VP, Demand Generation

This is a fully remote position, open to applicants in Canada, +1 more country.

📋 Description

• Take ownership of the marketing-driven pipeline creation, conversion, and efficiency, including Customer Acquisition Cost (CAC).

• Design and manage integrated demand generation strategies encompassing digital, paid, field marketing, and Account-Based Marketing (ABM).

• Lead, mentor, and expand the demand generation team, which currently consists of four direct reports.

• Establish CoLab’s inaugural ABM initiative and refine it into a sustainable, repeatable program.

• Manage the demand generation budget, including forecasting and ROI tracking, with direct accountability to the executive leadership.

• Scale effective channels while rapidly experimenting with new ones, transitioning them into mature, repeatable programs.

• Provide direct support to the team as needed to enhance execution and accelerate initiatives.

• Work closely with the Sales team on pipeline objectives, conversion rates, and revenue outcomes.

• Convert data into executive-ready narratives that foster alignment on pipeline strategy and performance.

⛳️ Requirements

• Over 10 years of experience in B2B SaaS demand generation, including a minimum of 3 years in a senior leadership position (VP, Head of Demand Generation, or equivalent).

• Proven history of building and scaling demand generation teams that achieve measurable pipeline and revenue growth.

• Demonstrated success in developing and enhancing pipelines for small target account lists with high Average Selling Prices (ASPs) and complex buying committees.

• Proven ability to collaborate with product marketing to create nuanced messaging at scale across various channels, utilizing personalization where most effective.

• Strong quantitative skills and an exceptional capacity to leverage data to comprehend pipeline drivers.

• Experience in designing and executing multi-channel programs (paid, SEO/SEM, third-party and owned events, ABM).

• Exceptional ability to influence executive stakeholders through data-driven storytelling.

• Comfortable balancing strategic initiatives with hands-on involvement when necessary.

🏝️ Benefits

• Stock options

• Comprehensive health and benefits package

• Unlimited paid vacation

• RRSP matching

• Hybrid and remote work opportunities

• Flexibility to work from anywhere in North America