Director of Performance Marketing

📌 Core Information

Job Title: Director of Performance Marketing

Company: Sama

Location: Montréal, Quebec, Canada

Job Type: Full-time

Category: Marketing

Date Posted: June 19, 2025

Experience Level: 10+ years

Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Driving pipeline growth across digital, events, and lifecycle channels
• Leading cross-functional alignment to improve funnel efficiency
• Blending analytics, creativity, and automation to fuel demand
• Collaborating with Sales, Product, Revenue Operations, and external agencies
• Owning channel performance, experimentation, budget planning, and content calendar alignment

ASSUMPTION: This role requires a high level of strategic thinking, data-driven decision making, and strong leadership skills to manage a team and drive measurable results.

📋 Key Responsibilities

Performance Strategy & Leadership

• Own Sama’s performance marketing strategy to drive awareness, engagement, and qualified pipeline across high-priority verticals
• Build and manage a team of performance marketers, contractors, and agencies
• Lead integrated campaign planning and execution in coordination with Product Marketing, Content, and Sales
• Own and maintain a strategic content and campaign calendar aligned to industry use cases, field activities, and product milestones
• Define and report on KPIs across the funnel—MQLs, SALs, SQOs, CAC, and ROI
• Work with Marketing Ops to ensure clean attribution, lead scoring, and conversion tracking in HubSpot and Salesforce
• Leverage AI and automation to enhance personalization, segmentation, and experimentation at scale

ASSUMPTION: This role requires a deep understanding of attribution modeling, funnel analysis, and budget planning, as well as the ability to manage internal teams and external vendors with a test-and-learn mindset.

Channel Execution & Optimization

• Execute and optimize cross-channel programs with a focus on paid media, events, search, website CRO, email, and lifecycle campaigns
• Manage media budgets, vendor relationships, and campaign performance with accountability for results

Programs You’ll Own

• Paid Acquisition (Google, LinkedIn, Meta, Reddit, Programmatic)
• Website & Conversion Optimization (Landing Pages, CRO, HubSpot)
• SEO & SEM (Keyword Strategy, Technical SEO, Paid Search)
• Email & Lifecycle Nurture (Automation, Segmentation, Lead Routing)
• Events & Webinars (Pre-event promotion, booth strategy, lead capture, post-event follow-up)
• Analytics & Attribution (Dashboards, ROI, Funnel Health)
• AI & Martech Stack (Tools for creative optimization, targeting, and automation)

ASSUMPTION: This role requires hands-on experience with various marketing channels, tools, and a strong understanding of how to optimize campaigns for maximum ROI.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 7 - 10+ years of B2B performance marketing experience, preferably in enterprise tech, SaaS, or AI

Required Skills:

• Proven success owning pipeline targets and executing high-performing paid and event programs
• Hands-on experience with HubSpot, Google Ads, LinkedIn Campaign Manager, Google Analytics, and Salesforce
• Deep understanding of attribution modeling, funnel analysis, and budget planning
• Experience with field marketing or performance-focused event strategy
• Skilled at managing internal teams and external vendors with a test-and-learn mindset
• Clear communicator with a passion for operational excellence, experimentation, and measurable outcomes

Preferred Skills:

• Fluency in French
• Experience with AI and machine learning tools

ASSUMPTION: Candidates should have a strong background in performance marketing, with a proven track record of driving results and managing teams. Familiarity with the AI industry and relevant tools is a plus.

💰 Compensation & Benefits

Salary Range: $150,000 - $200,000 USD per year (based on experience and market data)

Benefits:

• Medical, Dental, and Vision Insurance
• Life Insurance
• Holiday and Vacation Policies
• Professional Development Stipends
• Paid Sabbatical Program

Working Hours: 40 hours per week, with flexibility for remote work

ASSUMPTION: The salary range is competitive for a role of this level and experience, and the benefits package is designed to attract and retain top talent in the industry.

📌 Applicant Insights

🔍 Company Context

Industry: IT Services and IT Consulting

Company Size: 1,001-5,000 employees

Founded: 2008

Company Description:

• Sama provides high-quality training data that powers AI technology for Fortune 2000 companies
• Expert in data annotation, supporting text, 2D, 3D image, video, and sensor data for machine learning algorithms and generative AI models
• Offers the highest quality SLAs in the industry, along with cutting-edge ML-assisted annotation tools, QA processes, and security and compliance standards

Company Specialties:

• Image annotation
• Machine Learning
• Video Annotation
• 3D Annotation
• Sensor Data Annotation
• Data Annotation
• AI
• Impact Sourcing
• Social Enterprise
• Validation for machine learning algorithms
• Autonomous Navigation
• Autonomous Vehicles
• AI for Agriculture
• AI for E-Commerce
• AI for AR/VR
• Training Data
• Complex Training Data
• Generative AI
• Supervised Fine-Tuning
• Red Teaming for Generative AI
• Model Evaluation
• Large Language Models
• LMM

Company Website: www.samasource.com

ASSUMPTION: Sama is a well-established company in the AI industry, with a strong focus on data annotation and model evaluation solutions. Their expertise and commitment to ethical AI make them a sought-after partner for Fortune 2000 companies.

