Growth Marketing Demand Strategist - Canada
IBM, Boston, MA, United States
Overview
At IBM, we believe technology shapes the world. We’re a catalyst for that innovation. We’re driving change that improves businesses, society, and the human experience. Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story. We shape IBM’s brand, capture attention in the market, and share our perspective with clients, partners, the media, and fellow IBMers. On our team, you’ll work with bright, collaborative minds who bring passion and creativity to everything they do. You’ll be part of a culture built on openness, trust, and teamwork. Where your ideas matter and your growth is supported. Join us, and help bring innovation to life. Responsibilities
Your role and responsibilities We’re looking for a
Canada Demand Strategist for Growth Marketing
to drive pipeline growth through high-impact
omni-channel digital demand programs
and targeted outbound account activation. In this role, you’ll own end-to-end marketing execution for persona and product-aligned journeys localizing and personalizing campaigns for the Canadian market, optimizing channel mix, and partnering closely with Sales and Partners to accelerate lead-to-opportunity conversion. As a Demand Generation Professional for IBM's growth segment in Canada, you will design and execute modernized demand generation strategies to deploy buyer journey narratives that address buyer needs and wants. You will integrate inbound and outbound touches to intelligently syndicate marketing content and translate responses into sales opportunities. Your primary responsibilities will include: Develop Demand Generation Strategies:
Design and execute demand generation strategies that deploy buyer journey narratives addressing buyer needs and wants, integrating inbound and outbound touches to drive sales opportunities.
Apply Analytics:
Apply data using tools such as Salesforce and Marketo to better profile, target, and retarget prospects, ensuring marketing objectives are strategically aligned across the buyer's journey.
Execute Campaigns:
Deploy integrated inbound and outbound marketing omni-channel campaigns, dynamically adapting them to deliver higher quality responses and improve conversion rates.
Drive Growth:
Develop marketing strategies designed to drive growth, leveraging account- and technology-based marketing tactics across geographies or within a specific geography.
Optimize Customer Experience:
Design the full customer experience, using data-driven insights to inform strategic decisions and optimize marketing efforts.
Success Measures (KPIs) You’ll be measured on your ability to deliver pipeline impact and conversion outcomes, including: Opportunity conversion to pipeline
Lead velocity / lead aging and deal acceleration
New pipeline creation targets
(across all routes, aligned products, and segments)
4X next quarter pipeline build
FY revenue target attainment
Qualifications
Required education Bachelor's Degree Preferred education Master's Degree Required technical and professional expertise Demand Generation Strategy Development:
Experience with designing and executing modernized demand generation strategies that deploy buyer journey narratives addressing buyer needs and wants.
Marketing Analytics Application:
Experience with applying analytics to profile, target, and retarget prospects, ensuring marketing objectives are strategically aligned across the buyer's journey.
Integrated Marketing Execution:
Experience with deploying integrated inbound and outbound marketing campaigns, adapting them to deliver higher quality responses and improve conversion rates.
Data-Driven Marketing:
Experience with leveraging data-driven insights to inform strategic decisions and optimize marketing efforts.
Account-Based Marketing:
Experience with account- and technology-based marketing tactics, either across geographies or within a specific geography.
Experience collaborating cross-functionally with Paid Media, Web, Innovation Studio, Email/Automation, and Social teams to deliver campaign performance goals.
Experience supporting key events (virtual and F2F) by building integrated demand plans and post-event follow-up strategies to improve conversion.
Experience with lead passing with Digital Sales, ensuring leads are routed to skilled, high-converting partners to improve yield and conversion rates.
Preferred technical and professional experience Data Analysis Tools:
Exposure to data analysis tools and technologies to analyze campaign performance, track buyer behavior, and measure response rates. Experience with sales and marketing tools such as Salesforce and Marketo preferred.
Content Creation Platforms:
Exposure to content creation platforms to develop and distribute marketing content across various channels.
Geographic Market Knowledge:
Exposure to marketing strategies and tactics tailored specifically to the Canadian market.
