The Vice President of Marketing is a strategic leadership role designed to ensure our go-to-market engine scales with the same precision and credibility as our delivery model. You will own how Packetlabs is positioned in the market, how demand is created, and how the marketing function contributes to sustainable revenue growth. This role is about building a disciplined marketing system that strengthens brand authority and drives a qualified pipeline.
This role requires both strategic depth and tactical execution. As a player-coach, you will define the roadmap while staying close enough to execution to ensure quality, consistency, and speed. You will do this with the backing of a leadership team that values substance over noise, long-term brand trust over short-term optics, and sustainable growth over inflated promises.

Packetlabs is a cybersecurity consulting firm specializing in Advanced Penetration Testing. We exist to eliminate the false sense of security that comes from shallow testing and checkbox-driven assessments. Our slogan, “Ready for more than a VA scan?”, reflects a simple standard: real security work should be rigorous, manual, and built to uncover what automated approaches miss. Our clients span government, technology, law enforcement, retail, healthcare, and financial services, and they rely on us because credibility matters when the stakes are high.

Who we are looking for - Packetlab’s core values:

• No egos, ever. You care more about what works than about being right. You do not build empires, protect weak ideas, or confuse visibility with value.
• Systems over heroics. You build repeatable demand generation and brand systems that do not rely on last-minute pushes, scattered efforts, or unsustainable workarounds.
• Commercially sharp. You understand that marketing exists to support business outcomes. You know the difference between attention and pipeline, and you operate accordingly.
• Credible over flashy. You know how to market a high-trust service without exaggeration, gimmicks, or dilution of technical credibility.
• Comfortable being uncomfortable. You are willing to challenge assumptions, stop low-value work, and make hard calls when messaging, spend, or priorities are not aligned with results.
• Always learning. You stay current on market shifts, buyer behavior, channel performance, and competitive dynamics, and you refine the function accordingly.

What you’ll be leading:

• Marketing Strategy & Market Positioning
• • Translate business goals into high-growth GTM strategies
  • Refine market positioning for credible, high-impact differentiation
  • Elevate technical messaging to reflect our quality and rigor over generic jargon
  • Leverage market gaps to expand brand relevance and market share
  • Align marketing with executive leadership to drive growth, reputation, and expansion

• Demand Generation & Revenue Contribution
• • Scale demand-gen for a consistent, qualified pipeline
  • Direct multi-channel campaigns across all organic, paid, and social platforms (with notable emphasis on SEO/AEO)
  • Drive ABM with Sales to accelerate revenue and effectiveness
  • Align marketing with BD through clear ROI and conversion visibility
  • Optimize channel performance and lead quality via data-driven insights

• Brand, Authority & Reputation
• • Position Packetlabs as the authority in advanced penetration testing
  • Ensure brand consistency across all forms of messaging, design, and digital touchpoints
  • Cultivate industry and media partnerships to amplify reputation and visibility
  • Scale brand awareness while deepening trust and commercial relevance
  • Uphold technical integrity throughout all brand growth initiatives

• Team Leadership & Functional Excellence
• • Lead a high-performing team grounded in accountability, collaboration, and excellence
  • Execute as a player-coach; set the standard by example and via ongoing coaching
  • Define ownership and best-practice rhythms for bottleneck-free execution of strategy
  • Build scalable foundations through optimized structures, tools, and workflows
  • Foster a culture where good ideas win, weak work is improved quickly, and performance is measured honestly

Cross-Functional Alignment & New Solution Launches

• Partner with Sales to directly drive pipeline creation and revenue growth
• Partner with R&D to launch new, well-positioned solutions
• Ensure marketing is not operating in isolation by building tight feedback loops between market response, sales insight, and service evolution.
• Convert technical expertise into compelling, value-driven buyer messaging.

Budget, Measurement & Optimization

• Manage the marketing budget to ensure resources are allocated based on strategic priorities and measurable business value
• Establish clear metrics to track campaign impact and marketing contribution
• Leverage data to scale high-performing initiatives and cut underperformers
• Drive disciplined experimentation over random activity or trend-following
• Ensure the function is both ambitious and efficient, with spending tied to outcomes rather than optics.

What success looks like:

• Internal and external recognition of a clearly differentiated market position
• Measurable pipeline contribution and improved revenue efficiency
• Scaled brand awareness that preserves technical credibility and trust
• Clarity, ownership, and consistent high-velocity execution across all marketing operations
• Tight alignment between sales and marketing around the same commercial outcomes
• New solutions are brought to market with discipline and traction
• Resources are carefully invested in areas that create measurable business value
• Marketing builds durable demand, strengthens authority, and contributes meaningfully to growth

Education & experience

• Bachelor’s degree in Marketing, Business Administration, or a related field; Master’s degree or MBA preferred
• 10+ years in marketing, with meaningful senior leadership experience owning strategy, team performance, and revenue contribution
• Strong understanding of the cybersecurity market, customer needs, and competitive landscape
• Proven track record of building and executing marketing strategies that drive measurable pipeline, revenue growth, and market position
• Strong leadership capability, with the ability to coach, develop, and elevate a high-performing team
• Strong analytical and commercial judgment, with experience measuring and optimizing marketing performance
• Excellent communication and interpersonal skills, with the ability to influence across functions and levels of the organization
• Deep understanding of digital marketing tools and platforms, including: CRMs (Hubspot), marketing automation, analytics, SEO (AEO), and paid media platforms such as Google, LinkedIn, Bing, Facebook, and Reddit
• Willingness to travel, as needed, to represent Packetlabs at events, and with partners or clients 

Why Packetlabs

• The unique and exciting opportunity to shape how a respected cybersecurity firm grows, competes, and earns trust in the market
• Direct influence over strategy, positioning, and the marketing systems that drive long-term growth
• A leadership team that values substance, quality, and disciplined execution
• A strong team environment
• Competitive compensation + pay-for-performance incentives 
• Work-from-home flexibility anywhere in Canada
• Meaningful opportunities for growth and development, including paid training and certifications 
• Employer-paid benefits for you and your family + GRSP matching,
• Generous vacation and personal days