Senior Director, Demand Generation

Role: Senior Director, Demand Generation

Reports to: Chief Revenue Officer (CRO)

Location: Downtown Toronto (3 days per week in the office)

Company: Rightsline, https://www.rightsline.com/

Type: Full Time / Permanent

Travel: Up to 15%

Company

Since 2012, Rightsline has been revolutionizing rights and royalties management with its leading IP Commerce SaaS platform. Trusted by global innovators like Disney, Amazon, Spotify, and the NFL, our solutions empower rights holders to maximize portfolio value, reduce risk, and increase profitability. Serving industries from media and entertainment to life sciences, our scalable platform combines advanced analytics, business process outsourcing, and decades of expertise to tackle the most complex rights and royalties challenges.

With over 300 employees across multiple regions, including Canada, the United States, the United Kingdom, and India, Rightsline fosters a dynamic, collaborative environment where innovation thrives. We’re passionate about creating smarter solutions, encouraging personal growth, and celebrating creativity. Join a team that offers competitive compensation and benefits, a supportive workplace, and the opportunity to lead the future of intellectual property management.

Position

The position is responsible for architecting and driving Rightsline's demand generation strategy to achieve measurable pipeline and revenue growth. Your primary responsibility will be to design and execute scalable, data-driven marketing initiatives while creating alignment between marketing and sales. You will collaborate with the CRO to align demand generation initiatives with the overall go-to-market strategy.

You will build and scale a predictable pipeline generation engine that drives marketing- and SDR- sourced revenue across enterprise, mid-market, and commercial segments. You will own both inbound and outbound pipeline creation and you will partner closely with Sales and RevOps.

This role owns Account Based Marketing (ABM), integrated demand generation campaigns, paid digital media, and the team of SDRs. You will lead, coach, and empower a high-performing team with a modern, data-driven approach, and align marketing tightly to revenue goals.

If you are looking to build and lead demand generation and growth marketing strategy, then this role is for you!

Responsibilities

Pipeline Generation

• Own marketing- and SDR-sourced pipeline generation targets
• Build scalable, multi-channel inbound and outbound demand programs
• Partner closely with Sales to strengthen pipeline quality, improve conversion, and support enterprise deal strategy
• Define and execute the marketing demand strategy, aligned to company growth goals, ICPs, and GTM priorities
• Deliver predictable pipeline coverage (3-5x revenue target)

Account Based Marketing

• Own the ABM strategy - lead an account-based motion that is targeted, sales-aligned, and measurable
• Build ABM programs for Tier 1 strategic accounts
• Align marketing campaigns with enterprise sales motions
• Increase engagement across buying committees

Sales Development

• Own SDR strategy and performance to ensure strong pipeline quality
• Define segmentation and outreach strategy
• Improve meeting-to-opportunity conversion
• Build SDR career path and productivity metrics
• Lead, coach and empower a team of high-performing Sales Development Reps
• Partner with Sales to ensure pipeline planning, forecast credibility, and account coverage

Digital Demand Initiatives

• Paid acquisition - manage and optimize paid channel investments (LinkedIn, Google, Meta, emerging platforms) with strong ROI discipline
• SEO / Content
• Website conversion optimization
• Own marketing automation tooling, programs and campaigns
• Leverage advanced analytics and reporting to provide visibility into campaign performance and ROI

Data Analysis & Revenue Operations Alignment

• Lead an effective marketing operations engine - data integrity, attribution clarity, automation, and reporting
• Measurement of pipeline attribution
• Track, monitor and analyze Funnel Analytics
• Optimize CAC efficiency and effective CAC management
• Track, and report campaign ROI
• Build clear measurement frameworks, definitions, and attribution models in partnership with RevOps

Requirements

• 7-10 years of B2B SaaS demand generation, growth marketing or revenue marketing experience
• 3-5 years of experience leading/managing SDR/BDR teams and inbound teams
• At least 5 years of experience in a leadership role managing teams
• Proven track record of driving measurable pipeline and revenue growth in enterprise and mid-market segments
• Experience with enterprise and mid-market Account Based Marketing (ABM)
• Experience owning multi-channel demand generation engines, including paid media, integrated campaigns, and outbound support
• Demonstrated ability to track and optimize the lead funnel, ensuring a data-driven approach to marketing decision-making
• Proven ability to generate pipeline (not just leads)
• Experience working in Demand Generation at high-growth SaaS companies scaling between $25M → $100M+ ARR
• Ability to adapt and be agile in changing environments
• Experience working effectively with distributed teams and managing a remote team
• Data and metrics driven with strong analytical, budgeting/forecasting and reporting skills
• Deep understanding of attribution, funnel metrics, and ROI
• Demonstrated proficiency in leading comprehensive marketing planning cycles, including strategy development and budget allocation
• Strong understanding of marketing technologies and tools, including marketing automation platforms, ABM platforms, analytical tools, and CRM systems
• Experience with the following Technology is preferred:
• Marketing Automation: HubSpot, Marketo, Pardot
• Sales & SDR Tools: Salesforce, Outreach, Salesloft, Gong
• ABM Platforms: 6sense, Demandbase, Terminus

Benefits

• Competitive Compensation
• Unlimited Vacation
• Health & Dental Benefits
• RRSP Match Program

This job posting is for an existing vacancy.

AI Use

Klass & Rightsline may use artificial intelligence (AI) technologies to support parts of the hiring process. This may include AI assisting in the review of applications, analyzing resumes and improving the recruitment process. These tools assist our talent team but do not replace human judgement. All hiring decisions are made by human team members. 

Equal Employment Opportunity

Rightsline is an equal opportunity workplace. All candidates will be afforded equal opportunity through the recruiting process. We do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, disability, gender identity and/or expression. We are dedicated to growing a diverse team of highly talented individuals and creating an inclusive environment where everyone feels empowered to bring their authentic selves to work. If you are contacted for an interview and require accommodation during the interviewing process, please let us know.