Head of Marketing

Head of Marketing Head of Marketing Location: Hybrid- 3 days office (Yorkville, Toronto or London, Ontario) and 2 days from home. Includes weekly travel to our London, Ontario office. Citation Canada is built on the belief that HR and Health & Safety are essential to the growth of any organization. Starting our journey as HRdownloads in 2008, we’ve since helped thousands of businesses across Canada make these matters clearer, faster and painless. We’re dedicated to being the most complete and connected HR and Safety solution in Canada, with award-winning technology, world-class support and industry-specific HR and Health & Safety content. We are your trusted HR and Safety partner, for all Canadian companies. Citation Canada forms part of Citation Group - a collective of businesses dedicated to supporting small and medium-sized enterprises across a range of essential services. We know that running a business means juggling a lot. Our mission is to ease these pressures by providing expertise, guidance, and solutions that enable business leaders to focus on what they do best. From HR and Health & Safety to Cybersecurity, E-Learning, and ISO compliance, we’ve got you covered. Citation has achieved strong growth through a combination of organic expansion and strategic acquisitions, continually broadening our expertise, services, and reach to create a one-stop shop that supports businesses across the UK, Canada and Australia. The role: We have an existing vacancy in our Marketing team for a role responsible for leading marketing strategy and execution for the Canadian business, driving a high-volume, commercially relevant pipeline that converts to revenue, while accelerating brand growth by translating local priorities into clear, outcome-driven plans and leveraging global capabilities and expertise. Strategy & Leadership Lead and own the Canadian marketing strategy, aligned to local revenue targets and global direction Lead and develop a high-performing team, ensuring structure, capability, and output meet business needs Manage the marketing budget end-to-end, with clear accountability for investment decisions and ROI Demand Generation & Revenue Growth Drive demand generation at scale, focusing on lead quality, conversion efficiency, and sustainable growth Own marketing-sourced pipeline, ACV contribution, and CAC performance within a high-volume model Partner closely with Sales to ensure pipeline converts efficiently into revenue Lead the transition from lead-based to account-based marketing, targeting high-value, ideal-fit accounts Performance, Operations & Optimisation Deliver clear, data-driven reporting with actionable insights, trends, and recommendations to leadership Own channel attribution, identifying which channels drive closed revenue and optimising spend accordingly Oversee marketing operations, including HubSpot, campaign infrastructure, and data integrity across systems Brand, Campaigns & Customer Lifecycle Own brand execution in Canada, aligning with global positioning while adapting for local market needs. Lead integrated, locally relevant campaigns across all channels. Drive go-to-market execution for launches, initiatives, and key commercial moments Own the full customer lifecycle, including onboarding, engagement, retention, and win-back strategies. About you: - Proven experience building and leading marketing strategies and demand generation programmes that drive pipeline and revenue, with the ability to clearly explain performance and decision-making. - Strong background in high-volume, sales-led environments, with a deep understanding of funnel metrics including SQLs, pipeline, ACV, and CAC. - Confident analysing performance, identifying key drivers, and making clear recommendations to improve outcomes. - Commercially focused, prioritising work that delivers results and partnering closely with Sales to convert pipeline into revenue. - Curious and pragmatic, comfortable challenging assumptions and using data to guide direction. - Resourceful and adaptable, able to deliver impact in lean, fast-paced environments with shifting priorities. - Creative thinker who challenges conventional approaches to improve performance and drive growth. - Hands-on expertise with marketing operations and HubSpot, including automation, lead scoring, workflows, and attribution, alongside broader marketing tech stack experience. - Strong focus on continuous improvement, leveraging automation and AI to enhance efficiency, insight, and performance. - Comfortable working in a globally connected environment, while owning outcomes in the Canadian market. Why choose us? Compensation is one part of our broader Total Rewards package that supports wellbeing, balance, and growth. Today, this includes: Time Off & Flexibility 3 weeks of vacation Your birthday off 2 paid volunteer days Office closure between Christmas and New Year’s Health & Wellbeing Comprehensive group benefits, including health, dental, insurance coverage, and an Employee Assistance Program. 10 paid personal time-off (PTO) days for appointments, illness, or well-being needs. Work Environment A hybrid work environment built on trust and accountability. A standard 7.5-hour workday. Support for professional development and continuous learning. Base Salary: The expected base salary range being offered to candidates for this role is $162,000 – $180,000. Positioning within this range will be determined based on a variety of factors such as location, skills, and experience. Note: This role can be based out of either our 2 Bloor Street W, Toronto, Ontario or 727 Exeter Road, London, Ontario office. In addition to base salary, this role is eligible for participation in bonus plan. Additional Information: Use of Artificial Intelligence (AI) - As part of our hiring process, Citation Canada uses artificial intelligence enabled tools to support the screening, assessment, and selection of applicants. These tools assist our teams but do not replace human decision making. All employment-related decisions are made by our team. If you require accommodation at any stage of the recruitment process, please let the recruitment team know. Department Marketing - Canada Locations Citation Canada - Toronto Remote status Hybrid About Citation Group The Citation Group provides mission-critical compliance, HR and health & safety services and software to over 120,000 businesses across the UK, Australia and Canada. Professionals with personality - serious about what we do, brilliant to work with. Backed by Hg, KKR and HarbourVest. Founded in 1995 Co-workers 2000 Turnover 200M