Demand Generation Lead

About Sadie

Sadie is transforming how restaurants engage with their customers using AI-powered voice technology. Our intelligent voice agent, Sadie, answers phone calls 24/7 to take bookings, manage reservations, answer FAQs, promote specials, and drive upsells—all without putting pressure on front-of-house staff. Sadie integrates with the world’s leading booking engines and POS systems to deliver a seamless guest experience and operational efficiency.

We’re live in over 1,000 restaurants across Canada, the US, UK, Germany, and Australia, and we’re just getting started.

The Role

We're looking for a Demand Generation Lead to drive pipeline growth across our North America (Canada and US) and UK/Ireland markets.

This role will lead execution across demand generation programs including campaign strategy, content, paid media, and performance optimization while partnering closely with Sales, RevOps, Product Marketing, and regional leadership teams.

This is a highly hands-on role for someone who enjoys building campaigns, analyzing performance, testing new ideas, and turning marketing efforts into measurable business outcomes. You will own execution and influence strategy through data and market insights.

What You'll Do

Campaign Strategy

• Build strategy and execute integrated demand generation campaigns across North America and UK/Ireland aligned with pipeline and growth targets.
• Translate business objectives into strategic campaign plans across paid, content, email, and account-based initiatives.
• Develop audience segmentation strategies by customer profile, region, and funnel stage.
• Coordinate seasonal and regional campaign initiatives alongside Sales and regional leaders.
• Monitor and optimize campaign performance to improve conversion and pipeline generation.
• Own key performance indicators including lead generation, MQL→SQL conversion, cost per qualified lead, and pipeline influenced.

Content & Messaging

• Lead content execution across the funnel including landing pages, ad copy, nurture sequences, customer stories, sales enablement materials, LinkedIn campaigns, and website content.
• Partner with Product Marketing to ensure strong positioning and message consistency.
• Use campaign and engagement data to continuously refine messaging and content performance.
• Coordinate with internal creative and marketing resources to deliver campaigns efficiently.
• Ensure all assets align with Sadie brand standards.

Paid Media & Channel Performance

• Own day-to-day performance and optimization across paid channels including Google Search, Meta, and LinkedIn.
• Partner with external agencies to execute campaigns, provide direction, and ensure delivery against objectives.
• Support campaign reporting, attribution, UTM governance, and channel insights.
• Drive ongoing experimentation through A/B testing across audiences, creative, and landing experiences.

Funnel Optimization & Reporting

• Analyze campaign and funnel performance to identify opportunities for improvement.
• Partner with RevOps to maintain clean lead routing, lifecycle stages, and reporting accuracy within HubSpot.
• Deliver regular reporting and insights to stakeholders with clear recommendations and next steps.
• Use data to influence future campaign decisions and investment priorities.

Sales Partnership

• Partner closely with Sales to align on target accounts, lead quality, campaign priorities, and conversion feedback.
• Support outbound initiatives with messaging, content, and targeted campaign execution.
• Maintain a strong feedback loop to continuously improve campaign effectiveness and pipeline outcomes.
• Help establish shared accountability across Marketing and Sales for lead quality and follow-up.

What You Bring

• 4–7 years of experience in demand generation, growth marketing, performance marketing, or pipeline generation.
• Experience executing campaigns across B2B SaaS, hospitality technology, SMB, or high-growth environments.
• Demonstrated success driving measurable outcomes including lead generation, conversion improvement, and pipeline growth.
• Strong understanding of paid media, content marketing, CRM platforms, and campaign analytics.
• Hands-on experience with HubSpot, Google Analytics, LinkedIn Campaign Manager, and marketing automation tools.
• Strong written communication and content creation skills.
• Comfortable operating independently while collaborating cross-functionally.
• Agency management experience is an asset.
• Experience supporting international markets is preferred.
• Bilingual (English/French) is considered an asset.