Director, Performance Marketing - Procurify

About the Role

Procurify is seeking a Director of Performance Marketing to lead our paid acquisition and digital experience strategy, driving qualified pipeline growth as AI reshapes how B2B buyers discover, evaluate, and purchase software.

This is a hands-on leadership role combining deep paid media expertise, commercial acumen, and a strategic approach to digital experience. You'll optimize established acquisition channels, identify emerging growth opportunities, and evolve our digital presence to better engage and convert today's buyers.

Reporting to the CMO, you'll directly manage our Senior WordPress Developer and collaborate closely with Demand Generation, Content & Brand, Product Marketing, Revenue Operations, and Sales.

Key Responsibilities

Paid Media Strategy & Performance

• Own the strategy, execution, forecasting, and performance of paid acquisition channels, including Google Ads, Microsoft Advertising, paid social, review platforms, and emerging digital channels.
• Lead paid media optimization across campaign strategy, audience targeting, bidding, creative experimentation, and budget allocation to maximize qualified pipeline and return on investment.
• Identify, test, and scale new acquisition opportunities, evolving our channel mix to reach and convert buyers across an increasingly diverse digital landscape.
• Leverage CRM data, offline conversion tracking, and advanced bidding strategies to continuously improve acquisition quality and campaign effectiveness.
• Own paid media budgets, performance forecasting, and external agency relationships, ensuring disciplined investment and measurable commercial outcomes.

Digital Experience & Conversion Optimization

• Lead Procurify's digital experience strategy, evolving how we engage and convert buyers as AI transforms research, discovery, and purchasing behaviours.
• Own website conversion strategy across key digital journeys, landing pages, and conversion experiences, with a focus on generating qualified demand.
• Manage and develop the WebOps Manager, establishing a prioritized roadmap for website performance, user experience, and conversion optimization.
• Lead a structured experimentation program to continuously improve website effectiveness, using data, buyer insights, and testing to inform priorities.
• Partner with Content & Brand and Product Marketing to align digital experiences with buyer intent, positioning, content strategy, and emerging discovery channels.

Analytics, Measurement & Commercial Performance

• Own performance analysis and reporting across paid acquisition and digital conversion, connecting investment and engagement to qualified pipeline and revenue outcomes.
• Partner with Revenue Operations to ensure accurate attribution, conversion tracking, and measurement across the digital buyer journey.
• Apply advanced analytics, attribution, and incrementality testing to evaluate channel effectiveness and inform investment decisions.
• Translate performance insights into clear executive recommendations, forecasts, and actionable optimization strategies.

Leadership & Cross-Functional Collaboration

• Provide strategic and operational leadership across paid acquisition and digital experience, balancing hands-on execution with longer-term growth opportunities.
• Partner closely with Demand Generation on integrated campaigns, audience strategies, and conversion experiences to maximize pipeline contribution.
• Collaborate with Content & Brand on SEO, GEO, and organic acquisition initiatives, contributing website, conversion, and performance expertise to shared priorities.
• Build strong partnerships with Product Marketing, Sales, and Revenue Operations to improve buyer engagement, lead quality, and revenue outcomes.
• Champion the application of AI across performance marketing, using emerging capabilities to accelerate analysis, experimentation, operational efficiency, and execution.
• Communicate priorities, performance, and strategic recommendations effectively to marketing and executive leadership.

How Success Will Be Measured

• Growth and efficiency of qualified pipeline generated through paid acquisition.
• Improvement in website conversion performance and the generation of qualified demand.
• Demonstrated contribution from new acquisition opportunities and effective investment allocation.
• Strong performance measurement, actionable insights, and strategic decision-making.
• Effective leadership, execution, and cross-functional collaboration.

What You'll Bring

• 7-10 years of experience in B2B SaaS performance marketing, with demonstrated ownership of significant paid media budgets and measurable pipeline outcomes.
• Deep, hands-on expertise in Google Ads, Microsoft Advertising, and other paid media channels including campaign strategy, bidding, optimization, and performance analysis.
• Proven success driving paid acquisition and qualified pipeline in B2B SaaS environments with complex buying journeys and multi-stakeholder purchase decisions.
• Strong understanding of advanced paid media measurement and optimization, including offline conversions, CRM-based performance data, and automated bidding strategies.
• Demonstrated experience leading website conversion strategy, CRO programs, and digital experience improvements that drive measurable business results.
• Advanced analytical and experimentation skills, including attribution, performance forecasting, incremental measurement, and investment optimization.
• Hands-on experience with Salesforce, Google Analytics 4, and Google Ads, with familiarity in marketing automation and attribution platforms such as Marketo and Marketo Measure.
• Strong commercial judgment and problem-solving skills, with the ability to translate insights into clear priorities and effective execution.
• Demonstrated ability to leverage AI tools to improve marketing performance, generate insights, and accelerate workflows.
• Experience managing team members, collaborating with agencies, and influencing cross-functional stakeholders.
• Strong executive communication skills and the ability to present clear, data-driven recommendations to senior leadership.
• Strong knowledge of SEO, GEO, and organic acquisition, with an understanding of how these disciplines intersect with digital experience and conversion optimization.

Benefits

• Flexible working: Remote-first organization with flexible working hours across Canada.
• Responsible time off: Flexible approach to paid time off to rest and recharge.
• Extended health benefits: Comprehensive health, vision, and dental package plus EAP and wellness spending account.
• Continuous learning: Regular educational lunch and learns to support growth.
• Stock options: Competitive stock option program for all team members.
• Compensation: OTE Range of $193,200 – $241,500 CAD (inclusive of a 15% Company Incentive Plan target).