VP, Demand Generation

About CoLab

At CoLab, we help mechanical engineering teams bring life-changing products to market years sooner.

CoLab is the AI platform for engineering design. Every design review in CoLab builds a knowledge repository of design feedback, decisions, and lessons learned - which AI agents draw from to flag issues on future designs before they compound. The more your team works in CoLab, the smarter it gets and the faster you arrive at the ideal design. Companies like Ford, Komatsu, and Bombardier use CoLab to catch issues earlier, eliminate rework cycles, and bring products to market faster.

Founded in St. John’s, Newfoundland, CoLab has grown rapidly to over 250 employees. In 2025, CoLab raised a $72M Series C and was recognized by Deloitte Fast 500TM as the #57 fastest growing company in North America.

About the Role

We’re hiring a VP of Demand Generation to own marketing-sourced pipeline and scale our demand function into the next stage of growth. You’ll step in as the leader of an existing 4-person team with a mandate to take what’s working today and evolve it into a mature, scalable demand engine.

Your job is to own the portfolio of channels, allocate resources, and make clear bets that maximize pipeline, conversion rates, and CAC efficiency. You’ll architect and oversee integrated multi-channel programs across paid, OOH, events, and emerging channels — ensuring the mix works together as one system and budget flows to where it will have the most impact.

This is primarily a leadership role, but not a hands-off one. You’ll have the mandate, resources, and team to make it happen — and when needed, you’ll roll up your sleeves to shape new motions, like standing up CoLab’s first ABM program. You’ll collaborate closely with Sales and the exec team, bringing clarity and data-driven insight into how marketing drives revenue.

Our Ideal Candidate

• You have a track record of improving pipeline, revenue, and CAC and you hold yourself to those results
• You architect integrated programs where channels reinforce each other, and you know when to shift budget or double down.
• You’ve built, mentored, and scaled in-house demand gen teams before
• You’re an analytical storyteller: equally comfortable running the numbers, forming a hypothesis, and presenting a clear, compelling story to execs
• You’re willing to be hands-on in the right moments, especially when shaping a new motion like ABM
• You thrive in a growth-stage SaaS environment where complexity increases fast, channels mature quickly, and new bets need to turn into repeatable engines.
• You thrive in enterprise B2B SaaS environments, building pipeline for high-ASP products with long sales cycles, complex buying committees, and nuanced messaging.

Responsibilities

• Own marketing-sourced pipeline creation, conversion, and efficiency (including CAC).
• Architect and oversee integrated demand gen programs across digital, paid, field marketing, and ABM.
• Lead, mentor, and grow a high-performing demand gen team (currently four direct reports, with ongoing growth expected)
• Stand up CoLab’s first ABM motion and refine it into a repeatable program.
• Own demand gen budget, forecasting, and ROI tracking with direct accountability to the executive team.
• Scale proven channels while experimenting quickly with new ones, turning them into repeatable, mature programs.
• Jump in with your team when needed to shape execution and accelerate new initiatives.
• Collaborate closely with Sales to ensure alignment on pipeline goals, conversion rates, and revenue outcomes.
• Translate data into insights and executive-ready narratives that drive alignment on pipeline strategy and results.

Qualifications

• 10+ years of B2B SaaS demand generation experience, with at least 3+ years in a senior leadership role (VP, Head of Demand Gen, or similar).
• Proven track record of building and scaling demand gen teams that deliver measurable pipeline and revenue growth.
• Demonstrated success building and maturing pipeline for small target account lists with high ASPs and complex buying committees
• Demonstrated success partnering with product marketing to deliver nuanced messaging at scale across channels, using personalization where most effective
• Strong quantitative skills with an exceptional ability to use data to understand pipeline drivers
• Experience designing and executing multi-channel programs (paid, SEO/SEM, third party and owned events, ABM).
• Exceptional ability to influence at the executive level with data-backed storytelling.
• Comfortable balancing strategic work with being hands-on when needed.

Extra Details

• This is a full-time, permanent position with a compensation package that includes stock options.
• Extended health and benefits package, including unlimited paid vacation and RRSP matching.
• Our main office is in St. John’s, NL, with hybrid and remote opportunities. This role has the flexibility to work from anywhere in North America.
• You'll be expected to travel 4-6 times per year for team weeks, on sites, and leadership team meetings.