📊 Role Analysis

Career Level: Senior-level role with significant strategic and leadership responsibilities

Reporting Structure: This role reports directly to the Chief Marketing Officer or another senior marketing leader

Work Arrangement: Remote OK, with flexibility for on-site work when needed

Growth Opportunities:

• Potential to grow into a VP or C-level marketing role as the company expands
• Opportunities to lead high-impact projects and drive significant business results
• Chance to work with and learn from senior marketing leaders and industry experts

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a real impact on the company's marketing strategy and bottom-line results.

🌍 Location & Work Environment

Office Type: Hybrid (remote and on-site work arrangements)

Office Location(s): 2017 Mission Street, Suite 301, San Francisco, CA 94110, US and 6795 Rue Marconi, Montreal, Quebec H2S 3J9, CA

Geographic Context:

• Montréal, Quebec, Canada: A multicultural city with a vibrant tech industry and a high quality of life
• San Francisco, California, USA: A major tech hub with a competitive job market and a high cost of living

Work Schedule: Flexible hours with a focus on results and productivity, rather than strict office hours

ASSUMPTION: Both office locations offer unique cultural experiences and opportunities for professional growth. The hybrid work arrangement provides flexibility for employees to balance their work and personal lives.

💼 Interview & Application Insights

Typical Process:

• Phone or video screening
• Behavioral and skills-based interviews
• Final round interview with senior leadership
• Background check and reference check

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Data analysis and interpretation
• Leadership and team management skills
• Adaptability and resilience in a fast-paced environment
• Cultural fit and alignment with Sama's values

Application Tips:

• Tailor your resume and cover letter to highlight relevant skills and experiences for this role
• Prepare for behavioral interview questions that focus on your problem-solving skills and leadership experiences
• Research Sama's company culture and values to demonstrate your fit with the organization
• Be prepared to discuss your approach to performance marketing, budget planning, and campaign optimization

ATS Keywords: Performance Marketing, Digital Strategy, Campaign Optimization, Budget Planning, Team Leadership, AI, Machine Learning, Data Analysis, Marketing Automation

ASSUMPTION: The application process for this role is likely to be competitive, with a strong focus on strategic thinking, leadership skills, and cultural fit. Applicants should be prepared to demonstrate their expertise in performance marketing and their ability to drive results in a fast-paced environment.

🛠️ Tools & Technologies

• HubSpot
• Google Ads
• LinkedIn Campaign Manager
• Google Analytics
• Salesforce
• AI and machine learning tools (e.g., TensorFlow, PyTorch)
• Marketing automation tools (e.g., Marketo, Pardot)

ASSUMPTION: This role requires proficiency in various marketing tools and a strong understanding of AI and machine learning concepts to optimize campaigns and drive results.

👔 Cultural Fit Considerations

Company Values:

• One Team, One Goal - Deliver. Period.
• Trust & Transparency
• Customer First
• Humanity

Work Style:

• Collaborative and data-driven
• Fast-paced and results-oriented
• Adaptable and open to feedback
• Committed to continuous learning and improvement

Self-Assessment Questions:

• How do you align with Sama's value of 'One Team, One Goal - Deliver. Period.?'
• How do you approach working in a fast-paced, results-driven environment?
• How do you ensure transparency and trust in your team and with stakeholders?

ASSUMPTION: Sama values candidates who are strong cultural fits, with a passion for their mission and a commitment to their core values.

⚠️ Potential Challenges

• Managing a team across multiple time zones and cultures
• Balancing strategic planning with hands-on campaign execution
• Keeping up with the latest trends and best practices in performance marketing and AI
• Navigating a fast-paced, high-growth environment with evolving priorities and goals

ASSUMPTION: This role presents unique challenges that require strong leadership, adaptability, and a strategic mindset to succeed.

📈 Similar Roles Comparison

• This role is unique in its focus on performance marketing strategy, leadership, and AI integration
• Compared to other marketing roles, this position requires a higher level of strategic thinking, data analysis, and team management skills
• In the AI industry, this role stands out due to its focus on ethical AI, social impact, and data annotation

ASSUMPTION: This role offers a unique blend of strategic, leadership, and technical responsibilities, making it an attractive opportunity for the right candidate.

📝 Sample Projects

• Developing and executing a multi-channel campaign to drive awareness and engagement for a new AI product launch
• Optimizing a paid media budget to improve ROI by 20% within three months
• Leading a team to create and implement a new attribution model, improving funnel visibility and data accuracy

ASSUMPTION: These sample projects demonstrate the strategic, tactical, and leadership aspects of the role, highlighting the candidate's ability to drive results and manage teams.

❓ Key Questions to Ask During Interview

• How does Sama approach ethical AI and data privacy in its performance marketing strategies?
• Can you describe a time when you had to pivot a marketing strategy due to changing market conditions or new data insights?
• How do you ensure that your marketing campaigns align with Sama's overall business objectives and brand identity?
• Can you provide an example of a successful cross-functional collaboration with sales, product, or another department to drive pipeline growth?
• How do you stay up-to-date with the latest trends and best practices in performance marketing and AI?

ASSUMPTION: These interview questions help assess the candidate's strategic thinking, adaptability, and cultural fit for the role and the organization.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Sama job board
• Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
• Prepare for behavioral interview questions that focus on your problem-solving skills and leadership experiences
• Research Sama's company culture and values to demonstrate your fit with the organization
• Be prepared to discuss your approach to performance marketing, budget planning, and campaign optimization
• Follow up with the hiring manager one week after your interview to express your continued interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.