Life at IBM
YOUR LIFE @ IBM: In a world where technology never stands still, dedication to client success, innovation that matters, and trust and personal responsibility in all our relationships shape IBMers as we strive to be the catalyst that makes the world work better. Being an IBMer means you’ll be able to learn and develop yourself and your career, you’ll be encouraged to be courageous and experiment every day, all whilst having continuous trust and support in an environment where everyone can thrive regardless of background. Our IBMers are growth-minded, always staying curious, open to feedback and learning new information and skills to transform themselves and our company. They provide ongoing feedback to help others grow, collaborate with colleagues, and drive exceptional outcomes for our customers. The courage to make critical decisions is essential to IBM becoming the catalyst for progress, embracing challenges with available resources and a can-do attitude while pursuing outcomes-focused work. Are you ready to be an IBMer? About IBM
IBM’s greatest invention is the IBMer. We believe that through the application of intelligence, reason and science, we can improve business, society and the human condition, bringing the power of an open hybrid cloud and AI strategy to life for our clients and partners around the world. Restlessly reinventing since 1911, we are not only one of the largest corporate organizations in the world, we’re also one of the biggest technology and consulting employers, with many Fortune 500 companies relying on the IBM Cloud to run their business. At IBM, we pride ourselves on being an early adopter of artificial intelligence, quantum computing and blockchain. Now it’s time for you to join us on our journey to being a responsible technology innovator and a force for good in the world. IBM is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, neurodivergence, age, or other characteristics protected by the applicable law. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status. Other Relevant Job Details
Must have the ability to work in Canada without sponsorship. For additional information about location requirements, please discuss with the recruiter following submission of your application. Job Title Growth Marketing Demand Strategist Job ID 89136 City / Township / Village Markham, Toronto State / Province Country Canada Work arrangement Hybrid Area of work Enterprise Operations Employment type Regular Contract type Regular Projected Minimum Salary per year 62,400.00 Projected Maximum Salary per year 145,600.00 Position type Professional Some travel may be required based on business demand Company Shift General (daytime) Is this role a commissionable/sales incentive based position?
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At IBM, we believe technology shapes the world. We’re a catalyst for that innovation. We’re driving change that improves businesses, society, and the human experience. Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story. We shape IBM’s brand, capture attention in the market, and share our perspective with clients, partners, the media, and fellow IBMers. On our team, you’ll work with bright, collaborative minds who bring passion and creativity to everything they do. You’ll be part of a culture built on openness, trust, and teamwork. Where your ideas matter and your growth is supported. Join us, and help bring innovation to life. Responsibilities
Your role and responsibilities We’re looking for a
Canada Demand Strategist for Growth Marketing
to drive pipeline growth through high-impact
omni-channel digital demand programs
and targeted outbound account activation. In this role, you’ll own end-to-end marketing execution for persona and product-aligned journeys localizing and personalizing campaigns for the Canadian market, optimizing channel mix, and partnering closely with Sales and Partners to accelerate lead-to-opportunity conversion. As a Demand Generation Professional for IBM's growth segment in Canada, you will design and execute modernized demand generation strategies to deploy buyer journey narratives that address buyer needs and wants. You will integrate inbound and outbound touches to intelligently syndicate marketing content and translate responses into sales opportunities. Your primary responsibilities will include: Develop Demand Generation Strategies:
Design and execute demand generation strategies that deploy buyer journey narratives addressing buyer needs and wants, integrating inbound and outbound touches to drive sales opportunities.
Apply Analytics:
Apply data using tools such as Salesforce and Marketo to better profile, target, and retarget prospects, ensuring marketing objectives are strategically aligned across the buyer's journey.
Execute Campaigns:
Deploy integrated inbound and outbound marketing omni-channel campaigns, dynamically adapting them to deliver higher quality responses and improve conversion rates.
Drive Growth:
Develop marketing strategies designed to drive growth, leveraging account- and technology-based marketing tactics across geographies or within a specific geography.
Optimize Customer Experience:
Design the full customer experience, using data-driven insights to inform strategic decisions and optimize marketing efforts.
