VP, Demand Generation

CoLab Software•Canada, KY

69d•Remote

About The Position

CoLab is seeking a VP of Demand Generation to lead marketing-sourced pipeline creation and scale the demand function. This role involves owning a portfolio of channels, allocating resources, and making strategic bets to maximize pipeline, conversion rates, and CAC efficiency. The VP will architect and oversee integrated multi-channel programs across paid, OOH, events, and emerging channels, ensuring the budget is allocated effectively. While primarily a leadership role, it requires hands-on involvement in shaping new initiatives like an ABM program. Collaboration with Sales and the executive team is crucial for providing data-driven insights into marketing's contribution to revenue. The ideal candidate has a proven track record in improving pipeline, revenue, and CAC, excels at architecting integrated programs, and has experience building, mentoring, and scaling demand generation teams. They should be an analytical storyteller, comfortable with data, hypothesis formation, and executive presentations, and thrive in a growth-stage SaaS environment with complex B2B sales cycles.

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.
Thrive in a growth-stage SaaS environment where complexity increases fast, channels mature quickly, and new bets need to turn into repeatable engines.
Thrive in enterprise B2B SaaS environments, building pipeline for high-ASP products with long sales cycles, complex buying committees, and nuanced messaging.

Nice To Haves

Architect integrated programs where channels reinforce each other, and you know when to shift budget or double down.
You’ve built, mentored, and scaled in-house demand gen teams before.
You’re an analytical storyteller: equally comfortable running the numbers, forming a hypothesis, and presenting a clear, compelling story to execs.
You’re willing to be hands-on in the right moments, especially when shaping a new motion like ABM.

Responsibilities

Own marketing-sourced pipeline creation, conversion, and efficiency (including CAC).
Architect and oversee integrated demand gen programs across digital, paid, field marketing, and ABM.
Lead, mentor, and grow a high-performing demand gen team (currently four direct reports, with ongoing growth expected).
Stand up CoLab’s first ABM motion and refine it into a repeatable program.
Own demand gen budget, forecasting, and ROI tracking with direct accountability to the executive team.
Scale proven channels while experimenting quickly with new ones, turning them into repeatable, mature programs.
Jump in with your team when needed to shape execution and accelerate new initiatives.
Collaborate closely with Sales to ensure alignment on pipeline goals, conversion rates, and revenue outcomes.
Translate data into insights and executive-ready narratives that drive alignment on pipeline strategy and results.