Senior Director, Demand Generation

ProShop, Inc.

Job Overview

Location

Remote

Job Type

Full-time

Full Job Description

📋 Description

• ProShop is seeking a visionary and results-oriented Senior Director of Demand Generation to architect and scale a high-performance pipeline engine that fuels our rapid growth. As a revolutionary Digital Manufacturing Ecosystem (DME) provider for the metalworking and aerospace industries, ProShop empowers manufacturers with cutting-edge software to unlock their full business potential and strengthen their communities. We are at the forefront of a massive transformation within these industries, where shops are moving from reliance on tribal knowledge to adopting modern systems that bring structure, visibility, and operational control. This role is pivotal in capitalizing on this accelerating demand and building the engine that will drive our next phase of expansion.
• As the Senior Director of Demand Generation, you will own the end-to-end demand generation strategy and execution, encompassing inbound marketing, outbound support, sophisticated account-based marketing (ABM) programs, digital acquisition channels, impactful events, and strategic lifecycle marketing. Your primary accountability will be to deliver predictable, scalable pipeline and revenue outcomes that directly contribute to ProShop's ambitious growth targets. This is a unique opportunity for a builder who thrives on translating strategic vision into tangible execution and establishing repeatable, high-performing growth systems.
• You will lead a dedicated team responsible for digital marketing, campaign management, and ABM initiatives. Close collaboration with Sales and Product Marketing will be essential to ensure alignment and drive efficient, scalable growth across the organization. Reporting directly to the Chief Marketing Officer (CMO), this role has a significant and direct impact on the company's revenue performance and overall trajectory.
• **Key Responsibilities and Strategic Focus Areas:**
• **Demand Generation Strategy & Execution:** Develop and implement a comprehensive demand generation strategy aligned with company revenue targets. Translate these targets into measurable pipeline programs, defining channel investments and optimizing for quality, velocity, and efficiency.
• **Digital & Performance Marketing Leadership:** Drive pipeline and revenue generation through always-on demand programs across paid search and paid social (leveraging AI), SEO, and organic growth initiatives. Focus on website and conversion rate optimization (CRO) to maximize lead capture and funnel acceleration.
• **Account-Based Marketing (ABM) Excellence:** Design and execute targeted 1:1, 1:few, and 1:many ABM programs meticulously aligned with our Ideal Customer Profile (ICP) and target account strategy. Partner closely with sales pods to orchestrate coordinated plays that activate buying groups and create high-value sales opportunities.
• **Lifecycle & Nurture Program Optimization:** Build and refine sophisticated lifecycle and nurture programs designed to guide prospects seamlessly from awareness through to opportunity stages. Develop and deploy persona- and stage-specific messaging that accelerates deal progression and significantly improves conversion rates.
• **Events & Integrated Campaign Management:** Oversee pipeline performance generated from field events, partner events, and company-hosted experiences. Ensure all event activities are directly tied to measurable revenue outcomes and integrated seamlessly into broader marketing campaigns.
• **Budget Ownership & ROI Optimization:** Manage the demand generation budget effectively, making strategic allocation decisions and continuously optimizing spend to achieve maximum pipeline and revenue impact. Demonstrate a strong return on investment (ROI) for all demand generation activities.
• **Team Leadership & Development:** Lead, mentor, and develop a high-performing demand generation team across digital and ABM functions. Establish clear operating rhythms, set ambitious goals, and define performance standards that foster a culture of accountability, high output, and continuous improvement.
• **Martech & AI Integration:** Own the demand generation technology stack, including analytics, attribution models, dashboards, and funnel performance insights. Drive the adoption and effective utilization of AI and automation tools to enhance targeting precision, campaign efficiency, and overall pipeline performance.
• This role is ideal for a strategic thinker with a proven ability to execute, someone who is passionate about building and scaling growth systems in a fast-paced, high-growth environment. You will be instrumental in shaping the future of ProShop's go-to-market strategy and directly contributing to our mission of empowering manufacturers through innovative technology.

🎯 Requirements

• Proven track record of scaling pipeline in B2B SaaS demand generation leadership roles, ideally with experience scaling businesses from $10M to $50M in ARR.
• Deep expertise across digital marketing (paid search, paid social, SEO, CRO), Account-Based Marketing (ABM), lifecycle marketing, and performance marketing.
• Strong analytical skills and a revenue-centric mindset, with the ability to translate data into actionable insights and strategic decisions.
• Demonstrated experience operating effectively in high-growth, scale-stage environments, coupled with a proactive, "always curious" attitude focused on testing and learning.
• Experience leveraging AI and automation tools to enhance demand generation efficiency and effectiveness.
• Player-coach mentality: capable of developing high-level strategy while also being hands-on with execution when necessary.

🏖️ Benefits

• Comprehensive Health Benefits: Including extended health, vision, and dental care to support your overall well-being.
• Generous Retirement Savings: Company matching for RRSP contributions to help you build a secure financial future.
• Ample Paid Time Off: Generous PTO to ensure a healthy work-life balance and opportunities for rest and rejuvenation.
• Competitive Compensation Package: Salary and benefits that reflect your experience, skills, and demonstrated impact.
• Dynamic & Supportive Team Environment: Join a collaborative, high-achieving team that fosters innovation, supports professional growth, and celebrates collective success.
• Flexible Remote Work: Enjoy the benefits of remote work flexibility, with the option to utilize our Bellingham, WA office as desired.
• Annual Winter Break: Company-wide closure from December 25th to January 1st, allowing for dedicated time with loved ones without impacting personal vacation balance.

Skills & Technologies

Senior

Remote

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ProShop, Inc.

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About ProShop, Inc.

ProShop is a manufacturing execution system (MES) designed to streamline and digitize shop floor operations. It integrates various aspects of manufacturing, including scheduling, inventory management, quality control, and machine monitoring, into a single platform. The system aims to improve efficiency, reduce waste, and enhance visibility for manufacturers. By providing real-time data and actionable insights, ProShop empowers businesses to optimize their production processes, make informed decisions, and achieve higher levels of productivity and profitability in the industrial sector.

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