VP Industry Marketing Flooring

Responsibilities

• Lead as the authority on the flooring market
• Be the definitive internal voice on the flooring dealer — their economics, buying behaviour, and the competitive pressures that shape their decisions.
• Define ICP and buyer personas for SMB and mid-market flooring retailers with rigor — grounded in evidence and translated into language the sales team can use in the field.
• Build competitive intelligence as institutional infrastructure — structured win/loss analysis, differentiation frameworks, and competitive positioning that keeps Cyncly ahead.
• Set and execute the commercial agenda
• Act as commercial co-pilot to the Flooring GM — co-owning the BU's go-to-market strategy and accountable for marketing's contribution to the bookings plan.
• Work in close partnership with Product Management to translate the Flooring product roadmap into commercially compelling narratives, ensuring each portfolio area is positioned to win in its specific buying context.
• Lead major product launches — architecting market strategy, positioning, pricing narrative, sales readiness, and execution from the ground up.
• Enable sales and drive pipeline
• Develop positioning, messaging, and value narratives grounded in dealer insight and designed to close, not just to communicate.

Requirements

• Senior product marketing practitioner in B2B technology or SaaS — you have written great positioning and led commercial launches, not just governed others doing it.
• Held commercial accountability: pipeline targets, bookings contributions, or a number measured in revenue, not activity.
• Built or significantly elevated a positioning practice or PMM function — ability to create structure and rigour where it doesn't yet fully exist.
• Understanding of dealer, distributor, or franchise go-to-market models and the buying dynamics of SMB and mid-market service businesses; experience in or familiarity with the flooring, home improvement, or adjacent verticals is a meaningful advantage.
• Led in a player-coach model — credibility that comes from doing the work at a high level yourself while developing the people around you.
• Comfortable in a high-growth, PE-backed environment with pace, commercial focus, and M&A complexity.
• Commercial conviction
• Connects positioning decisions to pricing power, win rates, and expansion opportunity.
• Positioning excellence
• Writes sharp, differentiated narratives grounded in customer insight, not internal assumptions.