Demand Generation Lead

Staffbase; Toronto; On-site; CAD 123,000 - 165,000; Full time

Benefits offered by this job

LTIP

Flexible working hours

Hybrid work option

31 vacation days

Health plans

Parental leave

Volunteer day

Job summary

Staffbase is seeking a Demand Generation Lead to own and scale our marketing-led pipeline strategy across global markets. In this player-coach role, you will evolve a high-performing acquisition engine driving predictable pipeline from paid media, content, and ABM while partnering with Sales to align full funnel.

You’ll manage regional priorities, run experiments, build ABX programs, and mentor one or two marketers or agency partners.

Qualifications

• 6–9 years leading performance marketing with accountability for business outcomes.
• Strong funnel metrics, attribution models, campaign analytics, and performance optimization.
• B2B SaaS background; bonus for HR tech or employee experience software.
• Experience with Clay, LinkedIn Campaign Manager, Google Ads, HubSpot, Salesforce.
• Experience across multiple regions and managing teams or agencies.
• Familiarity with AI tools for campaign automation, content creation, and workflow.

Responsibilities

• Own and execute the demand generation strategy across paid media, content, and ABM.
• Develop and operationalize the marketing funnel with clear goals and metrics.
• Determine how acquisition investments are allocated across channels to maximize pipeline.
• Build and scale ABX programs delivering personalized engagement for target accounts.
• Design and optimize content frameworks aligned to the buyer journey.
• Directly manage one or two marketers or agency partners.
• Be the regional voice setting priorities for inbound engine teams.
• Implement attribution and reporting frameworks showing what's driving pipeline.
• Run structured testing across channels and reallocate spend based on results.

Skills

Performance marketing

Funnel metrics

Campaign analytics

AI tools for automation

Team leadership

Agency management

Cross-regional experience

Tools

Clay

LinkedIn Campaign Manager

Google Ads

HubSpot

Salesforce

Job description

We inspire people to achieve great things together. Our mission is to help organizations unlock the power of inspirational communication with the first AI-native Employee Experience Platform. Our industry-leading and award-winning agentic AI communications channels - intranet, employee app and email solutions - create engaging experiences that connect and empower employees.

Headquartered in Chemnitz, Germany and New York City, with offices in Berlin, London, Sydney, Tokyo, Prague, and Minneapolis–St.Paul, our diverse team of 550+ employees supports 1,500+ customers—reaching over 14 million employees—in transforming their employee experience.
We are proud to be aUnicorncompany—privately valued at over $1 billion—demonstrating strong growth, innovation, and lasting impact in our industry. Together, we’re shaping the future of workplace communication.

Staffbase is seeking a Demand Generation Lead to own and scale our marketing-led pipeline strategy and execution. In this role, you will evolve a high-performing acquisition engine that drives predictable, high-quality pipeline across digital, ABM, and field amplification channels. You’ll partner closely with Sales to ensure tight full-funnel alignment - from awareness to SQL creation and opportunity progression.

This is a player-coach leadership role. You will set demand strategy for Global Markets (Americas, UKIMEA, APAC), work with regional leaders to ensure market alignment, and stay close to execution — directly managing agency relationships while personally driving key programs and experimentation.

The ideal candidate has successfully scaled integrated demand programs in a fast-growing B2B SaaS or AI-native technology company. You’re comfortable owning pipeline outcomes and building systems that create durable, repeatable growth. You’re a strategic thinker, but are happy to roll up your sleeves and dive into execution. This role offers the autonomy of a builder environment with close collaboration with colleagues.

