Director, Demand Generation & ABM
Director, Demand Generation & ABM
Safe Software is looking for a Director, Demand Generation & ABM to lead our demand engine and accelerate pipeline growth across all segments. In this role, you will own the strategy and execution of integrated demand-generation and account-based marketing programs, driving qualified pipeline, improving funnel performance, and strengthening our overall go-to-market impact. Your leadership will directly influence revenue growth and market presence, ensuring our marketing engine scales efficiently and effectively.
About The Team
As part of the Marketing organization, you’ll join a collaborative group of experts across brand, product marketing, content, digital, partner marketing, and revenue operations. This team is responsible for advancing Safe Software’s global market footprint through innovative programs, customer-centric storytelling, and data-driven campaign execution.
What You’ll Be Doing
As a Director, Demand Generation & ABM, you will:
Develop and own the demand‑generation strategy, setting the vision, goals, metrics and roadmap for multichannel campaigns (digital, events/webinars, content syndication, paid media, partner/affiliate programs).
Lead execution of integrated campaigns that attract, nurture and convert prospects through the funnel - from awareness to MQL to SQL - working closely with content marketing, product marketing, and sales development functions.
Collaborate with sales leadership and revenue operations to ensure alignment on target markets, buyer personas, lead scoring, qualification criteria, and hand‑off processes.
Oversee marketing automation, CRM integrations, attribution modelling and analytics to measure campaign performance, pipeline contribution, cost per lead/acquisition, and to continuously optimize programs and drive ROI.
Manage budget, forecasting and resource allocation for demand‑generation activities; optimize spend across channels and geographies; track and report on results to senior leadership.
Lead, mentor and build a high‑performance demand generation team, set clear KPIs, drive process improvement, and foster a culture of testing, iteration and learning.
Stay abreast of industry trends, emerging technologies (e.g., ABM, predictive analytics, AI in marketing), and competitive landscape to maintain differentiation and innovation in demand‑gen execution.
Qualifications, Skills, and Competencies
Safers come from a variety of backgrounds with a diversity of skills and knowledge. That said, we find that those who are most successful in this role have experience with the following areas.
Required skills:
Bachelor’s degree in Marketing, Business, or a related field (Master’s preferred).
10+ years of experience in demand generation, growth, or acquisition marketing in a B2B/SaaS environment.
5+ years in a leadership role directly responsible for pipeline creation and revenue-impacting programs.
Proven track record of building and scaling demand-generation programs that deliver measurable pipeline growth.
Strong experience with digital channels (paid media, SEO/SEM, email, events, content syndication, partner marketing).
Expertise in marketing automation (e.g., HubSpot) and CRM platforms (e.g., Salesforce, HubSpot CRM).
Deep analytical skills: attribution, ROI modeling, dashboards, forecasting, and performance optimization.
Knowledge of ABM methodologies, lead scoring, segmentation, and buyer-journey optimization.
Excellent cross-functional leadership and stakeholder management skills, particularly with Sales and RevOps.
Strong communication skills with the ability to translate strategy into actionable programs.
What You Can Expect
When you choose a career with Safe Software, you’re also choosing…
Meaningful Work: Make a profound impact across our business, workplace, and data integration product.
A Supportive Environment: Feel empowered to share your ideas and implement them with high autonomy and team support.
Social Responsibility: Become part of a team that finds meaningful ways to give back. Take paid time off to volunteer for one of our Safe-organized opportunities that align with our core community initiatives.
Learning & Career Development: We believe in your continuous learning and growth. Take advantage of an annual learning budget and training programs paid for by Safe.
Flexible Working Hours: Flexible and remote-friendly work arrangements to fit your lifestyle. Work when you want, and how you want to.
Work-Life Balance: There's no place for burnout at Safe. Maintain a healthy balance of your personal and work life without splitting yourself in two. Enjoy 3 weeks of vacation to recharge, plus an additional paid 6 seasonal days off per year.
Health & Wellness: Extended health, dental, health or lifestyle spending, and counseling benefits from day 1. That’s right, no waiting period.
Family is important: We are dedicated to supporting our employees through parenthood and offer a Parental Leave Top-Up Program for new parents through childbirth or adoption.
Shared Success: Share in Safe’s success with our bi-annual profit sharing and RRSP/TFSA matching program.
An Accessible Commute: Regardless of your commute method, we’re located close to public transit, and provide complimentary parking and bike storage for our team!
About Safe Software
Safe Software transforms organizations with FME, the only All-Data Any-AI Enterprise Integration Platform connecting all your data, anywhere, at any velocity.
With over 30 years of expertise and 25,000+ enterprise customers across 125+ countries, we simplify your data journey, wherever it leads.
Founded in 1993, Safe is headquartered in Surrey, BC with over 300 team members and counting. We’re always looking for talented individuals with diverse backgrounds who are determined to learn and grow. Are you ready to join the team?
Our Commitment to Diversity and Inclusion
Safe Software is an equal opportunity employer and we truly believe that innovation and strength begin with diversity and inclusion.
We welcome all candidates regardless of race, gender identity or expression, sexual orientation, age, ability, disability, national or ethnic origin, political belief, religion, or family status.
Should you require accommodations during the recruitment process, please contact hr_dept@safe.com.
Notice Regarding Use of Automated Tools in Hiring
At Safe Software, we use automated tools to help us process applications and identify qualified candidates. These tools may assist in screening resumes and summarizing interview content based on the information you provide. This helps our team review applications efficiently while ensuring every candidate is considered based on the requirements of the role.
Please be assured that the final hiring decision is always made by a member of our team. For more information on how we protect your privacy, please see our policy. If you have questions about this process, please contact us at hr_dept@safe.com.