It's fun to work in a company where people truly BELIEVE in what they're doing!
Fullsteam is a leading provider of vertical software and embedded payments technology dedicated to helping businesses flourish by providing their customers with seamless experiences. With a dynamic and growing team of over 1,900 employees, we are committed to driving innovation and delivering best-in-class software and payment solutions that empower small and medium-sized businesses across numerous industries. Our purpose is to help our customers grow their businesses and delight their customers. Join us and be a part of a forward-thinking company that values growth, excellence, and the success of our clients.
The Director of Marketing leads the strategy, execution, and optimization of all marketing initiatives for the PMS Vertical. This role is responsible for driving market awareness, generating demand, and positioning the company as the trusted technology partner for property owners.
The Director develops and communicates a clear value proposition that highlights how the PMS simplifies daily operations, increases revenue, and reduces administrative burden for its customers. They oversee brand management, content strategy, digital marketing, events, product marketing, and customer advocacy programs.
This leader partners closely with Sales, Product, and Customer Success to ensure the company’s messaging, go‑to‑market plans, and competitive positioning resonate with owners and general managers who often manage multiple roles within their hotels. The Director uses data-driven decision-making to optimize campaign performance, enhance lead quality, and accelerate customer acquisition and retention.
Ultimately, this role ensures the business unit stands out in a crowded hospitality tech landscape, builds trust with operators and owners, and drives consistent growth through effective storytelling, targeted campaigns, and a deep understanding of the PMS market.
Responsibilities and Duties:
1) Go-to-Market Strategy & Leadership
- Own the marketing strategy for the PMS portfolio—positioning, segmentation (e.g., boutique independent hotels, motels, B&Bs), and annual planning aligned to revenue targets.
- Management of marketing team and department.
- Define the ICP (owner-operators, GMs, front-desk managers) and refine messaging by buyer role and business maturity (first-time PMS vs. switching).
- Build the integrated GTM calendar (product launches, campaigns, events, seasonal pushes), ensuring Sales/CS alignment.
2) Product Marketing
- Craft differentiated value propositions (ease of use, onboarding speed, integrations, ROI) versus competitor PMS platforms.
- Lead pricing & packaging changes in partnership with Product/Finance; create expansion and cross-sell motions.
- Develop launch plans, sales narratives, feature naming, and demo frameworks.
3) Demand Generation & Pipeline Creation
- Own MQL/SQL and pipeline targets; plan and execute full-funnel campaigns (search, paid social, retargeting, webinars, email nurtures, review sites).
- SEO and digital advertising.
- Build targeted outbound enablement lists and sequences with SDR leadership.
- Optimize lead capture (landing pages, chat, forms) and conversion paths.
4) Brand, Messaging & Communications
- Maintain a clear brand narrative.
- Oversee content engine: blog, case studies, how-to guides, videos/demos, and customer stories.
- Manage PR/analyst and awards strategy; pitch earned media, thought leadership on small hotel tech trends.
- Ensure consistent voice across website, email, social, sales decks, and in-product messaging.
5) Lifecycle Marketing & Customer Expansion
- Partner with CS to drive activation, time-to-value, and adoption (onboarding series, in-app tips, training).
- Build expansion campaigns for add-ons (payments, OTA connections, housekeeping app, kiosk/mobile check-in).
- Segment lifecycle communications (new, at-risk, power users) to increase retention and reduce churn.
6) Other
Sales Enablement
- Keep pitch decks and demos updated; align with live product workflows for front-desk realities.
- Train SDRs/AEs on campaign narratives, personas, and vertical-specific proof points.
Partner & Channel Marketing
- Build co-marketing with integrations (payments, door locks, POS, RMS, channel managers) and hospitality associations.
Marketing Operations & Analytics
- Own the revenue marketing stack (CRM, MAP, analytics, intent tools); ensure clean attribution and funnel hygiene.
- Define and report weekly on funnel metrics (Lead → MQL → SAL/SQL → Opportunity → Closed-Won), CAC, payback, and channel ROI.
- Implement lead scoring, routing, SLAs with Sales Ops; run experimentation roadmap (creative, offers, LPs).
Skills and Competencies:
- Ability to build and execute multi‑channel marketing strategies aligned to revenue goals.
- Strong grasp of segmentation, positioning, and messaging for SMB buyers and owner-operators.
- Expertise in competitive differentiation in a crowded PMS space.
- Deep understanding of full-funnel acquisition: paid search, paid social, SEO, retargeting, webinars, and email nurture.
- Ability to manage pipeline targets, improve conversion rates, and optimize CAC and payback periods.
- Ability to lead content strategy: case studies, videos, blogs, comparison guides, and persona-based assets.
- Advanced capability with CRM systems (e.g. Salesforce).
- Skilled in attribution modeling, funnel analytics, dashboarding, and forecasting.
- Hands-on familiarity with Google Analytics, paid media platforms, and SEO tools.
- Understanding of hotel operations (front desk workflows, OTAs, housekeeping, payments).
- Familiarity with the ecosystem: channel managers, POS, RMS, locks, payment processors, and integrations.
- Strong collaboration skills with Sales, Product, and Customer Success.
- Ability to unify teams around GTM plans, launch calendars, and revenue motions.
- Ability to present marketing performance, strategy, and forecasts to executive leadership.
- Ability to navigate fast-changing SaaS environments and evolving buyer needs.
- Ability to make data-driven decisions quickly and iterate based on results.
Experience and Education Requirements:
- PMS SaaS experience strongly preferred—PMS, POS, channel management, RMS, booking engines, or related small hotel tech.
- Hands-on familiarity with small hotel operations: front desk workflows, OTA dependencies, housekeeping tools, and payments.
- Experience marketing to SMB and owner-operators.
- Experience leading product launches, value proposition development, competitive positioning, and pricing/packaging strategies.
- Demonstrated success aligning with Product, Sales, and CS on GTM readiness, messaging, sales enablement, and adoption initiatives.
- Direct experience building and scaling full‑funnel demand gen programs (paid search, social, SEO, email nurtures, webinars, events).
- Proven ownership of MQL, SQL, and pipeline targets with a strong command of CAC, payback, and attribution models.
- Experience optimizing landing pages, paid media, and lead conversion paths for SMB buyers.
- Managing CRM with strong command of funnel management
- Prior experience leading and developing a multi-disciplinary marketing team (internal and external).
- Demonstrated ability to align cross-functional stakeholders around GTM plans and revenue goals.
- Strong executive-level communication skills; comfortable presenting strategy and performance to senior leadership.
- Experience running trade shows, partner events, hospitality association programs, or community initiatives.
Salary range:
$103,000 to $180,000 in the USA.
$132,000 CA to $180,000 CA in Canada.
Fullsteam recognizes that your health and wellbeing are a priority. This is why we offer a full suite of benefits that include:
• Medical
• Extended Health and LTD plan
• Dental
• Vision
• RRSP (with employer match)
• Health Spending Account
• Flexible paid time off
This posting is for an existing vacancy and will remain open until filled.
Fullsteam supports an inclusive workplace that values diversity of thought, experience, and background. Fullsteam is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, ancestry, age, physical or mental disability, sex, sexual orientation, gender identity/expression, pregnancy, veteran status, marital status, creed, status with regard to public assistance, genetic status or any other status protected by federal, state, or local law.
