VP, Demand Generation

Sidetrade; Calgary; Hybrid; CAD 180,000 - 260,000; Full time

Benefits offered by this job

Hybrid work model

Health & wellness benefits

Competitive holidays and growth

Mentorship and career progression

Job summary

Sidetrade is seeking an experienced VP of Demand Generation to lead its global demand engine and accelerate pipeline growth across Europe and North America. You will own strategy and execution of all demand programs, partnering with Sales and Marketing Ops to drive qualified opportunities for the Sales teams.

You will build and scale a high-performing team, manage a multi-channel campaign program, and drive ABM initiatives with enterprise accounts.

Qualifications

• 8+ years of progressive B2B SaaS marketing experience.
• At least 3 years leading a demand generation function.
• Proven pipeline and revenue growth in high-growth SaaS.
• Strong ABM with enterprise & mid-market.
• Proficiency with Marketo, Salesforce, and ABM platforms.
• Data-driven with dashboards and funnel metrics.
• Excellent leadership and cross-functional collaboration.
• Experience with marketing AI, fintech, or Order-to-Cash/ERP is a plus.

Responsibilities

• Own and drive Sidetrade's global demand generation strategy to grow pipeline and revenue across segments.
• Build and lead a high-performing demand generation team across digital marketing, content, events, paid media, SEO/SEM, and marketing ops.
• Partner with Sales to align on pipeline targets, campaign prioritisation, and ABM programs.
• Define and execute integrated multi-channel campaigns across Europe and North America.
• Develop and scale an ABM motion with strategic enterprise accounts.
• Collaborate with Marketing Ops on MarTech stack (Marketo, Salesforce, 6sense) and data hygiene.
• Present robust pipeline and ROI reporting to CMO and executives from MQL to Closed-Won.
• Manage demand generation budget to maximise pipeline contribution.
• Champion the Sidetrade brand across markets.
• Stay ahead of B2B SaaS demand gen trends with innovative ideas.

Skills

B2B SaaS marketing

Demand generation leadership

ABM experience

Multi-channel marketing

Data analytics

Leadership

Tools

Marketo

Salesforce

6sense

Demandbase

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 is an AI company, listed on Euronext Growth, on a mission to revolutionize the way enterprises unlock value from their customers leveraging its Order-to-Cash Intelligence platform and its Data Lake. We're proud of our 38 nationalities and these diverse perspectives drive our innovation, one team culture and a customer-first mindset. Sidetrade is 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. Curious about Sidetrade? Catch the Sidetrade Inside Out podcast.

Requirements

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 if based in Calgary, London or Pairs - or full remote working if based in the US.
• 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