VP, Demand Generation

Description

• Translate data into insights and executive-ready narratives that drive alignment on pipeline strategy and results.
• 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.
• You architect integrated programs where channels reinforce each other, and you know when to shift budget or double down.
• Scale proven channels while experimenting quickly with new ones, turning them into repeatable, mature programs.
• Own demand gen budget, forecasting, and ROI tracking — with direct accountability to the executive team.
• Stand up CoLab's first ABM motion and refine it into a repeatable program.
• Architect and oversee integrated demand gen programs across digital, paid, social, events, and new channels.
• Lead, mentor, and grow a high-performing demand gen team (currently three direct reports, with ongoing growth expected)

Requirements

• You thrive in enterprise B2B SaaS environments — building pipeline for high-ASP products with long sales cycles, complex buying committees, and nuanced messaging.
• Strong quantitative skills with a funnel-first mindset: you can connect channel activity to pipeline, conversion, and CAC.
• You thrive in a growth-stage SaaS environment where complexity increases fast, channels mature quickly, and new bets need to turn into repeatable engines.
• Experience designing and executing multi-channel programs (paid media, paid social, SEO/SEM, events, ABM).
• Exceptional ability to influence at the executive level with data-backed storytelling.
• Proven track record of building and scaling demand gen teams that deliver measurable pipeline and revenue growth.
• You've built, mentored, and scaled in-house demand gen teams before, and you know when to use agencies to fill gaps
• Own marketing-sourced pipeline creation, conversion, and efficiency (including CAC).
• Comfortable balancing strategic leadership with being hands-on when needed.
• You're an analytical storyteller — equally comfortable running the numbers, forming a hypothesis, and presenting a clear, compelling story to execs
• 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).
• You have a track record of improving pipeline, conversion, and CAC — and you hold yourself to those results

Benefits

• Our main office is in St. John's, NL, with hybrid and remote opportunities. This role has the flexibility to work from anywhere in North America.
• This is a full-time, permanent position with a competitive compensation package that includes stock options.
• Extended health and benefits package, including unlimited paid vacation and RRSP matching.

Training + Development

Interview process

Visa Sponsorship

Security clearance