Sr. Demand Generation & ABX Manager

Phocas Software is a profitable, growing SaaS company with a loyal customer base and a category-leading product. With a clear path toward scaling from $70M to $250M and a reimagined GTM structure, this is a prime moment to join and shape the future of how we deliver value to customers. We know that fun is different for everyone. So, if you want to try out innovative approaches to sales, lead a project, save the planet, or spend more time with your favourite people outside work, you’ll have our full support. As long as you’re doing what brings you joy, the rest falls into place. Think less stress, higher performance, more energy and all-round nicer human. Your friends and family will be delighted. **Create your happy place** The Sr. Demand Generation & ABX Manager drives regional pipeline through full-funnel, vertically targeted demand generation programs and account-based plays. This role owns end-to-end multi-channel programs organized around industry verticals and ICP personas — spanning New Logo to Expansion audiences — and coordinates targeted account motions to accelerate priority accounts through the funnel. This is an ideal opportunity for a senior demand generation marketer who thrives on turning ICP strategy into pipeline reality: someone who can run complex multi-channel programs, build tight Sales partnerships, and bring the rigor of ABX to regional go-to-market execution. **Strategic Context** Phocas’ growth depends on building qualified pipeline across specific industry verticals and geographic regions. Generic campaigns are no longer enough — the market demands targeted, relevant programs that speak directly to buyer pain points within each vertical. This role is the connective tissue between regional marketing strategy and commercial execution. Working closely with Regional Sales, SDRs, Product Marketing, and Revenue Operations, it ensures that marketing-sourced pipeline is ICP-qualified, vertically relevant, and supported by coordinated account-level motions that give Sales and BDRs the best possible foundation to convert. **Why This Role Matters** • **Regional Pipeline Ownership:** Drives ICP-qualified pipeline across target verticals to support monthly net new ARR goals, with clear accountability for pipeline volume and quality. • **Vertical ICP Programs:** Designs and executes industry-specific multi-channel campaigns that engage the right buyers with the right message at each stage of the funnel. • **Account-Based Execution:** Coordinates targeted ABX plays on priority accounts, aligning digital, content, and field motions with Regional Sales and SDR teams. • **Regional Field Presence:** Plans and executes in-person events, roundtables, executive dinners, and trade shows that build pipeline and accelerate opportunities in target markets. • **Sales & Data Alignment:** Leverages intent data, AI tools, and tight feedback loops with Sales and BDRs to continuously sharpen targeting, messaging, and lead quality. **Team Structure** Reporting to the **Head of Demand Generation**, this role works closely with Regional Sales Leaders, SDR/BDR Teams, Revenue Operations, Product Marketing, Field Marketing, Partner Marketing, and Content. **What You Will Be Responsible For** • Own end-to-end strategy and execution of multi-channel campaigns across regional verticals, ICP personas, and key accounts. • Build and execute vertical ICP demand programs — designing and running industry-specific multi-channel campaigns that generate qualified pipeline across target verticals and personas. • Drive regional field programs — planning and executing trade shows, in-person events, roundtables, and executive dinners organized around target verticals that build pipeline and accelerate opportunities. • Run ABX plays on priority accounts — coordinating targeted account motions across digital, content, and field with Regional Sales and SDRs on tier-one accounts. • Leverage AI and intent data — using lead scoring signals, intent data, and…