Our mission is to increase the success rate of small businesses. Traditional banking has been a growth limiter rather than a growth enabler for business owners, and we’re changing that. Relay is the all-in-one, collaborative money management platform. We’re building for employer SMBs and their finance function, internal and external, and are focused on delivering a human-centric customer experience. Ultimately, we help SMBs be ‘on the money'.
Sitting within our broader marketing organization, the Senior Manager of Demand Generation is responsible for leading a team to create and scale our channel & segment marketing strategy, with a focus on driving demand and generating high-quality leads. You will own two key channels - acquiring and converting Relay’s ICP, and scaling our community of accounting and bookkeeping professionals.
Want more jobs like this?
Get jobs in Toronto, Canada delivered to your inbox every week.
You’ll work closely with the marketing and sales teams to align efforts while using data to measure and improve performance of our campaigns. Demand Generation is a relatively new function at Relay — this role represents an opportunity to own and scale lead-generation within specific segments from the ground up.
In addition to management experience, the ideal candidate will have experience in demand generation, including paid digital, content, events and account-based marketing strategies. You will have strong communication skills and are a data-obsessed marketer! You are someone who thrives in a fast-paced environment and can manage several complex projects across different teams and timelines.
What You’ll Be Doing
- Enable your team to work cross-functionally to plan, launch and track lead acquisition campaigns through a variety of channels, including email, events, webinars, paid social, and paid search.
- Lead a team of marketers executing cross-functionally on a range of demand-gen strategies. Coach and manage your team to a high level of performance.
- Build a deep understanding of the Relay product and connect your demand generation strategy to our product vision and ICP.
- Own full-funnel strategy, channel mix, nurtures and CRO for our partner channel strategy for specific customer segments. Go deep on segment/market needs to deliver highly resonant programming to specific audiences.
- Partner with the Sales and RevOps teams to hand off leads while continually optimizing lead quality to drive funnel efficiency and revenue growth.
- Define MQL, SQL and key funnel targets and ensure your team is able to effectively drive performance through ownership of sales assisted channels.
- Test and scale new B2B marketing channels such as account based marketing and direct mail.
- Work closely with revops to track lead performance and build new systems/processes to optimize the funnel.
Who You Are
- You have 5+ years of experience in demand generation, preferably within a B2B SaaS context.
- You have at least 3 years of management experience where you were responsible for a demand gen team’s performance.
- You have experience collaborating cross-functionally with other go-to-market teams such as Sales, Data, RevOps, and Product.
- You have hands-on experience managing various online and offline marketing channels to engage leads.
- You know how to test, analyze and optimize campaigns with the goal of improving lead quality and efficiency.
- You’re proficient in working with data to derive insights that shape strategy and tactics.
- You have experience with marketing technology stacks like Salesforce, Google Analytics, Adwords, Marketo/Hubspot, along with varied CMS, lead nurturing and landing page softwares.
- You have a strong grasp of current digital marketing strategies with direct experience designing and executing multi-channel marketing campaigns.
- You’re able to deploy experiments and plan for optimizations of active campaigns.
- You have a “builder” mindset and enjoy building from scratch.
- You have excellent written and oral communication skills.
- You are able to join us in our Toronto office (2 days ideally, but this can be flexible).
Bonus Points
- You have experience working with SMBs.
- You've worked for a scaling fintech company or have demonstrated a strong interest in fintech.
Our Commitment to You
- Competitive salary and meaningful equity: Relay employees are Relay owners, complete with equity and a competitive salary.
- Comprehensive health benefits: enjoy full health benefits from day one. We offer flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents.
- Flexible vacation and time off: every team member starts with 15 vacation days and 5 flex days to use as needed, plus an extra week of office closure during the end-of-year holidays so you can take time off to recharge and come back better for our customers.
- Parental leave with top-up: we offer 12 weeks off with a 100% salary top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive.
- Hybrid work environment: we value meaningful collaboration and connection at our Toronto office twice a week, with lunch, snacks, and beverages on us.
- Dog-friendly space: can dogs really make you happy and healthy? We don’t know for sure, but since we don’t want to chance it, our office is 100% floof-friendly.
- Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.
- Top-tier equipment: as a Mac-first company, our Toronto offices have everything you need to produce your best work comfortably, from multiple screens to ergonomic seating.
- Social connection: we believe in celebrating our wins with two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders.
We’re driving real change for small business owners, powered by truly remarkable people. At Relay, you’ll find the confidence to take changes, trust to take initiative, and the support you need to build a career you love. Here, we make sure every team member feels empowered to make big decisions, encourage to ask tough questions, and challenged to take risks that result in work we’re all proud of. We give you the baton–you run the Relay.
The Interview Process:
- Stage 1: A 30-minute Google Meets video call with a member of the People Team
- Stage 2: A 45-minute Google Meets video call with the Director of Demand Generation and Product Marketing
- Stage 3: A take-home case study followed by a 1-hour presentation of your solution to our Marketing team
- Stage 4: A 45-min Google Meets video call with a member of Relay’s Leadership team
What’s Important to Us:
At Relay, we believe that diversity is key to building high-performing teams, and creating an inclusive work environment is our priority. We are an equal-opportunity employer and we welcome people of diverse backgrounds, perspectives, and skills.
We will work with applicants to provide accommodations at any stage of the hiring process. If you require accommodations during the interview process, please email your People Team contact, and we will work with you to meet your needs.