Vice President, Marketing

M3 (www.m3as.com) is a leading provider of hospitality-specific software solutions, delivering cloud-based tools for hotel accounting, financial reporting, labor management, payroll, and business intelligence. Built by hoteliers for hoteliers, M3 empowers hotel owners, operators, and management companies to streamline back-office operations, reduce costs, gain real-time insights, and drive portfolio performance across thousands of properties in North America and beyond.

Description Summary:

The Vice President, Marketing owns M3’s marketing strategy, team, and budget, and is accountable for the pipeline and revenue that marketing sources and influences. Reporting to the Chief Growth and Customer Officer, this leader is building marketing into an in-house function for the hospitality industry’s all-in-one financial platform. The scope covers demand generation and account-based marketing, partner marketing, product marketing, PR and thought leadership, brand, and marketing operations.

The role partners with Sales, Revenue Operations, Customer Success, Product, and Finance, and reports results to executive leadership and the board. The ideal candidate has built or rebuilt a marketing function, is comfortable being hands-on while the team grows, and is credible with hotel owners, operators, and finance leaders. Experience marketing to hospitality or finance and accounting buyers is strongly preferred.

Essential Duties:

The duties listed below are the essential functions of this position, and they may change as the needs of the company demand. All associates are expected to do what is necessary to get the work done and to cooperate fully with their supervisor’s requests for additional or altered duties.

• Own marketing-sourced and influenced pipeline and revenue jointly with Sales leadership, and report results to executive leadership and the board.
• Define and publish the attribution model and lead-handoff standards (scoring, routing, and MQL and SQO definitions) with Sales, Revenue Operations, and Finance.
• Build and run multi-channel demand generation and account-based marketing programs for management companies, owner-operators, and asset managers.
• Lead website, SEO, and conversion strategy, including visibility in AI-driven search.
• Build installed-base cross-sell, upsell, and customer advocacy programs with Customer Success leadership.
• Develop partner and integration co-marketing programs, and own the events strategy with a pipeline goal and measured return for each event.
• Lead PR, awards, analyst relations, and executive thought leadership on hotel finance, labor management, and AI in hospitality accounting.
• Own brand positioning and messaging, and partner with Product Marketing and Product on launches, competitive positioning, and sales enablement.
• Audit and consolidate the marketing technology stack, and build the reporting leaders and the board can trust.
• Use AI tools to improve content, personalization, and marketing operations.
• Build, lead, and develop an in-house marketing team, manage agencies and vendors, and own the marketing budget.
• Other duties as assigned.

Education/Training/Experience:

Required

• 12+ years of B2B marketing experience in SaaS or technology, including 5+ years leading marketing teams at the director level or above.
• A record of growing marketing-sourced pipeline and revenue, with results you can explain and defend.
• Hands-on command of funnel analytics, attribution, and marketing operations, including a CRM (Salesforce or HubSpot) and marketing automation.
• Experience building or rebuilding a multi-function marketing team, managing agencies, and owning a seven-figure budget.
• Demand generation, account-based marketing, and events experience in a long-cycle, multi-stakeholder sale.
• Experience overseeing PR, analyst, or awards programs, in-house or through agencies.
• Exceptional written and verbal communication, including presenting to executives and boards.
• Bachelor’s degree in marketing, business, communications, or a related field, or an equivalent combination of education and experience. MBA a plus.

Strongly desired

• Marketing leadership at a hospitality, hotel, travel, or restaurant technology company, or at a finance, accounting, payments, or AP automation software company, with credibility among owners, operators, asset managers, or finance leaders.
• Familiarity with hotel operations and finance, including USALI, GAAP, NOI, and labor and payroll.
• Relationships with hospitality trade media, industry associations, conference organizers, and technology partners.
• Experience marketing a portfolio of products across enterprise and mid-market segments, including cross-sell into an installed base.
• Experience launching AI or data products to risk-aware, finance-oriented buyers.

A plus

• Marketing leadership at a private equity-backed software company, including board and sponsor reporting and budget discipline.
• Experience in a business-services or finance and accounting software environment.

Ideal Candidate Traits

• Revenue-minded. Talks in pipeline, conversion, and payback first, and creative second.
• Builder and operator. Comfortable being hands-on while the team is small, then scaling the function.
• Evidence over opinion. Makes decisions with data, and says so when a program is not working.
• Sales partner. Treats sales leadership as a co-owner of the number, not a customer.
• Credible with hoteliers. Earns trust with owners, operators, and finance leaders who value precision, ROI, and peers’ word.
• Comfortable with executive and investor scrutiny. Presents to the board and investors with candor, including what is not working.
• Talent magnet. Attracts, develops, and keeps strong marketers.