VP, Demand Generation

Sidetrade Group; Calgary; Hybrid; CAD 180,000 - 300,000; Full time

Benefits offered by this job

Hybrid work model in Calgary

Culture of growth and mentorship

Health & wellness benefits

Job summary

Sidetrade is seeking an experienced VP Demand Generation to lead its global demand engine and accelerate pipeline growth across Europe and North America. You will own strategy and execution for demand programs spanning brand awareness to qualified opportunities for Sales.

The role requires 8+ years in B2B SaaS marketing with a strong track record in building and scaling pipeline, ABM, and a modern marketing stack, including Marketo and Salesforce. Hybrid work model available in Calgary.

Qualifications

• Minimum 8+ years in progressive B2B SaaS marketing roles.
• Experience leading a demand gen function at senior level.
• Proven pipeline growth with measurable revenue impact.
• Strong ABM experience with enterprise and mid-market segments.
• Familiarity with AI, fintech, or Order-to-Cash solutions is a plus.
• Hands-on with modern marketing tech stacks (Marketo, Salesforce, ABM platforms).

Responsibilities

• Own and drive Sidetrade's global demand generation strategy, with a clear mandate to grow pipeline and accelerate revenue across all segments.
• Build and lead a high-performing demand generation team, covering digital marketing, content, field events, paid media, SEO/SEM and marketing operations.
• Partner closely with Sales leadership to align on pipeline targets, campaign prioritisation, and account-based marketing (ABM) programmes.
• Define and execute integrated multi-channel campaigns (email, paid social, content syndication, webinars, events) across Europe and North America.
• Develop and scale an ABM motion, working with Sales to target strategic enterprise accounts with personalised, high-impact programmes.
• Collaborate with Marketing Ops team on the marketing technology stack (Marketo, Salesforce, 6sense or similar) and ensure best-in-class data hygiene, attribution and reporting.
• Build and present rigorous pipeline and ROI reporting to the CMO and Executive team, with full accountability for MQL to Closed-Won metrics.
• Manage the demand generation budget effectively, optimising spend across channels to maximise pipeline contribution.
• Champion the Sidetrade brand in all demand activity, ensuring consistency of message and positioning across all markets.
• Stay ahead of B2B SaaS demand generation trends, bringing innovative ideas and best practices to the team.

Skills

B2B SaaS marketing

Demand generation leadership

Multi-channel marketing

ABM (account-based marketing)

Marketing tech: Marketo

Salesforce CRM

6sense or similar

Data-driven analytics

Team leadership

Cross-functional collaboration

Tools

Marketo

Salesforce CRM

6sense

Job description

We are looking for an experienced and ambitious VP Demand Generation to lead Sidetrade's global demand engine and accelerate pipeline growth across our target markets. You will own the strategy and execution of all demand generation programs, from brand awareness to pipeline creation and driving qualified opportunities for our Sales teams across Europe and North America.

About Sidetrade

Sidetrade (Euronext Growth: ALBFR.PA) is an AI-native company dedicated to Order-to-Cash (O2C). Its platform combines O2C applications, autonomous AI agents, and Aimie IQ, an intelligent natural-language interface that helps multinationals accelerate their cash generation, all built on SAFE, the Sidetrade Agentic Framework for Enterprise. Sidetrade operates the world's largest proprietary O2C Data Lake, built on $9 trillion in B2B transactions and millions of buying companies. We use this data to train specialized AI models that monitor, analyze, decide, and act autonomously throughout the O2C cycle. Sidetrade supports companies in 85 countries with 450 employees across Europe, North America, and Asia-Pacific.

We're proud of our 38 nationalities, and these diverse perspectives drive our innovation, one-team culture, and customer-first mindset. Sidetrade has been positioned as a Gartner® Magic Quadrant™ Leader since 2022. We value passion over perfection. So, if you're eager to learn and bring great energy, we want to hear from you. Be you. Grow with us.

