Ada was founded on land that is the traditional territory of the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee, and the Wendat peoples and is home to many First Nations, Inuit, and Métis peoples. We also acknowledge that Tkaronto is covered by Treaty 13 with the Mississaugas of the Credit, and the Williams Treaties signed with multiple Mississaugas and Chippewa bands.
At Ada, our mission is to deliver an AI platform that makes it easy for businesses to automatically resolve the most customer support inquiries with the least effort. Our vision is a world where customer support experiences are great for everyone.
Ada is an AI-poweredcustomer service automationplatform that makes it easy for businesses to automatically resolve the greatest number of customer service conversations — across channels and languages - with the least amount of effort. Since 2016, Ada has powered more than 4 billion automated customer interactions for brands like Meta, Verizon, AirAsia, Yeti, and Square. Born in Toronto, Ada serves companies and their customers worldwide. For more information, visitwww.ada.cx.
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As we continue to expand and disrupt the market, we are seeking a highly skilled and visionary Senior Director of Demand Generation to lead our marketing efforts and drive exceptional growth. This role presents a unique opportunity to scale and grow our demand generation program, playing a key role in shaping Ada’s success.
As the Senior Director of Demand Generation, you will be responsible for developing and executing a robust marketing strategy to generate and nurture demand for our multi-channel products. Your primary focus will be on scaling and growing the demand generation function and program, ensuring it aligns with our business objectives, north star and contributes significantly to revenue targets.
About You:
- 10+ years of progressive experience in demand generation, marketing, or related roles, preferably within the technology industry.
- 6+ years of leadership experience with a proven track record of building and managing high-performing teams.
- Demonstrated success in scaling and growing demand generation programs that have resulted in significant business growth.
- Experience with Account-Based Marketing (ABM) strategies and an understanding of when to leverage them.
- Expertise in leveraging various marketing channels, understanding their individual strengths, and identifying consistent principles as they scale.
- Robust understanding of marketing organizations' structure and the role of Demand Generation within it.
- Ability to manage a budget, allocation, and reallocation to achieve strategic goals.
- Previous experience in field marketing and event planning within the pipeline strategy.
- Proficiency in email marketing and a possess a clear understanding of the role of technology and marketing operations in the demand generation function.
- Analytical mindset and data-driven decision-making capabilities, including attribution modelling and performance tracking across channels, campaigns, and overall demand generation.
- Aligns closely with sales teams to ensure that marketing and demand generation efforts are targeted, measurable, and support the entire sales cycle.
- Proficient understanding of how to build and utilize attribution models across the revenue organization, including marketing, business development, sales and partners. Expertise in identifying causes for inbound pipelines getting immobilized between MQL and the later stages of the sales cycle. Ability and proven effectiveness in devising strategies to propel forward.
Outcomes:
- Strategic Planning: Develop and lead the demand generation strategy, aligning it with overall company goals and objectives. Identify market opportunities and customer segments to optimize lead-generation efforts.
- Scaling and Growth: Design and implement scalable demand generation programs, processes, and campaigns that can support the growth of the company. Collaborate with cross-functional teams to ensure successful execution and alignment with sales objectives.
- Lead Generation: Oversee the creation and management of high-impact lead generation campaigns across various digital channels, including email marketing, content marketing, paid advertising, and SEO/SEM.
- Content Strategy: Collaborate with the content team to develop compelling, targeted content for different stages of the buyer's journey. Ensure content aligns with Ada’s overall brand messaging and resonates with the target audience.
- Performance Analysis: Analyze campaign data and key performance metrics regularly to measure the effectiveness of demand generation initiatives. Define good ROAS for our B2B SaaS solution, use insights to optimize performance, and maximize ROI.
- Leadership: Lead and mentor a high-performing demand generation team, providing guidance, and feedback, and creates a supportive environment to foster professional growth and excellence.
- Sales Alignment: Work closely with the sales team to define and understand the sales funnel, target audience, and buyer's journey. Align marketing efforts with sales objectives, ensuring that campaigns, content, and messaging resonate with prospects and customers.
- Pipeline Management: Regularly attend and contribute to sales pipeline meetings, ensuring a seamless transition from MQL to SQL, and addressing any challenges in the pipeline progression. Provide insights, analytics, and support to help the sales team move leads through the pipeline efficiently.
- Attribution Modeling: Develop and implement sophisticated attribution models that reflect the contributions of different channels and touchpoints across the revenue organization. Understand how to assign attribution fairly and accurately, providing insights into what is driving revenue and helping to inform strategic decisions.
- Budget Management: Develop and manage the demand generation budget effectively, understanding how to allocate or cut resources strategically.
- Market Intelligence: Stay informed about industry trends, competitive landscapes, and emerging technologies in the generative AI space.
Benefits:
- Competitive salary and generous stock option plan
- Unlimited vacation
- Wellness account
- Extended health coverage
- Dental/optical/travel insurance
- Life insurance
- Employee and family assistance plan
Perks:
- Flexible work schedule
- Remote-first, In-person friendly work environment with WFH budget
- In-house social worker
- Paid parental leave for Canadian and U.S. residents
- Learning and development opportunities and budget
The expected salary range for this position is $197,000 to $255,000. Actual pay will be determined based on several factors such as past experience and qualifications, geographic location, and other job-related factors permitted by law.
About Us
We believe that unchecked biases disproportionately impact the most marginalized people in society—including but not limited to BIPOC, LGBTQ2S+ people, immigrants, and people with disabilities. We strongly encourage applications from people with these identities or other marginalized communities, even if you don’t meet every qualification we listed, because members of marginalized communities are less likely to apply if they don’t meet every qualification. We believe that without you, we cannot progress. At Ada, we don’t stand for tokenism. We stand for representation.
Our values are our fundamental driving forces for decision-making. They are the heart of what we stand for and are critical to our next phase of growth. You can learn more about our values and Ada’s founding story on our Careers page.
Everyone has their own unique talents. Even if you don’t meet 100% of the above qualifications, tell us why you’d be a great fit for this role in your application.