Director, Demand Generation & ABM

Overview Director, Demand Generation & ABM

at

Safe Software

– lead the demand engine and accelerate pipeline growth across all segments. Own the strategy and execution of integrated demand-generation and account-based marketing programs to drive qualified pipeline, improve funnel performance, and strengthen go-to-market impact.

What You’ll Be Doing

Develop and own the demand-generation strategy, setting the vision, goals, metrics and roadmap for multichannel campaigns (digital, events/webinars, content syndication, paid media, partner/affiliate programs).

Lead execution of integrated campaigns that attract, nurture and convert prospects through the funnel—from awareness to MQL to SQL—working with content, product marketing, and sales development.

Collaborate with sales leadership and revenue operations to ensure alignment on target markets, buyer personas, lead scoring, qualification criteria, and hand-off processes.

Oversee marketing automation, CRM integrations, attribution modelling and analytics to measure campaign performance, pipeline contribution, cost per lead/acquisition, and continuously optimise programs and ROI.

Manage budget, forecasting and resource allocation for demand-generation activities; optimise spend across channels and geographies; track and report results to senior leadership.

Lead, mentor and build a high-performance demand-generation team, set clear KPIs, drive process improvement, and foster a culture of testing, iteration and learning.

Stay abreast of industry trends, emerging technologies (e.g., ABM, predictive analytics, AI in marketing) and competitive landscape to maintain differentiation in demand-gen execution.

Qualifications, Skills, And Competencies Safers come from a variety of backgrounds with a diversity in skills and knowledge. Those who are most successful in this role typically have experience in the following areas.

Required Skills

Bachelor’s degree in Marketing, Business, or a related field (Master’s preferred).

10+ years of experience in demand generation, growth, or acquisition marketing in a B2B/SaaS environment.

5+ years in a leadership role directly responsible for pipeline creation and revenue-impacting programs.

Proven track record of building and scaling demand-generation programs that deliver measurable pipeline growth.

Strong experience with digital channels (paid media, SEO/SEM, email, events, content syndication, partner marketing).

Expertise in marketing automation (e.g., HubSpot) and CRM platforms (e.g., Salesforce, HubSpot CRM).

Deep analytical skills: attribution, ROI modeling, dashboards, forecasting, and performance optimization.

Knowledge of ABM methodologies, lead scoring, segmentation, and buyer-journey optimization.

Excellent cross-functional leadership and stakeholder management, particularly with Sales and RevOps.

Strong communication skills with the ability to translate strategy into actionable programs.

What You Can Expect

Meaningful Work: Make a profound impact across our business, workplace and data integration product.

A Supportive Environment: Feel empowered to share ideas and implement them with autonomy and team support.

Social Responsibility: Participate in Safe-organized volunteer opportunities that align with our community initiatives.

Learning & Career Development: Annual learning budget and training programs paid for by Safe.

Flexible Working Hours: Flexible and remote-friendly work arrangements.

Work-Life Balance: 3 weeks of vacation plus 6 additional paid seasonal days per year.

Health & Wellness: Extended health, dental, and related benefits from day 1.

Parental Leave Top-Up: Support for new parents through childbirth or adoption.

Shared Success: Bi-annual profit sharing and RRSP/TFSA matching.

An Accessible Commute: Proximity to public transit with complimentary parking and bike storage.

About Safe Software Safe Software transforms organizations with FME, the All-Data Any-AI Enterprise Integration Platform. With over 30 years of expertise and 25,000+ enterprise customers across 125+ countries, we simplify your data journey.

Founded in 1993, Safe is headquartered in Surrey, BC with over 200 team members. We’re committed to diversity and inclusion and welcome candidates from diverse backgrounds.

Our Commitment to Diversity and Inclusion Safe Software is an equal opportunity employer. We welcome all candidates regardless of race, gender identity or expression, sexual orientation, age, ability, disability, national or ethnic origin, political belief, religion, or family status. For accommodations during the recruitment process, please contact hr_dept@safe.com.

Employment Details

Seniority level: Director

Employment type: Full-time

Job function: Marketing and Sales

Industries: Software Development

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