VP, Demand Generation

About this role

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.