Vice President, GTM & Marketing
RealpagepmsOverview
The VP, GTM & Marketing is responsible for developing the go-to-market strategy, brand positioning, customer adoption, communications, and organizational change management for the Resident Experience and Fintech business. This executive ensures new products, partnerships, AI capabilities, and embedded finance solutions achieve successful market adoption while aligning internal stakeholders, customers, and strategic partners.
Reporting to the Chief Fintech Officer, this executive leads Product Marketing, Customer Marketing, Lifecycle Marketing, Corporate Communications, Sales Enablement, and Change Management. The role partners with Product, Engineering, Sales, Customer Success, Partnerships, and Operations to create integrated launch strategies, drive customer engagement, and lead enterprise change initiatives supporting the Livble fintech strategy.
Responsibilities
- Develop and execute the Fintech go-to-market strategy for resident and PMC solutions.
- Lead product marketing, brand strategy, customer lifecycle marketing, and demand generation.
- Own launch planning for new fintech products, partnerships, AI capabilities, and platform enhancements.
- Design and execute enterprise change management strategies to support organizational transformation and customer adoption.
- Develop executive communication plans, internal communications, and stakeholder engagement strategies.
- Partner with Product, Engineering, Sales, Customer Success, and Partnerships to ensure coordinated product launches.
- Create customer education, onboarding, and adoption programs that accelerate utilization and satisfaction.
- Lead competitive positioning, market research, customer insights, and messaging strategy.
- Develop sales enablement content, executive presentations, and thought leadership programs.
- Build and lead a high-performing marketing and change management organization.
Qualifications
- Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred.
- 15+ years of leadership experience in B2B SaaS, fintech, technology, or digital products.
- Experience leading enterprise product marketing and large-scale change management initiatives.
- Demonstrated success launching complex technology platforms and driving customer adoption.
- Strong executive communication and cross-functional leadership experience.
KNOWLEDGE / SKILLS / ABILITIES
- Product marketing and go-to-market strategy.
- Organizational change management methodologies (e.g., Prosci, Kotter, ADKAR).
- Executive communications and stakeholder engagement.
- Brand strategy, customer lifecycle marketing, and digital marketing.
- Sales enablement and customer adoption programs.
- Data-driven marketing and performance measurement.
- Exceptional leadership, collaboration, and presentation skills.
SUCCESS MEASURES
- Product launch success and adoption rates
- Resident and customer engagement
- Marketing-generated pipeline and growth
- Net Promoter Score and customer satisfaction
- Employee readiness and change adoption
- Sales enablement effectiveness
- Brand awareness and market perception
PHYSICAL DEMANDS & WORKING CONDITIONS
Standard office environment with periodic travel for customer meetings, conferences, and leadership sessions. Ability to sit or stand for extended periods and use standard office equipment.