Director of Marketing

Schema App is a fast-paced, profitable SaaS company headquartered in Guelph, Ontario, and proud of our Canada-wide team. We are a smart, collaborative team on a mission to be a global leader in Enterprise Marketing Tech Innovation with a focus on content knowledge graphs. Schema App is proud to call SAP, Wells Fargo, and Henry Ford Health our customers. We are the leaders in a niche area of search engine optimization (SEO), called schema markup. Schema markup builds knowledge graphs that unlock AI and Search understanding of web content. Our comprehensive end-to-end solution empowers Enterprise Digital Marketing Teams to achieve organic search results, content insights and increased AI efficiency. Our technology is essential with the evolution of AI Search (ChatGPT, AI Overviews, and Gemini).

Visit Schema App at or on LinkedIn.

We are seeking a marketing leader to own the marketing function and drive the acquisition of targeted enterprise customers in support of our highly achievable three-year growth goal. This role will play a key part in increasing knowledge of our brand in the U.S. as a leader in marketing technology innovation among our ideal customer profile and will be part of our leadership team.

Functional Accountabilities

• Enterprise Marketing & Acquisition Strategy and Execution:

• Define and execute an enterprise acquisition strategy focused on ideal customer profile (ICP) accounts to meet 3 year highly achievable goal.

• Continuously test and measure new marketing approaches to refine and scale the playbook.
• Meet or exceed quarterly targets for marketing-sourced, sales-accepted ICP opportunities.

• Improve acquisition efficiency while scaling pipeline, ensuring marketing spend consistently translates into ICP pipeline coverage and opportunity creation.

• Brand & Value Messaging:

• Own Schema App's brand positioning and value proposition. Partner with Product to translate what the product does into differentiated value for enterprise buyers.

• Define and maintain a clear messaging framework
• Validate messaging through measurable impact on ICP MQL quality, sales acceptance, and pipeline performance.
• Ensure consistent execution of the value proposition across all customer-facing channels, including website, campaigns, sales assets, and executive conversations.

• Serve as steward of the message by testing, refining, and modeling it, while enabling Sales and Customer Success leaders to ensure consistent delivery.

• Thought Leadership:

• Develop and execute a thought leadership strategy that increases Schema App's credibility, visibility, and influence with enterprise buyers and partners.

• Serve as a visible voice in the market by representing Schema App at priority conferences, webinars, and industry forums.

• Build a scalable thought leadership program that drives measurable impact on brand awareness, partnerships, and pipeline, with primary focus on the US market

• Customer Events and Advisory Board:

• Lead customer and prospect events that drive engagement, expansion, and new pipeline opportunities.

• Partner with the Head of Customer Success to design and run a Customer Advisory Board that provides clear, actionable customer insights to the leadership team and reinforces Schema App's vision and strategy with key buyers.

• Team Leadership & Coaching:

• Build, lead, and sustain an A-player marketing team that consistently delivers company goals.

• Hire, develop, and coach team members to A-player performance standards, using clearly defined role scorecards with outcomes, competencies, and success metrics.
• Conduct quarterly talent reviews for all direct reports. Actively upgrade talent by coaching B-players with clear expectations and time-bound improvement plans, and exiting C-players in a timely manner.
• Define, maintain, and regularly update A-player scorecards that clearly outline outcomes, competencies, and success metrics for each role.

• Model and reinforce Schema App's values, holding team members accountable for both results and behaviors.

• Leadership Team Member:

• Act as an effective and accountable member of the leadership team, contributing to company-wide strategy, prioritization, and execution.

• Adopt and operate within the Metronomics framework, coming prepared to leadership meetings with clear data, perspectives, and recommendations.
• Engage in constructive debate to surface the best decisions, then fully own and execute agreed-upon priorities, regardless of prior disagreement.
• Partner cross-functionally to achieve company goals and the 3HAG, holding peers accountable for both results and adherence to Schema App's values.

Key Competencies

• Strategic Leadership Identifies and prioritizes the highest-impact opportunities within Marketing and across the business. Balances short-term execution with long-term strategy and makes clear trade-offs that consider customer needs, company goals, and functional constraints.
• People Leadership & Talent Management Builds and sustains high-performing teams aligned to Schema App's values. Coaches for accountability, ownership, and continuous improvement. Holds team members to clear scorecards and makes timely talent decisions, including upgrading or exiting when performance or values fall short.
• Executive Communication & Influence Communicates clearly and persuasively with internal and external stakeholders. Crafts strong marketing narratives and adapts messaging to executives, customers, analysts, and partners. Influences decisions through clarity, evidence, and credibility.
• SaaS & Enterprise Market Acumen Understands enterprise SaaS buying as relationship-driven, involving multiple stakeholders and long decision cycles. Communicates value in terms of long-term outcomes, retention, and expansion rather than transactional wins. Accurately positions Schema App's product-led model by reflecting the combined value of technology and services as a unified customer experience.
• Customer & Market Engagement Demonstrates experience leading customer-facing initiatives, including enterprise events and executive-level engagement. Effectively represents Schema App with senior buyers, customers, and market influencers.
• Operational Discipline & Efficiency Continuously improves how work gets done. Experiments, learns, and applies insights to increase efficiency and impact. Drives disciplined execution in a fast-moving, scaling environment.
• Learning & Adaptability Demonstrates a strong bias toward action and execution. Defines and runs quarterly disciplined experiments aligned to company priorities, each with clear hypotheses, success metrics, and timelines. Applies insights from wins and failures to improve personal effectiveness, team performance, and marketing impact.

Metrics

• of marketing-sourced, sales-accepted ICP opportunities (enterprise)
  
• ≥75% of marketing-sourced enterprise opportunities from named target accounts
• Cost of Customer Acquisition target X, with improvement 10% Q/Q.
• Thought Leadership Reach & Influence (multiple voices active, media mentions, speaking engagements, share of voice).

• 80% A-players within your function, as assessed through quarterly talent reviews and discussed with leadership team.

  
  

Core Values Alignment

• Growth Mindset – Continuously experiments, learns, and adapts in enterprise and AI-driven marketing.
• Resourceful – Delivers high-impact results creatively with strong ROI.
• One Team – Collaborates seamlessly across Sales, CS, Product, and partners
• We are Humble – Elevates team and partner voices, seeks feedback, and adapts with curiosity.

This role is remote within Canada, with a strong preference for candidates located within commuting distance of our Guelph office. Our leadership team meets quarterly, so occasional travel is required.

Life @ Schema App

• Culture focused on your growth: Weekly 1:1 with conversations around Professional Development
• Great benefits for health & wellness, and your coverage starts as soon as you do
• RRSP matching
• Flex days to re-energize on top of vacation days and you don't work on your birthday
• You choose where you work - home or headquarters in Guelph. The sales team comes into the office 1–2 times per week
• The Culture Club keeps our virtual team connected through fun and innovative events
• Diverse smart team The more inclusive we are, the better our work will be
• Schema App's purpose is to build meaningful connections, with each other, our customers, and the data so that we are all understood. We are a team of smart people helping each other solve hard problems.