Who you are

- You have a track record of improving pipeline, revenue, and CAC and you hold yourself to those results

- You 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 transparent, compelling story to execs

- You’re willing to be hands-on in the right moments, especially when shaping a new motion like ABM

- You thrive in a growth-stage SaaS environment where complexity increases fast, channels mature quickly, and new bets need to turn into repeatable engines

- You thrive in enterprise B2B SaaS environments, building pipeline for high-ASP products with long sales cycles, complex buying committees, and nuanced messaging

- 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

What the job involves

- We’re hiring a VP of Demand Generation to own marketing-sourced pipeline and scale our demand function into the next stage of growth.



You’ll step in as the leader of an existing 4-person team with a mandate to take what’s working today and evolve it into a mature, scalable demand engine

- Your job is to own the portfolio of channels, allocate resources, and make clear bets that maximize pipeline, conversion rates, and CAC efficiency

- You’ll architect and oversee integrated multi-channel programs across paid, OOH, events, and emerging channels — ensuring the mix works together as one system and budget flows to where it will have the most impact

- This is primarily a leadership role, but not a hands-off one. You’ll have the mandate, resources, and team to make it happen — and when needed, you’ll roll up your sleeves to shape new motions, like standing up CoLab’s first ABM program

- You’ll collaborate closely with Sales and the exec team, bringing clarity and data-driven insight into how marketing drives revenue

- 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

Benefits

- Health and dental insurance (covered at 100% for the employee)

- Unlimited PTO
- Remote/Hybrid Work: Our main office location is in St. John's, NL where we offer hybrid and remote opportunities

📌 Vice President of Demand Generation (Canada)
🏢 Colab Software
📍 Canada