Demand Generation Manager

Westland Insurance Group; Surrey; Hybrid; CAD 84,000 - 105,000; Full time

Benefits offered by this job

Open, flexible workplace

Growth opportunities

Autonomy to own your success

Total rewards program

Amplifying Communities

Job summary

Westland Insurance Group is seeking a strategic Demand Generation Manager to lead paid media, marketing automation, and lifecycle journeys across its brands and provincial markets.

You will build automated workflows in HubSpot and Salesforce, optimize campaigns using GA4 and SEO, and collaborate with content teams to convert activities into qualified demand.

This hybrid role offers a competitive salary, growth opportunities, and a rewards program as Westland continues to expand across Canada.

Qualifications

• 5+ years of progressive experience in demand generation or performance marketing, spanning marketing automation, organic and paid channels, and conversion optimization
• Proven hands-on knowledge of Google Ads, including Search, Display, YouTube, Performance Max, and Demand Gen; strong LinkedIn Ads and Meta Ads
• Proven experience building automated workflows in marketing automation and CRM environments such as HubSpot and Salesforce, including nurture, re-engagement, and lifecycle journeys
• Strong experience using GA4, Google Search Console, SEMrush, VWO or Optimizely, and Data Studio to analyze performance and guide demand generation decisions
• Strong understanding of conversion optimization, SEO, AEO, and structured experimentation, with experience improving landing pages, CTAs, copy, and digital journeys
• Proven ability to manage and optimize budgets across multiple brands, campaigns, products, and markets
• Excellent analytical, organizational, and communication skills, with the ability to turn large volumes of performance data into clear insights and business recommendations
• A creative and commercially minded approach, with the ability to develop on-brand ideas that capture attention and build trust and preference; experience driving demand to physical locations through local SEO, AEO, content, and paid media is an asset

Responsibilities

• Lead demand generation planning across Westland’s brands, products, and provincial markets, adapting approaches to regional nuances and regulatory differences
• Build and optimize automated workflows across HubSpot, Salesforce, and Pathway, partnering with Digital Sales to nurture prospects, re‑engage cold leads, and support onboarding, retention, and client satisfaction
• Partner with the Content Manager on blogs, commercial white papers, and product pages to align content with SEO, AEO, and demand generation objectives and generate qualified organic demand
• Lead paid media strategy and performance across Google Ads, LinkedIn Ads, Meta Ads, and emerging channels, monitoring day‑to‑day results while identifying opportunities for strategic improvement
• Allocate and pace budgets based on performance, identifying where incremental investment can generate qualified leads across national, provincial, and regional markets
• Monitor and improve conversion performance using behavioural data and structured testing to identify conversion leaks and optimize landing pages, calls to action, copy, and key funnel stages
• Support commercial insurance through account‑based marketing, prospect identification, and enrichment using tools such as Clay, in collaboration with the Marketing Operations Manager
• Deliver monthly and ad hoc reporting that puts performance into business context, providing clear analysis and actionable recommendations to marketing leadership and commercial stakeholders

Skills

Demand generation

Performance marketing

Marketing automation

Google Ads

LinkedIn Ads

Meta Ads

HubSpot

Salesforce

GA4

SEO

A/B testing

Budget management

Analytics

Communication

Tools

HubSpot

Salesforce

Pathway

GA4

Job description

We’re searching for a strategic and performance-driven Demand Generation Manager. Are you searching for new possibilities?

Are you a Demand Generation expert who thrives on turning campaigns, content, and digital experiences into measurable business outcomes? Do you bring hands‑on expertise across paid media, marketing automation, lifecycle journeys, organic demand, and conversion optimization? If so, join Westland’s Digital Marketing team and help shape how we generate qualified demand and build lasting client relationships across our brands, products, and markets.

As a Demand Generation Manager, you’ll lead demand generation efforts across Westland’s brands, product lines, and provincial markets. You’ll connect paid media, marketing automation, lifecycle nurture, content, organic demand, and conversion optimization to generate qualified leads and improve performance across the funnel. Working cross-functionally, you’ll help strengthen acquisition, onboarding, retention, and long‑term client relationships.

