Senior Director of Demand Generation

Company : ABC Nova Scotia

It's fun to work in a company where people truly BELIEVE in what they're doing!

We're committed to bringing passion and customer focus to the business.

Job Description

INTRODUCTION:

As the Senior Director of Demand Generation, you will lead a strategic engine behind our revenue growth, ensuring that every marketing and sales dollar invested drives measurable value. This role combines leadership, strategy, pipeline conversion and analytical depth, optimizing our growth efforts across marketing, sales, and product operations. Reporting directly to the SVP Business Operations, you’ll be critical in shaping and scaling ABC Fitness’s market presence and revenue, working cross-functionally to align teams on best practices and growth-focused initiatives.

WHAT YOU’LL DO:

• Growth Strategy Development: Define and execute a scalable demand generation strategy, identifying key growth levers and translating them into actionable plans for marketing, sales, and product teams.
• Data-Driven Decision-Making: Use data analytics and performance metrics to drive strategic growth initiatives, inform decisions, and ensure a measurable impact on revenue and customer acquisition costs.
• Sales and Marketing Alignment: Collaborate with sales and marketing leaders to streamline processes, align objectives, and optimize campaigns & programs using campaign performance data, A/B testing to forecast and achieve pipeline creation goals.  
• Performance Optimization: Develop and implement frameworks for performance tracking, including KPI dashboards and real-time reporting systems to monitor critical metrics (e.g., CAC, LTV, churn, conversion rates).
• Technology and Automation: Oversee CRM, marketing automation, and other growth tech stacks, ensuring these tools are optimized to support growth objectives and maximize operational efficiency.
• Revenue Growth: Lead revenue growth strategies by optimising the sales funnel, refining ABM tactics, and implementing CRO techniques across all touchpoints.

• Customer Insights and Feedback: Leverage insights from customer behaviour, feedback loops, and NPS data to inform product development and improve retention and loyalty strategies. Stay updated on industry trends, emerging tools, and best practices in demand generation and digital marketing.

• Team Leadership: Build and mentor a high-performing demand generation team, fostering a culture of collaboration, accountability, and continuous improvement.

WHAT YOU’LL NEED:

• 15+ years of experience in demand generation, digital marketing, or similar growth/revenue-focused roles, preferably in a SaaS or technology driven industry
• Leadership: 5+ years of experience in a leadership role, managing and scaling teams.
• Education: Bachelor’s degree in business, marketing, data analytics, or a related field; an MBA or advanced degree is a plus.
• Technology: Proficiency with growth tech stacks (e.g., Salesforce, HubSpot, Marketo, Google Analytics, BI tools) and a keen interest in emerging technologies that can enhance growth operations.
• Strategic Vision & Analytical Mindset: You have a track record of turning data into actionable insights that drive growth. You understand which metrics matter and how to move the needle on them.
• Growth Expertise: Proven experience leading growth initiatives, ideally in SaaS, tech, or a similar digital landscape. Familiarity with B2B growth strategies is highly valued.
• Operational Excellence: Expertise in building, optimizing, and scaling growth frameworks, including demand generation processes, CRM management, and automation.
• Customer-Centric Approach: A deep understanding of the customer journey and lifecycle marketing strategies, with an ability to balance customer acquisition with retention efforts.
• Collaborative Leadership: You excel at cross-functional collaboration and can rally teams around shared goals. Strong communication skills and an ability to manage complex projects are a must.
• Results-Oriented: You thrive on achieving ambitious goals and can demonstrate success in driving quality leads, reducing CAC, improving LTV, and boosting ROI in a high-growth environment.
• Certifications (great to have): Advanced certifications in growth, analytics, project management, revenue operations, etc.

WHAT’S IN IT FOR YOU:  

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Please note that the salary information shown below is a general guideline only and based on employees in Canada and may be different in other countries. Salaries are based upon candidate experience, qualifications, and location, as well as market and business considerations. Our pay range for Canada based candidates for this position is $153,000 -- $190,000 CAD annually. Your recruiter can share more about the specific salary range for the job location during the hiring process. Also, certain positions are eligible for additional forms of compensation such as bonuses and commissions. 

We’re committed to diversity and passion, and encourage you to apply, even if you don’t demonstrate all the listed skillsets! 

ABC’S COMMITMENT TO DIVERSITY, EQUALITY, BELONGING AND INCLUSION: 
ABC is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.  We are intentional about creating an environment where employees, our clients and other stakeholders feel valued and inspired to reach their full potential and make authentic connections. We foster a workplace culture that embraces each person’s diversity, including the extent to which they are similar or different. ABC leaders believe that an equitable and inclusive culture is not only the right thing to do, it is a business imperative. Read more about our commitment to diversity, equality, belonging and inclusion at abcfitness.com  

ABOUT ABC: 

ABC Fitness (abcfitness.com) is the premier provider of software and related services for the fitness industry and has built a reputation for excellence in support for clubs and their members. ABC is the trusted provider to boost performance and create a total fitness experience for over 41 million members of clubs of all sizes whether a multi-location chain, franchise or an independent gym. 

#LI-REMOTE

If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us!