---
title: 'VP, Demand Generation at CoLab Software'
canonical: 'https://feeny.ai/job/vp-demand-generation-colab-software-canada-united-states-8e6ctdaavcy7'
type: 'job'
last_seen: '2026-09-09'
---

# VP, Demand Generation at CoLab Software

- **Company:** CoLab Software
- **Location:** Canada / United States
- **Work type:** remote
- **Posted:** 2026-09-01
- **Last confirmed live:** 2026-09-09
- **Apply:** https://job-boards.greenhouse.io/colabsoftware/jobs/5412574008

## Job description

## About CoLab

At CoLab, we help mechanical engineering teams bring life-changing products to market years sooner.

CoLab is the AI platform for engineering design. Every design review in CoLab builds a knowledge repository of design feedback, decisions, and lessons learned - which AI agents draw from to flag issues on future designs before they compound. The more your team works in CoLab, the smarter it gets and the faster you arrive at the ideal design. Companies like Ford, Komatsu, and Bombardier use CoLab to catch issues earlier, eliminate rework cycles, and bring products to market faster.

Founded in St. John’s, Newfoundland, CoLab has grown rapidly to over 250 employees. In 2025, CoLab raised a $72M Series C and was recognized by Deloitte Fast 500TM as the #57 fastest growing company in North America.

## About the Role

We’re hiring a VP of Demand Generation to own marketing-sourced pipeline and scale our demand function into the next stage of growth. You’ll step in as the leader of an existing 4-person team with a mandate to take what’s working today and evolve it into a mature, scalable demand engine.

Your job is to own the portfolio of channels, allocate resources, and make clear bets that maximize pipeline, conversion rates, and CAC efficiency. You’ll architect and oversee integrated multi-channel programs across paid, OOH, events, and emerging channels — ensuring the mix works together as one system and budget flows to where it will have the most impact.

This is primarily a leadership role, but not a hands-off one. You’ll have the mandate, resources, and team to make it happen — and when needed, you’ll roll up your sleeves to shape new motions, like standing up CoLab’s first ABM program. You’ll collaborate closely with Sales and the exec team, bringing clarity and data-driven insight into how marketing drives revenue.

Our Ideal Candidate

- You have a track record of improving pipeline, revenue, and CAC and you hold yourself to those results
- You architect integrated programs where channels reinforce each other, and you know when to shift budget or double down.
- You’ve built, mentored, and scaled in-house demand gen teams before
- You’re an analytical storyteller: equally comfortable running the numbers, forming a hypothesis, and presenting a clear, compelling story to execs
- You’re willing to be hands-on in the right moments, especially when shaping a new motion like ABM
- You thrive in a growth-stage SaaS environment where complexity increases fast, channels mature quickly, and new bets need to turn into repeatable engines.
- You thrive in enterprise B2B SaaS environments, building pipeline for high-ASP products with long sales cycles, complex buying committees, and nuanced messaging.

## Responsibilities

- Own marketing-sourced pipeline creation, conversion, and efficiency (including CAC).
- Architect and oversee integrated demand gen programs across digital, paid, field marketing, and ABM.
- Lead, mentor, and grow a high-performing demand gen team (currently four direct reports, with ongoing growth expected)
- Stand up CoLab’s first ABM motion and refine it into a repeatable program.
- Own demand gen budget, forecasting, and ROI tracking with direct accountability to the executive team.
- Scale proven channels while experimenting quickly with new ones, turning them into repeatable, mature programs.
- Jump in with your team when needed to shape execution and accelerate new initiatives.
- Collaborate closely with Sales to ensure alignment on pipeline goals, conversion rates, and revenue outcomes.
- Translate data into insights and executive-ready narratives that drive alignment on pipeline strategy and results.

## Qualifications

- 10+ years of B2B SaaS demand generation experience, with at least 3+ years in a senior leadership role (VP, Head of Demand Gen, or similar).
- Proven track record of building and scaling demand gen teams that deliver measurable pipeline and revenue growth.
- Demonstrated success building and maturing pipeline for small target account lists with high ASPs and complex buying committees
- Demonstrated success partnering with product marketing to deliver nuanced messaging at scale across channels, using personalization where most effective
- Strong quantitative skills with an exceptional ability to use data to understand pipeline drivers
- Experience designing and executing multi-channel programs (paid, SEO/SEM, third party and owned events, ABM).
- Exceptional ability to influence at the executive level with data-backed storytelling.
- Comfortable balancing strategic work with being hands-on when needed.

