Demand Generation Director

Summary

Join Vidyard as a Director, Demand Generation and lead the strategy, execution, and optimization of demand generation initiatives. You will drive pipeline growth for sales-led and self-service businesses, manage a high-performing team, and collaborate with cross-functional teams. This data-driven role requires strong leadership, communication, and analytical skills. The position is open to candidates in the US and Canada. Vidyard offers a competitive salary and benefits package, including flexible work arrangements and professional development opportunities. The ideal candidate will have extensive experience in demand generation within SaaS and B2B organizations.

Requirements

• 8+ years of experience in demand generation or a related field, ideally within SaaS and B2B organizations
• 5+ years of people management
• Strong leadership and communication skills to hold a strong presence in the marketing org and across the company
• Big picture thinking with meticulous attention to detail; you will need to understand the overall business and marketing strategy, translate that into a demand generation strategy and guide the team through execution
• Proven track record of measuring and improving effectiveness of demand generation efforts at each level of the funnel (MQL, SQL, Pipeline), partnering with sales and sales development to improve them, and reporting those results as well as recommendations up to the executive level
• Experience working within a hybrid product led and sales led business
• Proficiency in marketing automation and CRM software
• Strong analytical skills, with experience analyzing data and making data-driven decisions
• Knowledge of sales, digital marketing and growth marketing techniques and strategies
• Excellent communication and collaboration skills
• Ability to prioritize and manage multiple tasks and projects
• Strong problem-solving and decision-making skills
• Flexibility and adaptability to change
• A desire to learn and grow in the demand generation field

Responsibilities

• Develop, execute, and own the Demand Generation Strategy aligned to revenue goals: leading the development of a comprehensive demand generation strategy that drives efficient lead generation, pipeline, and user growth
• Collaborate with Vidyard’s sales and product teams to identify target audiences, personas, and key messages
• Build and manage a high-performing demand generation team, fostering collaboration across brand, product marketing, and cross-functional teams
• Optimize channel strategy for both PLG and Sales-led channels (web/organic traffic, paid search and social, field, events, email)
• Utilize data-driven insights to continuously improve campaign performance and ROI
• Implement lead generation programs to capture and qualify leads through various channels. Develop effective lead nurturing programs to guide prospects through the sales funnel
• Optimize channel strategy for both PLG (organic traffic, paid search, growth) and Sales-led channels
• Own demand generation relationship with sales leaders, forging strong communication and service level agreements (SLAs) between marketing and sales for joint KPIs
• Establish and monitor key performance indicators (KPIs) to measure the success of demand generation efforts. Provide regular reports and insights to demonstrate campaign effectiveness and areas for improvement
• Plan and manage the demand generation budget, allocating resources to hit efficiency and pipeline targets
• Forecast and reporting, working closely with RevOps and Data teams to ensure we’re measuring every step of the funnel vs. making do with what’s in place today. Guide the team to be data-driven in their strategies and decision making
• Develop ABM strategies to build programs for both high ACV land and expand deals targeting key accounts

Preferred Qualifications

Knowledge of data analysis and visualization tools, such as Looker, is a plus

Benefits

• Work-life Integration: At Vidyard, we set the bar high, expecting excellence and dedication from every team member. In return, we empower you to integrate work and life seamlessly. Enjoy the freedom of flexible hours and unlimited vacation, paired with programs that support working from anywhere—even while traveling
• Competitive Pay & Benefits : Start day one with a competitive salary and comprehensive, flexible benefits tailored to support you!
• Wellness Your Way : Leverage flexible spending accounts to spend on what matters most
• Mental Health Support : $1,500 CAD per person per year for mental health services
• Make an Impact: At Vidyard, we believe in creating positive change. Enjoy paid volunteer hours to support the causes you care about and join Employee Resource Groups (ERGs) to connect with colleagues, champion inclusion, and drive meaningful impact within Vidyard and the communities we serve
• Invest in Your Growth : Regular performance reviews, individual development plans and an annual allowance of $1,500 CAD, dedicated to your professional development and ongoing learning
• Your Perfect Workspace : Whether you prefer the comfort of your home, or the energy of our Kitchener, Ontario, collaboration space, you’ll have the flexibility to choose. While we default to remote-first, occasional in-person meetings and events are thoughtfully designed for connection and collaboration