Director of Demand Generation

The Director of Demand Generation at Procurify owns the MAL demand strategy and sourced -pipeline across segments, with accountability for MAL, SAL, SQL, and revenue performance. This role sets the vision and direction for integrated demand programs, translating company revenue targets into scalable, data-driven growth strategies that drive predictable pipeline and accelerate conversion across the funnel.

As a key member of the marketing leadership team, the Director partners closely with Sales, RevOps, Product Marketing, and Digital to align demand investment with business priorities. This leader builds and develops a high-performing demand generation team, evolves the demand playbook, drives experimentation and innovation (including AI-enabled personalization and automation), and delivers executive-level visibility into pipeline health and performance.

A strategic revenue marketer who operates at both the marketing leadership and operator levels-setting vision, influencing cross-functional stakeholders, and ensuring disciplined execution that drives measurable business impact.

Core Responsibilities

Demand Strategy & Execution

• Own the annual and quarterly demand generation strategy, including program mix, segmentation, budget allocation, forecasting, targets, and expected pipeline impact across segments
• Translate company revenue goals into integrated, multi-channel demand programs that drive predictable MALs, SALs, SQLs, and MAL-sourced pipeline
• Establish and evolve the demand generation playbook, incorporating buyer insights, competitive dynamics, and emerging best practices
• Drive MAL-to-SAL and SAL-to-SQL conversion improvements through segmentation, lifecycle strategy, and close partnership with Sales
• Lead quarterly and annual planning for demand investment, ensuring alignment to business priorities and growth objectives
• Champion disciplined experimentation (offers, messaging, channels, audiences, landing pages), scaling winning programs and sunsetting underperforming initiatives

Events, Social & Lifecycle Ownership

• Oversee the integrated events and field marketing strategy, including tradeshows, conferences, webinars, and in-person activations, ensuring strong pipeline impact and ROI
• Guide social media strategy to align with campaign priorities, audience engagement, and demand objectives
• Own lifecycle and email marketing strategy, driving personalization, nurture, reactivation, and conversion optimization across the buyer journey
• Implement advanced segmentation and automation strategies to increase efficiency and performance

Team Leadership & Management

• Lead, coach & develop the Events & Social Manager, your primary direct report. The role currently manages one direct report currently, with the opportunity to grow the team as business needs arise.
• Manage team priorities to maximize efficiency, output, and strategic impact
• Set clear performance expectations, KPIs, and development plans for team member(s)
• Foster a culture of accountability, experimentation, operational excellence, and cross-functional collaboration

Cross-Functional & Sales Partnership

• Serve as the primary marketing partner to Sales and Partner leadership on pipeline targets, lead quality, target accounts, and integrated GTM plays
• Drive joint demand programs with the Partner team to increase sourced and influenced pipeline
• Establish strong feedback loops with SDRs, AEs, and Partner Managers to continuously improve lead quality, follow-up, and conversion
• Identify funnel bottlenecks across MAL  SAL  SQL and design solutions to improve velocity and performance
• Partner with RevOps and IT to implement intelligent automation, scoring enhancements, and advanced attribution to scale personalization and optimize revenue impact

RevOps, Reporting & Optimization

• Be a key partner of RevOps for improving lead scoring, routing, attribution models, dashboards, and data quality
• Partner with Director of Performance to report and analyze performance, delivering executive-level insights, forecasts, and action plans
• Manage MAL and tier 2 budget pacing and vendors with a strong ROI mindset

Success is measured by

• Generating marketing-sourced and influenced pipeline vs. targets
• MAL, SAL, and SQL attainment v target with improving conversion rates
• Pipeline velocity, forecast accuracy, and program ROI
• Sales satisfaction with lead quality and alignment
• Team performance, development, and execution consistency

Skills & Experience

• 8-10 years of B2B SaaS demand generation or integrated marketing experience
• Thrives in a high-accountability, results-driven environment - bringing the urgency, resilience, and focus to perform alongside a team that works hard, wins together, and shares in the results
• Proven success driving pipeline outcomes in a mid-market motion
• Proven track record building ABM programs from the ground up, including ICP definition, account tiering, and personalized multi-channel plays across awareness through pipeline
• Experience identifying high-friction, time-intensive demand tasks and designing AI workflows that reduce cycle time while improving consistency and output quality
• Ability to operate strategically while remaining hands-on in a scaling environment
• Experience managing a growing team covering events, social and email marketing
• Strong analytical and operational rigor; comfort with reporting, forecasting, and experimentation
• Deep experience partnering with Sales and RevOps to improve scoring, routing, attribution, and funnel performance
• Maintains a professional and current LinkedIn profile, ensuring it is updated upon joining Procurify to reflect their new role and maintain a consistent company presence.

WHAT WE OFFER

Be empowered to do your best work

Weve created an environment where personal and professional growth is a real priority. Some of the great perks we offer include:

• Flexible working: Were a remote-first organization with flexible working hours. Work anywhere from within Canada!
• Responsible time off: We offer a flexible approach to time off; we trust our team to take the time they need to rest and recharge while staying accountable to their commitments.
• Extended health benefits: We prioritize our teams health and well-being. We offer a competitive health, vision, and dental package along with an Employee Assistance Program (EAP), and a health and wellness spending account.
• Community initiatives: We have a strong commitment to giving back to our communities, including regular volunteer days, our Donate Your Day program, and education lunch and learns.
• Stock options: Everyone has a chance to own a part of Procurify with our competitive stock program.
• Base Salary Range: $130,000 - $148,000 CAD (This range is dependent on experience and not inclusive of any bonus, commission, benefits or equity that might exist in your total compensation package.)

Work with an amazing team

Weve welcomed team members who were boat captains, funeral directors, swing dancers, competitive gamers, plumbers, and novelists. Everyone has a story and were here to embrace them!

LEARN MORE

Apply online today and lets start a conversation.

To learn more about Procurify, check out these resources:

• Check out what our customers are saying about us
• Learn more about our procure-to-pay platform