Sr Director, Demand Generation

Copado; Quinte West; On-site; CAD 180,000 - 240,000; Full time

Benefits offered by this job

Competitive salary

Performance-based bonuses

Health, dental, and vision insurance

401(k) Plan

Paid Time Off

Wellness Perks

Job summary

Copado in North America seeks a Sr Director, Demand Generation to lead regional growth across Enterprise and Commercial segments, owning programs that generate pipeline and guiding field and events teams in-market.

You will partner with Digital, Sales, BDR/SDR, and PMM to deliver a unified GTM motion, drive multi-channel campaigns, executive engagements, and partner marketing to accelerate pipeline velocity.

Qualifications

• 8–12 years of B2B SaaS marketing experience including demand gen and field marketing.
• Proven leadership with full accountability for event strategy, budgets, ROI.
• Strong cross-functional collaboration with Sales, PMM, and Product.
• Experience in North American market and localization.

Responsibilities

• Lead North America field marketing and events team; manage strategy, calendar, and budget.
• Architect multi-channel demand gen programs for Enterprise and Commercial audiences.
• Localize campaigns with central Digital team across paid, organic, and ABM channels.
• Align pre-event outreach and post-event follow-up to build pipeline.
• Drive regional GTM framework and unified, revenue-focused messaging.
• Collaborate with Salesforce and partners to expand pipeline.
• Define regional marketing performance metrics (pipeline, ROI, CPL).
• Use AI analytics to optimize content, leads, and campaigns.

Skills

Leadership

Demand generation

Field marketing

B2B SaaS marketing

Salesforce ecosystem

Tools

Marketing automation platforms

Salesforce CRM

Sales engagement software

Event management tools

Analytics dashboards

Job description

About the Role

As the Sr Director, Demand Generation for North America, you will lead Copado’s regional growth engine across Enterprise and Commercial segments, owning the marketing programs that generate demand and leading the field and events team that activates it in-market. Reporting directly to the SVP of Marketing, your mission is to drive pipeline creation, accelerate deal velocity, and strengthen Copado’s position as the category leader in Intelligent and Secure DevOps for Salesforce as we usher in the AgentOps era.

This leadership role operates at the convergence of go-to-market strategy and in-person activation, translating our core platform narrative into measurable pipeline and revenue outcomes across North America. Partnering closely with the central Digital team on localized channel execution, and collaborating with Sales, BDR/SDR leadership, PMM, and Partner Marketing, you will orchestrate a coherent, high-converting regional GTM motion from targeted campaigns to flagship events.

What You’ll Do

• Lead and mentor the North America field marketing and events team, overseeing the regional strategy, calendar, and budget across owned events, sponsorships, executive roundtables, and roadshows
• Architect and execute multi-channel demand generation programs tailored to North American Enterprise and Commercial audiences to accelerate lead-to-opportunity velocity
• Partner with the central Digital team to brief, localize, and roll out integrated campaigns across paid, organic, and ABM channels while anchoring regional targeting and messaging
• Partner closely with BDR/SDR leadership to align pre-event outreach, on-site engagement, and structured post-event follow-up to convert attendance into qualified pipeline
• Activate the 7-Stage GTM Framework regionally, collaborating with PMM, Sales, Enablement, and the global AI Messaging Council to maintain a unified, revenue-focused narrative
• Drive co-marketing programs and joint activations alongside Salesforce, SI partners, and regional alliances to expand partner-sourced pipeline
• Define and manage a unified regional marketing performance framework tracking pipeline creation, event and campaign ROI, conversion rates, and cost per lead
• Leverage AI-driven analytics and sales engagement tools to evaluate content resonance, lead quality, and campaign efficacy, leading continuous improvement cycles and post-event retrospectives

What We’re Looking For

• 8–12 years of B2B SaaS marketing experience spanning demand generation and field marketing, ideally within the Salesforce ecosystem, DevOps, or automation platforms
• Proven leadership experience managing field marketing and events teams, with full accountability for event strategy, execution, budgets, and ROI attribution
• Strong track record of partnering closely with BDR/SDR and sales development teams to coordinate targeted outreach and accelerate pipeline conversion
• Deep understanding of North American market dynamics across both Enterprise and Commercial segments, including localization and varying buyer maturity
• Demonstrated ability to collaborate cross-functionally across Sales, PMM, and Product within structured GTM frameworks
• Experience partnering with centralized digital marketing teams, translating regional priorities into effective campaign briefs and media execution
• Proficiency with marketing automation platforms, CRM systems (Salesforce), sales engagement software, event management tools, and analytics dashboards
• Strong communication, storytelling, and copywriting skills with the ability to articulate technical value into clear business outcomes

Benefits

Copado offers a comprehensive benefits package, which includes:

• Competitive salary and performance-based bonuses
• Comprehensive health, dental, and vision insurance
• 401(k) Plan
• Paid Time Off
• Wellness Perks

Copado is Equal Employment Opportunity and Affintive Action Employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status. Copado does not accept unsolicited headhunter and agency resumes. Copado will not pay any third-party agency or company that does not have a signed agreement with Copado.

Compensation for this role will vary based on several factors, including the candidate’s qualifications, skills, competencies, and experience. Pay ranges are not necessarily representative of starting salaries for all locations. In addition to our outstanding benefits package, eligible full-time employees may also qualify for Copado’s equity program.

Copado’s pay ranges reflect On Target Earnings (OTE), which encompasses base salary, bonuses, and/or commissions for meeting 100% of set targets.