SupportPay is seeking a VP of Marketing to help define and lead the emerging category of Modern Family Finance, focusing on belief creation, movement building, and long-term category leadership. This role will own marketing end-to-end, with an initial focus on B2B2C and embedded B2B growth, supported by established B2C adoption. You will work directly with the Founder & CEO as a strategic partner and execute hands-on as the company scales.

Responsibilities will include:

Category Creation & Narrative Leadership
- Lead category execution using strategic frameworks such as Play Bigger and The Marketer’s Guide to Category Creation, creating a common vocabulary and defining execution plans across information wars, air wars, and ground wars.
- Execute the category point of view, including defining the problem, the enemy (status quo), and the promised land.
- Design and execute Air Wars strategies to establish thought leadership and narrative control.
- Design and execute Information Wars through content, education, research, and proof points.
- Design and execute Ground Wars through community, partnerships, and grassroots engagement, partnering with Sales.
- Orchestrate Lightning Strikes to create moments of attention, urgency, and belief.

Growth & Go-to-Market Execution
- Own marketing strategy across B2B2C, embedded B2B partnerships, and B2C channels.
- Partner closely with Sales, Product, and Customer Success teams to ensure alignment from message to execution.
- Build demand generation programs that educate the market rather than simply promote features.
- Develop partner-facing narratives that resonate with employers, platforms, and ecosystem partners.

Superconsumer & Community Development
- Identify, recruit, and activate superconsumers who deeply feel the problem and believe in the solution.
- Turn early users into advocates, storytellers, and category champions.
- Foster authentic communities that fuel trust, word-of-mouth, and organic growth.

Execution & Team Building
- Personally execute campaigns, launches, content, and experiments in the early stages.
- Build marketing infrastructure, systems, and playbooks that scale.
- Hire, mentor, and lead a high-performing marketing team over time.
- Establish a strong marketing culture rooted in clarity, empathy, and impact.

You’re a great fit if you:
- Are a builder and a leader, energized by uncertainty and motivated by purpose.
- Are comfortable owning outcomes and making decisions with imperfect information.
- Bring a strong understanding of SaaS and growth marketing, and are excited by or experienced in category creation.
- Care deeply about storytelling, human emotion, and helping people feel seen and understood.
- Are equally comfortable setting strategy and rolling up your sleeves to execute.
- Take pride in creating clarity where none existed.

Who should not apply:
- Marketers only interested in managing teams and not executing on their own.
- Candidates looking for a fully built marketing engine, large budgets, or established playbooks.
- People uncomfortable with ambiguity, iteration, and fast-paced change.
- Those focused on incremental optimization rather than category creation.
- Anyone not inspired by the opportunity to change people’s lives and create something truly new.

Total Compensation

The projected annual base salary range is $120,000–$200,000+ with a 15–40% performance-based bonus and seed stage equity.

Additional benefits include:

• Opportunity to work directly with a mission-driven founder and have real ownership over your work.
• Ability to help define a new category with the potential to improve millions of lives.
• Early-stage fintech SaaS environment with high growth and a path to Series A.