VP, Demand Generation - Financial Markets

Permanent - Hybrid

Montreal, QC

About BCA Research

BCA Research is the leading independent provider of global investment research. For more than 75 years, our insights have guided institutional investors in making better decisions across volatile and complex markets. As we expand our marketing capabilities, we are seeking a strategic and results-driven VP, Demand Generation to build and scale our growth engine.

Role Overview

The VP, Demand Generation will be responsible for driving revenue growth by developing and executing integrated marketing programs that generate qualified leads, accelerate the sales pipeline, and optimize client acquisition. This is a leadership role reporting directly to the Head of Marketing, with responsibility for building a high-performing demand generation function and collaborating closely with sales, product, and research teams.

Key Responsibilities

Strategy & Leadership

• Develop and lead the global demand generation strategy to support revenue growth across multiple client segments and geographies.
• Build, mentor, and lead a demand generation team in Montreal, fostering a culture of accountability and innovation.
• Partner with Sales leadership to align marketing and sales funnels, ensuring seamless handoff and tracking.

Campaign Development & Execution

• Design, execute, and optimize multi-channel campaigns (digital, email, paid sponsorships, events).
• Implement account-based marketing (ABM) strategies targeting institutional investors and financial decision-makers.
• Establish campaign playbooks and best practices for scalability and efficiency.

Technology & Analytics

• Oversee the marketing technology stack (CRM, automation platforms, analytics tools) to maximize ROI.
• Define KPIs, build dashboards, and deliver actionable insights on pipeline performance.
• Drive continuous improvement through A/B testing, conversion optimization, and lead scoring models.

Collaboration & Cross-Functional Alignment

• Partner with Research to translate thought leadership into high-performing campaigns.
• Collaborate with Brand & Events team to integrate campaigns with key client engagement opportunities.

Required Qualifications

• Bachelor’s degree in Marketing, Business, or a related field (MBA a plus).
• 10–15 years of progressive marketing experience, with at least 5 years in financial services (asset management, investment research, or capital markets).
• End to end owner. Proven track record of building and scaling demand generation functions at the VP or senior director level.
• Strong expertise in marketing automation (HubSpot preferred) and CRM platforms (Salesforce preferred).
• Deep understanding of pipeline management, lead nurturing, and account-based marketing.
• Exceptional analytical skills with a data-driven mindset.
• Strong leadership, communication, and stakeholder management abilities.

Key Performance Indicators (KPIs)

• Pipeline Contribution : Marketing-sourced pipeline as a % of total revenue pipeline.
• Lead Generation : Volume of marketing qualified leads (MQLs) and sales qualified leads (SQLs).
• Conversion Rates : MQL → SQL → Closed Won conversion improvements.
• Campaign ROI : Return on marketing investment across channels and campaigns.
• Sales Alignment : Sales team satisfaction with lead quality and campaign support.
• Team Growth : Recruitment, development, and retention of high-performing demand generation talent.

What makes this job interesting?

• Product: BCA’s products are powered by highly differentiated, sought after data and compelling research, trusted by over 2,000 investment firms across the world.
• Timing: You’ll be joining BCA at a time of rapid innovation and growth.
• People: The marketing team is highly collaborative (and fun) and the company embodies a people-first culture.

This role is critical to BCA Research’s continued growth and market leadership, requiring a curious, strategic, customer-focused, and results-driven marketer.