VP of Marketing

Xello; Toronto; Hybrid; CAD 150,000 - 200,000; Full time

Job summary

Xello, a leader in K-12 college and career readiness solutions, is seeking a Vice President of Marketing to shape and execute its marketing strategy. This role requires exceptional leadership skills and deep marketing expertise. The VP will oversee all marketing functions to drive brand awareness and revenue growth while mentoring a high-performing team. Ideal candidates will have significant experience in marketing and a passion for educational technology.

Benefits

Flexible work arrangements including hybrid and remote

4 weeks of vacation

Employer-paid health and dental benefits

4-month top-up for parental leave

Group RRSP with 3% matching

Qualifications

• 10-12+ years of marketing experience, including senior leadership roles.
• Proven track record in strategic initiatives for growth.
• Experience in EdTech or K-12 education preferred.

Responsibilities

• Develop and implement comprehensive marketing strategies.
• Lead and develop a high-performing marketing team.
• Manage budget and marketing resources effectively.

Skills

Leadership

Marketing Strategy

Demand Generation

Data-Driven Decision Making

Education

Bachelor’s or Master’s degree in Marketing, Business, or a related field

Job description

As Xello’s Vice President of Marketing, you will be responsible for shaping and executing the overall marketing strategy to drive brand, customer acquisition, and overall revenue growth. You will oversee all marketing functions, including brand and content, product marketing, and growth marketing, to strengthen Xello’s position as the most credible and trusted market leader in K-12 college and career readiness. You are a strategic thinker with exceptional execution capabilities who can balance brand building with consistent revenue performance, working closely with Sales, Product, and Customer Success to ensure our marketing efforts align with our overall business growth objectives.

Sound exciting to you? Read on!

What you’ll do…

• Marketing Strategy & Leadership : Develop and implement a comprehensive marketing strategy aligned with business goals, focusing on brand affinity, demand generation and customer engagement. Lead the marketing team to a high level of execution on strategic initiatives that lead to attainment of team KPIs, driving growth and market leadership.
• Team Leadership & Development : Lead, mentor, and grow a high-performing marketing team, ensuring all areas of marketing—including inbound and outbound marketing, lifecycle marketing, product marketing, content marketing, and events—are working together effectively and efficiently.
• Brand & Positioning : Elevate Xello’s reputation as the company most committed to developing impactful, evidence-based, career and college readiness solutions for the K-12 education community. Ensure consistent messaging and brand positioning across all marketing and customer-facing activities.
• Demand Generation & Growth : Oversee inbound and outbound marketing efforts, together with team directors, to drive lead generation, nurture customer engagement, and support sales in achieving revenue goals. Implement innovative and scalable demand generation programs and account-based marketing (ABM) strategies that target key districts and decision-makers.
• Product Marketing & GTM : Work closely with product marketing leadership to ensure successful go-to-market (GTM) strategies for new product releases and ongoing product adoption efforts. Develop compelling product messaging that resonates with K-12 decision-makers and buyers.
• Sales & Success Enablement : Partner with sales leadership to ensure alignment on marketing initiatives that support lead handoff, pipeline growth, and closing deals. Collaborate with customer success teams to enhance customer retention and expansion.
• Data-Driven Decision Making : Together with Marketing Operations and your directors, use data and analytics to measure the effectiveness of marketing programs and campaigns. Establish and track KPIs to assess marketing’s impact on lead generation, brand awareness, customer acquisition, and revenue growth.
• Budget & Resource Management : Manage the marketing budget, allocate resources effectively, and oversee relationships with external vendors, agencies, and partners.
• Market Insights & Competitive Analysis : Stay ahead of industry trends, oversee competitive analysis, and use market research to continuously inform the company’s positioning and messaging, ensuring marketing strategies resonate in the K-12 education landscape.

What we’re looking for…

• Bachelor’s or Master’s degree in Marketing, Business, or a related field
• 10-12+ years of marketing experience, with several years in senior leadership roles. Experience in EdTech or K-12 education is highly desirable.
• Proven track record of driving growth through strategic marketing initiatives, including demand generation, brand development, and product marketing.
• Strong leadership skills with a demonstrated ability to build, mentor, and lead a high-performing marketing team.
• Expertise in both inbound and outbound marketing strategies, as well as GTM planning.
• Experience collaborating cross-functionally with sales, product, and customer success teams to drive cohesive marketing strategies.
• Data-driven mindset with experience in using marketing analytics and KPIs to guide decision-making and optimize marketing efforts.
• Excellent communication and presentation skills, with the ability to inspire teams and influence stakeholders at all levels.

We are Xello (CASCAID in the UK), the leading developer of future readiness programs in North America and the UK and soon the world! Our mission is to help anyone, anywhere in the world to create a successful future through self-knowledge, exploration, and planning.

We believe that by bringing our best selves to our work and collaborating with one another, we can change the world. We are a very diverse group of individuals who work hard, laugh often and share in each other’s lives. We are an inclusive, equal opportunity employer.

Embracing agile practices, an innovative mindset, and keeping our users at the heart of what we do, are just a few of the keys to our success.

In addition to working with leading technologies, we are committed to continuous learning and growth through internal/external training and mentoring, which includes a PD budget for every employee.

For our Canadian based staff, we also offer:

• Flexible work arrangements including hybrid and remote
• 4 weeks of vacation
• Employer-paid health and dental benefits
• 4-month top-up for parental leave
• Group RRSP with 3% matching

For our US based staff, we also offer:

• Remote work environment
• 4 weeks of vacation
• 4-month top-up for parental leave
• 401(k) with 3% matching

For our UK based staff, we also offer:

• Remote work environment
• 28 days annual leave (inc. 3 days at Christmas) + bank holidays. With additional annual leave days added to reward long service