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Director of Demand Generation

3 weeks ago

Toronto, Canada Roofr Full time

At Roofr, we're obsessed with our customers. We constantly gather feedback to shape, prioritize, and launch the products they truly need. That's what makes Roofr's CRM special. We started by building essential sales tools like aerial roof measurements and digital sales proposals. But when our customers asked for a simple, affordable way to manage and scale their entire businesses, we listened. So, we created a CRM that connects these solutions—along with payments, material ordering, and more—into a seamless, powerful platform. With a clear roadmap ahead, we're excited to continue expanding and leading the market with innovative products.

We have an amazing culture, strong financials, and best-in-class company metrics. It's an exciting time to be part of an extraordinary startup that is already successful, yet still early enough to offer its team significant growth, equity, and the opportunity to make a real impact.

As the Director of Demand Generation, you'll play a critical role in building and executing strategies that acquire and nurture leads, drive qualified users, reduce churn, and upsell subscriptions through both self-serve and sales-led motions. Reporting to the VP of Marketing, you'll work cross-functionally with Marketing, Sales, Partnerships, Product, and Customer Success to align demand generation efforts with our PLG strategy. This is a unique opportunity to take ownership of demand generation for a high-growth company and make a measurable impact.

**What you'll get to do**:

- **Strategy Development**: Develop and execute a data-driven lifecycle marketing strategy that drives top-of-funnel acquisition and nurtures account growth through self-serve and sales-led motions.
- **Funnel Optimization**: Own the end-to-end marketing funnel, from acquisition to monetization and churn prevention.
- **Team Leadership**: Build and manage a high-performing demand generation team, fostering a culture of innovation, accountability, and continuous learning.
- **Analytics & Reporting**: Guide data hygiene, improve reporting capabilities, monitor performance data, and provide actionable insights to improve effectiveness.
- **Collaboration**: Partner closely with Product, Sales, Customer Success, and others to align marketing efforts with the broader PLG strategy.
- **Tech Stack Optimization**: Oversee marketing operations, processes, integrations and the optimization of key marketing tools (HubSpot, Amplitude, GA, etc ).
- **Content Marketing**: Collaborate with product marketing, content, and design teams to create compelling assets for respective ICPs and stages of the customer journey.
- **Partner Marketing**: Support partner marketing efforts with demand strategies to drive record growth through key strategic accounts.

**What you'll bring to the role**:

- **Experience**: 7+ years in B2B SaaS marketing with a focus on demand generation, ideally in an PLG environment; SMB and/or construction-tech experience a strong plus.
- **Leadership Skills**: Proven experience building and leading high-performing marketing teams.
- **Data-Driven**: Strong analytical skills with experience owning marketing operations. Comfortable using tools like Google Analytics, HubSpot, Amplitude, or similar platforms to measure and optimize campaign performance.
- **Customer-Centric**: Deep understanding of PLG customer journeys and how to tailor marketing strategies to each stage.
- **Collaboration**: Exceptional cross-functional collaboration skills to work effectively with both leaders and ICs in Sales, Partnerships, Product, Customer Success, and more.
- **Growth Mindset**: Passion for rapid testing, learning, and iterating to drive continuous improvement and innovation.
- **Education**: Bachelor's degree in Marketing, Business, or related field.

**What we offer**:
When you join our team, you're not just accepting a job. You're making a career move. Here's how we'll support you in doing some of the most impactful work of your career:
**️ Vacation/Paid Time Off**:

- 1st week of employment is mandatory PTO Start your journey with Roofr by decompressing and recharging - we will see you in week 2
- 1 Friday off per month (we call those our laundry days)
- Company wide paid shutdown for the week between Christmas and New Years
- Flexible time off
- Medical, dental and vision insurance premiums for employees and their dependents
- Generous Parental Leave policy

**Perks**:

- We host 2 retreats per year and great team building activities
- Ample learning and development opportunities to continue growing your career
- Home office setup stipend
- Remote first culture
- Weekly Friday paydays