Director, Demand Generation & ABM

Description

• Lead execution of integrated campaigns that attract, nurture and convert prospects through the funnel—from awareness to MQL to SQL—working closely with content marketing, product marketing, and sales development functions.
• Oversee marketing automation, CRM integrations, attribution modelling and analytics to measure campaign performance, pipeline contribution, cost per lead/acquisition, and to continuously optimise programs and drive ROI.
• Stay abreast of industry trends, emerging technologies (e.g., ABM, predictive analytics, AI in marketing), and competitive landscape to maintain differentiation and innovation in demand‑gen execution.
• Develop and own the demand‑generation strategy, setting the vision, goals, metrics and roadmap for multichannel campaigns (digital, events/webinars, content syndication, paid media, partner/affiliate programs).
• Collaborate with sales leadership and revenue operations to ensure alignment on target markets, buyer personas, lead scoring, qualification criteria, and hand‑off processes.
• Lead, mentor and build a high‑performance demand generation team, set clear KPIs, drive process improvement, and foster a culture of testing, iteration and learning.
• Manage budget, forecasting and resource allocation for demand‑generation activities; optimise spend across channels and geographies; track and report on results to senior leadership.

Requirements

• Please note that employment is contingent upon the successful completion of reference checks and background checks.
• 5+ years in a leadership role directly responsible for pipeline creation and revenue-impacting programs.
• Bachelor’s degree in Marketing, Business, or a related field (Master’s preferred).
• Strong experience with digital channels (paid media, SEO/SEM, email, events, content syndication, partner marketing).
• Excellent cross-functional leadership and stakeholder management skills, particularly with Sales and RevOps.
• Expertise in marketing automation (e.g., HubSpot) and CRM platforms (e.g., Salesforce, HubSpot CRM).
• Knowledge of ABM methodologies, lead scoring, segmentation, and buyer-journey optimization.
• Location: This opportunity can be hybrid in the Vancouver, BC Lower Mainland. Our head office is in Surrey, BC. While we have a preference for candidates based in British Columbia due to team collaboration and in-office presence, we welcome strong applications from across Canada (Excluding Quebec).
• Strong communication skills with the ability to translate strategy into actionable programs.
• Deep analytical skills: attribution, ROI modeling, dashboards, forecasting, and performance optimization.
• Proven track record of building and scaling demand-generation programs that deliver measurable pipeline growth.
• 10+ years of experience in demand generation, growth, or acquisition marketing in a B2B/SaaS environment.

Benefits

• Flexible Working Hours: Flexible and remote-friendly work arrangements to fit your lifestyle. Work when you want, and how you want to.
• Health & Wellness: Extended health, dental, health or lifestyle spending, and counseling benefits from day 1. That’s right, no waiting period.
• Shared Success: Share in Safe’s success with our bi-annual profit sharing and RRSP/TFSA matching program.
• An Accessible Commute: Regardless of your commute method, we’re located close to public transit, and provide complimentary parking and bike storage for our team!
• Social Responsibility: Become part of a team that finds meaningful ways to give back. Take paid time off to volunteer for one of our Safe-organized opportunities that align with our core community initiatives.
• Family is important: We are dedicated to supporting our employees through parenthood and offer a Parental Leave Top-Up Program for new parents through childbirth or adoption.
• Learning & Career Development: We believe in your continuous learning and growth. Take advantage of an annual learning budget and training programs paid for by Safe.
• Annual Base Salary: $161,900 - $193,500 CAD + Profit Sharing Bonus eligibility
• A Supportive Environment: Feel empowered to share your ideas and implement them with high autonomy and team support.
• Work-Life Balance: There's no place for burnout at Safe. Maintain a healthy balance of your personal and work life without splitting yourself in two. Enjoy 3 weeks of vacation to recharge, plus an additional paid 6 seasonal days off per year.
• The salary range represents our reasonable expectation of pay for this role. We may offer compensation outside this range based on the selected candidate's qualifications, experience, and unique circumstances related to the position.

Training + Development

Interview process

Visa Sponsorship

Security clearance