VP Marketing

About 9fin

9fin is the AI platform powering global debt markets - the world's largest asset class at over $145 trillion.

Debt markets are vast, global, and mission-critical, yet still run on fragmented data, PDFs, and manual workflows. 9fin replaces this broken infrastructure with a single platform that centralises proprietary credit data, deep analysis, and high-value workflows across global markets.

Today, 9fin powers teams at 300+ blue-chip institutions worldwide, including global banks, asset managers, private equity firms, law firms, and advisors. The business is scaling at exceptional speed, with rapid expansion in the US and best-in-class retention driven by deep workflow adoption.

We're at a defining inflection point. With proven product-market fit and strong, global market pull, 9fin is accelerating toward becoming the category-defining platform for debt markets worldwide.

The Opportunity / The Role

This is an opportunity to become 9fin's first VP of Marketing.

You will build and lead the marketing function, owning both 9fin's narrative and the engine that drives pipeline and revenue across segments and regions, translating a technically sophisticated platform into a clear, compelling story for senior decision-makers.

This is a hands-on builder role, not a brand-building one - a chance to define a category, scale a global GTM engine, and help build the next generation of financial market infrastructure.

What You'll Do

Demand generation and ABM

• Build and run demand generation programs that create qualified sales opportunities across 9fin's core customer segments (e.g. banks, asset managers, private equity firms, law firms, advisors).
• Partner with Sales and Customer Success to align on ICPs, target accounts, pipeline goals, and expansion opportunities.
• Stand up a structured account-based marketing (ABM) motion, including target lists, account plays, content, and success metrics for top accounts
• Own marketing automation, lead nurturing, and lead management processes, including lead scoring, qualification, and handoff to Sales.

Product marketing and go-to-market

• Define positioning, messaging, and proof points that clearly differentiate 9fin from legacy terminals and data providers.
• Lead go-to-market planning for new products, features, and workflows.
• Maintain a deep understanding of the competitive landscape and credit market ecosystem, and arm Sales and Customer Success with battle cards, pitch narratives, and case studies.
• Oversee the development of educational and executive-level content that supports demand generation and sales conversations, not just brand awareness.

Multi-channel marketing strategy

• Design and manage a coherent multi-channel strategy across content, events, digital, partnerships, and sales-aligned programs.
• Build integrated campaigns that move prospects through the funnel rather than operate as standalone tactics.
• Prioritise channels based on effectiveness, leveraging 9fin's data and editorial strengths to support demand generation and sales conversations.

Measurement and operating discipline

• Establish clear funnel definitions and KPIs with Rev Ops and Sales (MQL → SQL → opportunity → revenue).
• Build a reporting and analytics framework that shows marketing's impact from top-of-funnel through revenue.
• Use data and attribution (even if imperfect) to prioritise investment, iterate, and stop low-impact activity.

Team, leadership, and execution

• Build and lead a small, high-impact marketing team, supplementing with agencies and external partners as needed.
• Set clear ownership, priorities, and operating cadence for the function.
• Act as a senior leader, partnering with the CEO, CRO, and CPO on go-to-market priorities, trade-offs, and execution.
• Co-own the overall go-to-market strategy and annual marketing plan, including budget, headcount, and major bets, with the executive team.

What we're looking for

• Senior marketing leadership experience in a B2B, enterprise, high-ACV environment.
• Proven experience building a marketing function from a low base, with deep ownership of demand generation, ABM, and product marketing.
• Strong commercial instincts, with a track record of translating positioning and messaging…