Vice President, Marketing

Description

The company is the company (NYSE: SMRT), which offers an end-to-end platform built for rental housing. It combines its own software, integrated hardware, and full implementation and support, helping owners and operators run properties more simply, lower costs, and give residents a better experience. Deloitte, HousingWire, and the PropTech Breakthrough Awards have recognized the company.

This is a senior marketing executive role that owns the whole marketing strategy: brand, narrative, digital, demand, product marketing, plus the team and agency partners that deliver it. You will set how the company presents itself to customers, partners, and the multifamily industry, and you will answer for marketing's role in pipeline, bookings, and revenue growth.

The company is entering a new phase and wants a leader who has already strengthened a brand and modernized a digital presence, and who can do it again at the speed and discipline a public company needs. You will set the vision, make the investment decisions, and work as a strategic partner to the CEO, CRO, and executive team.

You will take over an experienced core team and agency partners, and you will help shape and grow the function. The company values leaders who get strong results with a lean team, invest carefully, and add headcount when the results support it.

The role reports to the Chief Revenue Officer, sits on the extended leadership team, and is preferably based in the Phoenix metro area.

Responsibilities

• Set the brand strategy across positioning, architecture, identity, voice, and the story told to customers, prospects, and partners.
• Lead cross-functional brand work from research and strategy through creative, internal alignment, and market launch, keeping the brand current as the company and platform grow.
• Work closely with Corporate Communications so customer-facing brand, messaging, and launches match the wider corporate story.
• Build the company's standing as the leader in smart rental housing through industry content, trade presence, awards, and analyst relations, coordinated with Corporate Communications.
• Own the website as a main growth channel, covering strategy, information architecture, content, UX, SEO, and conversion rate optimization.
• Lead large digital projects from start to finish, including redesigns, replatforming, and content migrations, with Product, Engineering, and agency partners.
• Make the company easy to find in both traditional and AI-driven search, including SEO and GEO/AEO, so it appears where operators research and buy.
• Build and run a full-funnel revenue marketing engine for multifamily and single-family rental owners and operators, focused on enterprise accounts with 3,000+ units.
• Run integrated account-based programs across paid media, LinkedIn, paid search, retargeting, email, and content, measured by target-account engagement, pipeline, and bookings rather than lead counts.
• Own performance marketing strategy and budget, including channel mix, testing, and shifting spend based on results.
• Work with Sales and Account Management on expansion and cross-sell programs that drive adoption of new hardware and SaaS offerings across the installed base.
• Lead positioning, messaging, pricing input, and launch strategy for new products and features on the hardware-enabled SaaS platform, from launch planning through sales enablement.
• Maintain competitive intelligence, battlecards, and win/loss insight, using Gong and customer research to sharpen messaging and support Sales.
• Turn hardware, software, and financial value such as NOI, operating savings, and resident experience into clear stories for operators, asset managers, and executives.
• Run field and event marketing, including the annual program (NAA, OpTech, Blueprint, and regional and association sponsorships), tying each investment to pipeline and measuring its ROI.
• Build customer marketing and advocacy, including case studies, references, and customer voice, so the customer base becomes a growth asset.
• Work with Corporate Communications on thought leadership and presence across the multifamily and proptech ecosystem.
• Own the marketing technology stack and its lifecycle across Salesforce, Marketing Cloud Account Engagement (Pardot)/SFMC, ZoomInfo, and related tools, with RevOps.
• Set up multi-touch attribution and reporting that links marketing to prospecting pipeline (units and ARR), opportunity progression, and bookings.
• Build an AI-native marketing function covering AI-assisted content at scale, lead scoring and enrichment, and automation that raises output without adding headcount.
• Set the annual marketing plan and manage the full marketing budget, deciding where money goes and when to move it based on return.
• Present marketing strategy and performance to the CRO, CEO, and executive team, and join board discussions when needed.
• Lead and develop the marketing team, including the Senior Manager, Growth Marketing and the Director, Industry Strategy, coaching each toward more strategic ownership.
• Design the future marketing organization, hire top talent, and set strategy for agency partners, holding them accountable for results.

Requirements

• 12+ years of B2B marketing experience, including 5+ years as head of marketing or as a VP owning a multi-discipline marketing function.
• A record of owning marketing strategy end to end across brand, digital, demand generation, product marketing, and field marketing, answerable for pipeline and revenue.
• Have led at least one full rebrand or brand repositioning, from strategy through launch, including identity, messaging, internal alignment, and market rollout.
• Have led a major website redesign or replatform from strategy and agency selection through launch, migration, and post-launch performance.
• Proven performance and demand marketing leadership in long, complex enterprise sales cycles, with results measured in pipeline, bookings, and ARR.
• Hands-on skill with ABM strategy, multi-touch attribution, and revenue-influence reporting in Salesforce.
• Experience marketing a complex, technical product, ideally hardware-enabled software or a platform with several products and buyers.
• Proven ability to get strong results with a lean team and agency model, investing in headcount carefully as the business grows.
• Experience building high-performing teams and coaching leaders toward strategic ownership rather than task execution.
• Direct ownership of a marketing budget and agency relationships, with a record of moving spend based on performance.
• Executive presence and credibility with C-suite and board audiences, and strong partnership with Sales, RevOps, and Product leaders.
• Excellent written and verbal communication, with a sharp eye for brand, creative, and storytelling quality.
• Preferred: experience in proptech, SaaS, or IoT, ideally selling to multifamily owners, operators, or single-family rental operators.
• Preferred: public company experience, including working with Corporate Communications, Investor Relations, and Legal to keep marketing aligned with company communications.
• Preferred: experience leading marketing through a company inflection point, such as a new platform strategy, category expansion, or brand transformation.
• Preferred: hands-on management of LinkedIn Campaign Manager, Google Ads, and GA4, able to read and direct the work.
• Preferred: familiarity with intent-data platforms (6sense, Demandbase) and conversational marketing tools (Drift, Qualified).
• Preferred: experience using Gong or similar conversation intelligence to shape messaging and content.
• Preferred: AI fluency, including AI-assisted content workflows, AI-driven scoring and enrichment, LLM-based automation (for example, Zapier + LLM or MCAE AI rules), and GEO/AEO optimization.

Conditions

Hybrid work arrangement (LI-Hybrid).

Based preferably in the Phoenix metro area, reporting to the Chief Revenue Officer.

The company welcomes applicants of all backgrounds and values inclusion.

Benefits

• For US employees: medical, dental, vision, and life insurance with low deductibles and 75, 100% employer contributions.
• Flexible, generous PTO.
• Competitive 401(k) with employer contributions.
• Paid parental leave.
• Discounted insurance plans for pets and legal services.
• Employee stock purchase plan.