• Develop and own the comprehensive strategic marketing roadmap for your verticals - inclusive of goals, budget management, campaign strategy, execution, and business impact. • Establish a strong understanding of vertical specific personas and behaviors – articulating Branch’s unique selling points tailored to the target audience and analyzing marketing resources for further optimization. • Define the "Why Branch" for your specific audience. Create compelling, insight-driven messaging frameworks that differentiates us from competitors and direct the development of creative campaigns that drive engagement and conversion. • Serve as the subject matter expert for your vertical. Monitor industry trends, regulatory changes, and competitor moves to produce original insights that position Branch as a visionary partner. Identify and establish relationships with key industry influencers, associations, and analysts. • Manage and mentor a Marketing Program Manager who will lead campaign activations and ABM efforts for your assigned vertical(s). You provide the "What" and "Why" (strategy/goals), and they lead the "How" (tactics, channel selection, and campaign management), with a heavy emphasis on ABM. • Identify high-leverage opportunities—such as key industry events, strategic partnerships, and PR moments—to elevate our brand authority. • Partner closely with Sales and Product Marketing teams to ensure our vertical narrative aligns with the product roadmap and empowers the sales team to win. Collaborate with Creative, Content, and PR teams on vertical specific campaign positioning, thought leadership content, media opportunities, and speaking engagements. • Track and report on brand health metrics within your vertical and use insights to refine programs.