Vice President, Growth Marketing

Blue J is hiring a Vice President, Growth Marketing to build and scale growth for its AI tax research business. The role leads Demand Generation, Events, and Partner Marketing, owning strategy, budget, and execution to drive qualified pipeline, revenue, and customer growth through product-led acquisition and account-based marketing.

Responsibilities:

• Translate annual recurring revenue (ARR) goals into trial acquisition plans by segment, market, and source, using activation and conversion assumptions agreed with the Product-led Growth team
• Grow qualified trial sign-ups from customers who align with our ideal customer profile (ICP) through paid and organic channels, content, growth loops, and partners, while improving offers, landing pages, and sign-up journeys
• Partner with Product-led Growth to understand performance across customer cohorts and refine acquisition to improve activation, paid conversion, and payback
• Translate ARR goals into pipeline targets and account-based marketing (ABM) plans by segment, market, and account tier
• Collaborate with Sales on target accounts, buying groups, and messaging, coordinating engagement across campaigns, events, partners, and outreach
• Grow qualified pipeline volume across mid-market and enterprise segments, using closed-revenue outcomes to refine targeting and investment
• Establish ongoing testing and learning across audiences, messaging, offers, channels, and conversion, with clear hypotheses and decisions informed by results
• Expand effective approaches, adjust or discontinue those that aren’t meeting objectives, and turn insights into repeatable practices
• Use AI and automation to support research, execution, personalization, and analysis
• Build integrated campaigns that engage relevant prospects and support trial acquisition and meaningful sales conversations
• Develop events that contribute measurably to opportunity creation and deal progression
• Develop joint plans with partners to engage their audiences, support co-selling, and contribute to partner ARR targets
• Adapt programs for the UK market and allocate budget based on evidence and expected return
• Partner with Sales, Product-led Growth, Product Marketing, Brand, and Revenue Operations on targeting, qualification, customer journey design, messaging, and consistent, reliable measurement
• Share performance insights with executive leadership, including progress, changes, learnings, and decisions that need input
• Coach and support the development of leaders across Demand Generation, Events, and Partner Marketing, setting clear priorities and creating opportunities to experiment and learn
• Develop a mix of internal team members, agencies, and specialist expertise that supports team and business needs
• Support the team in strengthening strategic thinking, analytical practices, effective execution, and contributions to business outcomes

Requirements:

• All candidates must be eligible to work in Canada or the US
• You've helped scale a business from $40M to $150M ARR, with measurable contributions from trial acquisition and qualified pipeline
• You can quantify your results, investment, and revenue impact, and distinguish your contribution from other factors
• You've scaled qualified trial acquisition, improved visitor-to-trial conversion, and used growth loops, and can show how your programs affected activation, trial-to-paid conversion, and payback
• You've built coordinated ABM programs with Sales that engaged buying groups and grew qualified pipeline and revenue, adapting by account tier and sales cycle
• You've delivered qualified pipeline and revenue in the UK and/or Europe, adapting targeting, messaging, channels, events, and partner programs to local buyers
• You've built acquisition programs and conversion journeys that diagnose performance beyond channel metrics, and grown qualified traffic through SEO, AEO, GEO, and content, including reaching professionals in consumer-dominated topics like tax
• You understand pipeline quality, sales cycles, acquisition economics, and the trade-offs between immediate returns and future growth, and you've integrated events and partner marketing into a measurable revenue strategy
• You move quickly with imperfect information, challenge assumptions, and change course when the evidence warrants it
• You've built strong teams with high standards and shared accountability, earned trust across functions, and can shape company growth strategy while still getting into the funnel data when needed
• Comfortable leveraging AI tools and emerging technologies to drive efficiency, improve workflows, and stay ahead of industry trends
• Experience with commercial partner ecosystems or software for tax, accounting, or other professional markets is a plus