Director - Business Marketing

Director, Business Marketing

Core Growth & Business Engine (Instore, Pay Later, Online Business) | Reporting to CMO

1. About Pine Labs and Our Ambition:

Pine Labs is the Commerce OS for the Global South. Our most evolved revenue-generating products - Instore payments, Pay Later, Online Business are the cash engines. Today, these products are managed reactively: sales-driven, vendor-dependent, without sophisticated marketing partnership. The opportunity is to shift from reactive support to precision marketing: segment-specific acquisition, lifecycle marketing that increases merchant LTV, and sales enablement that accelerates deals.

2. About the Role:

As Director of Business Marketing for Pod 2, you are the commercial partner to the product and sales teams. You don't support sales; you partner with them to unlock revenue growth. You understand unit economics of each merchant segment. You design acquisition programs that are profitable from day one. You build lifecycle marketing programs that increase merchant LTV. Your success is measured by acquisition targets met, sales cycle acceleration, and demonstrated marketing contribution to revenue.

You are not a marketing support function; you are a business partner to sales and product leadership. You understand BU's margin profile and how your marketing spend moves the bottom line. You think about pod revenue targets as your responsibility. You own the data and show how marketing contributes directly to sales quota. You make commercial decisions about channel allocation and customer prioritization based on unit economics and ROI, not politics. You are trusted to make decisions without constant escalation.

3. Responsibility & Job to Do:

Strategic Mandate:

- Own acquisition, activation, lifecycle marketing strategy for merchant segments (SMB, Mid-Market, Enterprise)

- Partner with sales to understand funnel blockers and design marketing that accelerates deal cycles and increases win rates

- Design segment-specific value propositions and messaging that resonate with each merchant-consumer profile across the affordability narrative

- Build repeatable, profitable acquisition engines: identify channels and tactics that deliver MQLs at target CAC and LTV

Key Responsibilities:

- Define segment strategy and GTM approach for Instore, Pay Later, Online Business product lines

- Lead segment-specific campaign planning: design, execute, optimize acquisition campaigns for each merchant segment

- Own sales enablement agenda: battlecards, product positioning, competitive intelligence, tools that accelerate closure

- Build lifecycle marketing programs: onboarding, feature adoption, upsell/cross-sell, retention increasing affordability solutions

- Partner with product and finance to model unit economics: ensure marketing spend calibrated to segment profitability

- Manage channel mix: decide which channels (performance media, direct sales, partnerships, events) deliver best ROI per segment

- Lead monthly business reviews with sales and product reporting on pipeline, acquisition metrics, strategic recommendations

- Make data-driven decisions about segment prioritization and resource allocation

Years of Experience:

- 10+ years in B2B SaaS, fintech, or payments marketing. 3+ years in director-level (L5/L6) owning segment or BU marketing.

Segment Marketing & Demand Gen:

- Success in segment-based marketing, pipeline generation, revenue attribution. Evidence of building repeatable acquisition engines with clear CAC/LTV metrics. Track record of partnership with sales.

Payments/Fintech/Merchant Experience:

- Familiarity with payments, BNPL, or merchant-focused platforms. Understanding of merchant buying journeys, SMB/Mid-Market sales dynamics, unit economics.

Commercial & Business Acumen:

- Comfortable owning revenue impact: pipeline, CAC, LTV, deal cycle length. Able to model unit economics and make decisions based on profitability.

Sales & Product Partnerships:

- Track record of close partnership with sales teams. Evidence of being trusted by sales leadership to solve pipeline and enablement challenges.

Analytical & Data-Driven:

- Comfort with analytics, dashboards, data-driven decision-making. Evidence of building models that inform marketing strategy. Ability to communicate ROI clearly.