VP Industry Marketing Flooring

What the role needs

• Vice President, Industry Marketing – Flooring
• Contract: Full-Time Permanent
• The commercial story is established. The product is now ready to match it.
• You will lead a small, focused team that covers demand generation and customer marketing for the Flooring BU, working in close partnership with Cyncly's shared Revenue Marketing function for execution capacity.
• Business Management & ERP
• Cyncly Websites
• Cyncly Payments
• Lead as the authority on the flooring market
• Be the definitive internal voice on the flooring dealer — their economics, buying behaviour, and the competitive pressures that shape their decisions.
• Define ICP and buyer personas for SMB and mid-market flooring retailers with rigor — grounded in evidence and translated into language the sales team can use in the field.
• Build competitive intelligence as institutional infrastructure — structured win/loss analysis, differentiation frameworks, and competitive positioning that keeps Cyncly ahead.
• Set and execute the commercial agenda

From the employer

Vice President, Industry Marketing – Flooring Location: Remote, North America (EST preferred) Contract: Full-Time Permanent About Cyncly Cyncly is a global technology powerhouse with 2,400+ employees and 70,000+ customers across 100+ countries. Cyncly transforms the way customizable products and spaces are imagined, designed, sold, managed and made. Our end-to-end software solutions connect professional designers, retailers and manufacturers to the world's largest repository of product content. Today, our business spans across the Kitchen & Bath, Furniture, Window, Glass & Door, and Flooring industries with operations in North & South America, Europe, Asia Pacific and Africa. Cyncly brings over 30 years of experience to deliver more value for our customers through an expanded portfolio of end-to-end solutions. Our global presence allows us to provide world-class support and sales with a local touch, providing the best possible customer experience. Cyncly is now embarking on an exciting journey as we continue to expand through strong organic growth and complementary acquisitions, backed by leading growth private equity firms specialized in technology. The Opportunity The commercial story is established. The product is now ready to match it. Cyncly has built genuine presence in the flooring dealer market: brand equity, an established customer base, and a recognized position in the industry. What's changing is the product. The Flooring BU is entering a step-change moment — one that creates a significant go-to-market opportunity for the right marketing leader. This is not a rebuilding role. The foundation is strong. The opportunity is to take what's working and push it to a new level — owning the narrative, sharpening the positioning, and building the commercial architecture that turns a loyal customer base into an expanding one. As Vice President, Industry Marketing - Flooring, you are the singular marketing leader for the Flooring business unit — the person the Flooring GM calls when the commercial story isn't landing, a product launch needs sharper positioning, or the pipeline plan needs a new angle. You are both the strategic owner of Flooring's go-to-market and its most senior active practitioner. You write the positioning. You lead the launches. You build competitive intelligence as a strategic asset. And you are measured against the Flooring BU's bookings target — not on marketing metrics, but on commercial outcomes. You will lead a small, focused team that covers demand generation and customer marketing for the Flooring BU, working in close partnership with Cyncly's shared Revenue Marketing function for execution capacity. The Flooring portfolio spans three areas: • Business Management & ERP • Cyncly Websites • Cyncly Payments What You'll Do Lead as the authority on the flooring market • Be the definitive internal voice on the flooring dealer — their economics, buying behaviour, and the competitive pressures that shape their decisions. • Define ICP and buyer personas for SMB and mid-market flooring retailers with rigor — grounded in evidence and translated into language the sales team can use in the field. • Build competitive intelligence as institutional infrastructure — structured win/loss analysis, differentiation frameworks, and competitive positioning that keeps Cyncly ahead. Set and execute the commercial agenda • Act as commercial co-pilot to the Flooring GM — co-owning the BU's go-to-market strategy and accountable for marketing's contribution to the bookings plan. • Work in close partnership with Product Management to translate the Flooring product roadmap into commercially compelling narratives, ensuring each portfolio area is positioned to win in its specific buying context. • Lead major product launches — architecting market strategy, positioning, pricing narrative, sales readiness, and execution from the ground up. Enable sales and drive pipeline • Develop positioning, messaging, and value narratives grounded in dealer insight and designed to close, not just to communicate. • Build and