VP of Marketing

About Practis

Practis gets field sales teams ready before they meet a paying customer. The people who sell for pest control, lawn care, HVAC, home improvement, and insurance companies are often canvassers, technicians, and comfort specialists, not people with “sales” in their title. Most get a few days of shadowing and a script, then start working leads the company paid for.

Practis changes that order. New hires practice real conversations in private with an AI coach. They certify against the PRACTIS™ Method, our published standard for field sales conversations, and only then take live leads. Operators get evidence on the metrics they already track. We deliver it as a managed service: the customer provides access and context, and we build the content, run the launch, and report the outcome.

The role

Practis is defining a category, Field Sales Readiness, for buyers who distrust AI marketing and have been sold to before. Marketing here wins on credibility: a published method, claims a CFO can check, and pages a sales leader can read aloud on a screen share without flinching.

You will own marketing end to end, from positioning and demand generation to content, events, and the measurement that ties it all to pipeline. You will start hands-on and build the team as the plan earns it, working directly with the CEO and the sales leader.

What you will do

• Own marketing-sourced pipeline and the plan to grow it, with targets agreed with sales.
• Sharpen and defend our positioning: Field Sales Readiness as the category, Time to Profitability as the measure, and the PRACTIS Method at the center.
• Run demand generation across outbound support, paid, email, and partnerships, with attribution sales trusts.
• Build a content and search program for people and for AI assistants, since many of our buyers ask an assistant before they search.
• Plan our presence at the trade shows and associations where field-services operators gather.
• Turn customer results into case studies where every number carries its base, population, and period.
• Run the website, HubSpot, and PostHog as one system, with clean data from first visit to closed deal.
• Hire and lead the marketing team, and choose which agencies and contractors are worth keeping.

Required experience

• 10 or more years in B2B marketing, including at least 4 years leading marketing or a major marketing function.
• A demand engine you built that produced measurable pipeline for a sales-led B2B company.
• Positioning and messaging work you can show us, ideally including creating or reframing a category.
• Hands-on skill: you can write a landing page, brief a campaign, and read an attribution report yourself.
• Experience marketing to skeptical, non-technical buyers such as owners and operators.
• Strong command of HubSpot or a comparable marketing automation platform, and of web analytics.
• Daily use of AI tools for research, content, and analysis, with the judgment to check their output.

Bonus points

• Marketing experience in home services, field services, franchising, or insurance.
• A trade show and field event program you built that produced pipeline.
• Experience with answer-engine or AI search optimization.
• Time as the first marketing leader at an early-stage company.

Your first 90 days

• A 12-month marketing plan tied to a pipeline target sales has agreed to.
• An attribution model that shows which channels create pipeline, not just leads.
• A content and conference calendar built around the field-services buying season.
• A hiring plan for the first marketing roles.

Kansas City metro preferred. Remote available for the right candidate in the US.