VP Marketing

About the role

You report to the CEO, sit on the leadership team, and own the consumer growth and brand number: acquisition, activation, retention and the brand's place in the market. You take a newly relaunched brand and a pipeline of product launches, including our first credit card in Q1 2027, and turn them into growth.

This is a hands-on senior leadership role in a small company. You set the consumer marketing plan, the budget and the hiring plan behind it, and you build and lead a team of senior individual contributors and the AI agent stack they run on. No layers of managers, no junior staff, no large agency roster. Agents do the production and analysis. Your team does the judgment, taste and strategy. You own the outcome.

We need someone who can scale channels, lead senior ICs, own the numbers and the brand's place in the market, and still get their hands dirty testing growth hacks and ideas no Canadian fintech has tried.

We care about taste, speed and results.

What you'll own

The number

• Consumer acquisition, activation and retention targets, CAC and payback, and the marketing budget
• The weekly growth read: what's working, what isn't, where the next dollar goes
• Measurement: incrementality tests and a view of what is actually moving the business, not what the ad platforms report

Experiments

• A constant pipeline of growth experiments: referral mechanics, contests, partnership activations, unconventional channels and ideas no Canadian fintech has tried
• Fast kills and fast scaling: what wins expands across channels within weeks

Brand and positioning

• The brand in market after the 2026 relaunch: voice, creative standard, and consistency across paid, organic, lifecycle, partnerships, PR and web
• Positioning and messaging for the core product and every new launch
• Product marketing. There is no separate PMM function; you own how we describe what we sell

Launches

• Go-to-market for every product launch over the next 12 months, starting with our first credit card in Q1 2027
• Launches that feel like moments, not feature announcements

Lifecycle

• Activation, cross-sell into premium tiers and new products, and churn saves
• The journey logic and guardrails. Agents draft and execute

Partners, creators and press

• Co-marketing with Aeroplan and our bank and telecom partners, including the brand and legal reviews that come with them
• The creator and referral programs
• PR and communications, with the founders

Team and systems

• The consumer marketing plan, budget and hiring plan: you decide what the team needs to be and you build it
• Leading senior ICs who build their own agents and automations
• The marketing agent stack, with engineering: data layer, creative pipeline, lifecycle automation, experimentation, reporting
• Agencies and contractors, used for specialist work only
• Marketing compliance in a regulated category: every claim gets reviewed, and you make that fast rather than slow

What success looks like

Twelve months in:

• CAC and payback are at or better than plan, with incrementality tests behind the numbers rather than platform-reported attribution
• Our first credit card has launched with a go-to-market that partners and the board point to as the standard for what comes next
• Canadians increasingly recognize us unprompted. Awareness and consideration are measured and moving
• Paid, organic, lifecycle, partnerships and web feel like one brand
• A team of senior ICs is in place, sized to the plan you set, each shipping weekly, with agents doing most of the production and analysis
• New creative and experiments reach market every week, and the weekly growth read tells the company what won, what lost and what's next
• Partner co-marketing campaigns ship on time and get through partner reviews without drama
• Agency and contractor spend is lower than today and output is higher

What we're looking for

• 7+ years in consumer marketing, with at least one stretch owning marketing end to end (brand, performance, lifecycle, PR) at a company that took share from incumbents: a challenger telco, neobank, fintech, consumer subscription or DTC brand
• You owned a real number and a real budget, and can show what happened to CAC, payback and growth while you held it
• You have scaled channels: taken paid, referral, partnerships or organic from small to a meaningful share of growth, and you know what breaks at each stage
• You have already built or rebuilt a marketing function around AI agents and automation, and can tell us exactly what the agents did, which tools you used, what headcount or agency spend it replaced and what broke along the way
• Both brand instinct and performance rigour. The team is too small for a brand leader who can't read a dashboard or a performance leader who can't judge creative
• You have led senior ICs: built and run small, senior teams rather than large orgs with managers of managers, and set the plan, budget and hiring behind them
• You are still hands-on. You write briefs, kill creative and read the numbers yourself
• You like growth hacks. Referral mechanics, contests, partnership stunts, unconventional channels: you have a record of trying things, and some of them worked
• Experience in a regulated or claims-sensitive category, or with large partners whose legal and brand teams review everything

Strong plus: Canadian consumer market experience; co-marketing with loyalty programs, banks or telcos; referral, contest or creator-led growth; French; fintech.