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Role Description

The Director, Demand Generation owns the strategy, execution, and continuous improvement of Upshop’s global demand generation engine. This role is accountable for driving high-quality pipeline through scalable, measurable, and creative demand programs that support Upshop’s growth across grocery and convenience retail markets.

Reporting into the Growth organization, this leader partners closely with Product Marketing, Sales, Revenue Operations, Customer Success, and Partners to translate Upshop’s story into demand, convert interest into pipeline, and optimize performance across the full funnel.

Key Responsibilities

• Demand Strategy & Execution
  • Own Upshop’s end-to-end demand generation strategy, from awareness through MQL, SQL, and pipeline contribution.
  • Design, execute, and optimize multi-channel demand programs including digital, ABM, outbound support, events, and partner-led campaigns.
  • Move beyond templated campaigns—continuously test, iterate, and introduce new ideas when performance stalls.
  • Translate Upshop’s value proposition into persona-based, industry-specific demand motions.
• Pipeline & Performance Management
  • Establish clear goals and reporting for MQLs, SQLs, pipeline contribution, and conversion rates.
  • Partner with Revenue Operations to ensure strong attribution, measurement, and visibility into demand performance.
  • Separate and manage demand goals for new customer acquisition and expansion within existing customers.
  • Use data and insights to prioritize investments and continuously improve ROI.
• Systems, Tools & Automation
  • Own the demand tech stack and workflows, including marketing automation and CRM integrations.
  • Leverage tools such as HubSpot, paid media platforms, LinkedIn, and emerging/dark social channels to scale demand efficiently.
  • Build repeatable, automated programs that learn and improve over time.
• Cross-Functional Collaboration
  • Partner closely with Product Marketing to activate messaging, positioning, and customer reference stories.
  • Align with Sales and Customer teams to ensure tight MQL/SQL definitions and smooth handoffs.
  • Collaborate with Partner and Alliances teams to drive partner-sourced and partner-influenced demand.
• Team Leadership & Growth
  • Lead, mentor, and develop a growing demand generation team.
  • Establish clear priorities, expectations, and accountability across the team.
  • Build a high-performance culture that balances creativity, rigor, and ownership.

Qualifications

• 8–12+ years of experience in demand generation, growth marketing, or marketing operations, with at least 3+ years in a leadership role.
• Proven track record of building and scaling demand programs in B2B SaaS or technology environments.
• Strong understanding of marketing automation, campaign architecture, and funnel analytics.
• Experience supporting sales-led and ABM motions.
• Comfortable operating in environments without heavy process or templates—able to create structure where needed.
• Experience in retail, grocery, or multi-location industries is a plus (but not required).

What Success Looks Like

• A clear, scalable demand engine that consistently drives qualified pipeline.
• Improved conversion rates and visibility across the funnel.
• Strong alignment and trust with Sales, Product Marketing, and Revenue teams.
• A motivated, high-performing demand generation team that continues to grow with the business.

Benefits

• The estimated pay ranges for this role are as follows: $120,000 - 135,000 CAD.
• The successful candidate’s starting salary will be determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location.