Market Strategy Lead - Vice President
Product marketing lead for Merchant Services in Canada, responsible for translating market insights into segmentation, positioning, and go-to-market strategies across partner and direct channels. Own customer-facing messaging across digital properties and sales/marketing enablement, adapting materials to regional regulatory needs, payment methods, and schemes. Partner cross-functionally with Product, Sales, Commercialization, Operations, Digital Growth, and Marketing, and align with Legal, Compliance, and Risk on claims, disclosures, and approvals.
Job Responsibilities
Market insights & segmentation
- You will analyze market trends, customer needs, and competitive dynamics to inform product strategy and identify growth opportunities.
- You will partner with the Insights team (surveys, interviews, advisory councils) to quantify needs by segment and synthesize findings into personas, JTBD, and segmentation frameworks.
Positioning, messaging & enablement
- You will craft value propositions and messaging tailored to target segments and business industries, including merchants, partners, and internal stakeholders.
- You will create sales and marketing toolkits and materials that equip teams to promote Merchant Services solutions and product offerings, adapting content for regional regulatory needs, payment methods, and schemes.
- You will own the customer-facing narrative across website product pages and partner landing pages, partnering with the Digital Growth team on SEO alignment and conversion-focused CTAs.
Go-to-market & competitive strategy
- You will develop go-to-market strategies for new and existing payment solutions for partner and direct channels, ensuring strong market fit and differentiated positioning.
- You will lead competitive win/loss analysis and translate insights into differentiated messaging, objection handling, and product recommendations.
Cross-functional governance & execution
- You will partner with Product, Legal, Compliance, and Risk to ensure claims, disclosures, and approvals meet applicable payments regulations and standards, and collaborate with Marketing and Lifecycle/Customer Marketing to support integrated campaigns and adoption programs.
Required Qualifications, Capabilities and Skills.
- Bachelor’s degree in Marketing, Business, Communications, or a related field.
- 8+ years of product marketing, go-to-market, or related experience, ideally in B2B technology, SaaS, or financial services, including launching and scaling products through partner and direct channels.
- Proven ability to develop clear, differentiated value propositions and benefits-driven messaging supported by a strong narrative and enablement portfolio.
- Experience defining segmentation, personas, and buying journeys to enable precise audience targeting for marketing strategies.
- Strong analytical and strategic thinking skills, including translating insights into actionable messaging and product recommendations.
- Exceptional written and verbal communication, storytelling, and stakeholder management skills across diverse audiences.
- Ability to manage multiple initiatives under tight deadlines and own execution details end-to-end.
- Ability to thrive in a fast-paced, matrixed environment and lead through influence; knowledgeable in regional compliance requirements and comfortable partnering with Legal, Compliance, and Risk.
Preferred Qualifications, Capabilities and Skills.
- MBA or advanced degree.
- Experience in the payments industry.
- Demonstrated passion for technology-driven innovation and customer-centric marketing.