Senior Director, Demand Generation

Klass • Toronto, ON

43d • Hybrid

About The Position

The position is responsible for architecting and driving Rightsline's demand generation strategy to achieve measurable pipeline and revenue growth. Your primary responsibility will be to design and execute scalable, data-driven marketing initiatives while creating alignment between marketing and sales. You will collaborate with the CRO to align demand generation initiatives with the overall go-to-market strategy. You will build and scale a predictable pipeline generation engine that drives marketing- and SDR- sourced revenue across enterprise, mid-market, and commercial segments. You will own both inbound and outbound pipeline creation and you will partner closely with Sales and RevOps. This role owns Account Based Marketing (ABM), integrated demand generation campaigns, paid digital media, and the team of SDRs. You will lead, coach, and empower a high-performing team with a modern, data-driven approach, and align marketing tightly to revenue goals. If you are looking to build and lead demand generation and growth marketing strategy, then this role is for you!

Requirements

• 7-10 years of B2B SaaS demand generation, growth marketing or revenue marketing experience
• 3-5 years of experience leading/managing SDR/BDR teams and inbound teams
• At least 5 years of experience in a leadership role managing teams
• Proven track record of driving measurable pipeline and revenue growth in enterprise and mid-market segments
• Experience with enterprise and mid-market Account Based Marketing (ABM)
• Experience owning multi-channel demand generation engines, including paid media, integrated campaigns, and outbound support
• Demonstrated ability to track and optimize the lead funnel, ensuring a data-driven approach to marketing decision-making
• Proven ability to generate pipeline (not just leads)
• Experience working in Demand Generation at high-growth SaaS companies scaling between $25M → $100M+ ARR
• Ability to adapt and be agile in changing environments
• Experience working effectively with distributed teams and managing a remote team
• Data and metrics driven with strong analytical, budgeting/forecasting and reporting skills
• Deep understanding of attribution, funnel metrics, and ROI
• Demonstrated proficiency in leading comprehensive marketing planning cycles, including strategy development and budget allocation
• Strong understanding of marketing technologies and tools, including marketing automation platforms, ABM platforms, analytical tools, and CRM systems

Nice To Haves

• Experience with the following Technology is preferred:
• Marketing Automation: HubSpot, Marketo, Pardot
• Sales & SDR Tools: Salesforce, Outreach, Salesloft, Gong
• ABM Platforms: 6sense, Demandbase, Terminus

Responsibilities

• Own marketing- and SDR-sourced pipeline generation targets
• Build scalable, multi-channel inbound and outbound demand programs
• Partner closely with Sales to strengthen pipeline quality, improve conversion, and support enterprise deal strategy
• Define and execute the marketing demand strategy, aligned to company growth goals, ICPs, and GTM priorities
• Deliver predictable pipeline coverage (3-5x revenue target)
• Own the ABM strategy - lead an account-based motion that is targeted, sales-aligned, and measurable
• Build ABM programs for Tier 1 strategic accounts
• Align marketing campaigns with enterprise sales motions
• Increase engagement across buying committees
• Own SDR strategy and performance to ensure strong pipeline quality
• Define segmentation and outreach strategy
• Improve meeting-to-opportunity conversion
• Build SDR career path and productivity metrics
• Lead, coach and empower a team of high-performing Sales Development Reps
• Partner with Sales to ensure pipeline planning, forecast credibility, and account coverage
• Paid acquisition - manage and optimize paid channel investments (LinkedIn, Google, Meta, emerging platforms) with strong ROI discipline
• SEO / Content
• Website conversion optimization
• Own marketing automation tooling, programs and campaigns
• Leverage advanced analytics and reporting to provide visibility into campaign performance and ROI
• Lead an effective marketing operations engine - data integrity, attribution clarity, automation, and reporting
• Measurement of pipeline attribution
• Track, monitor and analyze Funnel Analytics
• Optimize CAC efficiency and effective CAC management
• Track, and report campaign ROI
• Build clear measurement frameworks, definitions, and attribution models in partnership with RevOps

Benefits

• Competitive Compensation
• Unlimited Vacation
• Health & Dental Benefits
• RRSP Match Program

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed
• Number of Employees: 11-50 employees