VP of Marketing

About Equine Software Group

Equine Software Group is building a connected software ecosystem for the global equestrian industry. Through Hopoti, Hippocrates and Equilab, we support more than 1.6 million riders and approximately 600 equestrian businesses across Europe, North America and other international markets.

Our products help riding schools, professional stables and equine service providers manage lessons, bookings, payments, horse care and communication while helping riders track their training, connect with their stables and participate more fully in equestrian life.

We focus on sustainable growth, strong products and creating lasting value for our customers, riders and horses.

The opportunity

We are looking for a commercially minded, hands-on VP of Marketing to build and lead marketing across Equine Software Group and its portfolio companies. This is a holding company (HoldCo) position.

This is a distinctive B2B2C marketing challenge. We need to reach and convert equestrian businesses, while also growing and engaging a large consumer community of riders. These two sides should reinforce one another: businesses introduce riders to our ecosystem, and our rider network helps us generate awareness, referrals and demand among equestrian professionals.

We are a lean, entrepreneurial organization with disciplined budgets. The successful candidate will be comfortable moving between strategy, analysis and hands-on delivery which would include building campaigns, improving funnels, refining messaging and testing new channels alongside a small team.

The role reports directly to the CEO and CRO and will work closely with the leaders of Hopoti, Hippocrates and Equilab.

What you will do

Build the group’s growth strategy

Develop and own an integrated B2B2C marketing strategy across Equine Software Group, Hopoti, Hippocrates and Equilab.
Translate the group’s commercial objectives into clear acquisition, engagement, retention and revenue targets.
Determine where the group should share capabilities, data and channels while preserving the strength and relevance of each product brand.
Build a practical marketing roadmap that prioritizes the initiatives with the greatest commercial impact.
Establish clear attribution, reporting and accountability across the marketing funnel.

Drive B2B customer acquisition

Build repeatable demand-generation programs for riding schools, professional stables, instructors and other equestrian businesses.
Strengthen the full journey from awareness and lead generation through demo, conversion, onboarding and expansion.
Work closely with sales and local market teams to improve lead quality, conversion rates, sales enablement and follow-up.
Develop segment-specific positioning, campaigns and content for different customer groups and geographies.
Build an effective mix of inbound, outbound, partnerships, referrals, events, content and targeted paid acquisition.
Help establish Equine Software Group and its portfolio companies as trusted authorities within the equestrian industry.

Accelerate B2C rider growth and engagement

Lead consumer growth strategy for Equilab and the broader rider ecosystem.
Improve rider acquisition, activation, engagement, subscription conversion and retention.
Develop lifecycle and CRM programs that help riders discover value at every stage of their journey.
Strengthen community, referral and ambassador-led growth.
Use rider behavior and customer insights to identify new growth opportunities.
Build effective connections between riders and the equestrian businesses they use.

Create the B2B2C growth loop

Turn riding schools and professional stables into scalable distribution channels for rider adoption.
Use the rider community to create awareness, referrals and qualified opportunities for our business products.
Develop campaigns and product-led journeys that connect businesses, riders and horses across the portfolio.
Work with product and commercial teams to test cross-product adoption, bundled offerings and shared customer experiences.
Define and measure how each side of the ecosystem contributes to the growth of the other.

Strengthen positioning and brand

Sharpen the positioning and value proposition of the group and each portfolio company.
Ensure our messaging is commercially effective, customer-led and grounded in the realities of running an equestrian business.
Oversee websites, campaigns, content, social media, communications, partnerships and industry events.
Build a consistent narrative while respecting the different audiences, histories and market positions of each brand.
Bring customer stories, commercial proof points and product value to the center of our marketing.

Build a high-performing, resourceful marketing function

Assess the existing marketing capabilities across the portfolio and determine what should be centralized, embedded or outsourced.
Lead and develop a small team of internal marketers and selected external specialists.
Introduce clear priorities, operating rhythms, KPIs and performance standards.
Build lightweight, scalable systems for campaign execution, experimentation and reporting.
Manage budgets carefully and direct resources toward measurable growth.
Be willing to execute personally when that is the fastest or most effective way to move an initiative forward.

What we are looking for

Significant experience leading growth or marketing for a software, marketplace, subscription or digitally enabled consumer business.
Strong experience across both B2B and B2C marketing, ideally within a B2B2C, marketplace or ecosystem model.
A track record of improving acquisition, activation, conversion, engagement and retention.
Deep understanding of performance marketing, CRM, lifecycle marketing, analytics and experimentation.
Experience building measurable demand-generation programs in partnership with sales.
Strong commercial judgment and comfort owning targets tied to pipeline, revenue and customer growth.
The ability to turn customer insight and data into clear priorities and effective campaigns.
Experience working across multiple products, brands, markets or geographies.
A willingness to work hands-on, especially while building the team and operating model.
Comfort working with modest budgets, making thoughtful trade-offs and finding creative ways to generate impact.
Excellent written and verbal communication skills.
A collaborative, low-ego leadership style and the ability to work effectively with founders, product leaders and local operating teams.
Based on the US East Coast or in London.

Experience in the equestrian industry is welcome but not required.

What success could look like

During the first 12 months, the VP of Marketing will have:

Established a clear group-wide B2B2C marketing strategy and operating model.
Created reliable reporting across acquisition, pipeline, conversion, engagement and retention.
Improved the quality and consistency of B2B demand generation across priority markets.
Strengthened rider acquisition, activation and retention for Equilab.
Launched measurable growth loops between our business platforms and rider community.
Clarified the positioning of Equine Software Group and each portfolio company.
Built a focused, accountable and resourceful marketing organization.
Demonstrated measurable improvement in customer growth, rider engagement and marketing efficiency.

Why join us?

This is an opportunity to shape the marketing function of a growing international software group serving an industry with enormous passion, strong communities and significant untapped potential.

You will help define how several established products come together, build a growth engine spanning businesses and consumers, and contribute directly to our ambition of creating a more connected equestrian industry.