Fullsteam · 20 hours ago
Director of Marketing (PMS)
United States
Full-time
Remote
Director/Executive
$103K/yr - $180K/yrFullsteam is a leading provider of vertical software and embedded payments technology dedicated to helping businesses flourish. The Director of Marketing leads the strategy, execution, and optimization of all marketing initiatives for the PMS Vertical, focusing on driving market awareness and generating demand while collaborating with Sales, Product, and Customer Success teams.
PaymentsSoftware
Responsibilities
Own the marketing strategy for the PMS portfolio—positioning, segmentation (e.g., 10–100 room independents, motels, B&Bs), and annual planning aligned to revenue targets
Management of marketing team and department
Define the ICP (owner-operators, GMs, front-desk managers) and refine messaging by buyer role and business maturity (first-time PMS vs. switching)
Build the integrated GTM calendar (product launches, campaigns, events, seasonal pushes), ensuring Sales/CS alignment
Craft differentiated value propositions (ease of use, onboarding speed, integrations, ROI) versus competitor PMS platforms
Lead pricing & packaging changes in partnership with Product/Finance; create expansion and cross-sell motions
Develop launch plans, sales narratives, feature naming, and demo frameworks
Own MQL/SQL and pipeline targets; plan and execute full-funnel campaigns (search, paid social, retargeting, webinars, email nurtures, review sites)
SEO and digital advertising
Build targeted outbound enablement lists and sequences with SDR leadership
Optimize lead capture (landing pages, chat, forms) and conversion paths
Maintain a clear brand narrative
Oversee content engine: blog, case studies, how-to guides, videos/demos, and customer stories
Manage PR/analyst and awards strategy; pitch earned media, thought leadership on small hotel tech trends
Ensure consistent voice across website, email, social, sales decks, and in-product messaging
Partner with CS to drive activation, time-to-value, and adoption (onboarding series, in-app tips, training)
Build expansion campaigns for add-ons (payments, OTA connections, housekeeping app, kiosk/mobile check-in)
Segment lifecycle communications (new, at-risk, power users) to increase retention and reduce churn
Keep pitch decks and demos updated; align with live product workflows for front-desk realities
Train SDRs/AEs on campaign narratives, personas, and vertical-specific proof points
Build co-marketing with integrations (payments, door locks, POS, RMS, channel managers) and hospitality associations
Own the revenue marketing stack (CRM, MAP, analytics, intent tools); ensure clean attribution and funnel hygiene
Define and report weekly on funnel metrics (Lead → MQL → SAL/SQL → Opportunity → Closed-Won), CAC, payback, and channel ROI
Implement lead scoring, routing, SLAs with Sales Ops; run experimentation roadmap (creative, offers, LPs)
Qualification
Required
Ability to build and execute multi‑channel marketing strategies aligned to revenue goals
Strong grasp of segmentation, positioning, and messaging for SMB buyers and owner-operators
Expertise in competitive differentiation in a crowded PMS space
Deep understanding of full-funnel acquisition: paid search, paid social, SEO, retargeting, webinars, and email nurture
Ability to manage pipeline targets, improve conversion rates, and optimize CAC and payback periods
Ability to lead content strategy: case studies, videos, blogs, comparison guides, and persona-based assets
Advanced capability with CRM systems (e.g. Salesforce)
Skilled in attribution modeling, funnel analytics, dashboarding, and forecasting
Hands-on familiarity with Google Analytics, paid media platforms, and SEO tools
Understanding of hotel operations (front desk workflows, OTAs, housekeeping, payments)
Familiarity with the ecosystem: channel managers, POS, RMS, locks, payment processors, and integrations
Strong collaboration skills with Sales, Product, and Customer Success
Ability to unify teams around GTM plans, launch calendars, and revenue motions
Ability to present marketing performance, strategy, and forecasts to executive leadership
Ability to navigate fast-changing SaaS environments and evolving buyer needs
Ability to make data-driven decisions quickly and iterate based on results
Preferred
PMS SaaS experience strongly preferred—PMS, POS, channel management, RMS, booking engines, or related small hotel tech
Hands-on familiarity with small hotel operations: front desk workflows, OTA dependencies, housekeeping tools, and payments
Experience marketing to SMB and owner-operators
Experience leading product launches, value proposition development, competitive positioning, and pricing/packaging strategies
Demonstrated success aligning with Product, Sales, and CS on GTM readiness, messaging, sales enablement, and adoption initiatives
Direct experience building and scaling full‑funnel demand gen programs (paid search, social, SEO, email nurtures, webinars, events)
Proven ownership of MQL, SQL, and pipeline targets with a strong command of CAC, payback, and attribution models
Experience optimizing landing pages, paid media, and lead conversion paths for SMB buyers
Managing CRM with strong command of funnel management
Prior experience leading and developing a multi-disciplinary marketing team (internal and external)
Demonstrated ability to align cross-functional stakeholders around GTM plans and revenue goals
Strong executive-level communication skills; comfortable presenting strategy and performance to senior leadership
Experience running trade shows, partner events, hospitality association programs, or community initiatives
Benefits
Medical
Extended Health and LTD plan
Dental
Vision
RRSP (with employer match)
Health Spending Account
Flexible paid time off
Company
Fullsteam
Backed by Aquiline Capital Partners and ADIA, Fullsteam is a dynamic and growing team of 1,700 employees committed to driving innovation and delivering best-in-class software and payment solutions that empower small and medium-sized businesses across numerous industries.
Founded in 2018
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
unknownKey Investors
Aquiline Capital PartnersSixth Street
2023-05-25Private Equity
2021-12-02Private Equity
Leadership Team
Bradley Friemel
Chief Technology Officer, Rentals Vertical
Charles Freund
Chief Financial Officer
Recent News
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