Success Measures (KPIs) You’ll be measured on your ability to deliver pipeline impact and conversion outcomes, including: Opportunity conversion to pipeline
Lead velocity / lead aging and deal acceleration
New pipeline creation targets
(across all routes, aligned products, and segments)
4X next quarter pipeline build
FY revenue target attainment
Qualifications
Required education Bachelor's Degree Preferred education Master's Degree Required technical and professional expertise Demand Generation Strategy Development:
Experience with designing and executing modernized demand generation strategies that deploy buyer journey narratives addressing buyer needs and wants.
Marketing Analytics Application:
Experience with applying analytics to profile, target, and retarget prospects, ensuring marketing objectives are strategically aligned across the buyer's journey.
Integrated Marketing Execution:
Experience with deploying integrated inbound and outbound marketing campaigns, adapting them to deliver higher quality responses and improve conversion rates.
Data-Driven Marketing:
Experience with leveraging data-driven insights to inform strategic decisions and optimize marketing efforts.
Account-Based Marketing:
Experience with account- and technology-based marketing tactics, either across geographies or within a specific geography.
Experience collaborating cross-functionally with Paid Media, Web, Innovation Studio, Email/Automation, and Social teams to deliver campaign performance goals.
Experience supporting key events (virtual and F2F) by building integrated demand plans and post-event follow-up strategies to improve conversion.
Experience with lead passing with Digital Sales, ensuring leads are routed to skilled, high-converting partners to improve yield and conversion rates.
Preferred technical and professional experience Data Analysis Tools:
Exposure to data analysis tools and technologies to analyze campaign performance, track buyer behavior, and measure response rates. Experience with sales and marketing tools such as Salesforce and Marketo preferred.
Content Creation Platforms:
Exposure to content creation platforms to develop and distribute marketing content across various channels.
Geographic Market Knowledge:
Exposure to marketing strategies and tactics tailored specifically to the Canadian market.
Life at IBM
YOUR LIFE @ IBM: In a world where technology never stands still, dedication to client success, innovation that matters, and trust and personal responsibility in all our relationships shape IBMers as we strive to be the catalyst that makes the world work better. Being an IBMer means you’ll be able to learn and develop yourself and your career, you’ll be encouraged to be courageous and experiment every day, all whilst having continuous trust and support in an environment where everyone can thrive regardless of background. Our IBMers are growth-minded, always staying curious, open to feedback and learning new information and skills to transform themselves and our company. They provide ongoing feedback to help others grow, collaborate with colleagues, and drive exceptional outcomes for our customers. The courage to make critical decisions is essential to IBM becoming the catalyst for progress, embracing challenges with available resources and a can-do attitude while pursuing outcomes-focused work. Are you ready to be an IBMer? About IBM
IBM’s greatest invention is the IBMer. We believe that through the application of intelligence, reason and science, we can improve business, society and the human condition, bringing the power of an open hybrid cloud and AI strategy to life for our clients and partners around the world. Restlessly reinventing since 1911, we are not only one of the largest corporate organizations in the world, we’re also one of the biggest technology and consulting employers, with many Fortune 500 companies relying on the IBM Cloud to run their business. At IBM, we pride ourselves on being an early adopter of artificial intelligence, quantum computing and blockchain. Now it’s time for you to join us on our journey to being a responsible technology innovator and a force for good in the world. IBM is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, neurodivergence, age, or other characteristics protected by the applicable law. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status. Other Relevant Job Details
Must have the ability to work in Canada without sponsorship. For additional information about location requirements, please discuss with the recruiter following submission of your application. Job Title Growth Marketing Demand Strategist Job ID 89136 City / Township / Village Markham, Toronto State / Province Country Canada Work arrangement Hybrid Area of work Enterprise Operations Employment type Regular Contract type Regular Projected Minimum Salary per year 62,400.00 Projected Maximum Salary per year 145,600.00 Position type Professional Some travel may be required based on business demand Company Shift General (daytime) Is this role a commissionable/sales incentive based position?
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