Job Specifications
Job ID: AR516
Job Title: B2B Demand Generation Strategist
Division: Marketing and Communication Services
Closing Date: March 27, 2026, 2:00 p.m. (Eastern Standard Time)
Location: Ottawa, Ontario (2 days onsite preferred)
Employment Type: Contract (12 months)
Security Clearance: Reliability Status
Language Requirement: Bilingual (+++) Strongly Preferred
Salary: $63.00 per hour
Consider Your Role with Aliant Resources and Our Federal Government Client – Export Development Canada (EDC)
About Us:
Aliant Resources is a dedicated provider of IT staffing services, committed to promoting diversity, equity, inclusion, belonging, anti-racism, and accessibility in all facets of our operations.
Job Description:
As a B2B Demand Generation Strategist, you will provide strategic marketing leadership across a portfolio of Account Based Marketing (ABM), partner led initiatives, and priority national and regional events. The role is focused on initiative strategy development, stakeholder alignment, and performance optimization—ensuring each initiative is rooted in clear commercial objectives, audience insight, and measurable outcomes.
Working closely with internal Marketing Leadership, Product Owners, Demand Generation Managers, and partner stakeholders, the consultant will translate complex business priorities into coherent, insight driven initiative strategies. This includes defining the opportunity, target accounts or audiences, value propositions, buyer journeys, and success metrics for initiatives spanning sectors such as mining, agrifood, clean tech, advanced manufacturing, energy, and supply chains.
Primary Responsibilities:
Research, Insights & Strategic Direction
Conduct and synthesize primary and secondary research using internal performance data, market and sector research, and partner or stakeholder inputs.
Translate insights into actionable strategic direction, including audience definitions, account or subsector prioritization logic, and initiative focus areas.
Identify trends and strategic opportunities across sectors, audiences, and portfolios to inform both individual initiatives and program-level strategy.
Strategy Development & Initiative Leadership
Lead end-to-end strategy development for assigned ABM, event, and partner initiatives, ensuring alignment with demand generation objectives and broader marketing priorities.
Define initiative-level business context, opportunity framing, target audiences/accounts, strategic objectives, and success metrics.
Develop ABM strategies for priority sectors or target audiences, and event and partner activation strategies that clearly articulate the role of each initiative within the demand generation ecosystem.
Establish clear messaging hypotheses, value propositions, channel approaches, and activation models grounded in customer pain points, sector dynamics, and exporter needs.
Stakeholder Engagement & Strategic Alignment
Work with internal stakeholders to clarify objectives, scope, constraints, and success criteria during intake, planning, and key milestones.
Serve as a strategic advisor throughout initiative planning and approval, providing clear rationale and recommendations to support decision-making.
Provide strategic input into User Stories and other backlog artifacts to support downstream execution and prioritization.
Initiative Oversight & Enablement
Provide strategic oversight throughout initiative development and execution, ensuring consistency with approved strategy and objectives.
Review and shape key deliverables (e.g., briefs, concepts, strategic direction) to ensure fidelity to strategy and clarity of intent.
Enable internal teams and agencies with clear direction, guardrails, success criteria, and context to support effective execution.
Performance Measurement, Optimization & Experimentation
Monitor initiative and program-level performance against defined KPIs and success metrics.
Synthesize results across related initiatives into program-level performance readouts that surface insights and implications.
Identify optimization opportunities and recommend strategic adjustments based on performance trends, experiments, and learnings.
Define and maintain experimentation roadmaps, fostering a culture of iterative testing, learning, and continuous improvement.
Specific Project Requirements:
Support execution of numerous ABM campaigns, event activations and lead gen activities towards marketing and corporate objectives.
Skill and Qualification Requirements
Top Skills Required (Critical)
B2B Marketing Strategy Development
Account-Based Marketing (ABM) Expertise
Analytical & Insight Synthesis
Event and Partner-Led Marketing Strategy
Campaign & Initiative Brief Development
Performance Measurement & KPI Design
Cross-functional Collaboration (Marketing, Sales, Partners, Agencies)
Clear, Executive-level Communication (written and verbal)
Other Skills Required (Strongly Preferred)
Experience