Vice President of Paid Media

Description:

Directive Consulting, a global B2B performance marketing agency specializing in driving real revenue outcomes for leading SaaS and technology companies, is seeking a Vice President of Paid Media – Startups to lead its high-performing Demand Generation division in Canada.

This is a leadership role for a strategic and operational expert in performance marketing, who excels in managing large-scale paid media initiatives, developing cross-functional marketing teams, and driving measurable business growth for startup and SMB clients. The ideal candidate is a seasoned leader who thrives in a fast-paced, data-driven agency environment and possesses a strong understanding of Paid Media (Google Ads, LinkedIn, G2/Capterra) alongside working knowledge of SEO and CRO strategies.

Reporting directly to the COO, this role combines strategic planning, operational oversight, and people leadership — leading approximately 20 digital marketing professionals to deliver exceptional client results and profitability.

Key Responsibilities:

• Lead and develop a team of around 20 marketing professionals across Paid Media, SEO, and CRO disciplines, fostering a culture of excellence, accountability, and continuous improvement.

• Oversee performance marketing initiatives across a portfolio of startup and SMB clients, ensuring consistent delivery of measurable business results.

• Coach Associate Directors and Demand Generation Managers, developing them into confident leaders capable of managing multi-channel accounts and growing client relationships.

• Own key performance indicators (KPIs) across client retention, campaign performance, net revenue retention, and employee engagement.

• Serve as executive sponsor for major accounts, maintaining client confidence and resolving escalations with professionalism and transparency.

• Shape the strategic direction of the Startups division through forecasting, capacity planning, hiring, and financial management.

• Collaborate with Sales and Service teams to identify new opportunities for upselling, cross-selling, and client expansion.

• Drive innovation within the paid media ecosystem by implementing cutting-edge tactics across ad platforms and analytics tools.

• Maintain clear communication and composure in high-stakes, fast-paced situations, ensuring alignment and clarity across teams.

Qualifications and Skills:

• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).

• 7–10+ years of experience in digital marketing with at least 5 years in a leadership capacity managing multi-channel B2B or SaaS-focused campaigns.

• Deep expertise in Paid Media (Google Ads, LinkedIn Ads, G2/Capterra) and a solid understanding of SEO and CRO.

• Proven success managing large client portfolios and achieving revenue growth through high-impact digital strategies.

• Strong people leadership and team development skills, with experience mentoring senior marketers and department heads.

• Excellent communication, executive presence, and client management skills with the ability to inspire confidence at the C-suite level.

• Experience with KPI tracking, reporting, and performance optimization.

• Bonus: Experience in public speaking, publishing, or mentoring within the B2B marketing space.

• Additional Bonus: Familiarity with RevOps, lifecycle metrics (LTV:CAC), and client onboarding frameworks.

Compensation and Benefits:

• Competitive salary plus performance-based bonus structure.

• Medical, dental, and vision coverage, with 100% employer-paid plans for employees and 50% coverage for dependents.

• Mental health support via certified therapists (Spring Health) and Headspace membership.

• Physical wellness benefits, including One Medical membership, Omada therapy, and virtual workouts through Aaptiv.

• Unlimited PTO (minimum two weeks), paid holidays, birthday leave, and annual year-end recharge period (Dec 24 – Jan 1).

• Paid parental leave and flexible work arrangements.

• 401(k) with 3% employer match and annual tenure-based bonus program.

• Annual all-agency retreat for team collaboration and professional growth.