Director of Marketing

BinSentry

Director of Marketing at BinSentry leading demand generation strategy and brand positioning for agricultural tech. Overseeing marketing performance and cross-functional alignment in a hybrid work environment.

Posted 6/20/2026full-timeKitchener • 🇨🇦 CanadaLead💰 CA$150,000 - CA$185,000 per yearWebsite

About the role

Key responsibilities & impact

Own marketing-sourced and marketing-influenced pipeline targets.
Develop and execute a scalable demand generation strategy across paid media, events, content, email, and account-based marketing (ABM).
Optimize the full marketing funnel—from awareness through qualified pipeline—improving lead quality and conversion rates.
Define, track, and report on key metrics including customer acquisition cost (CAC), pipeline generated, cost per opportunity, and marketing-attributed revenue.
Align closely with Sales leadership to ensure marketing investments directly support revenue goals.
Define and own BinSentry's market positioning, messaging frameworks, and value propositions.
Differentiate BinSentry clearly from competitors and build compelling answers to: Why BinSentry? Why now? Why not alternatives?
Lead thought leadership strategy, including executive content, industry media, and speaking opportunities at livestock and feed industry events.
Champion BinSentry's innovation and sustainability narratives externally and internally.
Lead go-to-market planning and execution for new products and feature launches.
Develop and maintain sales enablement materials, including sales decks, battlecards, customer use cases, and buyer personas.
Conduct ongoing market research and synthesize customer insights to inform product and business strategy.
Serve as the "voice of the market" internally, ensuring customer feedback reaches product and leadership teams.
Oversee BinSentry's brand identity, website strategy, and content marketing program.
Manage public relations, analyst relations, and executive visibility.
Secure speaking opportunities and media coverage at key livestock, feed, and agri-tech industry events.
Develop compelling customer success stories and case studies that build credibility and accelerate sales.
Lead, coach, and develop a high-performing marketing team including the Content Lead, Digital Lead, Marketing Coordinator, and Events Manager.
Set clear goals, provide regular feedback, and build a culture of accountability and creativity.
Own the marketing budget, including agency and vendor relationships, and allocate resources for maximum impact.
Build team structures and processes that enable consistent, scalable execution as BinSentry grows.
Present marketing performance and strategy to the leadership team and, where applicable, board members or investors.
Translate business objectives into integrated marketing strategy and ensure Sales, Product, and Customer Success are tightly aligned.
Support fundraising and investor narratives as required.

Requirements

What you’ll need

8+ years of progressive B2B marketing experience, with at least 3 years in a senior or director-level leadership role.
Proven track record of building and leading high-performing marketing teams in a fast-growing or scale-up environment.
Demonstrated success driving pipeline growth, demand generation, and marketing-attributed revenue in a B2B context.
Strong strategic positioning and messaging skills with the ability to translate a complex technical product into a compelling business outcome story.
Experience owning marketing budgets and managing agency and vendor relationships.
Comfort operating at the executive level, presenting to leadership teams, contributing to company strategy, and influencing cross-functional direction.
Willingness and ability to travel for industry events, trade shows, and customer engagements.
Experience marketing to industrial, agricultural, or supply chain sectors, or selling into operational buyers such as feed mills, integrators, and large livestock producers.
Background in product marketing, including go-to-market planning and sales enablement.
Experience with account-based marketing (ABM) strategies and tools.
Familiarity with category creation or thought leadership programs in a niche B2B vertical.
Experience supporting investor or board-level communications.
Familiarity with the North American swine, poultry, and milling sectors.

Benefits

Comp & perks

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Hard Skills & Tools

demand generationpipeline growthmarketing-attributed revenuestrategic positioningmessaging frameworksgo-to-market planningsales enablementaccount-based marketingmarket researchcustomer insights

Soft Skills

leadershipteam developmentstrategic thinkingcommunicationcollaborationcreativityaccountabilityinfluencingpresentation skillsfeedback provision