VP, Demand Generation

About CoLab

At CoLab, we want to help mechanical engineering teams bring life-changing products to market years sooner.

CoLab is a cloud based platform for engineering design review. We make it easy for subject matter experts (SMEs) across your business to access, evaluate, and comment on 2D drawings and 3D models. Our built-in AI peer checker, AutoReview, scans designs for common errors or non-compliance with your standards and guidelines. AutoReview creates markups and comments on your files, in context – just like a human checker.

With CoLab, human SMEs and AI work together to help you make better decisions and improve designs faster. We automatically capture knowledge from across your global business that would otherwise be buried in emails, spreadsheets, slide decks, and unknown locations in Sharepoint or PLM. Then, we make sure every lesson learned and every design guideline is applied exactly when it matters.

Companies like Johnson Controls, Komatsu, Schaeffler, and Polaris have launched products 40% faster, cut BOM costs by 50%, and reduced quality escapes by 15% in 1 year.

About the Role

We’re hiring a VP of Demand Generation to own marketing-sourced pipeline and scale our demand function into the next stage of growth. You’ll step in as the leader of an existing team — Director of Demand Generation, Digital Marketing Manager, and Field Marketing Director — with a mandate to take what’s working today, evolve it into a mature, scalable demand engine, and build the capabilities to support an increasingly complex sales machine.

Your job is to own the portfolio of channels, allocate resources, and make clear bets that maximize pipeline, conversion rates, and CAC efficiency. You’ll architect and oversee integrated multi-channel programs across paid, organic, events, and emerging channels — ensuring the mix works together as one system and budget flows fluidly to where it will have the most impact.

This is primarily a leadership role, but not a hands-off one. You’ll have the mandate, resources, and team to make it happen — and when needed, you’ll roll up your sleeves to shape new motions, like standing up CoLab’s first ABM program. You’ll collaborate closely with Sales leadership and the exec team, bringing clarity and data-driven insight into how marketing drives revenue.

Our Ideal Candidate

• You have a track record of improving pipeline, conversion, and CAC — and you hold yourself to those results

• You architect integrated programs where channels reinforce each other, and you know when to shift budget or double down.

• You’ve built, mentored, and scaled in-house demand gen teams before, and you know when to use agencies to fill gaps

• You’re an analytical storyteller — equally comfortable running the numbers, forming a hypothesis, and presenting a clear, compelling story to execs

• You’re willing to be hands-on in the right moments, especially when shaping a new motion like ABM, but your primary focus is scaling the system through your team.

• You thrive in a growth-stage SaaS environment where complexity increases fast, channels mature quickly, and new bets need to turn into repeatable engines.

• You thrive in enterprise B2B SaaS environments — building pipeline for high-ASP products with long sales cycles, complex buying committees, and nuanced messaging.

Responsibilities

• Own marketing-sourced pipeline creation, conversion, and efficiency (including CAC).

• Architect and oversee integrated demand gen programs across digital, paid, social, events, and new channels.

• Lead, mentor, and grow a high-performing demand gen team (currently three direct reports, with ongoing growth expected)

• Stand up CoLab’s first ABM motion and refine it into a repeatable program.

• Own demand gen budget, forecasting, and ROI tracking — with direct accountability to the executive team.

• Scale proven channels while experimenting quickly with new ones, turning them into repeatable, mature programs.

• Jump in with your team when needed to shape execution and accelerate new initiatives.

• Collaborate closely with Sales to ensure alignment on pipeline goals, conversion rates, and revenue outcomes.

• Translate data into insights and executive-ready narratives that drive alignment on pipeline strategy and results.

Qualifications

• 10+ years of B2B SaaS demand generation experience, with at least 3+ years in a senior leadership role (VP, Head of Demand Gen, or similar).

• Proven track record of building and scaling demand gen teams that deliver measurable pipeline and revenue growth.

• Strong quantitative skills with a funnel-first mindset: you can connect channel activity to pipeline, conversion, and CAC.

• Experience designing and executing multi-channel programs (paid media, paid social, SEO/SEM, events, ABM).

• Exceptional ability to influence at the executive level with data-backed storytelling.

• Comfortable balancing strategic leadership with being hands-on when needed.

Extra Details

• This is a full-time, permanent position with a competitive compensation package that includes stock options.

• Extended health and benefits package, including unlimited paid vacation and RRSP matching.

• Our main office is in St. John’s, NL, with hybrid and remote opportunities. This role has the flexibility to work from anywhere in North America.