Global Demand Generation Lead 📡📊🤖 (B2B SaaS Marketing | Global AI-Led Growth Strategy | Remote)

Goodwork is recruiting for a Canadian-based IoT SaaS company specializing in fleet management and telematics solutions.

What makes this opportunity interesting?

• 🇨🇦 Canadian IoT company serving 3,000+ customers globally with solutions in 3+ million vehicles across multiple continents
• 🌟 Lead the strategic thinking behind global and regional marketing campaigns in a high-growth, innovation-driven environment
• 🤖 Work in an agile pod culture with AI-first mindset where experimentation and data drive every decision

We’re a multi-brand organization providing advanced fleet management software, hardware, and consulting solutions that drive efficiency and profitability for fleet and field service companies worldwide. Our comprehensive approach combines GPS tracking, sensors, and cameras with scalable IoT SaaS software platforms, custom software development, and marketplace integrations.

Our mission is to truly understand our customers' business needs and implement solutions that address pain points effectively, making fleets safer, more efficient, and more profitable.

We serve a broad spectrum of fleet operations globally, from large enterprises like PepsiCo and Emirates Airlines to government entities and various businesses across waste management, transportation, emergency services, and more.

Established in 2010, we've experienced remarkable growth, now serving over 3,000 customers with our solutions operational in over 3 million vehicles globally.

OUR COMPANY VALUES guide our team and shape our culture.

• 👑 Customer First
• ⚡Speed & Impact
• 🔧 Own It
• 🤝 Trust & Integrity
• 🔁 Learn & Adapt
• 🤜🤛 Stronger Together

We're a team of 120 employees in a hybrid global work environment with headquarters in Toronto, branches in Dubai, New York, and Mexico City, and a remote team scattered across the world. We pride ourselves on long employee retention rates and a strong sense of unity despite geographical distances.

Our culture prioritizes customer satisfaction and drives sales with a clear focus on results and impact. We’re fostering an environment of continuous self-improvement, honing our skills through regular team evaluations and constructive feedback. We encourage open communication with our Executive Leadership team, ensuring every team member's contributions are acknowledged and appreciated, and fostering a transparent work environment.

We believe in balancing dedication to our work with personal well-being. Our approach allows team members to end their day with a clear mind, confident in their contributions and ready to put on their superhero capes the next day and tackle new challenges.

About the Role

We're looking for a remote Global Demand Generation Lead to orchestrate our global marketing transformation as we shift from generic marketing approaches to specialized, AI-powered campaign systems that drive always-on lead generation.

In this role, you'll own the strategic orchestration of integrated multi-channel campaigns focused on demand generation, partner activation, and pipeline acceleration. You'll act as the central coordination point between content teams, paid media specialists, automation experts, and data analysts, designing campaigns that span LinkedIn/Google Ads, PR, inbound content, and organic channels while activating our reseller network as brand advocates.

This is a strategic leadership position where you'll design and orchestrate campaigns rather than execute tactical tasks. You'll direct specialist teams (content creators, paid media experts, automation specialists) to execute your strategic vision, while you focus on campaign architecture, performance optimization, and cross-functional coordination.

OUR IDEAL CANDIDATE brings 6+ years of experience in B2B SaaS campaign leadership roles like Demand Generation Manager, Growth Marketing Manager, or Marketing Operations Manager, with hands-on expertise in marketing automation platforms and multi-channel campaign orchestration. You think strategically while executing operationally, seeing campaigns not as isolated tasks but as powerful systems that connect people, content, automation, and data. You bring an ownership mindset that goes beyond execution—someone who truly owns outcomes and drives our team forward with the seniority and experience to lead our marketing transformation.

Your performance will be measured by MQL-to-SQL conversion rates, influenced pipeline attribution, campaign calendar adherence, A/B testing optimization cycles, and cross-pod coordination effectiveness.

You'll be part of our GTM tribe’s Demand Generation pod, work cross-functionally and report to the Head of Demand Generation.

