VP, B2B Growth & Partner Marketing (Hybrid/Remote: Madison, WI)

Location Preference: This position requires flexibility to maintain a regular in-person presence at our Madison, WI headquarters on a regular and as-needed basis to support evolving business priorities. Remote candidates may be considered; however, preference will be given to those who can maintain consistent on-site engagement in Madison.

Job Purpose:  
This role is responsible for building and leading a world‑class B2B growth engine that drives predictable pipeline, accelerates partner activation, penetrate new markets, and strengthens long‑term credit union and distribution partner relationships. As a member of the Marketing Leadership Team, the Head of B2B Growth and Partner Marketing owns end‑to‑end B2B funnel performance and partners closely with Sales and P&L leaders to deliver measurable revenue impact. This role reports to the SVP, Chief Marketing and Brand Officer. 

Role Overview: 

We are seeking a performance‑driven senior marketing leader to serve as our Head of B2B Growth and Partner Marketing. This leader will own end‑to‑end B2B demand generation, partner marketing, and revenue acceleration—including leading go‑to‑market strategies to enter and scale new markets and partner segments. 

Operating at the intersection of Marketing, Sales, Product, and P&L leadership, this role ensures tight alignment between growth strategy and business outcomes. The ideal candidate brings a modern, data-driven approach to growth marketing with deep experience in account‑based marketing (ABM), AI‑first B2B growth, complex partner ecosystems, and scaling into new markets within regulated industries such as financial services, insurance, or banking. 

Job Responsibilities:  
 

1. Own and Scale the B2B Growth Engine 

• Lead strategy and execution of the full B2B funnel—from awareness and consideration through pipeline, revenue, and retention 

• Build a predictable, scalable demand engine with clear attribution to revenue outcomes 

• Establish and manage performance metrics including MQL, SQL, CAC, LTV, pipeline velocity, and win rates 

• Design and scale account‑based marketing (ABM) strategies for priority partner segments & new‑market entry  

2. AI‑First Growth, Personalization & Always‑On Engagement 

• Lead AI‑first B2B growth strategies, leveraging data, automation, and advanced analytics to improve targeting, personalization, and conversion 

• Build foundational capabilities such as personalization, next‑best‑action, and AI‑driven optimization 

• Develop always‑on engagement programs—including newsletters, thought leadership, and lifecycle campaigns—to drive awareness, consideration, and partner education 

3. Audience Strategy & Market Expansion 

• Own B2B audience strategy across lead generation, activation, speed‑to‑close, and revenue metrics 

• Develop targeted campaigns, content, and experiences tailored to priority partner segments and buying stages 

• Lead go‑to‑market strategies to penetrate new markets, including audience definition, value proposition testing, and partner acquisition 

• Optimize performance across existing segments while scaling growth in emerging markets 

4. Partner Marketing & Ecosystem Growth 

• Develop and execute a comprehensive partner marketing and co‑marketing strategy across key distribution channels 

• Support partner acquisition and activation in new markets through joint go‑to‑market initiatives 

• Drive measurable partner‑sourced pipeline, revenue growth, and retention 

5. Sales Alignment & Revenue Accountability 

• Operate as a true partner to Sales with shared ownership of pipeline, coverage, and revenue outcomes 

• Align marketing investment with growth, profitability, and P&L priorities including new‑market investments 

• Implement closed‑loop measurement and reporting from MQL through revenue 

6. Team Leadership & Capability Building 

• Build, lead, and develop a high‑performing B2B growth organization 

• Partner closely with other marketing functions – Brand, Event Experience, Creative, Marketing Ops, etc. 

• Foster a culture of performance, accountability, experimentation, and innovation 

The above statement of duties is not intended to be all inclusive and other duties will be assigned from time to time. 

Job Requirements: 

• Bachelor’s degree in Marketing, Business, Finance or a related field; advanced degree preferred 

• 15+ years of progressive experience in B2B marketing, demand generation, partner marketing, or growth leadership roles 

• Demonstrated experience designing, launching, and scaling account‑based marketing (ABM) strategies, including segmentation, personalization, and tight Sales alignment 

• Strong background in B2B funnel management, pipeline optimization, and closed‑loop measurement tied to revenue and growth outcomes 

• Proven ability to influence and partner with senior Sales, Product, and P&L leaders in a complex, matrixed organization 

• Demonstrated experience leading and developing high‑performing teams with direct accountability for revenue‑related outcomes, performance management, and organizational effectiveness 

Preferred Experience 

• Experience leading AI‑first or data‑driven B2B growth strategies, including personalization, automation, advanced analytics, or next‑best‑action models 

• Background in building always‑on engagement programs (e.g., newsletters, lifecycle marketing, thought leadership) to drive awareness, consideration, and partner activation 

• Experience scaling growth in new markets or new partner segments, including go‑to‑market design and experimentation 

• Experience in regulated industries such as financial services, insurance, or banking 

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