VP of Marketing – ETF Strategy Team

The Tidal Financial Group is a leading ETF investment technology platform dedicated to creating, operating, and growing ETFs. We combine expertise and innovative partnership approaches to offer comprehensive, value-generating ETF solutions. 

Our platform offers best-in-class strategic guidance, product planning, trust and fund services, legal support, operations support, marketing and research, and sales and distribution services.

About the role

We are seeking a highly strategic and collaborative Vice President of Marketing to join our ETF Strategy team. This role is uniquely positioned to advise Tidal’s top-tier clients on how to build, launch, and grow successful ETFs by delivering marketing insight, structure, and leadership throughout the fund lifecycle. 

The VP will act as a senior marketing advisor and client partner—leading planning conversations, building launch playbooks, and guiding asset managers through best practices and key decisions that drive visibility, adoption, and asset growth. This is less of an executional role, and more of a consultative one that adds value through insight, experience, structure, and collaboration. 

What you'll do

Client Consultation & Advisory

• Serve as a senior marketing advisor to Tidal’s most strategic clients, guiding them through ETF lifecycle stages—from product ideation and brand positioning to launch strategy and post-launch momentum. 
• Lead strategic marketing discussions with clients, often alongside sales, product, and executive stakeholders. 
• Develop client-facing playbooks, frameworks, and tools that simplify complex ETF marketing activities into structured, actionable plans. 
• Present insights and recommendations in a consultative, confident manner that earns client trust and drives alignment. 

Marketing Strategy Development

• Shape go-to-market strategies tailored to each client’s product, audience, and distribution model. 
• Advise clients on positioning, messaging, audience segmentation, channel selection, and advisor/investor engagement strategies. 
• Infuse best practices, competitive intelligence, and cross-client learnings into strategic guidance. 

Lifecycle Playbook Creation

• Create and continuously evolve ETF marketing playbooks that reflect best-in-class tactics across key life stages: pre-launch, launch, and growth. 
• Provide structured timelines, campaign examples, KPI benchmarks, and sample executions to accelerate client decision-making. 

Collaborative Leadership

• Partner closely with Tidal’s internal marketing, sales, compliance, product, and operations teams to align on client strategies and executional handoffs. 
• Support the ETF Strategy team in elevating the overall platform by contributing to insights, presentations, and marketing enablement initiatives. 

Client Enablement & Insight Sharing

• Serve as a resource for educating and empowering clients who may have limited ETF or marketing experience. 
• Bring new ideas, perspectives, and strategic rigor to client teams—enhancing Tidal’s value as more than a service provider, but a true partner. 

Qualifications

• 15+ years of experience in marketing, with at least 10 years in asset management, ETFs, or financial services. 
• Deep understanding of the ETF ecosystem and the drivers of successful fund launches and AUM growth. 
• Experience advising or consulting with financial clients on marketing strategy, brand development, go-to-market planning, and campaign architecture. 
• Excellent communicator and presenter, capable of translating complexity into clarity for diverse audiences. 
• Strategic thinker with strong organizational and planning skills; thrives in a high-level, insight-driven a