Content Marketing Lead: Demand Gen & Growth

Viral Nation; Toronto; On-site; CAD 100,000 - 125,000; Full time

Job summary

Viral Nation is seeking a Senior Manager, Content Marketing to own editorial strategy and drive demand-gen initiatives across B2B and B2C audiences. You will lead a content team, shape distribution across owned, earned, and paid channels, and optimize content for measurable pipeline impact.

You will build repeatable systems, define KPIs, and partner with product, sales, and demand gen to align content with launches and buyer journeys.

Qualifications

• 5–7 years in content marketing, digital marketing, or communications, including experience owning content as a lead-generation channel; agency, B2B/B2C, or high-growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: results in traffic-to-lead conversion, MQL/SQL growth, and content-influenced revenue and ROI.
• People-leadership and project-management experience building and mentoring content teams (writers, designers, specialists) and managing freelance/agency resources.
• Strong understanding of marketing automation/CRM (e.g., HubSpot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the influencer and social-first marketing landscape.
• Data-driven, funnel-minded, and comfortable being accountable to revenue-adjacent metrics.

Responsibilities

• Own the content strategy and editorial calendar, tied to demand-gen and pipeline goals across the full funnel (awareness, consideration, conversion, retention), and mapped with stakeholders to campaigns, launches, and industry moments with clear funnel-stage intent for every asset.
• Design content-to-conversion pathways including gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with demand gen.
• Manage and mentor the content team (writers, specialists, owned social) plus a scalable freelance/agency bench, and ensure owned social content ladder up to the overall strategy.
• Build repeatable systems, workflows, and AI-assisted processes that deliver quality content at the speed and volume a social-first agency demands.
• Create, manage, launch and optimize our content engine ensuring all content being created will attract ICP clientele and increase MQLs.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic-to-lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost-per-lead, engagement-to-conversion, and content-assisted revenue and ROI.
• Build the tracking and attribution framework (UTMs, conversion events, multi-touch) with marketing ops/RevOps, making content performance visible in the CRM and automation stack (e.g., HubSpot).
• Run a continuous test-and-optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Partner cross-functionally across product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Enforce editorial standards and keep messaging consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and insights to senior marketing leadership to guide investment and prioritization.

Skills

Content marketing

Digital marketing

Communications

People leadership

Project management

HubSpot

Marketing automation

Influencer marketing

Tools

HubSpot

Job description

Viral Nation is seeking a Senior Manager, Content Marketing to own editorial strategy and drive demand-gen initiatives across B2B and B2C audiences. You will lead a content team, shape distribution across owned, earned, and paid channels, and optimize content for measurable pipeline impact.

You will build repeatable systems, define KPIs, and partner with product, sales, and demand gen to align content with launches and buyer journeys.