Senior Demand Generation Manager

About the role

Join Relay’s Demand Generation team to own the upmarket SMB segment, driving qualified leads, pipeline and revenue contribution. You will write the playbook for this segment and champion the voice of established SMBs within the company.

Key responsibilities

• Own full‑funnel demand strategy for the upmarket SMB segment, including channel mix, campaign architecture, nurtures and conversion, accountable for qualified leads, pipeline and revenue targets.
• Forecast, project and own monthly lead numbers across cross‑functional marketing efforts, DG team programs and owned campaigns.
• Build and run trust‑building, full‑funnel campaigns such as community activations, webinars, email series, demos and case studies.
• Manage the direct SMB budget and collaborate with the ABM manager and broader marketing team.
• Partner with Sales and BDR teams to define lead quality, refine handoffs and improve funnel efficiency.
• Champion the upmarket voice across Relay’s existing marketing programs and fill gaps.
• Leverage AI throughout research, ideation, synthesis and reporting.

Required profile

• 5+ years of demand generation experience in a B2B SaaS environment, owning programs and outcomes.
• Fluent across the full funnel, able to define quality and work with sales on lead criteria.
• Deep experience with a specific segment or audience, delivering non‑generic campaigns.
• Track record of owning revenue‑tied metrics, forecasting and adjusting strategy.
• Comfortable building from scratch without an existing playbook.
• Data‑driven decision making, asking questions of the funnel.
• Ability to work onsite in Toronto three days a week.

What we offer

• Competitive annual salary range of $139,500 CAD to $170,500 CAD (typical starting salary $155,000 CAD).
• Performance‑based compensation that grows with impact.