Senior Director, Demand Generation
Versapay
📌 Core Information
🔹 Job Title: Senior Director, Demand Generation
🔹 Company: Versapay
🔹 Location: Canada
🔹 Job Type: Full-time
🔹 Category: 🎯 Demand Generation
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📌 Essential Job Details
🚀 Job Overview
Versapay is seeking an experienced Senior Director of Demand Generation to spearhead the company's ambitious revenue growth goals. In this role, you will leverage your deep expertise in B2B SaaS marketing to build and execute a highly effective demand generation program. You will work closely with sales and revenue operations teams to generate pipeline, drive lead conversion, and continuously optimize programs based on data-driven insights.
ASSUMPTION: The original listing does not specify whether this is a full-time, part-time, or contract role. Based on the seniority of the position and the comprehensive responsibilities outlined, I have assumed this is a full-time role.
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📋 Key Responsibilities
✅ Own end-to-end execution of online and offline demand generation programs, including paid and organic media, multi-channel campaigns, email campaigns, and ABM programs
✅ Track and measure the impact of demand generation initiatives, using data insights to optimize for improved results
✅ Work with internal and external resources to create compelling content and messaging tailored by audience and funnel stage
✅ Build strategies to effectively leverage Versapay's understanding of their Ideal Customer Profile and key personas using resources like intent signals, market research, and sales feedback
✅ Manage any third-party agencies used for media buying and creative execution
✅ Collaborate closely with Sales and Revenue Operations teams to ensure proper lead follow-up, opportunity progression, and identification of gaps
✅ Oversee the Versapay website and other web assets to optimize the user experience and drive lead conversion
ASSUMPTION: The original listing does not explicitly state all the key responsibilities, but these can be reasonably inferred based on the description of the role's scope and objectives.
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🎯 Required Qualifications
Education: Not specified
Experience:
- 8+ years of experience in B2B SaaS marketing
- 4+ years of experience managing a demand generation team
Skills:
- Extensive experience in creating and executing targeted marketing campaigns, with a proven track record of meeting/exceeding pipeline and bookings goals
- Expertise in leveraging multi-channel tactics like SEM/SEO, webinars, content, direct mail, display advertising, and podcasts to drive pipeline
- Experience managing a B2B website to optimize lead conversion
- Proficiency with marketing automation tools like Salesforce, Pardot, HubSpot, or Marketo
- Familiarity with ABM programs and intent-based marketing tools
- Strong data analysis and decision-making skills
- Excellent program management and attention to detail
- Ability to present plans and recommendations to leadership, sales, and cross-functional teams
ASSUMPTION: The original listing provides a comprehensive overview of the required qualifications, and no additional assumptions are necessary.
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💰 Compensation & Benefits
Salary Range: $170,000 - $180,000 per year
Benefits: Not specified
Industry Comparison: The provided salary range appears to be competitive for a Senior Director of Demand Generation role in the B2B SaaS/fintech industry, based on average compensation data for similar positions in Canada.
ASSUMPTION: The salary range is provided in the original listing, so no additional assumptions are necessary. However, the specific benefits offered by Versapay are not stated.
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📌 Applicant Insights
🔍 Company Context
Industry Position: Versapay is a leading provider of Accounts Receivable Efficiency solutions for growing businesses, offering a suite of tools that automate invoicing, facilitate B2B payments, and streamline cash application.
Company Size: Versapay has a presence in the U.S. and Canada, with offices in Atlanta and Miami, and a customer base of over 10,000 businesses.
Company Stage: Versapay is a growth-stage company backed by private equity firm Great Hill Partners, indicating a focus on rapid expansion and market leadership.
ASSUMPTION: The original listing provides sufficient information to infer Versapay's industry position, company size, and growth stage.
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📊 Role Analysis
Career Level: This is a senior-level, strategic role responsible for driving the demand generation strategy and execution.
Reporting Structure: The Senior Director of Demand Generation likely reports to the Chief Marketing Officer or a similar executive-level position.
Team Size/Composition: The listing suggests the candidate will manage a "small, scrappy and high performing demand generation team", though the exact size is not specified.
Growth Opportunities: This role offers the opportunity to shape the future of Versapay's demand generation efforts and contribute to the company's overall growth and success.
ASSUMPTION: The reporting structure and team size/composition are not explicitly stated, but can be reasonably inferred based on the seniority of the role and the scope of responsibilities.
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🌍 Location & Work Environment
Office Type: The listing indicates this is a remote-friendly role, though the primary location is Canada.
Geographic Context: As a leading fintech company, Versapay is likely located in a major Canadian tech hub, providing access to a diverse talent pool and vibrant business community.
Work Schedule: The listing does not specify the work schedule, but a full-time position at this level would typically follow standard business hours.
Regional Considerations: Canada offers a stable, business-friendly environment with a strong pool of technical and marketing talent, though cost of living and cultural norms may differ from other regions.
ASSUMPTION: The remote-friendly nature of the role and the geographic context of the Canadian location are directly stated in the original listing.
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💼 Interview & Application Insights
Typical Process: The interview process for a senior-level demand generation role like this would likely include an initial phone/video screen, followed by 1-2 rounds of in-person or virtual interviews with the hiring manager, cross-functional team members, and possibly executive leadership.
Key Assessment Areas: Employers will likely evaluate the candidate's strategic thinking, data-driven decision-making, content creation capabilities, program management skills, and ability to collaborate cross-functionally.
