VP, Demand Generation

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

Benefits offered by this job

Hybrid work model

Health & wellness benefits

Paid holidays

Job summary

Sidetrade is seeking an experienced VP Demand Generation to lead the global demand engine and accelerate pipeline growth across Europe and North America. You will own the strategy and execution of all demand generation programs, partnering with Sales to align on targets and ABM initiatives.

With 8+ years in B2B SaaS marketing, you will build and scale a high-performing team, manage budgets, and deliver rigorousROI reporting for the executive team while championing the Sidetrade brand across

Qualifications

• 8+ years in progressive B2B SaaS marketing roles.
• Proven track record scaling pipeline and revenue growth.
• Deep expertise in multi-channel demand generation (paid media, SEO/SEM, email, webinars, events).
• Strong ABM experience with enterprise and mid-market.
• Hands-on with marketing tech: Marketo, Salesforce, intent/ABM platforms.
• Data-driven mindset; ability to build dashboards and interpret funnel metrics.
• Excellent leadership, vision, and coaching abilities.
• Strong cross-functional collaboration with Sales/SDR teams.
• Exceptional written and verbal communication; comfortable presenting to executives.

Responsibilities

• Own and drive global demand generation strategy to grow pipeline across segments.
• Lead a high-performing demand gen team (digital, content, events, paid media, SEO/SEM, MOPS).
• Partner with Sales leadership to align on targets and ABM programmes.
• Define and execute integrated multi-channel campaigns across Europe and North America.
• Develop and scale ABM motions with enterprise accounts.
• Collaborate on Marketing Tech stack and data hygiene, attribution, reporting.
• Build rigorous pipeline and ROI reporting for CMO and Exec team.
• Manage demand gen budget to maximize pipeline contribution.
• Champion the Sidetrade brand across markets and campaigns.
• Stay ahead of B2B SaaS demand gen trends and share best practices.

Skills

B2B SaaS marketing

ABM (Account-Based Marketing)

Multi-channel marketing

Leadership & coaching

Data analytics

Cross-functional collaboration

Marketing operations

Budget management

Executive storytelling

Stakeholder management

Tools

Marketo

Salesforce CRM

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 customersleveragingits Order-to-Cash Intelligence platform and its Data Lake.

We’reproud 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’reeager 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.

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

• 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