Senior Demand Generation Manager

The Company

Versaterm is a PE-backed, high-growth SaaS company building a fully integrated platform across the entire public safety ecosystem — dispatch, law enforcement, forensics, courts, and beyond. We've grown through strategic acquisitions and deep product investment. What connects all of it is a single purpose: give public safety agencies the tools and insights to make better decisions in high-stakes moments.

When a 911 call is answered, a detective investigates a case, or a forensic lab processes evidence, there's a good chance our software is working behind the scenes. That's been true for over four decades.

AI is central to where we're going. Not as a feature but as core infrastructure. We're embedding intelligence directly into the workflows our customers rely on every day, and we're doing it alongside them. Our customers tell us what the mission demands. We build what answers it.

This work attracts a specific kind of person — someone who wants to be pushed by great people, build things that outlast a sprint cycle, and go home knowing the work connected back to something real.

The Role

The Senior Demand Generation Manager is responsible for driving sustainable long-term pipeline growth and market engagement across Versaterm’s portfolio of public safety solutions. This role leads high-complexity, cross-departmental initiatives through expertise and influence, and brings deep functional and technical mastery of demand generation. The Senior Demand Generation Manager frequently represents the marketing function in cross-departmental and external engagements, contributes directly to decisions that shape the direction of the area, mentors others, and actively champions Versaterm’s values across the teams and work they influence.

What You Do

• Designs and plans targeted go-to-market programs to build brand awareness and generate and nurture leads through the sales and marketing funnel.
• Owns the strategy and execution of demand generation programs that drive qualified pipeline and revenue growth.
• Defines and develops new demand generation approaches, frameworks, and best practices that raise the standard across the function.
• Leverages digital platforms to automate marketing activities, including webinars, and determines the most effective points of interaction (POI) for marketing campaigns.
• Utilizes Customer Relationship Management (CRM) systems, customer information, and marketing automation platforms like Marketo and SFDC to create and deploy effective marketing campaigns.
• Partners with Sales, Product, and Customer Success to guide messaging, positioning, and content strategy, ensuring go-to-market alignment, optimizing campaign performance, and supporting product launches and market expansion.
• Drives the creative development of content and communications that support demand generation campaigns and customer engagement, and optimizes ROI by establishing KPIs and reporting frameworks to measure campaign effectiveness and inform decisions.
• Leads high-complexity, cross-departmental initiatives, ensuring alignment and execution against company goals and growth objectives.
• Manages demand generation program spend, recommending investments that maximize ROI and scalability.
• Creates a rolling calendar of campaigns that align to Sales leadership and Product pipeline goals.
• Delivers a consistent experience for the Sales team with campaigns that are fully developed with content, lists, decks, and enablement to execute to plan.
• Represents the demand generation function in cross-departmental and external engagements and contributes directly to decisions that shape the direction of the area.
• Mentors colleagues across Marketing and partner teams, driving a culture of learning and continuous improvement.

What You Bring

• Bachelor’s degree in Marketing, Business, or related field; MBA or advanced degree preferred.
• 10+ years of experience in B2B marketing, with deep, recognized expertise and authority in demand generation.
• Proven success building and scaling demand generation programs in a high-growth SaaS environment.
• Strong understanding of public safety or mission-driven technology markets is a plus.
• Demonstrated ability to lead cross-functional initiatives and influence at all levels of the organization without direct authority.
• Deep mastery of marketing automation, CRM, and analytics platforms (e.g., Marketo, SFDC), with experience establishing KPIs and reporting frameworks.
• Exceptional communication, analytical, and mentoring skills, with a record of raising the standard for the function.

Note: This position requires a security clearance from the Government of Canada. Candidates must be legally authorized to work in Canada and must successfully obtain and maintain a Reliability security clearance. Please note that specific customer contracts may impose additional security verification requirements. Obtaining and maintaining all required security clearances is a condition of employment. For more information on the Government of Canada's security screening process, please visit Public Services and Procurement Canada. Additionally, due to the nature of our work with public safety agencies, this position may require compliance with the FBI's Criminal Justice Information Services (CJIS) Security Policy. Candidates must successfully pass a comprehensive, fingerprint-based background check. Please note that specific customer contracts may impose additional security verification requirements. Obtaining and maintaining all required security clearances is a condition of employment. For more information on CJIS security requirements, please visit the FBI's CJIS Security Policy Resource Center.

Versaterm is committed to fair and equitable compensation that is competitive, consistent, and aligned with the value each role contributes to our organization. The starting salary for this position will be dependent upon many factors, such as the successful candidate’s skills, experience, education, training as well as internal equity, market data, and business needs. In addition to base salary and our comprehensive benefits offering, some roles may also be eligible for variable compensation such as incentive plans or discretionary performance bonuses.

For Ontario-based roles, the expected base salary range for this position is CAD $120,000 to $160,000 annually.

AI is central to how Versaterm builds and delivers solutions for our customers. Within Talent Acquisition, we use AI-enabled tools to support certain aspects of the recruitment process, helping our team work more efficiently and spend more time connecting with great talent. AI supports our work, but all hiring and employment decisions are made by people.

Versaterm is an equal opportunity employer and is committed to equity, diversity, inclusion, and a barrier-free workplace. Accommodations are available upon request throughout all stages of the recruitment process and apply to the terms and conditions of employment. For more information, please contact [email protected].