Head of Demand Generation

About Canopy

Canopy is dedicated to building a safer, more supportive future for healthcare professionals. Our core mission is to help hospitals ensure that healthcare workers feel safe, appreciated, and empowered every day to deliver the highest quality of care. We achieve this through innovative technology, specifically our comprehensive wearable safety (duress) system and Real-Time Location System (RTLS) portfolio. Delivered as a bundled, end-to-end service (hardware, software, support, and management), our solutions provide critical support to enterprise healthcare systems across the United States. Join a collaborative team focused on making a tangible impact on the well-being of those who care for us all.

About the Role

Canopy is seeking a results-driven and experienced demand generation leader to join our growing Growth team, reporting directly to the VP of Growth. This is a fully remote position, open to candidates based in the US. We are open to hiring at either the Senior Demand Generation Manager or Director, Demand Generation level, commensurate with the candidate's experience and strategic capabilities.

In this critical role, you will own the strategy, execution, and optimization of multi-channel demand generation programs designed to build a robust sales pipeline within the US healthcare market. You'll blend strategic planning with hands-on operational management and creative content development, playing a vital role in driving Canopy's growth and furthering our mission.

What You'll Do

• Develop & Execute Strategy (approx. 30%): Design, implement, and manage impactful multi-channel demand generation strategies specifically targeting enterprise US healthcare systems. Identify, evaluate, and test new channels and tactics for pipeline growth. Define and refine audience segmentation within healthcare personas (e.g., security leaders, nursing executives, IT). Establish measurement frameworks and KPIs to track success against pipeline goals.
• Manage Operations, Systems & Reporting (approx. 50%): Take ownership of the demand generation tech stack, ensuring optimal use of tools like Outreach, ZoomInfo, Salesforce, Sendoso, and Orum. Oversee and refine lead management processes (capture, scoring, routing, nurturing) in close partnership with Sales and Operations. Build, maintain, and interpret performance dashboards and reports within Salesforce and potentially other analytics platforms to track progress and identify areas for improvement. Manage campaign budgets, forecast spend, and report on ROI.
• Create BDR Content & Enablement (approx. 20%): Craft compelling, persona-relevant content to fuel Business Development Representative (BDR) outreach and effectiveness. This includes developing high-performing email sequences/cadences for Outreach, creating effective call scripts and talk tracks, designing personalized messaging snippets, producing concise one-pagers and data sheets, and building competitive battle cards focused on the healthcare market.

What You'll Need (Qualifications)

• 5-10 years of progressive B2B demand generation experience, with a proven track record of building pipeline.
• Significant experience within an enterprise software or technology company selling complex solutions.
• Demonstrated success developing and executing demand generation strategies for products/services involving hardware, software, and services (bundled solutions preferred).
• Hands-on proficiency with core B2B marketing and sales technologies, including Salesforce (SFDC) and marketing automation/sales engagement platforms.
• Strong analytical skills: Ability to dive into data, extract meaningful insights, and use them to optimize campaigns and report on performance.
• Exceptional writing and communication skills, with specific experience creating effective sales enablement materials (emails, scripts, collateral).
• Bachelor's degree or equivalent relevant experience.

Bonus Points (Nice-to-Haves)

• Direct experience marketing technology solutions to the US healthcare industry (hospitals, health systems).
• Familiarity with Real-Time Location Systems (RTLS), physical security technology, or related concepts.

Our Tech Stack

• Salesforce (SFDC)
• Outreach 
• ZoomInfo
• Sendoso
• Orum

Measuring Success

Your impact will be measured by your contribution to key performance indicators (KPIs) including, but not limited to: Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), pipeline generated and influenced ($ amount and number of opportunities), lead-to-opportunity conversion rates, and channel-specific performance metrics.

Why Join Canopy?

• Mission-Driven Impact: Play a direct role in making healthcare environments safer for the workers who dedicate their lives to patient care.
• Growth Opportunity: Join a dynamic Growth team with significant opportunities to shape strategy, build programs, and advance your career in a growing company.
• Tangible Contribution: See the direct results of your work in building the sales pipeline for critical safety technology.
• Collaborative Culture: Work alongside passionate colleagues in a supportive and collaborative environment.
• Remote Flexibility: Enjoy the benefits and flexibility of a fully remote position (US-based).

If you are a strategic, results-oriented demand generation professional passionate about making a difference in healthcare, we encourage you to apply!