Director of Demand Gen & Growth Marketing

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

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.