WhiteWater makes products, but we are a service business at our heart, which means we are a people business. In this way, we excel and create value for our clients by listening to their needs, collaborating to develop solutions, problem-solving and attending to the details. Our culture, as you would expect, reflects these traits. We are a diverse group of experts, from creative designers to talented engineers. Whatever expertise we bring from all over the world, we listen and learn from each other because we are aligned with a clearly understood purpose. Together, we create fun for families globally. Interested in starting an exciting career with WhiteWater? Apply today!
Whitewater's Marekting department is looking for a candidate to join us in the following role:
Position: Vice President, Global Marketing
Shift: Regular Full Time, 40 hours a week
Salary: 185,000 - 205,000
Department: Marketing
Location: Richmond, Canada
Reports to: Chief Executive Officer
The Vice President, Global Marketing will provide leadership, vision, and direction for WhiteWater's marketing function across a diverse portfolio of globally recognized brands and products.
This role will shape and execute the global marketing strategy, driving strong brand positioning, compelling storytelling, market leadership, customer engagement, and measurable business growth. The Global Marketing team encompasses brand and channel marketing, communications, tradeshow and event management, performance marketing, digital marketing, product marketing, and market intelligence.
Balancing brand building with demand generation, the Vice President will bring structure, discipline, and accountability to how WhiteWater goes to market, ensuring marketing is a meaningful driver of pipeline, customer engagement, and long-term growth.
Working closely with Sales, Product, Operations, and business leaders across the organization, this role will align marketing initiatives with commercial priorities and growth objectives while building a modern, data-driven marketing function.
ESSENTIAL RESPONSIBILITIES:
Strategy & Leadership
- Define and lead the global marketing strategy across WhiteWater's portfolio of brands, balancing consistency with brand-specific positioning and market needs.
- Own and communicate WhiteWater's value proposition, ensuring clarity and differentiation across products, markets, and customer segments.
- Position WhiteWater's products, technologies, and expertise as industry-leading through compelling storytelling, customer insight, and strong market alignment.
- Lead market intelligence efforts, including customer research, competitor analysis, market sizing, industry trends, and voice-of-customer programs to inform marketing and commercial priorities.
- Champion sustainability within marketing and brand strategy, integrating commitments into messaging, partnerships, and customer engagement initiatives.
- Lead and develop a high-performing global marketing team, establishing clear goals, accountability, and professional development plans.
- Build strong cross-functional relationships and drive adoption of modern, data-driven marketing practices across the organization.
- Drive continuous improvement across marketing programs, processes, systems, and team effectiveness.
Demand Generation & Go-To Market
- Develop and execute annual marketing plans grounded in market, customer, and competitor insights.
- Build and scale a demand generation engine that leverages digital, social, content, and performance marketing to drive qualified pipeline growth.
- Define and execute a cohesive social media strategy that elevates brand presence and engagement, particularly in B2B channels.
- Own product marketing strategy across all brands and product lines, including positioning, messaging, competitive differentiation, launch planning, and value proposition development.
- Develop and maintain a deep understanding of target customer segments, buying journeys, and market dynamics to improve marketing effectiveness and commercial outcomes.
- Partner closely with Sales and Product teams to align go-to-market strategies, product launches, and major commercial opportunities.
- Support sales effectiveness through the development of high-quality collateral, case studies, presentations, and sales enablement tools.to align go-to-market strategies and support major commercial opportunities.
Execution, Performance & Operations
- Own the delivery of marketing programs from concept through execution, measurement, and continuous optimization.
- Ensure websites, digital platforms, and customer-facing channels reflect brand standards, support lead generation, and deliver a best-in-class customer experience.
- Lead WhiteWater's global events strategy, including trade shows, customer events, partnerships, sponsorships, and industry engagement.
- Measure and report on marketing performance, including pipeline contribution, lead quality, digital metrics, campaign effectiveness, and return on investment.
- Track and report on marketing performance, providing clear insights into marketing's contribution to business results.
- Champion the adoption of modern marketing technologies, AI-enabled tools, automation platforms, CRM integration, and analytics capabilities to improve efficiency and effectiveness.
- Ensure governance, prioritization, and brand standards are maintained across all marketing activities and materials.
- Own and manage the global marketing budget, aligning investments with business priorities and delivering measurable impact.
Leadership & Organizational Impact
- Foster a high-performance, collaborative culture that aligns with WhiteWater's values and business objectives.
- Coach, mentor, and develop team members, building organizational capability and succession plans for key marketing roles.
- Establish clear performance expectations and accountability frameworks across the marketing function.
- Promote cross-functional collaboration and alignment between Marketing, Sales, Product, and Operations.
- Lead organizational change initiatives related to marketing processes, technologies, and ways of working.
- Ensure all marketing activities are executed in accordance with legal, ethical, brand, and corporate standards.
QUALIFICATIONS & EXPERIENCE:
- Bachelor’s degree in Marketing, Business, Communications, or a related field; MBA is an asset.
- 12–15+ years of progressive marketing experience, including senior leadership roles in B2B or design/experience-led businesses.
- Proven track record of building and leading high-performing global marketing functions.
- Experience managing multi-brand portfolios and/or global markets.
- Demonstrated success delivering measurable growth (pipeline, revenue contribution, market expansion).
- Strong experience across brand, demand generation, digital, and go-to-market strategy.
- Experience partnering closely with Sales and Product in a commercial, revenue-driven environment.
COMPETENCIES, SKILLS & ABILITIES:
- Strong business and commercial acumen, with the ability to connect marketing strategy to growth outcomes .
- Strategic thinker with the ability to translate vision into clear priorities and execution.
- Data-driven decision maker with experience leveraging analytics to improve performance and ROI.
- Excellent communication and storytelling skills, both written and verbal.
- Ability to influence and align cross-functional stakeholders at all levels.
- Proven leadership capability with a focus on building, developing, and retaining high-performing teams.
- Comfortable operating in a fast-paced, entrepreneurial, and evolving environment.
WhiteWater Competencies:
- Accountability – We do what we say
- Collaboration – We work well together
- Customer Focus – We know and respond to our customers
- Communication – We listen to and understand each other
- Authenticity – We are honest and trust each other
- Resilience – We deal effectively with pressure, are persistent and optimistic
- Flexibility & Adaptability – We are willing and able to respond to changing circumstance
