The VP of Demand Generation will drive Sidetrade's global strategy, lead a team, align marketing with sales, execute multi-channel campaigns, manage the technology stack, and report on pipeline and ROI.
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 customers leveraging its Order-to-Cash Intelligence platform and its Data Lake.
We’re proud 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’re eager 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.
Requirements
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
Benefits
- 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
Sidetrade Calgary, Alberta, CAN Office
112 4 Ave SW, The Ampersand, Calgary, Canada, T2P 3N3
Similar Jobs
Artificial Intelligence • Machine Learning • Natural Language Processing • Software • Conversational AI
Lead Deepgram's demand-generation function end-to-end: set strategy, build an AI-native repeatable demand system, run integrated performance campaigns (paid, web, events, field), partner with Sales and RevOps to convert leads to revenue, hire and grow a high-performing team, and establish attribution and reporting that ties spend to pipeline and revenue.
Software • Analytics • Cybersecurity
Lead and execute company-wide demand generation strategy to drive pipeline and growth. Manage and develop a demand generation team, align with Sales/RevOps, adopt AI-driven martech, optimize multi-channel campaigns (ABM, SEM, SEO, paid social, email), manage budgets, forecast results, and report to executive leadership to inform GTM strategy.
Top Skills:
AbmAi PlatformsContent SyndicationEmailExcelGoogle SheetsMartechPaid SocialSalesforceSemSeoTableau
Cloud • Fintech • Insurance • Software
Lead strategy and execution of B2B demand generation to drive revenue and pipeline. Oversee marketing automation, CRM integration, data-driven campaign optimization, BDR team management, cross-functional alignment with sales and product, and evaluation/implementation of new marketing technologies (including AI). Own budget, metrics, and continuous improvement of lead scoring, nurturing, and conversion processes.
Top Skills:
AIHubspotMarketoSalesforce
What you need to know about the Calgary Tech Scene
Employees can spend up to one-third of their life at work, so choosing the right company is crucial, not just for the job itself but for the company culture as well. While startups often offer dynamic culture and growth opportunities, large corporations provide benefits like career development and networking, especially appealing to recent graduates. Fortunately, Calgary stands out as a hub for both, recognized as one of Startup Genome's Top 100 Emerging Ecosystems, while also playing host to a number of multinational enterprises. In Calgary, job seekers can find a wide range of opportunities.
