Principal Demand Generation Manager

Deel; Canada; On-site; CAD 80,000 - 100,000; Full time

Job summary

A global payroll and HR platform is seeking a Principal Demand Generation Marketing Manager to drive full-funnel campaign strategies. The role demands proven experience in B2B demand generation and growth marketing, with responsibilities including setting campaign strategies, optimizing performance, and collaborating with senior teams. This position supports remote work flexibility and focuses on impactful performance metrics.

Benefits

Stock grant opportunities

Flexible remote work

WeWork access

Qualifications

• 8+ years in B2B demand generation, ideally in SaaS/tech.
• Proven track record of building campaigns that deliver pipeline and revenue.
• Executive presence and communication skills.

Responsibilities

• Set quarterly campaign strategy across product lines.
• Translate product briefs into integrated campaign plans.
• Monitor campaign performance and guide optimization.
• Own reporting for campaign funnel performance.

Skills

B2B demand generation

Growth marketing

Data analysis

Campaign strategy

Collaboration with senior leaders

Job description

Location

Canada

Employment Type

Full time

Location Type

Remote

Department

S&M Marketing

Deel is the all-in-one payroll and HR platform for global teams. Our vision is to unlock global opportunity for every person, team, and business. Built for the way the world works today, Deel combines HRIS, payroll, compliance, benefits, performance, and equipment management into one seamless platform. With AI-powered tools and a fully owned payroll infrastructure, Deel supports every worker type in 150+ countries—helping businesses scale smarter, faster, and more compliantly.

Among the largest globally distributed companies in the world, our team of 6,000 spans more than 100 countries, speaks 74 languages, and brings a connected and dynamic culture that drives continuous learning and innovation for our customers.

Why should you be part of our success story?

As the fastest-growing Software as a Service (SaaS) company in history, Deel is transforming how global talent connects with world-class companies – breaking down borders that have traditionally limited both hiring and career opportunities. We are not just building software; we are creating the infrastructure for the future of work, enabling a more diverse and inclusive global economy. In 2024 alone, we paid $11.2 billion to workers in nearly 100 currencies and provided healthcare and benefits to workers in 109 countries—ensuring people get paid and protected, no matter where they are.

Our momentum is reflected in our achievements and customer satisfaction: CNBC Disruptor 50, Forbes Cloud 100, Deloitte Fast 500, and repeated recognition on Y Combinator’s top companies list – all while maintaining a 4.83 average rating from 15,000 reviews across G2, Trustpilot, Capterra, Apple and Google.

Your experience at Deel will be a career accelerator. At the forefront of the global work revolution, you'll tackle complex challenges that impact millions of people's working lives. With our momentum—backed by a $12 billion valuation and $1 B in Annual Recurring Revenue (ARR) in just over five years—you'll drive meaningful impact while building expertise that makes you a sought-after leader in the transformation of global work.

We’re looking for a Principal Demand Generation Marketing Manager (Principal IC) to own full-funnel campaign strategy and pipeline performance across Deel’s priority product lines and GTM motions.

This is a high-impact, senior individual contributor role with direct accountability for pipeline growth. You’ll partner closely with Product Marketing to translate messaging and audience insights into integrated demand strategies setting funnel targets, defining campaign architecture, and driving cross-functional execution across Paid, Lifecycle, Content, Creative, and Sales.

You’ll own pipeline KPIs (SRLs, SQOs, and influenced revenue), set quarterly campaign strategy, guide integrated execution through supporting demand gen managers, and deliver executive-level insights on campaign ROI.

What You’ll Do

Campaign Strategy & Forecasting

• Set quarterly campaign strategy across Deel’s product lines and buyer segments.

• Translate solution, product and segment briefs into integrated, multi-channel campaign plans with clear SRL, SQO, and pipeline targets.

• Build forecasts for campaign performance, including expected ROI and conversion benchmarks.

• Partner with Sales leadership to align on follow-up plays and SDR/AE enablement strategy.

Execution & Optimization

• Work cross-functionally with channel owners (Paid, Content, Brand, Field) to ensure activities ladder into campaign goals and pipeline targets.

• Monitor campaign performance daily/weekly; review performance and guide ongoing optimization through the Demand Creation Manager and Acceleration Manager.

• Define the experimentation roadmap — spanning messaging, CTAs, and sales plays — and guide test design and learnings across campaigns.

• Provide strategic guidance and assets for regional localization and execution consistency.

Analytics & Reporting

• Own reporting for campaign funnel performance (SRLs → SQOs → pipeline).

• Track and improve efficiency metrics (cost per SQO, pipeline ROI).

• Build dashboards and reporting in partnership with Data/MOPs; deliver weekly performance updates to Growth and Sales leadership.

• Lead post-campaign retros, synthesize insights, and publish playbooks for repeatability.

What You’ll Bring

• 8+ years in B2B demand generation, growth marketing, or integrated campaigns, ideally in SaaS/tech.

• Proven track record of building campaigns that deliver pipeline and revenue at scale.

• Advanced ability to forecast, analyze, and optimize funnel performance (MQL → SRL → SQO → pipeline $).

• Experience collaborating with senior Sales, Marketing, and Product leaders.

• Executive presence and communication skills; able to present insights and recommendations at leadership level.

• Operates as a senior IC: autonomous, accountable, and highly data-driven.
  

KPIs You’ll Own

• SRLs generated by campaign

• SQOs generated by campaign

• Pipeline $ influenced

• Cost per SQO

• Pipeline ROI (pipeline $ vs spend)

Total Rewards

Our workforce deserves fair and competitive pay that meets them where they are. With scalable benefits, rewards, and perks, our total rewards programs reflect our commitment to inclusivity and access for all.

Some things you’ll enjoy

• Stock grant opportunities dependent on your role, employment status and location

• Additional perks and benefits based on your employment status and country

• The flexibility of remote work, including optional WeWork access

At Deel, we’re an equal-opportunity employer that values diversity and positively encourage applications from suitably qualified and eligible candidates regardless of race, religion, sex, national origin, gender, sexual orientation, age, marital status, veteran status, disability status, pregnancy or maternity or other applicable legally protected characteristics.

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