Director, Demand Generation

Internetwork Expert; Calgary; Hybrid; CAD 140,000 - 200,000; Full time

Benefits offered by this job

Health & dental benefits

Flexible work arrangements & hybrid

Paid vacation, personal & sick days

Professional development opportunities

Education funding

Collaborative, mission-driven culture

Perks & discounts

Dress for Your Day

Job summary

Blackline Safety is a people-driven technology company focused on worker safety. We seek a Director, Demand Generation to own strategy, systems and a growing team, driving high-quality pipeline across paid, organic, lifecycle, events, email, and ABM programs.

You'll lead a blended team, optimize attribution, and oversee website performance as a growth channel, partnering with Sales, Client Success, and Marketing to maximize ROI and scale impact.

Qualifications

• BA/BS in Business, Marketing, Communications, or related field.
• 10–15+ years in B2B marketing with proven demand generation ownership.
• Experience scaling programs across multiple market segments.
• Experience in sales-led go-to-market motions and channel/distributor selling.
• Fluent with HubSpot or equivalent marketing automation/CRM; strong attribution/reporting skills.
• Strong cross-functional partnering skills and ability to align teams.
• Hands-on paid media experience across platforms focusing on lead quality and pipeline impact.
• Experience designing and running ABM programs with sales & cross-functional teams.
• Strong analytical mindset with data-driven funnel optimization.
• B2B tech environments including industrial, safety-tech, IoT, or SaaS backgrounds.

Responsibilities

• Own strategy and execution of demand generation across paid media, organic SEO, lifecycle, events, webinars, email, and ABM.
• Lead ABM programs targeting high-value segments and named accounts.
• Own website as growth channel—architecture, conversion, and SEO/AE0 visibility.
• Collaborate with Sales and Growth to align lead definitions, scoring, routing, and feedback loops.
• Build reporting and attribution framework for leadership visibility into pipeline by channel and segment.
• Evaluate program performance and reallocate investment as we scale.
• Embed AI into demand generation workflows and identify automation leverage.
• Manage and develop the team with clear goals and growth opportunities.

Skills

Demand generation

ABM

Paid media

Cross-functional collaboration

Analytics

Leadership

Lead generation

Education

BA/BS in Business, Marketing, Communications, or related

Tools

HubSpot

Marketing automation

Job description

Our team at Blackline Safety is growing! As a people-driven technology company, with a mission to make sure every worker returns home safely, we drive innovation, practice resiliency, demonstrate leadership, go the extra mile for our customers, and empower our people to be their best.

Blackline Safety is looking for a results-driven Director, Demand Generation to lead and scale how we generate and convert pipeline — across paid media, organic, lifecycle, events, email, and account-based programs. You'll own the strategy, systems, and team behind our demand generation engine, turning attention into qualified pipeline and revenue.

You’ll bring structure and clarity to a function with strong foundations already in place — a talented team, an established marketing automation platform, and real program volume — and partner closely with Sales, Client Success, and the rest of the Marketing org to make sure every dollar we invest in demand is working as hard as it can. You’ll also own our website as a growth channel, keeping it performing as a true conversion engine.

This is a high-impact leadership role, perfect for someone who wants to build — you’ll lead and grow a team, own the numbers, and have real influence over where and how we invest.

Responsibilities:

• Own the strategy and execution of demand generation across paid media, organic/SEO/AEO, lifecycle and nurture, events, webinars, email, and account-based marketing, with a clear focus on lead quality and downstream pipeline impact.
• Lead account-based (ABM) programs targeting our highest-value segments and named accounts.
• Own our website as a strategic growth channel — architecture, conversion performance, and search visibility (SEO/AEO) — partnering with Brand, Product Marketing and agency partners
• Partner closely with Sales and Growth teams to align to align on lead definitions, scoring models, routing, and feedback loops. Continuously sharpen targeting and lead quality.
• Build and own the reporting and attribution framework that gives leadership clear, decision-ready visibility into pipeline contribution by channel and segment.
• Continuously evaluate program performance and allocate investment based on results, including a critical, ongoing look at how channel investment should shift as we scale
• Actively embed AI into demand generation workflows and bring an informed point of view on where automation creates real leverage.
• Manage and develop your team, setting clear goals, building their capabilities, and creating the conditions for strong performance as the team grows

About You:

• BA/BS in Business, Marketing, Communications, or related field.
• 10-15+ years in B2B marketing, with a proven track record of owning demand generation or revenue marketing outcomes, including experience scaling programs across multiple market segments.
• Experience in environments with sales-led go-to-market motions and channel/distributor-based selling, with an understanding of how to build demand programs that work for both.
• Fluent with HubSpot or an equivalent marketing automation/CRM platform, and comfortable with modern attribution and reporting tools.
• Strong cross-functional partnering skills — able to align teams around shared goals.
• Hands‑on experience in paid media — owned budgets, managed campaigns across platforms, and optimized for lead quality and pipeline impact, not just volume.
• Experience designing and running account-based programs, partnering with Sales and cross‑functional teams to prioritize target accounts.
• Strong analytical mindset with the ability to use data to diagnose funnel problems, prioritize opportunities, and make clear recommendations for change.
• Experience in B2B technology environments — industrial, safety‑tech, connected hardware/IoT, or SaaS backgrounds are all relevant; comfort with longer, more considered sales cycles is important.
• People management experience, with a track record of setting clear goals and developing direct reports.

Total Rewards

At Blackline Safety, we offer more than just a job—we offer a career with purpose. Our Total Rewardsofferings are designed to supportthe diverse needs of our global workforce and vary based onemployment type and location.They mayinclude:

• Competitive base salary and annual compensation review
• Comprehensive health and dental benefits*
• Mental health and wellness support
• Flexible work arrangements and hybrid work model for eligible positions
• Paid vacation, personal and sick days*
• Professional development opportunities
• Education funding
• A collaborative, inclusive, and mission-driven culture
• Exclusive access toperksand discounts
• Aflexible ‘DressforYour Day’ environment

*Eligibility and coverage vary by employment type and region.

Diversity, Equity & Inclusion

Blackline Safety is powered by the diversity of our talented employees. We are an equal opportunity employer. We consider all applicants, regardless of age, religion, race, color, ancestry, gender, gender identity or expression, disability, national origin, race, or sexual orientation. We enthusiastically encourage all individuals to apply for positions that fit their passions.

If you require accommodation during the recruitment process, pleasecontact us [e-mail]. We are committed to ensuring an accessible and equitable experience for all candidates.