Jennifer Henry
Director of Marketing @Societ
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WORK HISTORY
Director of Marketing @Societ
Montreal, QC, CA
Head of the Marketing department, reporting directly to the CEO. Responsible for spearheading and overseeing all marketing initiatives that drive lead generation for our software and website solutions. Key Impact & Achievements:• Led strategic repositioning of core SaaS product, aligning to highest-value verticals- Increased MQL-to-deal conversion rate by +194%- Grew median deal size by 4x+ through enterprise targeting- Contributed to +123% growth in sales bookings (H1 → H2)- Significantly improved pipeline quality by shifting from high-volume/low-intent to high-converting opportunities• Pioneered AI-driven search visibility strategy, elevating brand from no presence to #1 in AI-generated results (e.g, ChatGPT, Google SGE)- Developed early AI Optimization (AIO) framework by reverse-engineering how LLMs source and reference brands- Positioned company as a category authority in emerging AI-driven discovery environments• Launched a net-new product from concept to market, owning go-to-market strategy, positioning, and all demand generation assets- Built and executed integrated launch campaigns across web, content, email, and sales enablement- Generated a steady 50+ inbound leads per month within the first year- Contributed to $1M+ in processed donation volume, validating product-market demand and creating a new revenue stream• Scaled demand generation performance through high-impact, content-led strategy and full-funnel optimization, driving a 65% increase in organic traffic and achieving top-5 rankings for dozens of high-intent keywords. • Led company-wide rebrand (2024), redefining narrative, messaging, and visual identity across all channels to support enterprise growth strategyLeadership & Scope• Own marketing strategy, budget, and performance, with accountability for pipeline contribution and revenue outcomes• Oversee all major functions: demand generation, product marketing, brand, content, SEO/AIO, paid media, website, and analytics
EDUCATION
University of New Brunswick
MPhil, Interdisciplinary: Social Policy, Research, Economics
University of New Brunswick
B.A., (Hons.) Philosophy, Minor in Business & Law
ABOUT JENNIFER HENRY
I’m a Marketing Director with 15+ years of experience building and scaling revenue engines for B2B SaaS companies—spanning product positioning, demand generation, and full-funnel growth.I specialize in turning marketing into a measurable driver of revenue. That includes leading strategic repositioning efforts, optimizing conversion across the funnel, and more recently, unlocking new growth channels through AI-driven search and discovery.I began my career as the first marketing hire at a Toronto-based SaaS startup, where I built the function from the ground up and helped scale the company from pre-revenue to $1.5M ARR through a fully inbound, organic strategy. That experience shaped how I think about growth: not as a series of campaigns, but as a system—one that compounds over time when brand, demand, and product are aligned.Some highlights from that stage:• Grew newsletter audience to subscribers• Scaled organic traffic to monthly visitors (90% organic)• Generated 300+ inbound leads per month• Supported acquisition of thousands of customers globallySince then, I’ve led marketing at a more strategic level—owning full-funnel performance, driving significant gains in conversion and deal size through product repositioning, and evolving SEO into AI-driven visibility strategies.I’m most energized by roles where I can build, optimize, and scale—partnering closely with Sales, Product, and leadership to turn strong products into sustained growth.
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