VP, Marketing

About Allocate

Allocate is building the intelligent private markets investing infrastructure for the wealth channel. We provide RIAs, family offices, and institutional allocators with a modern operating system for discovering, accessing, and managing private market investments - spanning curated fund access (VC and co-investment), GP fund solutions (fund administration and operations), and technology products (portfolio analytics, reporting, and data).

Backed by leading investors, Allocate serves a rapidly expanding client base across the wealth management ecosystem. Our flagship events, Beyond Summit and Allocate Alts Day, have become anchor moments for the alternatives and wealth community. Our clients include some of the fastest-growing RIAs and most sophisticated family offices in the country.

We're entering a critical growth phase: tripling our client base while deepening multi-product adoption and establishing Allocate as the category-defining platform for private markets investing in the wealth channel. To power that, we're hiring our first dedicated marketing leader.

About the Role

This is a foundational leadership role at a company that already has brand recognition, a loyal client base, a product suite gaining real traction, and has never had a dedicated marketing function.

Until now, marketing has been led by our co-founding team alongside a small group managing multiple channels - email, in-person and virtual events, blog, podcast, social, PR, and websites - without a dedicated strategist, pipeline attribution, or a scalable content engine. You'll inherit a marketing ops specialist and a designer, and work closely with our PR agency and podcast production partner.

You will partner directly with our incoming VP of Revenue as the demand-and-distribution counterpart to sales. You set the brand, the category narrative, and the content engine; they own the pipeline conversion and close. You are peers.

What you're building: a brand-and-distribution engine that defines Allocate as the category leader for private markets in the wealth channel, establishes a high-signal publishing cadence that compounds our advantage with RIA CIOs and managing partners, and creates the pipeline infrastructure that makes our go-to-market motion measurable and repeatable.

If you've spent your career in alternatives, wealth management, or financial infrastructure, and you've been waiting for the right platform to build a marketing strategy from scratch, this is it.

What You'll Own

Brand & Positioning:
• Define and own Allocate's brand voice, visual identity, and market positioning across all channels.
• Craft messaging that resonates with the people who actually make platform decisions at RIAs: CIOs, managing partners, heads of alternatives, and operations leaders evaluating how to build or scale their private markets programs.
• Craft messaging that resonates with asset managers across alternatives looking to tap into the wealth channel for product distribution in a more efficient manner.
• Position Allocate as the category-defining infrastructure layer - distinct from fund marketplaces, custodians, and point solutions.

Content & Thought Leadership:
• Build the content engine: blog, newsletter, LinkedIn, podcast amplification, and contribute to the Allocate Institute content library (our educational programming for advisors and allocators).
• Partner with our research and investment team and CEO on high-signal thought leadership - State of the Market reports, GP landscape analysis, portfolio construction frameworks, and alternatives trend commentary.
• Develop content that speaks the language of our buyers: capital call mechanics, J-curve dynamics, GP selection criteria, portfolio-level reporting, and the operational realities of running an alternatives program at scale.
• Integrate compliance review into the marketing workflow as a standard operating procedure - not a last-minute bottleneck. Every piece of marketing at Allocate touches regulated investment products; you need to build a process that moves fast within those constraints.

Demand Generation & Pipeline (with Sales):
• Design and execute campaigns that generate qualified inbound leads for the relationship management team.
• Build marketing attribution and pipeline tracking infrastructure from the ground up.
• Co-own the marketing-to-sales handoff with the VP of Revenue: define lead qualification criteria, establish handoff processes, and create the feedback loop between marketing activity and closed revenue.
• Manage the email marketing program across fund launches, product updates, event invitations, and nurture sequences - within the compliance requirements that govern how regulated entities communicate about investment products.

Channels & Events:
• You'll own or oversee 7-9 active channels from day one: email, virtual events and webinars, blog/newsletter, podcast, social (primarily LinkedIn), PR, and websites.
• Partner on the marketing and distribution of our flagship events - Beyond Summit and Allocate Alts Day - which are anchor moments in our category.
• Each channel needs strategic direction, consistent execution, and a measurable connection to pipeline or brand.

