Director of Marketing - Remote Canada or USA

Location: We are flexible in terms of location for this role. Our headquarters is located in Kitchener, Ontario, but the role could be hybrid if close to HQ or remote within Canada and USA.

About Us:

Nicoya's mission is to improve human life by helping scientists succeed. We are a fast-paced, rapidly growing company with a worldwide presence based in Kitchener, Ontario - Canada's Silicon Valley. We have a team of world-class engineers, scientists, and designers building disruptive products to help researchers make their next big discovery. Our newest product, Alto, is a scientific instrument for the biotechnology research and drug discovery industry. It provides detailed information on molecular interactions using optical nanosensor technology known as localized surface plasmon resonance (SPR). It is the first SPR instrument on the market to incorporate Digital Microfluidics technology which has disrupted an industry that has been primarily dominated by highly expensive and complex instrumentation.

About the Job:

The Director of Marketing will lead and oversee all demand-generation marketing for Nicoya. This is an exciting opportunity to demonstrate hands-on leadership with our marketing team in a dynamic and collaborative environment. As our Marketing Director you will deliver on the marketing strategy in order to boost sales, build brand awareness and help us achieve company goals.

This role is ideal for a strategic thinker who thrives in a fast-paced environment and can balance high-level leadership with tactical involvement as needed. The Director will oversee the marketing function, manage a small team, and play a critical role in driving growth, customer engagement, and brand positioning across multiple channels while supporting sales and revenue goals.

Key Responsibilities & Accountabilities

Strategic Planning & Revenue Generation

• Develop and implement marketing strategies aligned with business goals, collaborating across teams for effective execution.
• Identify new market opportunities and growth levers while ensuring alignment with sales objectives and revenue targets.
• Oversee the marketing budget to maximize ROI and provide quarterly performance updates to senior leadership.
• Partner with the sales team to ensure marketing efforts directly support lead generation, pipeline growth, and sales enablement.

Growth and Customer Engagement

• Guide the team in executing multi-channel strategies to drive customer acquisition, retention, and expansion while optimizing the customer acquisition funnel.
• Ensure customer segmentation prioritizes high-value audiences that align with sales priorities.
• Monitor the effectiveness of retention strategies to support long-term business objectives.

Data-Driven Decision Making

• Analyze performance metrics (e.g., lead-to-close rates, campaign ROI) in collaboration with sales to inform strategies that drive measurable revenue impact.
• Stay informed on market trends, competitor activities, and consumer behavior to adjust plans proactively.

Event Strategy & Brand Development

• Oversee event strategy execution to generate qualified leads for the sales pipeline while ensuring alignment with broader marketing goals.
• Refine brand positioning and messaging for consistency across channels and collaborate on tailored sales enablement materials (e.g., presentations, brochures) that communicate value propositions effectively.

Team Leadership & Collaboration

• Daily team management and oversight: You'll be responsible for managing the daily activities of the marketing team, ensuring they're on track to meet their targets, and addressing any challenges they may be facing.
• Performance monitoring and goal setting: You'll provide mentorship, set clear goals, track progress and foster collaboration while leveraging team expertise to achieve high-impact results.
• Coaching and feedback: You'll offer guidance and support to the team, helping them refine their skills, overcome obstacles, and develop their strengths.
• Motivation and Engagement: Inspiring and motivating the team to achieve their best, fostering a positive and collaborative work environment.
• Lead a collaborative team including:
  • Manager of Growth Marketing: Focuses on organic growth strategies like SEO, email marketing, social media, and funnel optimization.
  • Scientific Communications & Content Specialist: Develops scientific content supporting product positioning, events, and messaging consistency.
  • Manager of Digital Marketing: Executes digital campaigns, manages event logistics, optimizes advertising budgets, and analyzes performance

Technology & Tactical Support

• Supervise the use of CRM systems (Salesforce) and automation platforms (Marketo) to streamline processes and improve efficiency.
• Step into tactical roles as needed for high-priority initiatives impacting lead generation or pipeline acceleration.

What you bring:

• 7-9 years of experience in marketing roles, preferably in life sciences or related industries.
• Strong leadership skills with experience managing teams and budgets.
• Comprehensive expertise in digital marketing (e.g., SEO/SEM, email campaigns, social media), analytics tools, and event planning.
• Excellent communication skills with the ability to translate data into actionable insights.
• Thorough knowledge and proven ability to drive measurable results in customer acquisition, retention, and revenue growth.

Key competencies:

• Leadership and Management: Proven ability to lead, motivate, and manage a team of marketing professionals.
• Strategic Thinking: Ability to develop and implement long-term marketing strategies.
• Analytical Skills: Ability to analyze market data, track campaign performance, and identify trends.
• Communication Skills: Excellent written and verbal communication skills, including the ability to present information clearly and persuasively.
• Financial Acumen: Understanding of marketing budgets, financial projections, and cost analysis.
• Digital Marketing Expertise: Knowledge of various digital marketing channels, including SEO, SEM, social media, and email marketing.
• Industry Knowledge: Familiarity with the industry, target audience, and competitive landscape.
• Creativity and Innovation: Ability to develop innovative marketing campaigns and strategies.
• Project Management: Ability to manage multiple marketing projects simultaneously and on time.

Nicoya is an inclusive and equal opportunity employer. If you require accommodation to participate in the recruitment process, please let us know. We will accommodate your needs as required under applicable legislation. Information related to accommodation requirements will be addressed confidentially.

In your application, please include your resume along with a cover letter. While we appreciate all applications, only those candidates selected for an interview will be contacted.