Vice President, Digital Marketing and Demand Generation


Location: London, ON
Date Posted: Feb 28, 2024

Job Description

Vice President, Digital Marketing and Demand Generation

Job Summary

Reporting to’s Chief Revenue Officer, the newly created Vice President, Digital Marketing and Demand Generation is responsible for developing and delivering’s digital marketing content and presence to enable our purpose – Hard-to-Find Made Easy for IT Professionals.

Leading a multifaceted team, you will drive initiatives across branding, marketing, and communications, ensuring measurable outcomes such as increased brand preference, conversion rates, customer retention, and lifetime value. Your responsibilities include overseeing all aspects of marketing, from creative content production to SEO optimization, while leveraging data insights to inform strategic decisions. With a focus on customer-centricity, you will delve into customer behavior and market trends to refine our content marketing approach. Your leadership will foster collaboration and teamwork, driving the team towards impactful outcomes. Ideal candidates bring a wealth of experience across traditional and digital marketing channels, encompassing creative design, lead generation, website development, PR, and email marketing, among others.

What you will be responsible for:

Team Leadership:

  • Cultivate’s culture and values, fostering team engagement, career development, and productivity.
  • Promote open communication and feedback among team members, building resilience and facilitating change within the organization.
  • Embody our value of being "One Team" where everyone's voice is valued and contributes to our collective success.

Marketing Strategy & Execution:

  • Lead the marketing team in enhancing global brand preference and loyalty across industry sectors.
  • Develop and implement a proactive marketing strategy to boost brand awareness and deliver added value to customers.
  • Optimize customer communication channels for growth, leveraging various marketing channels while reducing customer acquisition costs.
  • Collaborate cross-functionally to ensure consistent messaging and content alignment across all touchpoints.
  • Strengthen relationships with end customers (IT Professionals) and drive improvements in messaging, pricing, merchandising, and user experience.
  • Identify new growth opportunities and establish processes for effective campaign tracking and product launches.
  • Conceptualize thought leadership initiatives to increase brand awareness and provide value to stakeholders.
  • Implement processes to enhance quality and efficiency across brand marketing activities.
  • Monitor customer and competitive trends to inform business strategies and uphold brand guidelines.


  • Utilize insights gathered by Business Analytics and Customer Success teams to develop actionable strategies for addressing customer needs.
  • Leverage AI tools to gain deeper understanding of customer roles, products, problems, and interests.
  • Forecast ROI on campaigns, monitor performance, and adjust strategies as necessary.
  • Establish operational metrics and KPIs to improve marketing effectiveness.
  • Develop communication strategies to engage segmented target audiences and build brand equity.
  • Direct market research activities to inform market forecasts and reports.


  • Lead digital platform development initiatives, including website content, ecommerce, community development, and website technology.
  • Oversee metrics for web-related targets and growth, including lead generation, revenue, traffic, conversion rates, and engagement.
  • Develop digital marketing strategies to enhance brand loyalty and engagement with prospective customers.

Essential Qualifications:

  • 15+ years in sales, marketing or related field, including in positions of progressive responsibility, with experience marketing to global markets an asset.
  • Experience, creating and executing an integrated marketing and communication strategies for complex technology solutions into B2B and/or B2C markets.
  • Technology, manufacturing or distribution industry experience an asset.
  • Technical knowledge related to the portfolio of IT performance connectivity accessories an asset.
  • Ability to develop breakthrough marketing plans that build the business and brand, including hitting revenue targets.
  • Demonstrated experience leveraging customer insights and understanding of how technical customers interact with digital content.
  • Proven experience in developing and implementing GDPR-compliant marketing practices, along with a track record of driving successful campaigns within regulatory frameworks is essential.

Essential Knowledge and Skills:

  • Strong commercial awareness of the industry, including market share and key differentiators.
  • Solid understanding of computer hardware, manufacturing, or related industries is preferred.
  • Experience managing customer journeys through distribution partners and resellers, from initial awareness to post-sales service.
  • Proficiency in running demand generation programs across various channels such as email, paid media, websites, and SEO.
  • Demonstrated expertise in content creation and management.
  • Exceptional judgment with the ability to prioritize and address emerging issues effectively.
  • Strong interpersonal skills for negotiation and influence across all organizational levels.
  • Proficient in analytical thinking, problem-solving, and decision-making, with a collaborative and creative approach.
  • Proven track record of growing revenue at scale through performance marketing in a B2B technology or services setting.
  • Experience in day-to-day management of A/B testing strategies with a focus on long-term performance improvement and cost efficiency.
  • A comprehensive understanding of GDPR principles is essential.

Benefits & Perks:

  • Comprehensive Benefit Plan and RRSP/401K Matching
  • Bonus Plan
  • Competitive Vacation Policy
  • Training and Development Program
  • Paid Charity Day and Regular Company Fun Events
  • Fitness Subsidy
  • Product Discount

About us

We are in the business of human-centered experiences starting with yours. We believe delivering on our promise of "hard-to-find, made easy" begins with an employee experience founded in opportunity, teamwork, empowerment, and curious minds always asking what if. Not only does our commitment to the exceptional deepen relationships with our partners and customers, it also ignites connection within our team.

Born and raised in London, Ontario, Canada and now taking on the world, we are a vibrant and growing tech company with a proven track-record of success. makes it easy for IT professionals around the globe to identify, find, get and use the hard-to-find connectivity parts they need to enable and enhance their technology solutions.

Operating in 26 countries globally, we are proud to be included as one of Canada's Best Managed Companies for 2023 and for the 13th consecutive year. In 2022, was proud to be included in Financial Post's FP500, a ranking of Canada's largest corporations based on revenue. We are honoured to be named by Kincentric in 2019 as one of Canada’s “Best Employers” as well as “one of Canada’s fastest growing companies” for a ninth year in a row by “Profit 500”. is an Equal Opportunity Employer. In accordance with the Accessibility for Ontarians with Disabilities Act, 2005 and the Ontario Human Rights Code, will provide accommodations throughout the recruitment, selection and/or assessment process to applicants with disabilities. If selected to participate in the recruitment, selection and/or assessment process, please inform Human Resources of the nature of any accommodation(s) that you may require in respect of any materials or processes used to ensure your equal participation.

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