VP, Growth & Segment Marketing

Job Classification:

Marketing & Communications - Marketing

The Vice President of Growth & Segment Marketing is responsible for defining enterprise growth strategies / priorities and directing go-to-market marketing plans across audiences, journeys, and business priorities.

This role ensures that resources are focused on the highest-impact opportunities and that all initiatives are clearly defined, measurable, and ready before entering execution. The VP operates as the decision authority on growth prioritization, partnering with Product Marketing, Analytics, and Execution teams to drive consistent, scalable business outcomes. They will also lead a centralized team of highly skilled growth marketers who will be aligned to businesses and segments, with accountability for activation.

Key Responsibilities

Growth Strategy & Audience Definition

• Define and continuously refine enterprise audience strategy, including segmentation, prioritization, and targeting approaches. Partnering closely with the Analytics team on segmentation definition and criteria.
• Identify high-value growth opportunities using customer data, market dynamics, and business performance
• Establish clear journey-level strategies (acquisition, onboarding, conversion, retention) tied to measurable outcomes
• Translate enterprise strategy into a focused set of growth themes that guide investment and execution
• Partner with Product Marketing to ensure growth strategy is translated effectively into business-aligned initiatives, while product launches are imbedded in a holistic E2E audience-based approach

Portfolio Prioritization & Investment Allocation

• Own the growth portfolio across business units and product lines
• Make and drive prioritization decisions based on expected impact, feasibility, and strategic alignment
• Allocate resources (budget, capacity, and focus) across initiatives, ensuring disciplined use of investment
• Lead structured prioritization processes (quarterly and ongoing), enforcing clarity and alignment across stakeholders. Partner with Business leaders, Product Marketing & Centralized Marketing leaders to align on focus areas to drive clarity and maximize outcomes. 
• Drive tradeoff decisions and eliminate low-value or redundant work. Partner with Mar-Team team to ensure use of technology is embedded into the DNA of go-to-market execution for speed and efficiencies
• Serves as the strategic business partner with paid media organization on all paid media strategies, investments, tactics and optimizations

Initiative Shaping & Readiness

• Ensure all initiatives are fully defined before execution:
  • Target audience and segment
  • Journeys and intervention point
  • Clear objectives, KPIs, and expected outcomes
  • Resource requirements, dependencies, and timeline
• Partner with Product Marketing, Analytics and Channel teams to incorporate cross-functional inputs
• Establish and enforce standards for initiative quality, preventing poorly defined work from entering execution
• Partner with Channel teams to ensure GTM plans have end-to-end connected journeys across the appropriate paid, owned and earned channels.

GTM / Performance Management & Optimization

• Accountable for GTM plan and partner with cross-functional partners for execution
• Oversee external partners, driving best-in-class execution and use of AI to improve speed to market
• Partner with Analytics team to define and maintain a standardized KPI framework (North Star, diagnostic, and supporting metrics) and democratize insight for real-time optimization
• Monitor performance across the portfolio and identify opportunities to improve outcomes
• Reallocate resources dynamically based on performance and changing priorities
• Drive a culture of experimentation, testing, and continuous improvement across teams
• Drive alignment across teams, reducing duplication, resolving conflicts, and ensuring coordinated execution

Profile & Experience

Experience

• 15+ years of experience in growth, strategy, performance marketing, or related leadership roles, with a demonstrated track record of driving measurable business outcomes
• Proven experience owning and managing portfolios of initiatives, including prioritization, tradeoff decisions, and resource allocation across competing demands
• Strong background in customer lifecycle marketing, including acquisition, conversion, retention, and lifetime value optimization
• Experience working in complex, matrixed organizations, with the ability to align multiple stakeholders across business units and functions
• Demonstrated success in building and