What you’ll be doing

• Growth Strategy & Channel Leadership
  • Own and execute the demand generation strategy across paid media, content, and ABM to drive awareness, lead generation, and measurable pipeline growth aligned with business goals
  • Develop and operationalize the marketing funnel: Establish clear goals, performance metrics, and reporting across lead and opportunity stages
  • Determine how acquisition investments are allocated across channels to maximize pipeline and long-term business impact
  • Build and scale ABX programs that deliver highly personalized engagement for target accounts and drive sales adoption of the ABX motion as a unified pipeline engine
  • Design and optimize content frameworks aligned to the buyer journey — ads, landing pages, nurture streams
  • Directly manage and develop one or two marketers and/or agency partners, coaching and directing while staying personally close to execution
  • Act as a strategic advisor to business leaders: bring a clear point of view, own your outcomes, and build a program that compounds over time
  • Be the core regional voice that sets priorities for centrally reporting inbound engine teams — including web, AIO/SEO, and product marketing
• Implement attribution and reporting frameworks that show what's actually driving pipeline, across both performance and ABM channels
• Improve conversion rates across the entire marketing funnel, diagnosing performance shifts and uncovering the underlying drivers behind success or decline
• Run a structured testing program — channels, creative, targeting, messaging — and use the results to reallocate spend, not just report on it
• Evaluate emerging channels, platforms, and acquisition opportunities and determine where we should invest next
• Partner with Marketing Ops to keep dashboards and pipeline metrics honest and current

What you need to be successful

• Skills + Experience
  • 6 - 9 years leading performance marketing, growth marketing, or paid acquisition programs, with accountability for business outcomes
  • Strong understanding of funnel metrics, attribution models, campaign analytics, and performance optimization
  • B2B SaaS background; bonus - experience in HR tech or employee experience software
  • Experience with Clay, LinkedIn Campaign Manager, Google Ads, HubSpot, Salesforce, etc.
  • Experience working across multiple regions or markets
  • Prior experience managing teams and/or agency relationships
  • Familiarity with AI tools for campaign automation, content creation, and workflow
• Who You Are
  • A builder and an operator: you understand channels, creative, and growth economics, and you turn insight into results, not just decks
  • A player-coach: comfortable managing one or two marketers and/or an agency while personally running the programs that matter most
  • AI-fluent by default: you combine human judgment and strategic thinking with AI-powered execution as a core part of how you work, not a bolt-on
  • A direction setter: you form a point of view and drive alignment; you don't wait to be told what to do
  • Comfortable owning pipeline outcomes: durable, repeatable growth, not one-quarter wins
  • Energized by the autonomy of a builder environment, balanced with close collaboration across sales and central marketing
• What We're Looking For
  • A direction setter: you form a point of view, bring it forward, and drive alignment. You do not wait to be told what to do
  • A track record of scaling. Demonstrated success developing and scaling growth strategies grounded in experimentation, customer insight, and rigorous analysis
  • Strong partner to sales: you earn credibility by delivering value, knowing the accounts and the deals, and creating a shared rhythm with sales that delivers pipeline
  • Roll up your sleeves: you’re a strategic thinker, but are happy to roll up your sleeves and dive into execution—never above any task that advances the business
  • A clear communicator: your reporting and proposals are tight, plain-language, and decision-ready. You translate complexity into clarity, avoiding marketing buzzwords
  • A high-output, low-ego operator: you lead with clarity, urgency, and humility. You are energized by ambiguity and growth, comfortable figuring things out as you go, and you see an undefined space as an opportunity rather than a blocker

What you'll get

• Competitive Compensation - we offer attractive salary packages including LTIP (unit-based Long Term Incentive Plan)
• Flexibility - we offer flexible working time models and the option of hybrid work, and support this with a yearly flex work allowance of $2400
• Recharge - with 31 vacation days annually (incl. one floating holiday), plus pro rata fully paid Fridays off during August
• Support - we’re offering a RRSP plan with company match and health plans, including dental & vision as well as competitive Paid Parental Leave to support new parents
• Volunteer Day - you’ll get one day off per year for supporting a social project

In compliance with local law, we are disclosing the compensation, or a range thereof. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, and performance. The range listed is just one component of Staffbase's total compensation package for employees. Pay Range: $123,000 - $165,000 CAD base salary per year. Other rewards may include commissions and program-specific awards. In addition, Staffbase provides a variety of benefits to employees, including health insurance coverage, equity, paid parental leave, an employee growth budget, life and disability insurance, a retirement savings plan, wellness days, paid holidays, and paid time off (PTO).

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