Marketing Demand Gen & Revenue Operations Lead

Marketing Demand Gen & Revenue Operations Lead Location: Remote (Canada-based preferred) Employment Type: Full-Time, Permanent Existing Vacancy: Backfill Report to: Chief Revenue Officer Compensation: CAD 120,000 to $140,000 annually, depending on experience + benefits* About Cognota Cognota is a growing SaaS company based in Canada, focused on enabling organizations to scale their learning operations and workforce enablement. We’re a small but ambitious team building category-defining software, serving customers across North America and partnering with enterprise platforms. Role Overview We’re looking for someone who owns the pipeline — who sees the entire revenue engine, finds where it’s leaking, proposes fixes with data behind them, and executes with the urgency of someone whose name is on the scoreboard. This role sits at the intersection of demand generation and marketing operations — two disciplines that belong together and reinforce each other. Content, website, and SEO are part of the picture too; you’ll collaborate closely with the people who own those functions, bringing a pipeline lens to decisions that affect demand. The core of this role is building the engine that drives revenue and making the systems, data, and processes behind it perform at a high level. You’ll work closely with sales — SDRs, AEs, and leadership — and be expected to show up in revenue conversations as a contributor, not just a reporter. If you’ve ever read a monthly marketing report and thought this is full of vanity metrics, you’ll fit right in here. Key Responsibilities DEMAND GENERATION Own pipeline contribution as a primary KPI — build, manage, and optimize the demand generation engine across paid, outbound, and partner channels with a clear eye on MQL-to-SAL conversion, pipeline coverage, and closed-won attribution. Design and run multi-channel campaigns with measurable pipeline targets attached from day one — with reporting built in from the start so performance is always visible. Proactively identify underperforming channels and make a compelling, data-backed case for reallocation — bringing evidence and a clear point of view to every recommendation. Participate in a monthly marketing-spend-to-pipeline-output review: a decision meeting , not a reporting meeting — so reallocation calls get made while they still matter. MARKETING OPERATIONS Own the Salesforce and HubSpot stack: data integrity, lifecycle stages, lead routing, attribution models, campaign tracking, and automation workflows. Build and maintain revenue dashboards and pipeline forecasting models that give leadership real-time visibility into funnel health — from first touch to closed-won. Translate complex performance data into clear, visual narratives for executive and cross-functional audiences — making the story behind the numbers immediately accessible to any stakeholder. Identify and close infrastructure and data-hygiene gaps — channel access, tool categorization, renewal visibility — with a bias toward resolution over workarounds. Document key processes and workflows so that operational knowledge is shared across the team and doesn’t live in a single head. SALES COLLABORATION Work directly and consistently with SDRs and AEs — participate in pipeline reviews, align on lead quality definitions, and co-own the handoff process between marketing and sales. Be the marketing voice in revenue meetings: present pipeline contribution data, surface funnel gaps early, and arrive with solutions when pipeline coverage needs attention. Partner with sales leadership to create feedback loops that continuously improve lead quality, ICP targeting, and conversion at every stage. STRATEGY & CROSS-FUNCTIONAL INFLUENCE Challenge assumptions and propose new go-to-market approaches when the current playbook needs evolving — with the evidence to back the pitch and the credibility to move stakeholders. Evaluate, onboard, and integrate new tools into the marketing and revenue tech stack to unlock efficiency or signal intelligence that opens new opportunities. Collaborate effectively with external resources and agency partners — knowing when to leverage them and how to hold them to a clear output standard. Qualifications & Profile 4–7 years of experience in demand generation, marketing operations, or revenue operations at a B2B company — ideally SaaS or tech-forward. Experience in the learning and development industry is a strong plus; understanding the buyer, the market, and the language of L&D gives you a meaningful head start. A demonstrable track record of pipeline contribution — you can point to specific programs, campaigns, or systems you built and explain exactly what they moved in terms of qualified pipeline. You think in funnels. You can walk from a top-of-funnel impression to a closed deal and identify every friction point and conversion rate in between. You make data-backed bets, track them with discipline, and adjust quickly when results diverge from the hypothesis. You’ve worked directly alongside sales teams — in pipeline reviews, on handoff processes, and in conversations where AEs and SDRs give honest feedback on lead quality. You can build a compelling, visual dashboard that makes a CFO or VP of Sales say “I actually understand what’s happening now.” You understand the difference between leading and lagging indicators, and you track both with equal rigor. You document what you build. Processes, playbooks, and system configurations are assets — and you treat them that way. Tools & Systems Core Requirements Salesforce • HubSpot Hands-on, admin-level proficiency required. You should be able to build workflows, fix attribution, and write reports independently. Highly Desirable Gong • Clay Strong differentiators. Familiarity signals you operate at the edge of the modern GTM stack. Success in the First 6–12 Months 30 DAYS You’ve audited the full funnel and the MOps stack, identified the top data integrity and attribution priorities in HubSpot and Salesforce, and started closing gaps. You’ve attended pipeline reviews with the sales team and have a clear picture of what marketing is contributing at every stage. 60 DAYS A new or overhauled pipeline dashboard is live and being referenced in weekly revenue meetings. You’ve run the first monthly spend-to-pipeline decision meeting. You’ve proposed at least one meaningful change to channel strategy, lead scoring, or the SDR handoff process — with the data to support it. 6 MONTHS Marketing-sourced pipeline is measurably higher and clearly attributable. You’ve built a repeatable demand generation engine with documented playbooks. Sales leadership values the leads coming from marketing — and can articulate exactly why. 12 MONTHS You’re a recognized contributor to revenue outcomes across the organization. Pipeline forecasting is accurate and trusted. Key MOps processes are documented and cross-trained. The team looks to you to define what marketing accountability looks like. What We Offer Competitive compensation: CAD $120,000 - $140,000*, aligned with experience Opportunity to build scalable accounting foundations in a growing SaaS company Close collaboration with a seasoned GTM and leadership team Medical, dental, vision and extended health coverage from day one. Unlimited PTO “You Days” when the whole company gets the day off to recharge and focus on themselves. Paid time off on your birthday to celebrate and enjoy a day just for you. Professional development opportunities through access to internal mentors and a huge library of learning and development content. A flexible, remote-first way of working AI Disclosure (Ontario ESA Requirement) Cognota does not use artificial intelligence to screen, assess, or select applicants for this role. All hiring decisions involve human review. Hiring Decision Notification Requirement In accordance with Ontario ESA Regulation 244/76, all candidates who complete at least one interview will be informed whether a hiring decision has been made within 45 days of their final interview. How to Apply If you see an opportunity for yourself with us, apply now to continue the conversation and learn more. Cognota believes in equality and celebrates diversity. We ensure that every candidate is treated fairly, without discrimination based on age, ancestry, color, race, citizenship, ethnic origin, birthplace, belief, disability, family or marital status, gender identity, gender expression, public assistance status, criminal record, sex, or sexual orientation. To foster inclusivity, we're committed to making our recruitment process accessible to all. If accommodations are needed during the hiring process, please inform us. Cognota is here to provide or arrange the necessary support for our applicants Record Retention Notice Cognota will retain a copy of this job posting and associated application materials for three years after the posting is no longer publicly available, as required by Ontario ESA Regulation 244/76. *Compensation Our salary bands are designed to reflect the range of skills and experience needed for the position and to allow room for growth. For experienced individuals, we typically hire at or around the midpoint of the band. The top portion of the salary band is reserved for employees who demonstrate sustained high performance and impact. Those who are new to the role may join below the midpoint and develop their skills over time. The final offer amount for this role will be dependent on a mix of geographical region, applicable experience, and skillset of the candidate.