You'll be doing things like:

• Campaign Orchestration & Strategic Planning: Lead end-to-end global campaigns from brief to go-live; develop messaging frameworks and campaign briefs; maintain campaign calendar and facilitate quarterly planning; design always-on lead generation systems that build on previous learnings; manage campaign cadences including monthly, quarterly coordination, sprint reviews, retrospectives, and backlog grooming
• Cross-Functional Collaboration & Pod Coordination: Synchronize initiatives across regional pods, product teams, and brand specialists; facilitate planning between tribes and chapters; coordinate with Strategic Alliances and Customer Success teams; align global messaging with regional execution
• Multi-Channel Strategy & Execution: Define target personas and messaging architecture; develop campaigns spanning LinkedIn/Google Ads, PR, and inbound content; adapt strategies for channel partners and regional markets; expand into organic channels and shareable content; take accountability for paid media performance optimization
• Reseller Network Activation: Develop campaigns that activate resellers as brand advocates; create shareable content strategies for reseller amplification; design partner-led growth initiatives that expand reach through channel networks
• Automation-First Workflow Design: Design scalable, trigger-based workflows in Zoho Campaigns; implement lead flows, segmentation, and tracking systems; ensure zero manual dependencies; maintain technical proficiency in Zoho platform
• Lead Generation & Qualification: Convert leads into qualified prospects rather than focusing on volume; optimize MQL-to-SQL conversion rates; monitor dashboards and analyze funnel metrics; deploy A/B tests and adjust segmentation; ownership or partnership of mid-funnel nurture journeys and lifecycle campaigns essential for conversion and retention; maintain close coordination with Sales and BDRs, especially for feedback loops, qualification criteria, and campaign optimization based on field insights
• Global Playbook Development: Build reusable campaign frameworks and modular assets; ensure consistency and adaptability across markets; develop standardized processes for rapid deployment
• AI Experimentation & Optimization: Test creative variations using AI tools; integrate AI to complement strategic thinking; drive continuous optimization cycles across campaign elements

Skills & Qualifications

• 6+ years of prior experience in roles like Demand Generation Manager, Growth Marketing Manager, Marketing Operations Manager, Director of Marketing, or related B2B SaaS roles.
• Hands-on experience with marketing automation platforms (Zoho Campaigns, HubSpot, or Marketo) including lead flows, segmentation, A/B testing, and performance tracking
• Comfort with CRM systems, dashboard analysis, and converting funnel metrics into actionable recommendations
• Proven track record leading multi-channel campaigns in B2B SaaS environments with global, fast-paced teams
• Experience coordinating multiple workstreams and always-on lead generation systems
• Systems thinking: zoom out for strategy, zoom in for execution details
• Strong stakeholder management across content, automation, product marketing, and regional teams
• Performance-driven mindset with excellent organization and prioritization in dynamic environments
• Curious, data-informed approach with eagerness to test, optimize, and think in campaign systems rather than individual assets

Bonus if you also have:

• Product-led growth experience in onboarding, feature adoption, or customer expansion campaigns
• Previous involvement in Growth Pods, Agile teams, or Chapter-based organizations
• Customer journey mapping and lifecycle stage definition knowledge
• AI-powered automation and experimental marketing channel experience
• Multilingual or multicultural experience for international markets
• Familiarity with our tools: Zoho One (CRM, Campaigns, Flow, Sites, Social), Google Workspace, ChatGPT/Claude/Gemini, Zapier, Clay, ClickUp, Google Analytics, Google Ads, LinkedIn Ads, HubSpot, Marketo

Position Details

• Hours: Fixed 9-hour shift, 8AM-5PM ET (Toronto time), inclusive of a 1-hour break
• Type: Full-time (40 hours/week, plus an additional 5 hours of break time allocated throughout the week). Exclusivity required.
• Level: Senior (6+ years of relevant experience)
• Compensation: ~CAD $1,753–$2,232 (INR 110K–140K)/month, depending on experience. Structured as a Consultant Agreement (independent contractor), meaning you'll be responsible for your own taxes, benefits, and insurance.

Benefits of working with us:

• 🚀 Work directly with a forward-thinking international company
• 🏡 Work from the comfort of your home
• 🏆 Incredibly talented teammates
• 🧘🏾‍♀️ Work-life balance: 9 hours a day (including a 1-hour break), 5 days a week
• 💰 Above-market compensation
• 🧠 Lots of learning & growth opportunities
• 🌴 Paid vacations and US public holidays
• 🩺 Medical benefits reimbursement
• 💻 Hardware credit allowance
• 🇨🇦 Compensation anchored to the Canadian dollar
• ⚡ Lead strategic transformation in a high-growth IoT company
• 🤖 Work with cutting-edge AI tools and automation platforms
• 🌍 Global impact across 3+ million vehicles and 3,000+ customers

Not sure you meet all the requirements? Apply anyway! We value diverse experiences and hire for potential.