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Director, Demand Generation
Location
Canada
Posted
95 days ago
Salary
$120K - $135K / year
Seniority
Lead
Job Description
Director, Demand Generation
Upshop
• Own Upshop’s end-to-end demand generation strategy, from awareness through MQL, SQL, and pipeline contribution • Design, execute, and optimize multi-channel demand programs including digital, ABM, outbound support, events, and partner-led campaigns • Move beyond templated campaigns—continuously test, iterate, and introduce new ideas when performance stalls • Translate Upshop’s value proposition into persona-based, industry-specific demand motions • Establish clear goals and reporting for MQLs, SQLs, pipeline contribution, and conversion rates • Partner with Revenue Operations to ensure strong attribution, measurement, and visibility into demand performance • Separate and manage demand goals for new customer acquisition and expansion within existing customers • Use data and insights to prioritize investments and continuously improve ROI • Own the demand tech stack and workflows, including marketing automation and CRM integrations • Leverage tools such as HubSpot, paid media platforms, LinkedIn, and emerging/dark social channels to scale demand efficiently • Build repeatable, automated programs that learn and improve over time • Partner closely with Product Marketing to activate messaging, positioning, and customer reference stories • Align with Sales and Customer teams to ensure tight MQL/SQL definitions and smooth handoffs • Collaborate with Partner and Alliances teams to drive partner-sourced and partner-influenced demand • Lead, mentor, and develop a growing demand generation team • Establish clear priorities, expectations, and accountability across the team • Build a high-performance culture that balances creativity, rigor, and ownership
Job Requirements
- 8–12+ years of experience in demand generation, growth marketing, or marketing operations, with at least 3+ years in a leadership role
- Proven track record of building and scaling demand programs in B2B SaaS or technology environments
- Strong understanding of marketing automation, campaign architecture, and funnel analytics
- Experience supporting sales-led and ABM motions
- Comfortable operating in environments without heavy process or templates—able to create structure where needed
- Experience in retail, grocery, or multi-location industries is a plus (but not required)
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