Demand Generation Manager

Cella; Toronto; Hybrid; CAD 120,000 - 180,000; Full time

Job summary

Cella is seeking a Senior Manager, Demand Generation (Capture) to lead a connected growth motion for a fast-growing B2B SaaS client. You will own strategy and execution from in-market intent to revenue, with budget control and program optimization.

This hybrid role requires 1-2 days per week in the downtown Toronto office, collaborating with Create, Web Strategy, and Marketing Ops to align top-of-funnel activity with trial-conversion programs.

Qualifications

• 7+ years of B2B SaaS demand generation experience.
• Strong data fluency across revenue metrics (CAC, payback, funnel conversion).
• Proven track record in trial-to-paid activation programs.

Responsibilities

• Own the Capture Motion: strategy and execution for high-intent campaigns and trial-conversion.
• Budget & Strategy Management: manage channel budgets and reallocate spend based on performance.
• Funnel & Economic Optimization: own CAC, payback, and trial-to-paid conversion rates.
• Competitive Strategy: analyze buyer behavior to win against competitors.
• Cross-Functional Alignment: partner with Create to feed conversion insights to top-of-funnel.
• Trial-Conversion Ownership: design and optimize the trial-to-paid journey with stakeholders.

Tools

HubSpot

Claude

Adobe Performance Tools / Martech Stack

Job description

We are seeking a Senior Manager, Demand Generation (Capture) to join our client's high-growth team. In this role, demand generation is viewed as a single, connected motion: Create builds demand, and Capture converts it into paying customers. As the senior operator in the Capture seat, you will turn in-market intent into revenue, control the budget behind it, and build the engine that drives scalable growth.

You will set the capture strategy, manage spend, and remain fully hands-on: building campaigns, running experiments, and executing the trial-conversion program yourself. You will work closely with your Create counterpart to ensure both halves of the growth engine operate in sync. If you are a strategic thinker who thrives on owning outcomes and building programs from the ground up, this is the role for you.

This is a hybrid role requiring the talent to work in the client's office in downtown Toronto 1-2 days per week.

Responsibilities

• Own the Capture Motion: Drive strategy and execution for competitor and high-intent search, review sites, retargeting, bottom-funnel paid campaigns, and the trial-conversion program.
• Budget & Strategy Management: Manage channel budgets, test into new acquisition channels early, and dynamically reallocate spend based on real-time performance.
• Funnel & Economic Optimization: Own CAC, payback periods, and trial-to-paid conversion rates, utilizing these metrics to scale winning initiatives and cut underperforming ones.
• Competitive Strategy: Analyze buyer comparison behaviors and market dynamics to ensure Capture strategies win against key competitors.
• Cross-Functional Alignment: Partner seamlessly with the Create lead to feed conversion insights back into top-of-funnel demand generation.
• Trial-Conversion Ownership: Design and optimize the trial-to-paid user journey—including lifecycle email, content, and in-product prompts—in collaboration with Web Strategy, Product Marketing, and Marketing Operations.

Requirements

• 7+ years of experience in B2B SaaS demand generation, with a balance of high-level strategy and hands-on execution.
• Adaptability: High degree of comfort navigating change, ambiguity, and evolving priorities in a fast-paced environment.
• Deep experience managing Capture channels, including high-intent search, review sites, retargeting, bottom-funnel paid media, and lifecycle conversion programs.
• Proven track record of building and scaling trial-conversion or product activation programs (via email, in-product prompts, or both) that measurably impact core metrics.
• Strong data fluency across key revenue metrics (funnel conversion, CAC, payback, and attribution) to drive strategy.
• Demonstrated experience with competitive analysis and understanding B2B buyer evaluation processes.
• Strong budget judgment with a track record of allocating for high ROI.
• Technical proficiency with HubSpot, Claude, and the Adobe Performance Tools / Martech Stack.
• Accountability to business outcomes (trial signups and trial-to-paid conversions) rather than channel-level vanity metrics.

Note: This posting is for existing and upcoming vacancies.