Expected Compensation: The expected hiring range for this role is $84,000 to $105,000 based on a 35-hour work week. Actual salary will depend on qualifications, experience, market conditions, and internal equity.

Westland also offers a competitive annual short-term incentive program that enables employees to share in the rewards of the business and emphasizes the measures that are key to our success.

Westland is committed to continuous learning where employees can grow their potential and write the stories of their careers. Financial assistance is available for approved work‑related training/development courses leading to certification, and programs that offer professional development, including seminars and conferences.

Discover what’s possible, with Westland.

The Westland story is all about growth, and that means plenty of possibility for everyone on our team. Every day, Westland proves that building a great business means taking care of communities, clients, and each other with equal commitment. As we continue to open new doors, we’re inviting amazing people like you to join us.

As Westland continues to grow across Canada, we’re evolving how we connect with prospects and clients across an increasingly complex digital landscape, and that’s where you come in.

As Demand Generation Manager, you’ll play a key role in turning marketing activity into measurable demand across brands, products, and provincial markets. You’ll lead paid media performance, build and optimize automated journeys, partner on content that earns organic demand, and use campaign and behavioural insights to identify opportunities across the funnel. Combining hands‑on execution with strategic thinking, you’ll help Westland generate qualified leads more efficiently while strengthening acquisition, onboarding, retention, and long‑term client relationships.

Interested in learning more?

Why you’ll love Westland

• An open, flexible and welcoming workplace
• Plenty of opportunities to grow and learn
• Autonomy to own your own success
• A total rewards program that takes care of your financial, physical, and mental health
• Amplifying Communities, a program to support causes that matter most to our employees

Why we’ll love you

• 5+ years of progressive experience in demand generation or performance marketing, spanning marketing automation, organic and paid channels, and conversion optimization
• Exceptional hands‑on knowledge of Google Ads, including Search, Display, YouTube, Performance Max, and Demand Gen, along with strong hands‑on capability in LinkedIn Ads and Meta Ads
• Proven experience building automated workflows in marketing automation and CRM environments such as HubSpot and Salesforce, including nurture, re‑engagement, and lifecycle journeys
• Strong experience using GA4, Google Search Console, SEMrush, VWO or Optimizely, and Data Studio to analyze performance and guide demand generation decisions
• Strong understanding of conversion optimization, SEO, AEO, and structured experimentation, with experience improving landing pages, CTAs, copy, and digital journeys
• Proven ability to manage and optimize budgets across multiple brands, campaigns, products, and markets
• Excellent analytical, organizational, and communication skills, with the ability to turn large volumes of performance data into clear insights and business recommendations
• A creative and commercially minded approach, with the ability to develop on‑brand ideas that capture attention and build trust and preference; experience driving demand to physical locations through local SEO, AEO, content, and paid media is an asset

Once here you’ll

• Lead demand generation planning across Westland’s brands, products, and provincial markets, adapting approaches to regional nuances and regulatory differences
• Build and optimize automated workflows across HubSpot, Salesforce, and Pathway, partnering with Digital Sales to nurture prospects, re‑engage cold leads, and support onboarding, retention, and client satisfaction
• Partner with the Content Manager on blogs, commercial white papers, and product pages to align content with SEO, AEO, and demand generation objectives and generate qualified organic demand
• Lead paid media strategy and performance across Google Ads, LinkedIn Ads, Meta Ads, and emerging channels, monitoring day‑to‑day results while identifying opportunities for strategic improvement
• Allocate and pace budgets based on performance, identifying where incremental investment can generate qualified leads across national, provincial, and regional markets
• Monitor and improve conversion performance using behavioural data and structured testing to identify conversion leaks and optimize landing pages, calls to action, copy, and key funnel stages
• Support commercial insurance through account‑based marketing, prospect identification, and enrichment using tools such as Clay, in collaboration with the Marketing Operations Manager
• Deliver monthly and ad hoc reporting that puts performance into business context, providing clear analysis and actionable recommendations to marketing leadership and commercial stakeholders

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