Canada Marketing Lead

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Job Title: Canada Marketing Lead (Assurance)

Location: Canada

Own Canada’s go-to-market. Build pipeline. Elevate the brand. Lead a national team. Set the regional bar for Sustainability.

BSI’s Assurance division is hiring a Country Marketing Lead – Canada to own end-to-end GTM in the Canadian market. You’ll translate global strategy into high-impact local programs that fuel pipeline and revenue across System Certification, Training, and Internal Supplier Audits (ISA) while ensuring seamless integration of global and regional campaigns into Canada’s unique regulatory and buyer landscape. You’ll represent Canadian insights in regional forums and serve as Regional Theme Lead for Sustainability, shaping content, messaging, and integrated campaigns used across the Americas.

If you thrive in a matrixed, fast-paced environment and can flex from strategy to hands-on execution, this role is for you.

What you’ll own:

• Canada GTM leadership: Build and deliver the national marketing strategy aligned to Assurance revenue goals, sector priorities, and global campaigns.

• Plan to targets: Create the annual plan using backward planning tied to revenue, pipeline, and MQL commitments.

• Market voice: Inject Canadian market, regulatory, and customer insights into regional/global planning to influence direction and prioritization.

• Positioning & competitiveness: Analyze trends, buyer behavior, and competitors to shape campaign strategy and brand positioning for Canada.

How you’ll lead:

• Team management & development: Lead, coach, and performance-manage a Marketing Coordinator; define goals, KPIs, and growth paths.

• CoE partnership: Collaborate with the AMAS Center of Excellence on campaign development, best-practice sharing, and process improvement.

• Operational excellence: Drive clarity, workload management, and accountability using Workfront; uphold brand, compliance, and governance standards.

How you’ll execute:

• Campaigns that convert: Localize and activate Campaigns-in-a-Box and thematic programs for Canadian regulations, sectors, and buyer personas.

• Full-funnel, multi-channel: Orchestrate digital/email, SEO/SEM, paid media, social, webinars/events, and industry partnerships to create demand and accelerate deals.

• PR & thought leadership: Coordinate local PR to raise awareness and strengthen BSI’s expert voice.

• Sales enablement: Equip Sales and Training with localized assets, messaging, and playbooks; drive adoption of regional tools and strategies.

How you’ll measure success:

• Performance & analytics: Monitor MQLs, lead-to-opportunity conversion, cost-per-lead, and pipeline contribution; maintain CRM hygiene.

• Attribution discipline: Enforce UTM standards and accurate lead-source attribution; partner with global digital ops and analytics to optimize.

• Iterate in real time: Use funnel insights to test, learn, and improve performance across channels and segments.

Marketing operations & budget:

• Budget ownership: Plan, allocate, and optimize the Canadian marketing budget for maximum ROI.

• Vendor leadership: Oversee creative, translation, paid media, and event partners—on brief, on brand, on budget.

Regional Theme Leadership (Sustainability):

• Set the bar regionally: Define positioning, content strategy, and integrated campaigns for Sustainability across markets.

• Scale best practices: Ensure consistent development, sharing, and activation of theme assets; champion Canadian needs in regional roadmaps.

What you bring:

• Strategic clarity + executional rigor: You turn business objectives into actionable programs and deliver measurable impact.

• Proven demand gen: Track record of campaigns that drive MQLs, pipeline, and conversion in complex B2B environments.

• Canada expertise: Deep understanding of Canadian buyer behavior, channels, and regulatory nuances.

• Localization mastery: Skilled at adapting global content/messaging for maximum local relevance.

• Trusted collaborator: Strong stakeholder management across Sales, Training, and global teams.

• Operational savvy: Budget ownership, vendor oversight, and performance reporting are second nature.

• Martech fluency: Hands-on with Salesforce and Pardot (required); familiarity with Marketo, Workfront, SEO/SEM, paid media, and ABM.

• Organized & adaptable: Detail-driven, proactive, and comfortable switching from strategy to precise execution in a fast-moving, matrixed setting.

• Segment & persona acumen: Tailors narratives and offers by industry, role, and stage to move deals forward.

Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, or related field (Master’s preferred).

• 10+ years progressive B2B marketing experience (professional services, SaaS, or regulated industries ideal).

• Prior experience managing direct reports (goal-setting, coaching, performance development).

• Demonstrated ability to lead and develop marketing professionals and drive cross-functional collaboration.

• Proven success delivering demand-gen programs that create pipeline and revenue.

• Strong experience localizing global campaigns for regional buyer behaviors.

• Proficiency with Pardot, Salesforce, and Workfront (or equivalent marketing automation, CRM, and campaign tools).

• Familiarity with ISO, assurance, training, or compliance services (preferred).

Language & travel:

• Languages: Strong command of English and French (verbal and written); Spanish and/or Portuguese a plus.

• Travel: Up to 10% for client engagement, events, and team collaboration.

BSI - Your Partner in Progress

We are proud to be the business improvement company for other organizations to become more sustainable and resilient and finally to inspire trust in their products, systems, services, and the world we live in.

Headquartered in London, United Kingdom, BSI is the world's first national standards organization with more than 100 years of experience. We are a global partner for 86,000 companies and organizations in over 193 countries, offering development, auditing, certification, and training services, including innovative software solutions and cyber security expertise for all industries: from aerospace and automotive to food, construction, energy, healthcare, IT and trade sectors. Incorporated by Royal Charter, we’re truly impartial, and home to the ultimate mark of trust, the Kitemark.

Through our unique combination of consulting, training, assurance and regulatory services we bring solid and broad knowledge to every company.

If you want to contribute to this inspiring challenge, bring your open and enthusiastic mindset to our dynamic team, apply now and become part of the BSI family!

What we offer

BSI offers a competitive salary, 20-days annual leave, bank holidays, health, vision, dental and life insurance, pension plan with company contribution, short-term and long-term disability, pregnancy and parental leave, registered savings plan, paid bereavement leave, learning and development opportunities, and a wide range of flexible benefits that you can tailor to suit your lifestyle.  

D&I Policy

BSI is committed to ensuring the diversity of our workforce reflects that of our clients and the communities in which we operate. Our goal is to create a sense of belonging for all employees by providing opportunities to develop, grow, and engage with our global organization — all while having fun doing great work. BSI is a community where everyone can thrive.

If you require any reasonable accommodations to be made on account of a disability or impairment throughout our recruiting process, please inform your Talent Acquisition Partner.

About Us

BSI is a business improvement and standards company and for over a century BSI has been recognized for having a positive impact on organizations and society, building trust and enhancing lives.
 
Today BSI partners with more than 77,500 clients in 195 countries and engages with a 15,000 strong global community of experts, industry and consumer groups, organizations and governments.
Utilizing its extensive expertise in key industry sectors - including automotive, aerospace, built environment, food and retail, and healthcare - BSI delivers on its purpose by helping its clients fulfil theirs.
Living by our core values of Client-Centricity, Agility, and Collaboration, BSI provides organizations with the confidence to grow by partnering with them to tackle society’s critical issues – from climate change to building trust in digital transformation and everything in between - to accelerate progress towards a better society and a sustainable world.

BSI is an Equal Opportunity Employer dedicated to fostering a diverse and inclusive workplace.