Associate Director, Demand Generation

About the Role

Reporting to the VP of Marketing, the Associate Director, Demand Generation is the architect of the demand strategy that will drive 80–90% of marketing-qualified leads for the entire business.

This is a strategy and leadership seat, not a hands-on-keyboard role. You design the full-funnel architecture of every demand campaign: mapping the buyer journey for each of our customer segments — Enterprise & Government, In-house PR Teams, and PR Agencies — defining the thought leadership required at the top of the funnel, choosing the products each campaign drives toward in the middle, and architecting every channel the campaign will use, from paid search and paid ads to paid and organic social, webinars and virtual events, in-person tradeshows, and outbound email.

You lead the team that controls 75–80% of our MQL levers: the SEO & AI Visibility & Social Media Manager and the Field/Event Marketing & Community Relations Manager report to you, and you hold results oversight of our paid search and paid ads program. Through the field marketing line, you own end-to-end event engagement — what happens before and after every webinar and every tradeshow, not just the event itself.

You will partner closely with the Rev/Marketing Operations Manager, who builds and launches your campaigns in HubSpot: you set the priorities and the briefs; they own build quality and measurement truth. You will also shape the content agenda, since much of what our communications and content organization produces is in service of your campaigns, and you will run our cross-sell and upsell motion — roughly 10–15% of marketing effort — jointly with the Product & Customer Marketing Manager.

The mandate is direct: help double to triple MQLs within one year while proving that quality holds. You will treat paid versus organic as a blended-CAC optimization — sponsoring organic's growth in MQL share while holding paid accountable for results.

What Success Looks Like

• MQL volume doubles to triples within 12 months, with conversion quality (MQL to opportunity to closed-won) holding or improving.

• The operating scorecard's leading indicators — outbound reply rate and meetings booked — trend upward quarter over quarter.

• Multiple campaigns run concurrently, each with a documented full-funnel architecture, channel plan, and test plan.

• Team results compound: organic's share of MQLs grows quarter over quarter, event programs deliver measurable pipeline, and paid efficiency improves on a blended-CAC basis.

• Cross-sell and upsell campaigns into the customer base contribute measurable expansion pipeline.

• A/B testing is systematic, and learnings from every campaign are captured and reapplied.

What You'll Do

Campaign & Funnel Architecture

• Design the end-to-end architecture of every demand generation campaign: buyer journey by segment, funnel-stage content requirements, product destinations, offers, and sequencing.

• Define the top-of-funnel thought leadership each campaign requires — webinars, reports, blog series, infographics — and brief the content organization accordingly.

• Architect the channel mix per campaign across paid search and ads, paid social, organic social, webinars, in-person events, and outbound email.

• Own outbound email program strategy: jurisdiction-aware market sequencing across opt-out and opt-in consent regimes, a sending architecture that keeps true cold outbound on dedicated infrastructure separate from the marketing platform, and the scaling gates that protect deliverability.

• Design the workflows that act on buyer intent signals captured from ZoomInfo and G2, feeding them into campaign targeting, audience segmentation, and outbound prioritization.

• Collaborate efficiently with design and web: clear briefs and clean handoffs for campaign asset requests, with timelines that respect a shared-services queue.

Team Leadership & Channel Portfolio

• Manage and develop the SEO & AI Visibility & Social Media Manager and the Field/Event Marketing & Community Relations Manager; hold results oversight of paid search and paid ads.

• Hold each channel accountable for campaign-level outcomes on a daily and weekly cadence.

• Design end-to-end event engagement: pre- and post-webinar journeys, pre- and post-tradeshow journeys.

• Balance the portfolio: sponsor organic MQL share growth while managing paid on blended CAC.

Measurement & Optimization

• Live in the numbers daily and weekly; run a disciplined A/B test-and-learn cadence across offers, audiences, creative, and channels.

• Own the demand generation operating scorecard, including outbound reply rate and meetings booked.

• Pressure-test, adopt, and evangelize the attribution model built by Rev/Marketing Operations.

• Hold outbound to realistic benchmarks — reply rate, meetings booked per send, inbox placement, complaint rates — and gate scale-up on hitting them.

Cross-Functional Orchestration

• Brief and influence the communications and content organization so campaign content lands on strategy and on time.

• Run the cross-sell and upsell motion jointly with the Product & Customer Marketing Manager: they own the what-to-whom; you own the campaign machinery.

• Partner with sales on lead-quality feedback loops, SLAs, and meetings-booked follow-through.

What You Bring

• 7+ years in B2B demand generation, including experience leading multi-channel campaign strategy in B2B SaaS (media intelligence, martech, or communications technology an asset).

• People-management experience, with a record of developing channel specialists into strong performers.

• Proven full-funnel campaign architecture: you can walk us through campaigns you designed end to end — journey, content plan, channel mix, and results.

• HubSpot Marketing Hub fluency: you brief, review, and QA work in it credibly, even when you are not the one building.

• Proven cold outbound program experience on dedicated sending infrastructure — secondary domains, mailbox rotation, warmup, deliverability management — run deliberately outside the marketing automation platform, and the judgment to know why purchased lists never touch the marketing platform's bulk email tools.

• Jurisdiction-aware outbound strategy: you have operated across opt-out (CAN-SPAM) and opt-in (CASL, GDPR/PECR) regimes, you know which markets are consent-only, and you sequence market entry accordingly.

• Fluency in the post-2024 deliverability regime — authentication requirements, bulk-sender thresholds, complaint-rate ceilings — and honest subject-line discipline treated as both a legal and a deliverability matter.

• Clear-eyed judgment on outbound tooling, including AI SDR platforms: you pilot against cost per qualified meeting rather than buying the demo.

• A deep analytical habit: daily and weekly numbers review, systematic A/B testing, and decisions made from data.

• Influence without authority: you get the best from partners you do not manage — paid specialists, content teams, operations, and sales.

• Calm under concurrency: you plan and run multiple campaigns at different lifecycle stages simultaneously.

Why You'll Love It Here

• Fully remote work environment

• Collaborative culture – and key tools enabling it

• Competitive compensation package

• Health, Dental & Vision benefits

• RRSP matching

• Life Insurance

• Employee Assistance Program (EAP)

• Career Development & Progression opportunities

• Paid Vacation, Personal Days and Sick days

• Flex Fridays in Summer, Week off between Christmas and New Years'

• No Internal Meetings Fridays

Compensation

The base salary range for this role is C$115,000–C$140,000 annually, plus a 15% target bonus. Final compensation will reflect the successful candidate's experience, skills, and internal equity.

This is for a vacant position.

AI Usage

We use technology to make hiring smarter, faster, and more personal, never less human. Artificial intelligence (AI) tools help us manage applications efficiently and highlight qualifications that align with each role, allowing our recruiters to focus more on meaningful conversations with candidates. AI does not make hiring decisions at Agility. Every decision is made by people, our hiring managers and recruitment professionals, who are trained to apply sound judgment and equitable practices at every stage. We believe technology exists to amplify human insight, not replace it. That belief shapes how we build relationships, tell stories, and grow our teams.

At Agility, we strive every day to build a more inclusive work environment and introduce tools that enable it. We strongly encourage applications from all people regardless of race, religion, gender, age, disability status or sexual orientation.

Even if you find yourself not checking all the boxes of our listed requirements but you are excited about this opportunity, we'd love to hear from you anyway. Our Talent Acquisition team will review your application for this role, and other potential role matches open now or in the future.

If, at any stage of the application process, you require accommodation owing to disability or a medical need, please let us know at careers@agilitypr.com for us to make appropriate arrangements.