The Company
Versaterm is a global public safety solutions company helping agencies transform how they serve their communities. Since 1977, we’ve been building an ecosystem of intuitive tools designed for public safety agencies, forensic labs, court systems, schools and other institutions. Through purposeful integrations and a selective growth strategy, we focus on improving workflows to help our customers achieve more efficient operations, better service and more just outcomes.
Our teams are driven by innovation, expertise and an unwavering commitment to customer success. As we continue to grow and expand our ecosystem, you’ll have the opportunity to contribute to solutions that enhance community safety and transform the future of public safety technology. If you’re passionate about making a meaningful difference, we’d love to hear from you.
The Role
The Director of Marketing will lead the strategic development and operations of the company’s Customer and Prospect Database (CaPdb), Business Development Representative (BDR) function and audience reporting capabilities. This role ensures that audience intelligence, market insights and prospect engagement strategies directly inform campaign execution, segmentation priorities and pipeline growth.
This role will establish governance and strategic direction for CaPdb, ensuring data integrity, segmentation clarity and actionable insights into industry participation, competitive movement and market coverage. Through deep knowledge of the database and market activity, the Director will provide visibility into audience composition, growth opportunities and engagement effectiveness.
Additionally, the role will oversee the BDR team as a core marketing-led growth function, aligning prospect engagement with segmentation priorities and campaign objectives. Partnering closely with Campaign Marketing, Product Marketing, Marketing Operations and Sales leadership, this role ensures that audience strategy and performance insights shape how marketing programs are planned, executed and optimized.
We’re seeking a data-driven, industry-fluent leader who can build structure, drive accountability and translate audience intelligence into measurable marketing impact.
What You'll Do
Audience Strategy & Growth Infrastructure
- Own the strategic direction, governance and ongoing health of the Customer and Prospect Database (CaPdb)
- Design and refine audience segmentation frameworks that guide campaign targeting and growth priorities
- Ensure data integrity, enrichment and structured reporting that provide visibility into audience composition and market coverage
- Serve as the marketing authority on audience strategy, segmentation performance and growth opportunities
Business Development & Prospect Engagement
- Lead and develop the Business Development Representative (BDR) team
- Establish KPIs tied to audience engagement, qualified opportunity creation and marketing-influenced pipeline contribution
- Align BDR outreach strategies with Sales territory priorities, campaign themes and product initiatives
- Ensure BDR performance insights inform audience refinement and campaign optimization
Market Intelligence & Industry Insight
- Oversee structured tracking and analysis of market participation, competitive presence and opportunity movement
- Integrate external data sources (procurement signals, surveys, competitive awards) into audience prioritization
- Identify trends, whitespace opportunities and competitive shifts within priority segments
- Provide consistent reporting on market dynamics to Marketing and executive stakeholders
Audience Reporting & Performance Insights
- Lead audience reporting across customer and prospect segments, highlighting growth trends and engagement effectiveness
- Partner with Marketing Operations to develop dashboards that connect audience data to campaign performance outcomes
- Support demand-focused teams with data-driven recommendations that optimize targeting and engagement strategies
What You'll Bring
- Bachelor’s degree in Marketing, Business, Analytics or related field
- 10+ years of experience in B2B marketing, audience strategy, growth infrastructure, business development leadership or market analytics
- Proven experience leading BDR or prospect engagement teams within a marketing or growth organization
- Strong understanding of the B2B revenue cycle and how audience targeting and top-of-funnel engagement influence pipeline development
- Experience managing and optimizing customer and prospect databases to support segmentation and campaign performance
- Analytical mindset with fluency in CRM systems, marketing automation platforms and reporting tools
- Strong cross-functional leadership and influence skills
- Strategic yet operationally grounded approach, comfortable building scalable processes while remaining hands-on
This position requires a security clearance from the Government of Canada. Candidates must be legally authorized to work in Canada and must successfully obtain and maintain a Reliability security clearance. Please note that specific customer contracts may impose additional security verification requirements. Obtaining and maintaining all required security clearances is a condition of employment. For more information on the Government of Canada's security screening process, please visit Public Services and Procurement Canada.
Versaterm is committed to fair and equitable compensation that is competitive, consistent, and aligned with the value each role contributes to our organization. The starting salary for this position will be dependent upon many factors, such as the successful candidate’s skills, experience, education, training as well as internal equity, market data, and business needs. In addition to base salary and our comprehensive benefits offering, some roles may also be eligible for variable compensation such as incentive plans or discretionary performance bonuses.
Versaterm does not use AI in the recruitment process. All stages of recruitment decisions are lead by people, including our qualified acquisition team and our experienced hiring managers.
Versaterm is an equal opportunity employer and is committed to equity, diversity, inclusion, and a barrier-free workplace. Accommodations are available upon request throughout all stages of the recruitment process and apply to the terms and conditions of employment. For more information, please contact [email protected].
Top Skills
Versaterm, Inc. Ottawa, Ontario, CAN Office
400-1331 Clyde Ave, Ottawa, Ontario, Canada, K2C 3G4
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