We are looking for an experienced and ambitious VP Demand Generation to lead Sidetrade's global demand engine and accelerate pipeline growth across our target markets. You will own the strategy and execution of all demand generation programs, from brand awareness to pipeline creation and driving qualified opportunities for our Sales teams across Europe and North America.

About Sidetrade

Sidetrade (Euronext Growth: ALBFR.PA) is an AI-native company dedicated to Order-to-Cash (O2C). Its platform combines O2C applications, autonomous AI agents, and Aimie IQ, an intelligent natural-language interface that helps multinationals accelerate their cash generation, all built on SAFE, the Sidetrade Agentic Framework for Enterprise. Sidetrade operates the world's largest proprietary O2C Data Lake, built on $9 trillion in B2B transactions and millions of buying companies. We use this data to train specialized AI models that monitor, analyze, decide, and act autonomously throughout the O2C cycle. Sidetrade supports companies in 85 countries with 450 employees across Europe, North America, and Asia-Pacific.

We're proud of our 38 nationalities, and these diverse perspectives drive our innovation, one-team culture, and customer-first mindset. Sidetrade has been positioned as a Gartner® Magic Quadrant™ Leader since 2022. We value passion over perfection. So, if you're eager to learn and bring great energy, we want to hear from you. Be you. Grow with us.

Catch Aimie in motion

Aimie Video

What you will do:

• Own and drive Sidetrade's global demand generation strategy, with a clear mandate to grow pipeline and accelerate revenue across all segments
• Build and lead a high-performing demand generation team, covering digital marketing, content, field events, paid media, SEO/SEM and marketing operations
• Partner closely with Sales leadership to align on pipeline targets, campaign prioritisation, and account-based marketing (ABM) programmes
• Define and execute integrated multi-channel campaigns (email, paid social, content syndication, webinars, events) across Europe and North America
• Develop and scale an ABM motion, working with Sales to target strategic enterprise accounts with personalised, high-impact programmes
• Collaborate with Marketing Ops team on the marketing technology stack (Marketo, Salesforce, 6sense or similar) and ensure best-in-class data hygiene, attribution and reporting
• Build and present rigorous pipeline and ROI reporting to the CMO and Executive team, with full accountability for MQL to Closed-Won metrics
• Manage the demand generation budget effectively, optimising spend across channels to maximise pipeline contribution
• Champion the Sidetrade brand in all demand activity, ensuring consistency of message and positioning across all markets
• Stay ahead of B2B SaaS demand generation trends, bringing innovative ideas and best practices to the team

What you will bring:

• 8+ years of progressive B2B SaaS marketing experience, with at least 3 years leading a demand generation function at senior level
• Proven track record of building and scaling pipeline in a high-growth SaaS environment, with measurable impact on revenue
• Deep expertise in multi-channel demand generation: paid media, SEO/SEM, email nurture, content marketing, webinars, and field events
• Strong ABM experience, ideally with enterprise and mid-market segments
• Hands-on proficiency with modern marketing technology: Marketo (or HubSpot), Salesforce CRM, and intent/ABM platforms (6sense, Demandbase or similar)
• Data-driven mindset with strong analytical skills; comfortable building dashboards, interpreting funnel metrics, and making budget decisions on data
• Excellent leadership and team-building skills - you inspire through clarity of vision, high standards, and a coaching mentality
• Strong cross-functional collaborator, particularly with Sales and SDR/BDR teams
• Exceptional written and verbal communication skills; able to present confidently to senior stakeholders
• Experience marketing AI, fintech, or Order-to-Cash / ERP solutions is a strong advantage

Benefits

• Hybrid work model in Calgary
• Great culture - active Social Club organising regular team events and activities
• Health & wellness - medical coverage, life insurance, and other wellness programmes
• Time off - competitive paid holidays plus public holiday
• Career growth & compensation - competitive salary, equal opportunities, learning & mentorship programmes, and advancement support