Responsibilities

• Lead the development of comprehensive marketing strategies for all assigned segments; mobilize cross-functional teams to ensure alignment with overall segment business goals.
• Develop a marketing strategy for the assigned segments that targets ideal customer profiles (ICPs), priority market tiers, and buyer personas to drive new customer acquisition, existing account expansion, and retention. Define, own, and maintain segment ICP definitions and buyer persona maps — including target buyer profiles, pain points, motivations, objections, and trust signals, updating them as markets evolve and win/loss data shifts.
• Conduct segment-specific research — including buyer interviews, surveys, win/loss analysis, and industry data synthesis — and translate insights into tailored marketing programs, messaging updates, and sales tools.
• Develop vertical-specific content and enablement assets, including messaging & positioning, brochures, videos, industry guides, segment specific web pages, assist with case studies, solution playbooks, and pitch decks.
• Support strategic segment-focused projects such as market mapping and quarterly initiatives, while proactively identifying the next 1-, 3-, and 5-year opportunity to propose back to the business.
• Articulate Geotab's unique value proposition across assigned segments and align strategies with key purchase drivers, integrating them into segment playbooks and strategy briefs.
• Partner with Product Marketing to support product launches, providing segment tiering input, translating product messaging into segment-specific value propositions, proof points, and objection handling, and developing segment-specific launch materials for sales and the field.
• Partner with sales and business development to create and execute segment and account specific growth strategies that drive brand awareness, market position, and demand.
• Serve as a thought leader, subject matter expert, and lead marketing advocate for Geotab's assigned segments, including representing Geotab at industry events and with key associations.
• Create a robust relationship development and engagement strategy for chosen associations to enhance Geotab's visibility, influence, and networking presence in the industry.

Requirements

• Minimum 8+ years of proven experience in a marketing strategy role, with preference for B2B SaaS or technology organizations.
• 3+ years of experience in vertical or segment-specific B2B marketing, with demonstrated familiarity with industry-specific buyer dynamics, relevant compliance considerations, and complex procurement processes.
• Bachelor’s degree in Marketing, Communications, Business, or a related field, or an equivalent combination of education and relevant work experience. An MBA is an asset.
• Experience in telematics, fleet management, or connected vehicle technology is advantageous.
• Objective-focused, strategic, and outcomes-based mindset; able to operate independently and manage priorities, stakeholders, and deliverables without day-to-day direction.
• Proven ability to conduct and synthesize segment research — buyer interviews, competitive intelligence, win/loss data — and translate findings into actionable strategy.
• Excellent storyteller and analytical thinker who can back ideas with customer and market insights; comfortable building reports, interpreting performance data, and using data to inform decisions.
• Demonstrated experience writing compelling value propositions and operationalizing them through messaging frameworks, marketing collateral, sales materials, and thought leadership content.
• Outstanding cross-functional collaboration and communication skills, with a proven track record of cultivating strong relationships with sales teams.
• Excellent project management, time management, and problem-solving skills with strong attention to detail.

Preferred

• MBA is an asset
• Experience in telematics, fleet management, or connected vehicle technology is advantageous

Benefits

• Flex working arrangements
• Home office reimbursement program
• Baby bonus & parental leave top up program
• Online learning and networking opportunities
• Electric vehicle purchase incentive program
• Competitive medical and dental benefits
• Retirement savings program