maintain the Flooring sales enablement asset library — battlecards, objection frameworks, and expansion playbooks — measured against win rate and sales velocity. • Partner with Revenue Marketing to co-develop demand programmes that convert the pipeline plan into qualified opportunities, aligning on segments, CAC, and what's converting. Drive expansion and own the commercial result • Define the cross-sell and expansion logic for the Flooring customer base — which dealers expand, in which sequence, on what buying trigger. • Be measured against the Flooring BU's bookings target — the north star is commercial outcomes, not marketing activity. • Lead and develop your team with a player-coach approach: your authority comes from doing the work well alongside the people around you. What You Bring Experience • Senior product marketing practitioner in B2B technology or SaaS — you have written great positioning and led commercial launches, not just governed others doing it. • Held commercial accountability: pipeline targets, bookings contributions, or a number measured in revenue, not activity. • Built or significantly elevated a positioning practice or PMM function — ability to create structure and rigour where it doesn't yet fully exist. • Understanding of dealer, distributor, or franchise go-to-market models and the buying dynamics of SMB and mid-market service businesses; experience in or familiarity with the flooring, home improvement, or adjacent verticals is a meaningful advantage. • Led in a player-coach model — credibility that comes from doing the work at a high level yourself while developing the people around you. • Comfortable in a high-growth, PE-backed environment with pace, commercial focus, and M&A complexity. Skills & Competencies • Commercial conviction • Connects positioning decisions to pricing power, win rates, and expansion opportunity. • Positioning excellence • Writes sharp, differentiated narratives grounded in customer insight, not internal assumptions. • Strategic clarity • Identifies what matters across competing priorities and translates it into coherent, executable direction. • Influence without authority • Earns credibility with the GM, Product, and Sales through expertise and outcomes, not hierarchy. • Builder's mentality • Makes things that didn't exist before; drives measurable outcomes rather than frameworks for their own sake. Why Cyncly Real commercial ownership • You are measured against a bookings target, not a marketing plan. Your work connects directly and measurably to Flooring BU revenue. • A strong foundation to build on • Brand equity, customer relationships, and market presence are established. You're here to step-change what's possible, not start from scratch. The launch that matters The most significant product moment in Flooring in years is ahead. You lead the commercial launch and own the narrative. A company in transformation Cyncly is growing fast, acquiring strategically, and investing in world-class go-to-market capability. This role is at the center of that bet. Working for us At Cyncly, we call our team OneCyncly, a reflection of how we work together as one, united by our purpose: powering businesses that bring spaces to life. Our strength comes from our diversity of experiences, perspectives, and skills - and we thrive when we work together with openness, trust, and respect. Here, you’ll join a group of colleagues who take ownership, solve problems, and focus on making an impact. We embrace curiosity, welcome new ideas, and see mistakes as opportunities to learn. You’ll have the freedom to work flexibly and autonomously, supported by teammates and leaders who are committed to your growth. We celebrate the different ways people contribute and encourage everyone - from every background - to bring their authentic self to work. Because when we collaborate, challenge each other, and share what we know, we build something better together. If you want to work in a place where your ideas matter, your growth is valued, and your work shapes the spaces people live, work, and play in - come join us. Compensation & Benefits In accordance with applicable pay transparency laws, we are committed to providing clear and equitable compensation information. For this remote position, the expected salary range is $125,000 - $150,000 USD, depending on location, experience, and qualifications. This role may also be eligible for additional compensation such as bonuses, commissions, or equity, as well as a comprehensive benefits package. Candidates applying from jurisdictions with specific pay disclosure requirements (e.g., California, Colorado, New York, Washington, Illinois, British Columbia) will receive location-specific compensation details in compliance with local laws. Equal Opportunity Employer Statement Cyncly is committed to equal opportunity and does not discriminate based on race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by law. Work Authorization Applicants must be legally authorized to work in the country in which they are applying to work (United States or Canada). This role is not eligible for employer sponsorship now or in the future.