CMO

Chief Marketing Officer (CMO)
Location: Sherwood Park, Alberta
Reports to: CEO
Direct Reports: Marketing Manager, Marketing Specialists, Senior Digital Marketing Specialist, plus contractors

We are representing BIS Safety Software in the search for a Chief Marketing Officer to lead the company's next phase of growth.

The CMO will own the complete marketing function with a primary focus on increasing Marketing Qualified Leads (MQLs), enterprise pipeline generation, website conversion rates, brand visibility, organic demand, and marketing-sourced revenue. This newly created role will play a key part in building a measurable, revenue-driving marketing organization supported by performance analytics, digital infrastructure, and account-based marketing strategies.

Key Responsibilities

Demand Generation & Pipeline Growth

• Own the strategy for increasing MQLs across all channels
• Develop pipeline generation targets aligned with revenue and enterprise growth objectives
• Build scalable inbound and outbound lead generation programs
• Increase website conversions, demo requests, content downloads, webinar registrations, trial engagement, and SQL conversion rates
• Develop lead scoring methodologies and funnel management processes
• Optimize the buyer journey from awareness through sales handoff
• Partner closely with Sales leadership to improve lead quality, pipeline velocity, and opportunity conversion
• Build account-based marketing programs targeting enterprise accounts and strategic verticals

Digital & Performance Marketing

• Lead paid and organic digital marketing initiatives including Google Ads, LinkedIn advertising, retargeting, SEO, AI search visibility, CRO, email marketing, marketing automation, content syndication, paid media, and webinar marketing
• Build a performance marketing engine focused on customer acquisition efficiency and pipeline contribution
• Oversee website strategy and conversion optimization
• Establish testing and experimentation across landing pages, CTAs, ad copy, campaigns, funnels, and nurture programs
• Improve organic search visibility and marketing automation capabilities

Content, Product Marketing & Brand

• Develop content strategies designed to generate high-quality MQLs and enterprise engagement
• Scale content production across whitepapers, eBooks, webinars, podcasts, case studies, industry reports, and SEO content
• Lead go-to-market strategy across the company's product portfolio
• Develop positioning, messaging, competitive intelligence, and industry-specific value propositions
• Support product launches, feature adoption, and customer expansion initiatives
• Lead brand awareness, communications, partnerships, events, and market visibility efforts across North America

Marketing Operations & Analytics

• Build a highly measurable marketing organization
• Establish KPI dashboards tracking MQLs, SQLs, conversion rates, CAC, ROAS, pipeline influence, and marketing-sourced revenue
• Improve CRM, automation, reporting, attribution, and forecasting capabilities
• Partner with Revenue Operations and Sales leadership on funnel reporting and forecasting

Team Leadership

• Build and mentor a performance-oriented marketing organization
• Lead teams across demand generation, digital marketing, content, product marketing, marketing operations, design, communications, events, SEO, and marketing automation
• Manage agencies, contractors, media partners, and technology vendors
• Introduce scalable processes, accountability frameworks, and performance management systems

Qualifications

• 10+ years of progressive B2B marketing leadership experience
• 5+ years leading marketing within B2B SaaS, enterprise software, compliance technology, industrial technology, workforce technology, HR tech, EHS software, or learning technology
• Proven success scaling MQL generation and marketing-sourced pipeline
• Expertise in demand generation, performance marketing, SEO, paid acquisition, ABM, marketing automation, funnel optimization, and revenue marketing
• Experience managing significant digital marketing budgets with measurable ROI
• Experience building high-growth marketing teams and marketing infrastructure

Key Attributes

• Execution-focused and results-oriented
• Highly analytical and data-driven
• Strong focus on measurable growth outcomes
• Strategic yet hands-on in execution
• Comfortable in a fast-growing entrepreneurial environment
• Experienced scaling marketing infrastructure
• Collaborative, cross-functional, and commercially minded
• Able to balance brand building with aggressive lead generation targets
• Passionate about technology