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 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 buildandscaleapredictablepipelinegenerationenginethatdrivesmarketing-andSDR- 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 PipelineGeneration

Ownmarketing-andSDR-sourcedpipelinegeneration targets

Buildscalable, multi-channel inboundandoutbounddemandprograms

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

Deliverpredictablepipelinecoverage (3-5xrevenuetarget)

AccountBasedMarketing

Own the ABM strategy - lead an account-based motion that is targeted, sales-aligned, and measurable

BuildABMprogramsforTier1strategicaccounts

Alignmarketingcampaignswithenterprisesalesmotions

Increaseengagementacrossbuyingcommittees

SalesDevelopment

OwnSDRstrategyandperformance to ensure strong pipeline quality

Definesegmentationandoutreachstrategy

Improvemeeting-to-opportunityconversion

BuildSDRcareerpathandproductivitymetrics

Lead, coach and empower a team of high-performing Sales Development Reps

Partner with Sales to ensure pipeline planning, forecast credibility, and account coverage

DigitalDemand Initiatives

Paidacquisition - manage and optimize paid channel investments (LinkedIn, Google, Meta, emerging platforms) with strong ROI discipline

SEO /Content

Websiteconversionoptimization

Own marketingautomation tooling, programs and campaigns

Leverage advanced analytics and reporting to provide visibility into campaign performance and ROI

Data Analysis &RevenueOperationsAlignment

Lead an effective marketing operations engine - data integrity, attribution clarity, automation, and reporting

Measurement of pipelineattribution

Track, monitor and analyze FunnelAnalytics

Optimize CACefficiency and effective CAC management

Track, and report campaignROI

Build clear measurement frameworks, definitions, and attribution models in partnership with RevOps

Qualifications

7-10yearsof B2BSaaS demandgeneration, growth marketing or revenue marketing experience

3-5years 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

Experiencewithenterpriseand mid-marketAccount 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

Provenabilitytogeneratepipeline (notjustleads)

Experienceworking 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:

MarketingAutomation: HubSpot, Marketo, Pardot

Sales &SDRTools: Salesforce, Outreach, Salesloft, Gong

ABMPlatforms: 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.

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