Location: Flexible / Remote

Base Salary: $120,000–$200,000+

Bonus: 15–40% performance-based

Equity: Seed Stage Equity

Reports to: Founder & CEO
Company stage: Early-stage fintech SaaS (seed, growing to Series A)

Why This Role Matters

Most financial tools were built for individuals or institutions — not for modern families navigating money across households or multiple bank accounts. The result is unnecessary stress, conflict, resentment, and breakdowns in trust where clarity, cooperation, and peace of mind should prevail.

We are building — and defining — an entirely new category called Modern Family Finance. This category exists because today’s families don’t fit into traditional financial systems, and the emotional cost of that mismatch is enormous.

As VP of Marketing, you will play a defining role in shaping how the world understands this problem, why the status quo is broken, and why a new category must exist. This is not a role focused on incremental optimization. This is a role focused on belief creation, movement building, and long-term category leadership.

The Opportunity

This is a rare opportunity to help create a category from the ground up at a critical inflection point in the company’s journey. We are Seed-funded, in high-growth mode, and planning for a Series A raise in approximately 18 months.

The VP of Marketing will own marketing end-to-end, with an initial focus on B2B2C and embedded B2B growth, supported by our already-established B2C adoption. You will work directly with the Founder & CEO as a strategic partner, while also executing hands-on as the company scales.

This role is ideal for a marketer who thrives in ambiguity, enjoys building from a blank page, and wants to leave a meaningful mark on the world by changing how families experience money.

Your Mission

Your mission is to establish Modern Family Finance as a credible, compelling, and inevitable category — and to position SupportPay as its clear category leader.

This means creating belief before demand, clarity before scale, and trust before transactions. You will help families, partners, and the broader market see themselves in this category and understand why it must exist.

What You Will Do

Category Creation & Narrative Leadership

• Lead category execution by understanding the concepts in Play Bigger while responsible for the marketing execution defined by several books including The Marketer’s Guide to Category Creation as core strategic frameworks, and creating a common vocabulary, defining the execution plan across information wars, air wars and ground wars while daming the demand and capturing immediate revenue.
• Execute the category point of view, including 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

Who You Are

You are a builder and a leader. You are energized by uncertainty and motivated by purpose. You are comfortable owning outcomes and making decisions with imperfect information.

You bring a strong understanding of SaaS and growth marketing, and you are excited by — or already experienced in — category creation. You care deeply about storytelling, human emotion, and helping people feel seen and understood.

You are equally comfortable setting strategy and rolling up your sleeves to execute. You take pride in creating clarity where none existed.

Who Should NOT Apply

• Marketers who are 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

What Success Looks Like

Success in this role means the market begins to use our language to describe the problem. Partners understand immediately why this category must exist. Families feel clarity, trust, and peace of mind where there was once conflict.

By the time the company reaches Series A, we are widely recognized as the category leader in Modern Family Finance — not because we said so, but because the market believes it.

Why Join Us

This is an opportunity to help build something that matters. You will work directly with a mission-driven founder, have real ownership over your work, and help define a new category that has the potential to improve millions of lives.

If you want your work to mean something — and you’re ready to build — we’d love to meet you.