Application Tips: Applicants should highlight their proven track record of demand generation success, experience with relevant tools and technologies, and a deep understanding of the B2B SaaS marketing landscape.
ATS Keywords: Relevant keywords to include in applications may include "demand generation", "B2B marketing", "SaaS marketing", "marketing automation", "lead generation", "content strategy", and "data analysis".
ASSUMPTION: The insights about the typical interview process, key assessment areas, and ATS keywords are based on industry standards for similar senior-level marketing roles, unless otherwise specified in the original listing.
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🛠️ Tools & Technologies
The Senior Director of Demand Generation at Versapay will be expected to have experience with the following tools and platforms:
- Marketing automation platforms (e.g., Salesforce, Pardot, HubSpot, Marketo)
- Customer Relationship Management (CRM) systems
- Account-Based Marketing (ABM) tools
- Data analytics and reporting tools
ASSUMPTION: While the original listing does not provide an exhaustive list of required tools and technologies, these are commonly used in B2B SaaS demand generation roles.
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👔 Cultural Fit Considerations
Company Values: Versapay's core values emphasize customer obsession, collaboration, diversity, innovation, execution, and accountability.
Work Style: The listing suggests Versapay encourages a fast-paced, entrepreneurial work environment that values risk-taking, learning, and cutting-edge experimentation.
Self-Assessment: Candidates should consider whether they thrive in a high-growth, results-driven culture that prioritizes data-driven decision-making and cross-functional alignment.
ASSUMPTION: Versapay's core values and work style are directly stated in the original listing, providing clear insights into the company culture.
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⚠️ Potential Challenges
The Senior Director of Demand Generation role at Versapay may face the following potential challenges:
- Balancing the need for rapid growth with the time required to build and optimize effective demand generation programs
- Aligning marketing and sales teams to ensure a seamless lead management and conversion process
- Staying ahead of industry trends and continuously adapting the demand generation strategy to maintain a competitive edge
ASSUMPTION: These potential challenges are inferred based on the scope and objectives of the role, as well as common challenges faced by senior marketing leaders in high-growth B2B SaaS companies.
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📈 Similar Roles Comparison
The Senior Director of Demand Generation role at Versapay is similar to other senior-level marketing positions in the B2B SaaS industry, such as:
- Vice President of Demand Generation
- Senior Director of Marketing
- Head of Growth Marketing
These roles typically involve developing and executing comprehensive demand generation strategies, leveraging a variety of marketing channels and tactics to drive pipeline and revenue growth. The key differentiator for this role is the focus on Versapay's specific Accounts Receivable Efficiency suite and the fintech/payments industry context.
ASSUMPTION: The comparison to similar roles in the B2B SaaS industry is based on standard job function and title conventions, unless otherwise specified.
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📝 Sample Projects
As the Senior Director of Demand Generation at Versapay, some potential projects you may work on include:
- Designing and implementing a multi-channel demand generation campaign to target the company's Ideal Customer Profile, utilizing a mix of content marketing, paid advertising, events, and ABM tactics
- Overhauling the Versapay website to improve lead capture and conversion, including optimizing landing pages, developing compelling content, and integrating marketing automation tools
- Collaborating with the sales and revenue operations teams to establish robust lead management and nurturing processes, ensuring efficient handoffs and improved conversion rates
- Analyzing campaign performance data to identify optimization opportunities, test new strategies, and make data-driven decisions to improve demand generation ROI
ASSUMPTION: These sample projects are based on the key responsibilities outlined in the original job description and are intended to provide illustrative examples of the types of initiatives the Senior Director may be involved in.
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❓ Key Questions to Ask During Interview
Here are some suggested questions candidates could ask during the interview process:
1. Can you share more about Versapay's top marketing priorities and how this demand generation role fits into the overall growth strategy?
2. What are the key metrics and KPIs that you use to measure the success of the demand generation program, and how do they align with the company's revenue goals?
3. How does the demand generation team collaborate with the sales and revenue operations teams to ensure a seamless customer journey and efficient lead management?
4. What are the biggest challenges you anticipate the new Senior Director of Demand Generation will face, and how will the company support them in overcoming those obstacles?
5. What opportunities does Versapay provide for professional development and career advancement for high-performing marketing leaders?
6. Can you describe the company culture and work environment, and how you believe it enables or supports the type of innovative, data-driven marketing that this role requires?
ASSUMPTION: These questions are based on common areas of interest for senior-level marketing roles, but may need to be adapted based on the specific interview context.
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📌 Disclaimer
⚠️ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
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📌 Next Steps for Applicants
To effectively pursue this opportunity, applicants should:
1. Carefully review the job description and requirements to assess their fit and alignment with the role.
2. Tailor their resume and cover letter to highlight their relevant demand generation experience, marketing automation expertise, and track record of driving pipeline and revenue growth.
3. Prepare answers that demonstrate their strategic thinking, data-driven decision-making, and ability to collaborate cross-functionally.
4. Research Versapay's company, industry, and key competitors to understand the market context and position themselves as a knowledgeable and engaged candidate.
5. Optimize their online professional profiles (e.g., LinkedIn) to showcase their marketing expertise and thought leadership.
6. Reach out to their professional network to see if any connections can provide insights or referrals for this role.
By taking these proactive steps, applicants can position themselves as strong contenders for the Senior Director of Demand Generation role at Versapay.
