VP, Demand Generation
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Job Description
VP of Demand Generation scaling marketing-sourced pipeline for CoLab’s AI engineering design platform. Leading demand programs, ABM, budget strategy, and a growing enterprise B2B SaaS team.
Responsibilities:
- Own marketing-sourced pipeline creation, conversion, and efficiency, including CAC
- Architect and oversee integrated demand generation programs across digital, paid, field marketing, and ABM
- Lead, mentor, and grow the demand generation team, currently four direct reports
- Stand up CoLab’s first ABM motion and refine it into a repeatable program
- Own demand generation budget, forecasting, and ROI tracking with direct accountability to the executive team
- Scale proven channels while experimenting quickly with new ones and turning them into mature, repeatable programs
- Support the team directly when needed to shape execution and accelerate initiatives
- Collaborate closely with Sales on pipeline goals, conversion rates, and revenue outcomes
- Translate data into executive-ready narratives that drive alignment on pipeline strategy and results
Requirements:
- 10+ years of B2B SaaS demand generation experience, with at least 3+ years in a senior leadership role (VP, Head of Demand Gen, or similar)
- Proven track record of building and scaling demand gen teams that deliver measurable pipeline and revenue growth
- Demonstrated success building and maturing pipeline for small target account lists with high ASPs and complex buying committees
- Demonstrated success partnering with product marketing to deliver nuanced messaging at scale across channels, using personalization where most effective
- Strong quantitative skills with an exceptional ability to use data to understand pipeline drivers
- Experience designing and executing multi-channel programs (paid, SEO/SEM, third party and owned events, ABM)
- Exceptional ability to influence at the executive level with data-backed storytelling
- Comfortable balancing strategic work with being hands-on when needed
Benefits:
- Stock options
- Extended health and benefits package
- Unlimited paid vacation
- RRSP matching
- Hybrid and remote work opportunities
- Flexibility to work from anywhere in North America
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