Senior Director, Demand Generation

The Pro Shop Mission Statement:  We empower manufacturers with software grounded in deep industry insight to unlock the full potential of their business and strengthen the communities they serve.

Our Core Values:
Win Together, Lead with Care, Embrace the Pace and Say It, Do It

Pro Shop is a revolutionary ERP/MES/QMS software designed as a Digital Manufacturing Ecosystem (DME) for the metalworking and aerospace industries, including machine and fab shops. We combine extensive industry knowledge with innovative technology to enhance manufacturing processes for our clients. We’re seeking talented problem solvers and communicators who thrive on challenges to join our high‑performing growing team. Our flexible, remote work environment supports work‑life balance, fosters engagement, and emphasizes collaboration.

We are committed to not only achieving financial success but also deeply partnering with clients to elevate their businesses. For more details, visit

Department:  Marketing

Reports to:

Chief Marketing Officer

Job Location:

Canada or United States

Employment Type:

Full‑time, exempt

Job Summary
Pro Shop is hiring a Senior Director of Demand Generation to build and scale a predictable, high‑performance pipeline engine.

Machine Shops that we serve are undergoing a massive transformation. Shops that once relied on tribal knowledge and heroics are now adopting modern systems that bring structure, visibility, and operational control to their businesses. They improve their throughput, efficiency, profit, and revenue, and they are better prepared for the regulatory environment that is having an effect on many of their businesses.

Pro Shop sits at the center of this shift.

As demand accelerates, we’re entering the next phase of growth, and we’re looking for a demand generation leader to help build the engine that fuels it.

This leader will own demand generation across inbound, outbound support, account‑based programs, digital acquisition, events, and lifecycle marketing — and be accountable for delivering predictable pipeline and revenue outcomes that scale.

You will lead a team responsible for digital, campaigns, and ABM while partnering closely with Sales and Product Marketing to drive efficient, scalable growth.

This role reports to the CMO and directly impacts company revenue performance. This is a builder role that is ideal for someone who enjoys turning strategy into execution and building repeatable, high‑performing growth systems.

Essential Duties:
Demand Generation Leadership

Own demand generation strategy and execution across inbound, digital, ABM, lifecycle, and events to deliver predictable pipeline and revenue.

Translate company revenue targets into measurable pipeline programs and channel investments.

Digital & Performance Marketing
Source pipeline and revenue and drive performance based on quality, velocity, and efficiency by leading always‑on demand programs across:

Paid search & paid social

AI, SEO, and organic growth

Website and conversion rate optimization

Intent capture and funnel acceleration

ABM & Target Account Programs

Lead 1:1, 1:few, and 1:many ABM programs aligned to ICP and target account strategy.

Partner with pods to deliver coordinated plays that activate buying groups and drive opportunity creation.

Lifecycle & Nurture Programs

Build and optimize lifecycle programs that move buyers from awareness through opportunity.

Deliver persona‑ and stage‑specific messaging that accelerates deal progression and improves conversion rates.

Events & Integrated Campaigns

Own pipeline performance from field events, partner events, and company‑hosted experiences, ensuring events tie directly to revenue outcomes.

Budget Ownership & ROI Optimization

Own demand generation budget allocation and continuously optimize spend for maximum pipeline and revenue impact.

Team Leadership

Lead and develop demand generation team members across digital and ABM functions.

Establish operating rhythms, goals, and performance standards that create a high‑output, accountable team culture.

Martech & AI

Own demand analytics, attribution, dashboards, and funnel performance insights.

Drive adoption of AI and automation tools to improve targeting,…