Head of Demand Generation

1 week ago

Montreal, Quebec, Canada AON3D Full time

Head of Demand Generation\
Position Summary\
We're seeking a strategic and data-driven Head of Demand Generation to lead our efforts in attracting, engaging, and converting high-quality leads across multiple marketing channels. This role focuses on owning the demand generation strategy, channels, and performance metrics — working closely with Product Marketing and Content Marketing to align campaigns with our overall go-to-market and brand strategy.\
The ideal candidate is a hands-on leader who understands how to build trust with technical audiences, scale inbound programs, and leverage paid and organic channels to create measurable growth.


Key Responsibilities\
Strategy & Leadership

  • Develop and execute a comprehensive, multichannel demand generation strategy spanning inbound, paid media, events & tradeshows, partnerships, and account-based programs.
  • Partner closely with the Product and Content Marketing Manager to ensure all campaigns and messaging align with our content strategy and brand positioning.
  • Collaborate with Sales to refine ideal customer profiles (ICP), define audience segments, and ensure marketing efforts drive qualified pipeline.
  • Manage demand generation budgets, agency relationships, and performance reporting across all programs.

Paid Media & Acquisition

  • Oversee paid search (Google Ads, LinkedIn, etc.), social, display, and retargeting campaigns, ensuring ROI-driven investment and continuous optimization.
  • Interface with and manage external agencies or freelancers responsible for PPC, paid social, or media buying.
  • Use A/B testing, conversion tracking, and analytics tools to optimize ad performance and lead quality.

Inbound & Lifecycle Marketing

  • Own inbound lead generation programs — ensuring alignment with content themes and audience pain points developed by the content marketing team.
  • Build and manage nurturing workflows, email sequences, and automation logic that guide leads through the funnel.
  • Partner with content and product marketing to design educational offers, campaigns, and event promotions that fuel engagement and conversion.

Analytics & Optimization

  • Develop and maintain lead scoring models, campaign dashboards, and multi-touch attribution to evaluate performance across channels.
  • Report on key funnel metrics — including lead quality, conversion rates, cost per acquisition, and pipeline contribution.
  • Use data insights to refine targeting, channel mix, and messaging strategies.

Qualifications\
Required

  • 5+ years of experience in B2B demand generation, growth marketing, or performance marketing, ideally in additive manufacturing sector.
  • Proven experience managing PPC / paid media campaigns (Google Ads, LinkedIn, programmatic, etc.) and working with external agencies.
  • Deep understanding of inbound marketing, lead nurturing, and funnel optimization.
  • Proficiency with marketing automation and CRM systems (e.g., HubSpot).
  • Strong analytical skills and ability to translate performance data into actionable insights.

Preferred

  • Experience marketing within advanced manufacturing sector.
  • Strong cross-functional communication skills and the ability to align with content, product, and sales teams.
  • Comfortable managing multiple agency and vendor relationships simultaneously.
  • Willing to relocate 

Success Metrics

  • Growth in qualified inbound and paid leads.
  • Improved lead-to-opportunity conversion and pipeline velocity.
  • ROI and efficiency of paid media programs.
  • Increased trust, engagement, and brand authority across channels.
  • Strengthened alignment between demand generation, content marketing, and sales.

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