Team Leadership:
• Manage a small, high-impact team at start: marketing ops and design.
• Manage agency relationships (PR and podcast production) and freelance contributors.
• Grow the team thoughtfully as the function matures - hire for leverage, not headcount.

Year One Priorities

1. Brand & category definition. Define what Allocate is, what it isn't, and why it's the category-defining infrastructure layer for private markets in the wealth channel - distinct from fund marketplaces, custodians, and point solutions. Land a message that survives contact with a skeptical CIO.

2. Content engine & thought leadership cadence. Turn our CEO, research team, and investment leads into a publishing machine. Build the editorial operating system - blog, newsletter, LinkedIn, podcast amplification, Allocate Institute, State of the Market reports - into a consistent, high-signal cadence that our buyers build habits around.

3. Multi-product adoption support. Partner with revenue and customer success to support cross-sell motion across Curations, Fund Solutions, and Insights. Marketing supports; revenue owns the number.

Who You Are
Experience:
• 10+ years in B2B marketing, with meaningful time in financial services, alternatives/private markets, wealthtech, or asset management. You understand the ecosystem - not from reading about it, but from marketing within it.
• You've built a marketing function before - not just optimized one. You know what it's like to start with no playbook, no attribution, and a small team.
• You understand the RIA buyer deeply: how they evaluate platforms, what drives their technology decisions, why the sales cycle is 6-18 months, and why trust and credibility matter more than volume.
• You know the difference between marketing a SaaS product and marketing access to private investment vehicles. You've navigated SEC compliance, investment adviser advertising rules, and the review processes that govern how regulated entities talk about performance, offerings, and products.
• You've built marketing-to-sales handoff processes and pipeline tracking with modern marketing automation and CRM tools - ideally HubSpot and Salesforce, but the systems thinking matters more than the specific tool.
• You've operated as a peer to a revenue leader before and know how to hold your lane without ceding ground or picking fights.

Skills & Approach:
• Full-stack marketer who can set strategy and also get in the weeds on an email campaign, a LinkedIn post, or a website page when needed. In year one, you'll be doing both.
• Exceptional writer and editor. Our audience is sophisticated - RIA CIOs, managing partners, and institutional allocators on the demand side, and asset managers on the supply side of private markets. The content bar is high.
• Data-oriented: you measure everything, build dashboards, and hold yourself accountable to pipeline and brand metrics. You know the difference between vanity metrics and leading indicators that predict revenue.
• Deep comfort with ambiguity. There is no marketing playbook at Allocate. You write the first one.
• Strong project management instincts. You're inheriting multiple channels and a small team. Prioritization and execution discipline matter more than creative vision in year one.

Culture:

We hire people who treat ambiguity as an invitation, not a blocker. They build before being asked, communicate without being prompted, and raise the floor of everyone around them.
• You are a builder, not a maintainer. You get energy from creating something where nothing existed.
• You communicate proactively - you don't wait to be asked for status updates.
• You take ownership, including for the things adjacent to your lane that no one else is owning yet.

Details

Reports to: CEO, with close partnership with the Co-Founder and peer alignment with the VP of Revenue (incoming)

Location: Palo Alto, CA HQ preferred, 3-4 days in office. NYC considered for the right senior hire, with monthly travel to HQ and on-site presence for Beyond Summit and Allocate Alts Day.

Compensation: $225,000-$265,000 base salary, plus performance-based bonus, meaningful equity, and comprehensive benefits.

Actual salary will be determined based on the candidate's experience, location, skills, training, certifications and education, other relevant qualifications specific to the role, and internal equity and market data. Total compensation may include equity and discretionary performance-based bonuses based on individual, team, and company performance factors.

Benefits: Medical, dental, vision, responsible time off (RTO), 401(k).

Team: 2 direct reports at start (marketing ops, design), plus agency partners.

Allocate is an equal opportunity employer. We value diversity of thought, background, and experience.