Demand Generation Manager

About the role

Relay is a digital banking platform focused on helping self‑made business owners manage cash flow. As the Demand Generation Manager you will own the global lead engine, shaping strategy through execution and driving leads to demos and approvals.

Key responsibilities

• Own the global lead number end‑to‑end, setting strategy for demand capture across owned surfaces and being accountable for conversion to demos.
• Build and run a 12‑month lead programming calendar, coordinating webinars, gated content, partner programs and other activations.
• Partner with Web, CRO and MarOps teams to manage forms, enrichment, routing and testing, ensuring lead quality scales with volume.
• Design and operate interactive demo and chatbot experiences that turn interest into intent.
• Run funnel experiments with hypotheses, holdout groups and clear kill criteria, then scale winning tactics.
• Collaborate with Lifecycle to turn captured leads into demos, approvals and sales conversations, maintaining a feedback loop on lead quality.
• Codify successful tactics into repeatable motions and help the broader marketing organization treat leads as a first‑class metric.

Required profile

• 3–6 years of B2B demand generation or integrated campaign management experience, owning campaigns end‑to‑end.
• Ability to act as a quarterback, translating strategy into coordinated multi‑team plans.
• Focus on lead quality over sheer volume, comfortable defending trade‑offs.
• Strong cross‑functional partnership skills across brand, performance, product marketing, sales and RevOps.
• Detail‑oriented mindset capable of handling many parallel work streams.
• Comfort building programs from scratch without an existing playbook.
• Data‑driven decision making, using metrics to shape programs.
• Clear communicator who can run briefs, retrospectives and keep multi‑team campaigns on track.
• Willingness to work in the Toronto office three days a week.

What we offer

• Annual salary range from $117,000 CAD to $143,000 CAD/USD, with a typical starting salary of $130,000 CAD for fully qualified candidates.
• Impact‑based compensation model that rewards performance beyond the traditional annual review cycle.