Director of Demand Generation

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Director of Demand Generation based in Canada. This is an opportunity to lead and scale a global B2B demand generation function, driving predictable pipeline growth across product-led growth (PLG) and sales-led go-to-market strategies. Reporting directly to the Chief Marketing Officer, you will shape the demand strategy and connect performance marketing, content, lifecycle, brand, and product initiatives into a unified growth engine. You will oversee a broad channel mix, including paid media, SEO, account-based marketing (ABM), field marketing, and funnel optimization. Working closely with Sales, Product, Growth, and Revenue Operations, you will turn customer insights and performance data into measurable commercial outcomes. You will also build and develop a high-performing team while using AI, automation, and experimentation to improve execution at scale. This is a senior leadership opportunity in a digital-first, remote-friendly international environment. Accountabilities: - Demand generation strategy: Own and lead the global demand generation strategy across PLG and sales-led motions, ensuring alignment with go-to-market priorities, ideal customer profiles (ICPs), and revenue objectives. - Full-funnel pipeline growth: Drive consistent and scalable pipeline generation across paid media, SEO, ABM, lifecycle marketing, and web channels, tailoring strategies to different customer segments, personas, and buying journeys. - Campaign development: Design and execute repeatable, high-impact campaigns for startups, scale-ups, and mid-market and enterprise customers, optimizing performance across the entire funnel. - Account-based marketing: Develop and continuously improve 1:1, 1, and 1 ABM programs to engage high-value accounts and accelerate the upmarket go-to-market strategy.

- Cross-functional collaboration: Partner with Sales, Growth, Product Marketing, Brand, Web, and Revenue Marketing teams to coordinate campaigns, strengthen messaging, and deliver shared pipeline outcomes. - Competitive and product campaigns: Develop targeted competitive, product-led, and vertical-specific campaigns in collaboration with Revenue Marketing and Product Marketing teams. - Performance measurement and optimization: Own funnel reporting, attribution, and campaign optimization, tracking performance from signups and product-qualified leads (PQLs) through sales-qualified leads (SQLs) and revenue. - Experimentation and AI adoption: Use AI tools, automation, and personalization to accelerate campaign execution, improve targeting, increase testing velocity, and optimize marketing workflows. - Marketing technology and infrastructure: Ensure the right marketing technology, data infrastructure, processes, and operating cadence are in place to support scalable, data-driven demand generation. - Team leadership: Recruit, coach, and develop a high-performing team of channel specialists, strategists, and operations professionals, establishing clear accountability and a strong focus on measurable results. - Commercial alignment: Work with Sales and Business Development teams to use account insights and lead data to inform outbound strategies and improve campaign-driven sales acceleration. Requirements: - At least 8 years of experience in B2B marketing, including 3 or more years leading pipeline generation at Director level or an equivalent senior position. - Demonstrated experience building and scaling demand generation engines that deliver measurable growth across signups, PQLs, SQLs, and revenue. - Strong understanding of both product-led growth and sales-led go-to-market models, with the ability to develop integrated strategies across different motions. - Broad, hands-on expertise across paid media, SEO, ABM, lifecycle marketing, web conversion, and other demand generation channels.