VP of Marketing

Who We Are: Alpaca is a US-headquartered self-clearing broker-dealer and brokerage infrastructure for stocks, ETFs, options, crypto, fixed income, 24/5 trading, and more. Our recent Series D funding round brought our total investment to over $320 million, fueling our ambitious vision. Amongst our subsidiaries, Alpaca is a licensed financial services company, serving hundreds of financial institutions across 40 countries with our institutional-grade APIs. This includes broker-dealers, investment advisors, wealth managers, hedge funds, and crypto exchanges, totalling over 9 million brokerage accounts. Our global team is a diverse group of experienced engineers, traders, and brokerage professionals who are working to achieve our mission of opening financial services to everyone on the planet. We're deeply committed to open-source contributions and fostering a vibrant community, continuously enhancing our award-winning, developer-friendly API and the robust infrastructure behind it. Alpaca is proudly backed by top-tier global investors, including Portage Ventures, Spark Capital, Tribe Capital, Social Leverage, Horizons Ventures, Unbound, SBI Group, Derayah Financial, Elefund, and Y Combinator. Our Team Members: We're a dynamic team of 230+ globally distributed members who thrive working from our favorite places around the world, with teammates spanning the USA, Canada, Japan, Hungary, Nigeria, Brazil, the UK, and beyond! We're searching for passionate individuals eager to contribute to Alpaca's rapid growth. If you align with our core values—Stay Curious, Have Empathy, and Be Accountable—and are ready to make a significant impact, we encourage you to apply. Your Role: The VP of Marketing will be a key driver of Alpaca’s growth engine, reporting directly to the Chief Revenue Officer (CRO). This individual will own the marketing function globally across brand, content, GEO (Generative Engine Optimization), B2B and B2B2C growth, and international go-to-market. This is a hands-on, strategic, and highly cross-functional role for a world-class storyteller and operator who can translate complex technology into simple, compelling narratives that resonate across enterprise markets. What You’ll Be Doing Operate with a Quantified, Pipeline-First Mindset: Every initiative is anchored to pipeline and revenue impact — you define success metrics upfront, model expected lift (using available data like CRM, product usage, or lifecycle signals), and prioritize ruthlessly based on ROI in a lean environment Build and Scale the Global Marketing Function. Design, operationalize, and lead a unified marketing strategy that aligns with the CRO’s revenue goals and Alpaca’s multi-geography expansion. Build an elite, metrics-driven team across brand, digital, partnerships, and demand generation. Own End-to-End Marketing Strategy & Creative B2B Growth Develop and execute multi-channel B2B and B2B2C campaigns that drive brand awareness, enterprise pipeline generation, partner activation, and end-user adoption. Rather than relying on massive media spend, you will architect creative, high-impact growth motions to penetrate key verticals and geographies. Define the strategy for how Alpaca speaks to fintechs, financial institutions, developers, and enterprise decision-makers. Executive Brand Ownership Set and elevate Alpaca’s global brand narrative. Ensure consistency across every region, channel, partner, and product line. Shape our market positioning across the US, Canada, UAE, Saudi Arabia, Singapore, India, Latin America, the UK/EU, and beyond. Content, GEO, and Thought Leadership Create a world-class content engine that supports enterprise penetration, technical storytelling, and developer education. Own Alpaca’s GEO (Generative Engine Optimization) strategy to ensure we are the authoritative voice in AI-driven search and discovery for brokerage, fintech infrastructure, and global markets. Data-Driven Decision Making Champion a culture of experimentation and analytics. Leverage deep knowledge of demand generation to use customer insights and funnel analytics to inform investment decisions. Design and execute nurture programs and conversion strategies, with every initiative tied back to revenue and measurable outcomes. Global Collaboration and GTM Integration Partner closely with Product Marketing (housed within the Product team), Sales, Engineering, and Regulatory teams to align marketing execution with the broader GTM strategy. Ensure seamless integration between regional marketing efforts and global demand generation to support the sales organization. Event Marketing and Brand Initiatives Own the strategy and execution for Alpaca’s global event footprint (conferences, partner summits, and regional activations) to drive enterprise leads and brand equity. Oversee holistic brand touchpoints that strengthen customer affinity (including website stewardship and swag programs). Partnering with Communications, the SVP, Marketing, will work in lockstep with the Head of Communications to maximize PR and earned media efforts for demand generation. While the Head of Comms leads corporate PR and media relations, you will collaborate to turn press coverage into high-impact marketing assets and align the media calendar with B2B campaign launches. Together, you will ensure a unified voice across the industry, ensuring that every major announcement or thought leadership piece is optimized for GEO and serves as a catalyst for the enterprise sales funnel. Who We’re Looking For Experience & Background 10+ years of progressive marketing leadership experience, with 5–8+ years in senior management roles. Proven track record in B2B demand generation and brand building within global organizations. Fintech, SaaS infrastructure, payments, brokerage, or financial services experience strongly preferred. Deep understanding of B2B and B2B2C growth motions, enterprise buyer psychology, and API-driven adoption cycles. Proven ability to drive growth through creative strategy and organic levers rather than relying on large-scale budget increases. Leadership & Communication Collaborative leader with a proven ability to mentor global teams and work effectively under a revenue-focused reporting structure. Exceptional storyteller who can translate technical products into compelling narratives for C-suite customers. Experience recruiting, coaching, and scaling high-performing marketing functions. Strategic & Analytical Skills Mastery of Enterprise Marketing: Proven ability to navigate long sales cycles, account-based marketing (ABM), and high-contract-value decision-making processes. Advanced knowledge of GEO (Generative Engine Optimization) and modern content distribution. Strong diagnostic skills with the ability to make ROI-driven decisions in a metrics-obsessed environment. Mindset Results-driven with a passion for innovation and "scrappy" enterprise experimentation. Comfortable operating in a high-velocity, high-ambiguity environment. Global mindset with cultural fluency across North America, MENA, APAC, and LATAM. How We Take Care of You: Competitive Salary & Stock Options Health Benefits New Hire Home-Office Setup: One-time USD $500 Monthly Stipend: USD $150 per month via a Brex Card Alpaca is proud to be an equal opportunity workplace dedicated to pursuing and hiring a diverse workforce. Recruitment Privacy Policy