Senior Marketing Manager, Vertical Market Development

Senior Marketing Manager, Vertical Market Development

Shape brand, storytelling, and growth for nonprofits as Boardable's Senior Marketing Manager — own the narrative, drive demand, and amplify impact.

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.

• 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.

• 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.

• 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.

• 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…