Vice President, Marketing

About Upserve, Inc. Upserve is an established restaurant technology and payments platform entering a restart phase under private equity ownership. The company serves independent and multi-location full-service restaurants and operates across software, payments, and financial services. Role Summary Upserve is seeking a strategic and results-oriented Vice President of Marketing to lead the company's end-to-end marketing strategy and execution. The VP of Marketing will be responsible for accelerating customer acquisition, driving merchant engagement, strengthening the Upserve brand, and supporting revenue growth across our payments, restaurant technology, and financial services businesses, including Merchant Cash Advance (MCA). This executive will lead a high-performing marketing organization spanning demand generation, product marketing, customer lifecycle marketing, digital marketing, brand, communications, and marketing operations. The ideal candidate combines strategic vision with operational excellence and has a proven track record of building scalable B2B SaaS, fintech, or payments marketing organizations. Key Responsibilities Marketing Strategy & Growth ● Develop and execute a comprehensive marketing strategy aligned with Upserve's growth objectives. ● Drive customer acquisition across payment processing, restaurant technology solutions, and embedded financial products. ● Build integrated marketing programs that increase qualified pipeline, merchant acquisition, customer retention, and lifetime value. ● Establish annual marketing plans, budgets, and measurable performance goals. Demand Generation ● Own marketing-generated pipeline and contribution to new customer acquisition. ● Optimize multi-channel campaigns across digital, content, email, events, partnerships, referral programs, and field marketing. ● Improve conversion rates throughout the marketing and sales funnel. ● Partner closely with Sales to maximize lead quality, speed-to-lead, and revenue conversion. Product Marketing ● Lead product positioning, messaging, competitive intelligence, pricing support, and go-to-market strategies. ● Launch new products and enhancements that drive merchant adoption and revenue growth. ● Develop compelling value propositions for restaurants, hospitality businesses, and small business owners. Customer Marketing & Retention ● Create lifecycle marketing programs that increase onboarding success, product adoption, customer engagement, and retention. ● Partner with Customer Success and Sales to improve Net Revenue Retention (NRR) and Gross Revenue Retention (GRR). ● Develop campaigns supporting merchant expansion opportunities, including payments optimization and MCA renewals. Brand & Communications ● Strengthen Upserve's market positioning as a trusted partner for restaurant technology and commerce. ● Oversee brand strategy, public relations, thought leadership, social media, content marketing, and customer advocacy. ● Ensure consistent messaging across all customer touchpoints. Marketing Analytics & Operations ● Establish a data-driven marketing culture focused on measurable business outcomes. ● Collaborate with RevOps to build executive dashboards tracking campaign performance, pipeline generation, CAC, marketing ROI, conversion rates, and customer acquisition efficiency. ● Optimize marketing technology, automation platforms, CRM integration, attribution models, and lead management processes in conjunction with RevOps Leadership ● Recruit, develop, and lead a high-performing marketing organization. ● Foster a culture of innovation, accountability, experimentation, and continuous improvement. ● Collaborate closely with Product, Sales, Customer Success, Finance, and Executive Leadership to achieve company objectives. ● Present marketing strategy, performance, and investment recommendations to executive leadership and the Board as needed. Required Qualifications ● 12+ years of progressive B2B marketing leadership experience. ● 5+ years leading high-performing marketing teams at the director level or above. ● Demonstrated success driving growth within SaaS, fintech, payments, restaurant technology, or financial services organizations. ● Proven experience building demand generation programs that deliver measurable pipeline and revenue growth. ● Strong expertise in digital marketing, lifecycle marketing, product marketing, marketing analytics, and CRM platforms. ● Experience managing multi-million-dollar marketing budgets. ● Exceptional leadership, communication, and executive presentation skills. Preferred Qualifications ● Experience serving SMB customers, particularly restaurants or hospitality businesses. ● Experience marketing embedded finance, payment processing, lending, or merchant cash advance products. ● MBA or equivalent advanced business experience.