Director of Marketing - theconfidental

Location: Hybrid (Western Canada) or Remote (Ontario)

Position Overview

This role exists to help our company grow by turning thoughtful marketing into real demand, credibility, and momentum in the market. You will lead a B2B marketing function in a complex, services-led technology business. You’ll play a key role in how our company shows up in the market, how we generate demand, and how we continuously improve the way marketing works—especially through the thoughtful use of AI and emerging technologies.

You will serve as a key architect in shaping how our company is perceived by clients and partners, designing integrated campaigns that drive engagement and generate qualified leads. Additionally, you will oversee the adoption and integration of AI and emerging technologies, ensuring our marketing initiatives are cutting-edge and scalable.

This is a hands-on leadership role for someone who can balance strategy and execution. The successful candidate is someone who wants to lead, contribute, and build alongside a capable team. You will also collaborate cross-functionally with sales, product, and executive leadership to shape go-to-market strategies and ensure alignment across departments. You will be responsible for setting strategic marketing priorities, making informed decisions that keep the team focused on what matters most, and fostering a culture of innovation and accountability.

Key Responsibilities

Set direction and focus

• Establish clear marketing priorities aligned to business and go-to-market strategy
• Make thoughtful trade‑offs to keep the team focused on what matters most
• Provide practical leadership, guidance, and coaching to a lean, high agency team

Shape and support demand generation

• Actively codesign and contribute to major demand generation campaigns
• Help shape campaign structure, messaging, and execution when needed
• Ensure campaigns are grounded in real buyer needs and measurable outcomes

Advance modern marketing capabilities

• Provide ongoing leadership in the practical application of CRM, AI and emerging technologies within marketing
• Improve campaign effectiveness, speed, and efficiency through better tools, workflows, and measurement
• Translate new capabilities into clear guidance and continuous improvement—not experimentation for its own sake

Own brand and narrative quality

• Set and protect company's brand voice, narrative, and standards
• Ensure consistency, clarity, and credibility across campaigns, content, events, and digital presence

Guide earned media and visibility

• Provide leadership and direction on earned media and PR initiatives (e.g., contributed articles, podcasts, third party features) that support go-to-market priorities and demand generation

Partner across the business

• Work closely with Sales, Services, Sales Enablement, and executive leadership
• Ensure marketing efforts support pipeline growth, customer credibility, and long-term positioning

Team Leadership

• Lead, mentor, and develop a high-performing marketing team, fostering a culture of collaboration, innovation, and accountability.
• Set clear goals and expectations, provide constructive feedback, and support professional growth through ongoing coaching and training opportunities.
• Build and sustain a positive team environment where diverse perspectives are valued and team members are empowered to take ownership of their work.
• Facilitate cross-functional collaboration with sales, operations, and executive leadership to ensure alignment and successful execution of go-to-market strategies.
• Champion change management initiatives to help the team adapt to new technologies, processes, and market dynamics.
• Drive performance management processes, including regular reviews, recognition of achievements, and identification of areas for improvement.
• Represent the marketing function in leadership meetings, sharing insights and advocating for resources and support needed to achieve team objectives.

Required Competencies:

• Strategic Marketing Leadership - Develops and executes a clear, integrated marketing strategy aligned with business objectives, growth targets, and long‑term brand goals.
• Brand & Market Positioning - Leads brand strategy and positioning to ensure a compelling, consistent value proposition across all channels, audiences, and markets.
• Go‑To‑Market & Demand Generation - Designs and delivers effective go‑to‑market and demand generation strategies that drive awareness, pipeline growth, and revenue impact.
• Data, Analytics & Marketing ROI - Uses data, metrics, and insights to measure performance, optimize investment, and demonstrate the business value of marketing initiatives.
• Digital, Content & Martech Expertise - Provides strategic oversight of digital channels, content strategy, and marketing technology to support scalable and modern marketing execution.
• Customer‑Centric Thinking - Applies a deep understanding of customer needs, behaviors, and journeys to inform messaging, campaign design, and experience optimization.
• Financial & Commercial Acumen - Manages marketing budgets responsibly, evaluates spend for ROI, and makes decisions grounded in business and financial impact.

Experience & Qualifications

• 10 years’ experience in B2B Marketing
• 5+ years leading a team
• Senior B2B marketing experience, with a strong preference for experience in the IT industry
• Strong, demonstrated demand generation and campaign experience
• Comfortable being hands on in campaign execution
• Practical understanding of how to implement systems and AI to improve marketing
• Sound judgment, curiosity, and ability to manage competing priorities and prioritize appropriately
• Confidence partnering with sales and executive leaders, as well as external vendor partners to develop effective joint marketing
• Demonstrated commitment to continuous professional learning and staying current with emerging marketing practices
• Creative, independent thinker comfortable taking calculated risks, learning from outcomes, and iterating to achieve exceptional results
• Proven experience leading and developing teams, with a track record of driving accountability, performance, and continuous improvement