Head of Demand Generation - Startups (Remote Canada)

Directive Consulting is the leading B2B performance marketing agency that delivers real revenue - not just leads.

We use Customer Generation (a marketing methodology developed by us) to cut through the noise. Forget MQLs - we’re here to drive pipeline, fuel SQLs, and scale brands that are serious about growth. From Paid Media and SEO/Content to CRO, RevOps, and Go-To-Market Strategy, we build marketing engines that win in SaaS and across B2B industries.

We move fast. We think boldly. We are elite. We hire people who challenge the status quo and push campaigns past what’s expected - sparking demand for bold, innovative brands. If you live for performance, love solving hard problems, and want your work to actually mean something, you’ll fit right in.

But here’s the fun part - we don’t just deliver results; we’re shaping the future of marketing. Ready to build something that breaks the mold? Come join us.

About The Role

We’re looking for a bold, accountable leader to head our Demand Generation department — someone who thrives in the fast-moving world of B2B and SaaS marketing and knows how to build teams, drive client impact, and lead from the front.

As Director of Demand Generation, you’ll serve as the strategic and operational lead for our Startups Division. You’ll manage a high-velocity portfolio of startup and SMB clients, guiding a cross-functional team of Associate Directors and Demand Generation Manager to deliver measurable results across Paid Media, SEO, and CRO. Paid Media is about 90% of the offering.

This role goes beyond strategy — it's about building a high-performance culture, owning outcomes, and earning client trust. You’ll report to the COO and be expected to lead with clarity, communicate expectations, and hold your team to a high bar. Playing a vital part in the agency’s leadership team and future success.

What You’ll Do

• Lead, coach, and inspire a team of 10+ digital marketers (Paid Media, SEO, and CRO) to deliver consistent, high-quality work across both strategy creation and execution.

• Develop Associate Directors into strong people managers & client leaders, capable of inspiring teams and growing accounts

• Own key KPIs across client retention, NRR, campaign performance, and team engagement

• Act as executive sponsor for top-tier accounts, driving alignment in ABRs, renewals, and escalations; bring transparency and calm under pressure

• Shape the strategic direction of the Startups division, including forecasting, hiring, budgeting, and margin management

• Be a force of positive energy, clarity, and confidence for both clients and internal teams, especially when stakes are high or timelines are tight

• Partner cross-functionally with Sales + other service lines to fuel new business, upsells, cross-sells, and client success.

• Own department planning and growth - budgeting, capacity, and hiring to keep us healthy and thriving
  

What You Bring

• 7–10+ years leading client-facing performance marketing teams in an agency environment, with deep B2B and SaaS expertise

• Proven success managing fast-paced, high-volume accounts, including Director oversight of 30+ clients and strategizing multi-service delivery

• Experience coaching and developing managers and senior ICs; a clear framework for expectations, feedback, and growth

• Fluent enough to audit paid media platforms (Google Ads, LinkedIn, review sites like G2/Capterra), with working knowledge of SEO and CRO

• Strong executive presence and composure, able to represent the agency confidently in C-level meetings and high-pressure conversations

• Comfort with KPI tracking, reporting, and making decisions that drive results

• Natural communicator who brings clarity to ambiguity and inspires others to rise to a high bar

• A reputation for follow-through, reliability, and doing what you say you’ll do

• Bonus: Experience speaking, publishing, or mentoring in the B2B/SaaS marketing space

• Another Bonus: Familiarity with RevOps concepts, lifecycle metrics (like LTV:CAC), or client onboarding frameworks

What We Offer

• Compensation for this role includes a competitive base salary plus performance-based bonus eligibility

• 🙏 Medical, dental, vision plans, disability, and life insurance coverage for you and your family that fit your lifestyle

  • Including a 100% employer-paid plan for you and a 50% employer contribution for your dependents

• Benefits to Support the Whole Person:

  • 🧠 Mental - Access to certified therapists through Spring Health, membership to Headspace

  • 💪 Physical - Physical therapy through Omada, thousands of Aaptiv virtual workouts, complimentary One Medical membership for primary and virtual care

  • 🛫 Time Off - Unlimited PTO (2-week minimum), Paid Company Holidays, Your Birthday Off, End of Year Recharge (Closed December 24 - January 1), Paid Parental Leave

  • 💰 Financial - Traditional and Roth 401(k) with a 3% company match

  • 🌟 Bonus - Annual bonus based on tenure, which scales in total amount over time

  • 🌴 Annual All-Agency Trip

Work Environment Requirements

As a remote-first company, you’ll have the ability to work from anywhere in the US, with the option to enjoy our state-of-the-art offices in Irvine, California. For some positions, as posted, we will accommodate global opportunities where we have established businesses, including Canada, the UK, and Australia. For global locations, you must have established and current work authorization and permanently reside in that country.

This role has the opportunity to operate 100% virtually from your home office. We primarily collaborate with our colleagues through virtual meetings (Zoom), and Slack. In this role, you will be required to operate a laptop computer (PC or Mac available), computer software platforms, and other office productivity tools as necessary. Due to the nature of this role, you must be able to remain stationary for extended periods, must be able to observe and interpret written and/or verbal communication, must have reliable internet access, and a professional background.

To perform this job successfully, an individual must be able to perform each essential job duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform essential job functions.

If you require reasonable accommodations in completing this application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, direct your inquiries to [email protected].

Additional Information

At Directive, one of our core values is People First. We’re committed to fostering a more diverse and inclusive culture in the digital landscape. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. #LI-CV1