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Senior Lead Demand Generation, Retail

4 months ago

Canada Shopify Full time
About the role

As the Senior Lead of Demand Generation for Shopify Retail, you will orchestrate the strategy and execution of demand generation campaigns to enhance awareness and adoption of our POS solutions. This pivotal role is responsible for crafting and implementing comprehensive strategies across the full marketing funnel and requires a highly cross-functional approach, necessitating close partnerships across sales, growth, partners, ops and more.

You will be the owner of marketing sourced pipeline within marketing for Shopify Retail and be responsible for leading the strategy and execution of all demand generation related programs with the goal of increasing market awareness and generating demand to accelerate pipeline and revenue growth. You thrive in a fast paced environment with a passion for testing, learning and iterating. You are data-driven with deep expertise in measuring, tracking and reporting on demand generation programs.

What You Will Do:

  • Develop, implement, and analyze a full funnel demand generation strategy, spearheading pipeline growth initiatives to enhance new customer acquisition and drive expansion opportunities
  • Utilize both inbound and outbound marketing tactics to increase pipeline coverage for all market segments from SMB to Enterprise accounts, including owning the Retail Account Based Marketing (ABM) motion
  • Inform the optimal lead scoring and routing approach to optimize quality of leads
  • Bridge demand generation activities and self-serve programs (Product led Sales)
  • Work closely with the sales team to define and understand the sales funnel, target audience, and buyer's journey. Align marketing efforts with sales objectives (Pipeline & Revenue) ensuring that campaigns, content, and messaging resonate with prospects
  • Contribute to sales pipeline meetings, ensuring a seamless transition from MQL to SQL, and addressing any challenges in overall pipeline progression to Revenue.
  • Provide insights, analytics, and support to help the sales team move leads and accounts through the pipeline efficiently and effectively
  • Develop and implement sophisticated measurement models that reflect the contributions of different channels and touchpoints across the revenue organization. Understand and provide insights into what is driving revenue and helping to inform strategic decisions.
  • Analyze campaign data and key performance metrics regularly to measure the effectiveness of demand generation initiatives. Use insights to optimize performance, and maximize ROI based on complex analysis of campaign data
  • Work closely with Sales, Marketing Ops, Rev Ops, and Product Marketing to set the vision for demand generation strategies and content mapped to key buyer personas across their buyer journey from awareness to acquisition
  • Be the single threaded owner of marketing sourced pipeline within Shopify Retail.
  • Manage the demand generation budget effectively, understanding how to allocate or redirect resources strategically.
  • Build and scale full funnel demand generation initiatives such as inbound marketing, targeted email campaigns, webinars, and strategic partnerships.
  • Collaborate with the sales team to understand lead quality and make data-driven adjustments to improve conversion rates.

What You Will Need:

  • 10+ years experience in a global demand generation leadership role with demonstrated ability to work effectively across sales, marketing, product and finance.
  • Proven track record of designing and implementing successful account-based (ABM) demand generation tactics, complex persona targeting, and deep analysis of campaign performance
  • Exceptional analytical skills with the ability to translate complex data into actionable insights.
  • Excellent communication and interpersonal skills, capable of working with multiple stakeholders across functions.
  • Experience with Account-Based Marketing (ABM) strategies and an understanding of when to leverage them.
  • Agility in managing multiple priorities in a dynamic, fast-paced environment.
  • Strong business acumen with a demonstrated ability to align demand generation strategies with product roadmaps and overall marketing and sales strategy.
  • Experience with Salesforce (SFDC), Demandbase