Senior Marketing Manager, Vertical Market Development

As Senior Marketing Manager, Vertical Market Development, you own Boardable's expansion into new vertical markets end-to-end—from understanding a segment we've never sold into, to the positioning that makes us relevant there, to the outbound, partner, event, and field programs that build pipeline. You'll report to the Chief Product Officer and work closely with Sales, Customer Success, and our Product Marketing Manager to turn new-market opportunity into booked revenue.

This isn't a role for a specialist who wants to stay in one lane. You'll move between market research, vertical positioning, go-to-market planning, and hands-on campaign execution—bringing energy and structure to all of it. You set the strategy for each vertical and you do the work to bring it to market. You'll partner with our Product Marketing Manager, who owns product-level positioning, pricing, and enablement across the whole platform—your job is to translate that into what resonates with a specific vertical buyer, and to direct Customer Marketing execution against your market development priorities.

You operate in equal parts as a strategist and an individual contributor. And you use AI tools natively and fluently to research faster, get inside new markets quicker, and produce the output of a larger team without sacrificing quality. At Boardable, AI-driven individual contribution isn't a nice-to-have—it's how we operate.

Duties/Responsibilities

New Market Research & Vertical Strategy

• Get inside new verticals fast. Map who the real decision makers are in Community Colleges, K-12 education, healthcare, and GRC—how they buy, what language they use, what compliance and governance pressures they face, and what makes them different from the nonprofit boards we already serve.

• Build the go-to-market plan for each vertical: ideal customer profile, segment-specific positioning, channel strategy, and a sequenced plan to move from awareness to pipeline.

• Prioritize across segments. Decide where to invest first based on market size, fit with the product, and speed to revenue—and bring a clear point of view on sequencing to leadership.

Vertical Positioning & Messaging

• Define how Boardable shows up in each new vertical— the narrative, the proof points, and the positioning relative to whatever those buyers use today.

• Translate Boardable's product story into vertical-specific value. Working from the platform positioning our Product Marketing Manager owns, build the segment-specific messaging, use cases, and proof that make a community college administrator or a compliance officer say "this is built for us."

• Develop the vertical content that earns attention where these buyers already are—and partner with Customer Marketing to source customer stories and references that speak to each new segment as we win in it.

Outbound, Partner & Field Marketing

• Own the outbound go-to-market motion for new verticals —the email, social, event, and field programs that build awareness and pipeline in segments where we have no inbound presence yet.

• Identify and develop new demand channels particularly through sector associations, consultants, and industry partners who influence how these verticals buy.

• Direct Customer Marketing execution against your priorities. You set the vertical strategy and briefs; Boardable's Customer Marketing function executes the email, event, and social programs—you ensure their work is aimed at the right audiences at the right moments.

• Drive the vertical event and field calendar— sector conferences, webinars, and partner moments—and make sure Sales has what they need to follow up effectively with new-market prospects.

Cross-Functional Go-to-Market

• Partner with Sales on vertical pipeline targets, lead quality, and the segment context they need to sell into unfamiliar markets with confidence.

• Work with the Product Marketing Manager to ensure platform positioning, competitive intelligence, and enablement translate cleanly into your verticals—and to flag where a segment needs product-level support.

• Coordinate with Customer Success to turn early vertical wins into references, expansion, and proof for the next wave of buyers.
  

Who you are

You've spent 5–8 years in B2B marketing, ideally in SaaS, and you've taken a product into markets it wasn't originally built for. You're equally comfortable researching a brand-new segment, writing the positioning, and executing the campaign that brings it to market. You care about the work—and about the organizations Boardable serves.

• You get inside new markets fast. When Boardable targets a new vertical—community colleges, K-12, healthcare, GRC—you quickly map the landscape: who the decision makers are, how they buy, what language they use, what regulatory or governance pressures shape their world, and what makes them different from the segments you already know. You turn that research into positioning and campaigns without waiting for someone to hand you a brief.

• You think in narratives. You can take what a product does and turn it into a story a specific vertical buyer recognizes as their own. You bring energy and structure to every brief, campaign, and launch—and you write clearly, knowing when fewer words land harder.

• You move without being pushed. You set the agenda for markets no one at the company has cracked yet. You ask for input, build alignment, and get things done.

• You build systems, not one-offs. You create repeatable vertical playbooks—ICP maps, messaging frameworks, go-to-market sequences—that the team can run again for the next segment.

• You direct execution without losing the thread. You're comfortable setting strategy and briefing others to execute, and equally comfortable rolling up your sleeves when the work needs you directly.

• You see demand channels others miss. Sector associations, consultant partnerships, peer networks—you understand that the path to a new-vertical buyer often runs through advisors and peers they already trust.

• You connect dots across teams. Great new-market entry only works when Sales, CS, Product Marketing, and Customer Marketing are all rowing in the same direction—and you're the one who makes that happen.

• You use AI as a force multiplier. You don't just experiment with AI tools—you rely on them to research new markets faster, write better, and get to production-quality output without needing a larger team around you

Metrics That Drive Success

This role is accountable to new-market revenue, not just activity. Below are the core metrics we'll track together to assess impact and decide where to invest next.

• Revenue won from vertical ICPs— bookings sourced from Community Colleges, K-12, healthcare, and GRC segments

• Average selling price (ASP) in vertical segments relative to our core nonprofit base

• Vertical customer count— new logos acquired by segment over time

• Outbound and new-market pipeline by segment —coverage and conversion against vertical targets

• Speed to market for each new vertical —from research to first campaign in market

Experience/Education/Skills

• 5–8 years of B2B marketing experience, with meaningful time in go-to-market, demand, or product marketing

• Demonstrated ability to research a new market subsegment and build the go-to-market strategy to enter it—including buyer mapping, decision-maker analysis, and segment positioning

• Experience taking a product into new verticals or segments it wasn't originally built for

• Demonstrated ability to develop and own messaging frameworks across audiences and channels

• Experience building and executing outbound, partner, event, or field marketing programs

• Fluency with AI tools as a core part of your daily workflow—you use them to think faster, produce more, and punch above your weight

• Familiarity with the nonprofit sector, education, healthcare, association management, or regulated/governance-driven buyers strongly preferred

• Strong written communication skills—you'll write a lot, and it should be good

• Experience working cross-functionally in a lean, high-ownership environment

• Comfort with marketing analytics and a working knowledge of what's worth measuring

• SaaS experience required; vertical SaaS experience a plus
  

About Us

Boardable empowers nonprofits with the technology and thought leadership they need to drive positive change in the world. We believe that by providing a complete nonprofit operating system, we can support the incredible work of nonprofits and help them to achieve their missions and goals. Our unwavering commitment to excellence, innovation, and exceptional customer experiences sets us apart and enables us to make a meaningful impact in the world.

Boardable Core Values: Living the Mission, Exhibit a Customer Passion, Make Decisions Like an Owner, Craft Delightful Experiences, and Cultivate a Community of Trust.

EEO Posting Statement

It is the policy of Boardable to provide equal employment opportunities without regard to race, color, religion, sex, national origin, age, disability, marital status, veteran status, sexual orientation, genetic information, or any other protected characteristic under applicable law. This policy relates to all phases of employment, including, but not limited to, recruiting, employment, placement, promotion, transfer, demotion, reduction of workforce and termination, rates of pay or other forms of compensation, selection for training, the use of all facilities, and participation in all company-sponsored employee activities. Provisions in applicable laws providing for bona fide occupational qualifications, business necessity, or age limitations will be adhered to by the company where appropriate.

Department

Marketing

Role

Director of Marketing

Locations

Boardable Headquarters