positioning in a Crowded Market

• Elevate the company’s voice in the fintech and accounting SaaS space through compelling brand storytelling and consistent thought leadership.
• Refine ICP and buyer personas based on data and direct market feedback.
• Own category definition and positioning strategy in collaboration with Product and Leadership.

Marketing Technology & AI-Driven Infrastructure

• Architect a scalable marketing ops and attribution framework using HubSpot and other integrated tools.
• Deploy AI tools (e.g., ChatGPT, Jasper, Mutiny, Clearbit, 6sense) to accelerate content, personalization, lead scoring, and funnel efficiency.
• Establish automation playbooks, dashboards, and governance processes to support rapid experimentation and data integrity.

Team Leadership & Culture Building

• Build, lead, and mentor a high-performing marketing team across functions: growth, content, product marketing, design, partner marketing, and event marketing.
• Drive a culture of ownership, creativity, data-obsession, and continuous learning.
• Build internal training materials, OKRs, and career ladders to retain top marketing talent.

Partner, Channel & Event Strategy

• Create and scale a marketing-led channel and referral partner program, including campaign toolkits, webinar co-hosting, and joint GTM efforts.
• Own firm-hosted and third-party events strategy - webinars, conferences, and virtual roundtables - to drive leads and build community.
• Forge relationships with accounting associations, influencers, and tech ecosystem partners to amplify reach and trust.

Cross-Functional Collaboration

• Collaborate with Product, Customer Success, and Sales to align launches, campaigns, and GTM feedback loops.
• Work closely with RevOps to define MQL, SQL, SAL, and closed-won attribution across the funnel.
• Partner with Customer Marketing to design upsell, cross-sell, and retention strategies through educational content and lifecycle marketing.

Executive Reporting & Budget Ownership

• Report directly to the CEO and executive team on funnel health, pipeline contribution, CAC/LTV, campaign ROI, and brand metrics.
• Own the marketing budget - ensuring every dollar is tied to a measurable growth outcome.
• Lead quarterly board-level reporting, forecasts, and strategy presentations.

Required Experience & Competencies:

• 10+ years of B2B marketing experience, including senior leadership at a VC-backed startup with ARR scaling past $5M–$20M.
• Deep understanding of North American fintech or accounting SaaS buyer journey.
• Demonstrated ability to scale an MQL engine and grow pipeline 3x+ year over year with budget discipline.
• Proven leadership of a cross-functional marketing team (minimum 5–10 headcount).
• Strong command of marketing automation and attribution tools - HubSpot required; Salesforce, Clearbit, Mutiny, Segment, or similar a plus.
• Analytical mindset - comfortable building and interpreting dashboards to drive data-based decisions.
• Confident communicator with presence, able to lead both internal teams and external engagements (webinars, events, panels).

Why Countable?

Countable (founded in 2019) helps accounting firms modernize how they manage year-end engagements and working paper files. Our cloud-based platform is built specifically for Canadian CPA firms to streamline file preparation, reduce manual effort, and collaborate more effectively - without the headaches of legacy systems.

We’re proud to be a fully compliant solution that integrates seamlessly with industry-leading tools like QuickBooks, Sage, and Xero - making it easier for firms to manage source data, workflows, and final output in one place. In 2024, we were honoured to be named App of the Year by Xero, a testament to our impact and innovation in the accounting ecosystem.

We’re already working with over 150 firms and growing fast. As we scale, you’ll be part of a team that’s committed to transforming how firms operate - making their workflows more efficient, client-ready, and future-proof.

• Autonomy & Impact: No red tape. You’ll have space to contribute meaningfully.
• Remote-first culture: Work from anywhere, with support when you need it.
• Focused mission: Purpose-built for firms. We know our audience and build for them.
• Momentum & Market fit: Real traction. Big opportunity. Smart, supportive team.

Document generated by Countable.co