Director of SMB & Self Serve Demand Generation

About the Role

Hi, I'm Dan Davidow, Chief Marketing Officer at Jane. I joined Jane because I have a real passion for helping small businesses succeed, and our customers run some of the most impactful small businesses there are. When I'm not doing that, you'll usually find me planning my next trip.

Jane has built strong momentum, and our next phase of growth will be driven by deeper relationships, trusted partnerships, and a strong presence in the healthcare community. We have also found success in our demand gen programs, and now is the time to build on what's already working.

That's where you come in. As our Director of SMB & Self Serve Demand Generation, you'll own a core part of how Jane generates demand: our paid media program, our website (including SEO and AEO), and our lifecycle marketing. You'll work alongside the teams who own events, partnerships, and community, so that together it all adds up to one cohesive motion. AI is central to how you'll do this: from how practitioners discover Jane through AI-driven search, to how we use AI to plan, build, and optimize our own programs. You’ll also partner closely with our growth product team who works on onboarding and optimizing user flow.

You'll lead a team of three channel experts today, with room to grow the team as the program scales, and partner closely with our Marketing Analytics & Operations team on measurement and infrastructure.

This is a role for a leader who can balance strategy and execution. Part of this job is hands-on; you're comfortable working directly in the campaigns, data and tools, and building AI-assisted workflows yourself, not just directing from above. Success looks like building trust with our market and driving real business impact.

What Impact We’re Looking for You to Make

• Own paid media. Lead our paid media budget and team across channels, including paid search, paid social, direct mail, and more - deciding where we invest, how we measure it, and when we shift.

• Partner with Growth Product. You’ll work directly with designers, developers, and product managers building the future of onboarding and activation at Jane, designing and executing thoughtful tests.

• Deliver on web experience. Manage the marketing side of jane.com - the front door to Jane for practitioners, patients, and the broader healthcare community. Partner closely with design and engineering, and own site strategy, conversion rate, and our organic presence across both traditional search (SEO) and AI-driven discovery (AEO).

• Own lifecycle marketing. Design and run the programs that guide practitioners from first touch through trial, signup, and expansion, working closely with product marketing and sales on what happens at each stage.

• Put AI to work. Make Jane easy to find in an AI-first world, and use AI across the demand program itself - research, creative testing, campaign optimization, reporting - so a small team can operate like a much bigger one.

• Sharpen our measurement. We have a solid measurement foundation today. You'll define what the demand program needs next - KPIs, attribution, reporting - and partner with our Marketing Analytics & Operations team to build it.

• Align with Sales and Support. Work deeply with our sales and support teams to design demand programs that support revenue outcomes, not just top-of-page metrics.

• Build the team. Lead, coach, and grow a team of channel experts, and raise the bar on how we plan, test, and learn together.

What Experience We Need

• A strong track record in demand gen or growth marketing. 5-7 years driving tangible business impact, ideally with experience managing and scaling multi-million-dollar budgets.

• Deeply analytical. Exceptional at translating numbers into marketing strategy, and comfortable operating in a constrained, highly data-driven environment. Deep expertise across marketing analytics, web optimization, lifecycle, and paid acquisition.

• AI-forward. You're already using AI tools in your day-to-day marketing work, you have a point of view on how AI is changing search and discovery, and you're excited to keep experimenting.

• High-velocity SMB experience. Proven success in high-velocity business models, ideally SMB or consumer. We're not looking for someone whose experience is only account-based marketing or traditional enterprise SaaS.

• A strong collaborator. You know how to work with design, development, and product teams to drive results.

• A builder of teams. A track record of hiring and developing high-caliber growth marketing talent.

If you don’t meet every single qualification but are excited about this role, we’d still love to hear from you.

More About Jane

Jane is a founder-led, high-growth SaaS company born in North Vancouver, British Columbia. We're now a team of more than 900 people working remotely across Canada, the US, and the UK, united by our mission to help the helpers.

We build the products and tools that thousands of clinics rely on every day to run their businesses, care for their patients, and grow their communities. That level of impact means every person at Jane plays an important role in how we show up for our customers. We're all responsible for being deeply connected to their needs, obsessed with improving their experience, and proud of the difference our work makes in their day-to-day lives.

Jane is growing fast, and that growth brings exciting challenges that call for adaptability, resilience, learning agility, and humility. We're proud of what we've built and quick to admit what we don't know yet. We listen, learn, and adjust as we go.

We're also embracing the possibilities of AI, using it to work smarter, improve our systems, and create even better experiences for our customers and our team.

Our goal isn't just delivery, it's delight. We move quickly, communicate openly, and solve real problems together. If you're energized by ambiguity, motivated by impact, and eager to learn with others, you'll thrive at Jane.