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Canada
Remote only
This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a VP of Marketing (B2B SaaS) based in Canada.
This executive leadership role offers the opportunity to shape and scale a data-driven marketing organization within a growing, private equity-backed B2B SaaS business.
Reporting to the Chief Revenue Officer, you will define and execute the go-to-market strategy to accelerate pipeline generation, revenue growth, and long-term business value.
You will lead a multidisciplinary marketing team and the Sales Development function, connecting demand generation, brand strategy, digital performance, and customer expansion.
A major focus will be using AI across marketing, strengthening visibility in traditional search and AI answer engines, and improving campaign effectiveness through automation and analytics.
You will work closely with Sales, Customer Success, Product, Finance, and executive leadership to align marketing investments with commercial priorities.
The role requires strong financial and strategic judgment, with the ability to communicate performance and growth opportunities to senior executives and the Board.
This is a remote leadership opportunity with travel for industry events, client and sales meetings, and leadership and Board sessions.
Partner with the Chief Revenue Officer and executive leadership team to define and execute a go-to-market and marketing strategy aligned with revenue targets, the business value creation plan, and profitable growth objectives.
Own the annual marketing plan and budget, allocating investment across channels and programs based on pipeline contribution, customer acquisition cost (CAC), and return on investment (ROI).
Refine the ideal customer profile (ICP), segmentation, positioning, and target account strategy in collaboration with Sales, Client Success, and Product, prioritizing high-value retail segments and geographies.
Present marketing performance, pipeline forecasts, and strategic recommendations to executive leadership and the Board, using metrics such as annual recurring revenue (ARR), pipeline coverage, CAC payback, and EBITDA impact.
Build and manage a scalable, multi-channel demand generation engine across digital, organic, account-based marketing (ABM), events, partnerships, and outbound channels.
Lead the Sales Development Representative (SDR) function, improving inbound and outbound alignment, messaging, lead quality, follow-up speed, and conversion into qualified opportunities.
Establish shared funnel definitions, service-level agreements, and lead management processes with Sales to improve handoffs and pipeline performance.
Develop enterprise ABM programs and drive cross-sell and upsell pipeline in partnership with Client Success.
Own the digital marketing strategy across the website, paid search, paid social, email, and organic channels, continuously improving website performance and conversion rates.
Lead SEO and answer engine optimization (AEO/GEO) strategies to strengthen visibility and ensure accurate representation across traditional search engines and AI answer engines.
Build brand authority through content, technical SEO, structured data, and third-party channels, while monitoring AI search visibility, share of voice, citation rates, and sentiment against competitors.
Define and implement the marketing AI strategy, using generative and agentic AI for content, personalization, campaign execution, lead scoring, and analytics, with appropriate standards for brand consistency, accuracy, and data privacy.
Own and optimize the marketing technology stack, including Salesforce and HubSpot, ensuring effective integration, reliable data, and efficient technology investment.
Establish marketing analytics and attribution frameworks, including multi-touch attribution, funnel conversion, and pipeline velocity, to connect marketing investment with pipeline, bookings, and ARR.
Partner with Finance and Revenue Operations on forecasting, budgeting, and unit economics, including CAC, CAC payback, LTV, and marketing ROI.
Deliver executive- and Board-ready dashboards and reporting, using data and experimentation to scale effective programs and discontinue underperforming activities.
Elevate brand positioning and oversee content, thought leadership, creative, graphic design, and sales enablement to support the buyer journey and strengthen market authority.
Lead the events strategy, including industry conferences, executive gatherings, and client events, with measurable pipeline and ROI expectations.
Develop customer advocacy initiatives, including references, case studies, reviews, and community programs that support retention, expansion, and new-customer acquisition.
Recruit, lead, mentor, and develop a high-performing marketing organization, establishing clear roles, objectives, accountability, and future leadership capacity.
Evaluate team structure and capabilities, balancing internal talent, agency partners, and AI-enabled workflows to build an efficient and scalable function.
Build strong cross-functional relationships with Sales, Client Success, Product, Finance, and HR, and support employer-brand initiatives to attract talent.
Prepare and deliver marketing updates for company-wide meetings and leadership forums.
Bachelor's degree in Marketing, Business, or a related field; an MBA is an asset.
10+ years of experience in B2B marketing, including at least 5 years in a senior marketing leadership role within a B2B SaaS organization.
Demonstrated success in a private equity-backed business, including experience operating against a value creation plan, reporting to a Board or private equity sponsor, and delivering growth with EBITDA discipline.
Experience through a business acquisition, recapitalization, or exit is an advantage.
Proven ability to build scalable demand generation engines that deliver measurable pipeline and ARR growth while improving CAC efficiency.
Deep hands-on expertise in digital marketing, including paid media, SEO, website optimization, marketing automation, and conversion rate optimization.
Practical experience with AEO/GEO, LLM visibility strategies, and deploying AI tools and workflows across a marketing organization.
Strong marketing analytics and attribution expertise, with experience using dashboards, business intelligence tools, and funnel analysis to guide investment decisions.
Advanced experience with Salesforce and HubSpot, or equivalent CRM and marketing automation platforms.
Experience leading SDR teams and ABM programs within complex enterprise B2B sales cycles.
Demonstrated ability to lead multidisciplinary teams across content, digital marketing, events, customer marketing, and creative functions.
Strong commercial and financial acumen, including fluency in ARR, EBITDA, CAC, ROI, and the drivers of enterprise value.
Excellent executive communication and influencing skills, with the ability to present strategic recommendations confidently to senior leadership and Board audiences.
Strategic, analytical, and data-driven mindset, with a commitment to measurement, testing, accountability, and continuous improvement.
Proven people leadership skills, including the ability to motivate, mentor, and develop high-performing teams and foster cross-functional collaboration.
Adaptability and sound judgment in a fast-paced, results-oriented environment, with the ability to manage multiple priorities.
Curiosity and an innovative mindset, particularly in adopting emerging marketing technologies and turning new approaches into measurable business results.
Strongly preferred: Understanding of the retail industry.
Nice to have: Experience marketing to international audiences.
Annual compensation of CAD $180,000–$220,000, plus bonus at target.
Remote work arrangement with flexibility in scheduling.
Employer-paid health benefits, including dental, prescription drug coverage, and a Health Spending Account.
RRSP matching, with First-Time Home Buyer support (subject to program details).
Company-paid training and professional development.
Extended long weekends and religious observance days.
Employee referral program.
Spotlight recognition bonus program.
Dedicated Employee Assistance Program (EAP).
Enhanced family leave policies.
Paid time off to support charitable and volunteer activities.
Opportunities to work with major retail brands and collaborate with experienced professionals.
Travel opportunities for industry events, client and sales meetings, and leadership and Board sessions.