Extra Details

- This is a full-time, permanent position with a compensation package that includes stock options.
- Extended health and benefits package, including unlimited paid vacation and RRSP matching.
- Our main office is in St. John’s, NL, with hybrid and remote opportunities. This role has the flexibility to work from anywhere in North America.
- You'll be expected to travel 4-6 times per year for team weeks, on sites, and leadership team meetings.

## About CoLab Software

## Core Business
- **Primary industry**: Engineering design collaboration software (CAD/PLM)
- **Target customers**: B2B, enterprise – mechanical engineering teams at hardware manufacturers (e.g., automotive, industrial equipment, medical devices)
- **Mission statement**: “To help engineering teams deliver life-changing products to the world years sooner.”

## Products & Services
- **[CoLab Platform (Design Engagement System)]**: A cloud-based workspace for virtual design reviews, where engineers can annotate 2D/3D models in real time, track feedback, and automatically capture knowledge.
- **[AutoReview (AI Peer Checker)]**: An AI agent that marks up drawings and 3D models against company design standards, lessons learned, and industry best practices before human review.
- **[AI Lessons Learned Agent]**: An AI that surfaces relevant past design decisions and similar designs during reviews, automating the traditional lessons-learned process.
- **Integrations**: Connects with major PLM systems (Windchill, Teamcenter, 3DXPERIENCE) and accepts 30+ CAD file types for browser-based review.

## Market Standing
- **Valuation/Market Cap**: Not publicly disclosed
- **Key Metrics**: Annual Revenue ~$22.5M (2025); Total Funding $115.6M (as of Series C, Nov 2025)
- **Notable Investors/Partners**: Insight Partners (lead Series B), Intrepid Growth Partners (lead Series C), Y Combinator (Pre-Seed). Customers include Ford, GE Appliances, Johnson Controls, Lockheed Martin, Komatsu.
- **Growth Signals**: 64 new employees added in last 12 months (+67% growth); named to Deloitte Canada’s Fast 50 in October 2025; operates in 7 countries; 30,650 LinkedIn followers (+47% YoY).

## Competitive Advantages
- **AI trained on proprietary company knowledge**: AutoReview and the Lessons Learned agent use an organization’s own design standards and past review data, making the AI highly specific to each customer’s engineering practices.
- **Knowledge capture as a byproduct**: Feedback from reviews is automatically structured into a searchable database, eliminating extra documentation steps.
- **Browser-based CAD review**: No special software or training needed for stakeholders to explore 3D models and add feedback.
- **Strong PLM/CAD integrations**: Deep connections with industry-standard tools reduce friction for enterprise adoption.

## Strategic Focus
- **Deploying AI agents** that assist engineers across the entire design lifecycle, from concept to validation.
- **Scaling the platform** to more complex engineering programs and expanding the customer base among Fortune 500 manufacturers.
- **Building out the “EngineeringOS” vision** – connecting people, data, and AI in one collaborative workspace.

## Why Work Here
- **Culture**: Emphasizes kindness, respect, grit, ownership mentality, and continuous improvement. Values are clearly defined and used in hiring.
- **Remote-friendly**: “Remote Friendly” policy listed on the careers page; team spans Canada, USA, and Europe.
- **Benefits**: Health & dental coverage, RRSP/401K matching, unlimited PTO (vacation, personal, sick, bereavement), stock options, frequent team building.
- **Engineering DNA**: Co-founded by mechanical engineers who experienced the problem firsthand; the team includes alumni from Rivian, Tesla, Northrop Grumman, and Komatsu.
- **Growth stage**: High-growth scaleup (181 employees, +61% YoY) with active hiring across engineering, sales, product, and marketing roles.

## Sources
1. [colabsoftware.com](https://www.colabsoftware.com/)
2. [colabsoftware.com/about-us](https://www.colabsoftware.com/about-us)
3. [colabsoftware.com/careers](https://www.colabsoftware.com/careers)
4. [linkedin.com/company/colabsoftware](https://ca.linkedin.com/company/colabsoftware)
5. [ycombinator.com/companies/colab](https://www.ycombinator.com/companies/colab)

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