Senior Director, Demand Generation

The ProShop Mission Statement: We empower manufacturers with software grounded in deep industry insight to unlock the full potential of their business and strengthen the communities they serve.

Our Core Values: Win Together, Lead with Care, Embrace the Pace and Say It, Do It

ProShop is a revolutionary ERP/MES/QMS software designed as a Digital Manufacturing Ecosystem (DME) for the metalworking and aerospace industries, including machine and fab shops. We combine extensive industry knowledge with innovative technology to enhance manufacturing processes for our clients. We’re seeking talented problem solvers and communicators who thrive on challenges to join our high‑performing growing team. Our flexible, remote work environment supports work‑life balance, fosters engagement, and emphasizes collaboration. We are committed to not only achieving financial success but also deeply partnering with clients to elevate their businesses. For more details, visit

Department: Marketing

Reports to: Chief Marketing Officer

Job Location: Canada or United States

Employment Type: Full‑time, exempt

Job Summary

ProShop is hiring a Senior Director of Demand Generation to build and scale a predictable, high‑performance pipeline engine.

Machine Shops that we serve are undergoing a massive transformation. Shops that once relied on tribal knowledge and heroics are now adopting modern systems that bring structure, visibility, and operational control to their businesses. They improve their throughput, efficiency, profit, and revenue, and they are better prepared for the regulatory environment that is having an effect on many of their businesses. ProShop sits at the center of this shift.

As demand accelerates, we’re entering the next phase of growth, and we’re looking for a demand generation leader to help build the engine that fuels it.

This leader will own demand generation across inbound, outbound support, account‑based programs, digital acquisition, events, and lifecycle marketing — and be accountable for delivering predictable pipeline and revenue outcomes that scale.

You will lead a team responsible for digital, campaigns, and ABM while partnering closely with Sales and Product Marketing to drive efficient, scalable growth.

This role reports to the CMO and directly impacts company revenue performance. This is a builder role that is ideal for someone who enjoys turning strategy into execution and building repeatable, high‑performing growth systems.

Essential Duties:

Demand Generation Leadership

• Own demand generation strategy and execution across inbound, digital, ABM, lifecycle, and events to deliver predictable pipeline and revenue.
• Translate company revenue targets into measurable pipeline programs and channel investments.

Digital & Performance Marketing

Source pipeline and revenue and drive performance based on quality, velocity, and efficiency by leading always‑on demand programs across:

• Paid search & paid social
• AI, SEO, and organic growth
• Website and conversion rate optimization
• Intent capture and funnel acceleration

ABM & Target Account Programs

• Lead 1:1, 1:few, and 1:many ABM programs aligned to ICP and target account strategy.
• Partner with pods to deliver coordinated plays that activate buying groups and drive opportunity creation.

Lifecycle & Nurture Programs

• Build and optimize lifecycle programs that move buyers from awareness through opportunity.
• Deliver persona‑ and stage‑specific messaging that accelerates deal progression and improves conversion rates.

Events & Integrated Campaigns

• Own pipeline performance from field events, partner events, and company‑hosted experiences, ensuring events tie directly to revenue outcomes.

Budget Ownership & ROI Optimization

• Own demand generation budget allocation and continuously optimize spend for maximum pipeline and revenue impact.

Team Leadership

• Lead and develop demand generation team members across digital and ABM functions.
• Establish operating rhythms, goals, and performance standards that create a high‑output, accountable team culture.

Martech & AI

• Own demand analytics, attribution, dashboards, and funnel performance insights.
• Drive adoption of AI and automation tools to improve targeting, campaign efficiency, and pipeline performance.

Required Qualifications:

• Proven experience scaling pipeline in B2B SaaS demand gen leadership roles. Ideal candidate has experience scaling businesses from $10M-$50M+.
• Deep expertise across digital, ABM, lifecycle, and performance marketing
• Strong analytical and revenue mindset
• Comfortable operating in high‑growth, scale‑stage environments
• Always curious, always looking to test and learn
• Experience using AI to scale and make demand gen more efficient
• Player/coach capable of both strategy and execution

Working Conditions:

• Prolonged periods of sitting at a desk and working on a computer.
• Must have access to reliable internet that can handle video calls and space to have confidential calls.
• Minimal travel required; occasional travel for select in‑person events may occur, 1 trip per quarter

Salary Range

Base compensation for this role is expected to fall between $170,000 and $225,000 USD, commensurate with experience, scope, and demonstrated impact in similar high growth environments, and may vary based on location. We are prepared to differentiate within the range for candidates who bring a proven track record of building and scaling demand engines, driving measurable pipeline growth, and operating effectively in fast moving SaaS organizations.

Why You'll Love Working at ProShop

We are seeing real momentum and strong market pull, powered by a category defining product in a mission critical industry. This role is not about maintaining an existing machine. It is a chance to build and scale the demand engine in a meaningful way. The work will have a direct and visible impact on company growth and overall trajectory.

In addition to meaningful work, you'll also be able to take advantage of these great benefits:

• Comprehensive Health Benefits: Enjoy coverage with extended health benefits, including health, vision, and dental care. Your well‑being is our top priority!
• Generous Retirement Savings: We match your RRSP contribution up to a maximum, helping you build a secure financial future.
• Paid Time Off: Recharge with ample paid time off, because we believe a balanced life is a successful life.
• Competitive Compensation: Receive a salary and benefits package that reflects your experience and skills, recognizing and rewarding your value to our team.
• Dynamic & Supportive Team: Join a high‑achieving, collaborative team that values invocation, supports growth, and celebrates success together.
• Remote Work: Enjoy the flexibility of remote work opportunities, while staying connected with our team. You are welcome to our Bellingham, WA office as much as you’d like.
• Winter Break: We are closed from December 25th to January 1st annually, allowing our team to enjoy the festive season with their loved ones without affecting their vacation balance.

We are an equal opportunity employer and love diversity at our company! We do not discriminate on the basis of race, gender, religion, color, national origin, sexual orientation, age, marital status, or disability status.