Senior Demand Generation Manager

relayfi; Toronto; Hybrid; CAD 140,000 - 171,000; Full time

Job summary

Relay is a digital banking platform empowering self-made business owners with clarity and control over money. We’re seeking a senior leader to own the full-funnel demand strategy for the upmarket SMB segment, forecast pipelines, and drive revenue growth.

You will manage the SMB budget, collaborate with Sales and BDR, and push the upmarket voice across Relay’s programs while leveraging AI to raise program effectiveness in Toronto-area hybrid setting.

Qualifications

• 5+ years in demand generation for B2B SaaS.
• Fluent across the full funnel with direct sales collaboration.
• Owned a revenue-tied number and forecasted it.
• Able to build programs from scratch with data-driven impact.
• Proficient in using data to shape strategy and improve funnel.

Responsibilities

• Own full-funnel demand strategy for upmarket SMB segment with accountable targets.
• Forecast, project, and report monthly across cross-functional programs and campaigns.
• Build and run trust-building, full-funnel campaigns including events, webinars, emails, and case studies.
• Own the direct SMB budget and coordinate with ABM and marketing teams.
• Develop partnerships with Sales and BDR for lead quality and smooth handoffs.
• Champion upmarket voice across Relay's marketing programs and channels.
• Leverage AI to research, ideate, synthesize, and report across programs.

Skills

Demand generation

B2B SaaS

Full funnel

Forecasting

Data-driven

AI in marketing

Analytics

Cross-functional

Lead nurturing

Tools

Google Analytics

Marketing automation

ABM tools

Job description

Relay is a digital banking platform that gives self-made business owners the tools and know-how to be great with money-bringing clarity, confidence, and control to every dollar earned, so they can turn hard work into lasting success. We do this by replacing financial guesswork with real visibility, transforming cash flow from a constant source of stress into a clear signal owners can use to run stronger, more resilient businesses.

What You'll Be Doing

• Own full-funnel demand strategy for the upmarket SMB segment - channel mix, campaign architecture, nurtures, and conversion, with real accountability to the segment's QL, pipeline, and revenue targets
• Forecast, project, and call your number monthly across every layer that feeds it: cross-functional marketing efforts, DG team programs, and the campaigns you own - with a plan to grow the number without sacrificing demo and conversion rates
• Build and run trust-building, full-funnel campaigns for a considered audience: quarter-long community activations, webinar programming, email series, upmarket demos, and case studies that drive net-new capture and conversion
• Own the direct SMB budget and deploy it alongside the ABM manager and broader marketing team to most effectively get in front of the market
• Build a deep partnership and feedback loop with Sales and the BDR team - define lead quality, refine handoffs, and keep improving funnel efficiency from conversion data
• Champion the upmarket voice across Relay's existing marketing programs and channels, filling the gaps the rest of the team isn't covering
• Use AI fluidly across your programs - research, ideation, synthesis, and reporting - and help raise the bar for how DG uses it

Who You Are

• 5+ years in demand generation in a B2B SaaS environment - you've owned programs and outcomes, not just contributed to them
• You're fluent across the full funnel: you know how to define quality, not just volume, and you've had the direct conversations with sales to shape that view over time
• You've gone deep on a specific segment or audience before, and your work shows it - your campaigns don't look like generic demand gen because they're not
• You've owned a revenue-tied number and can speak to how you forecast it, what moved it, and what you did when trajectory was off
• You're comfortable building from scratch and don't need an existing playbook or infrastructure to be effective
• You use data to shape strategy, not just report results - you ask questions of the funnel, not just read dashboards
• You're able to join us in our Toronto office (3 days a week.

The Interview Process

1. Stage 1: A 25-minute Google Meet video intro call with the Hiring Manager
2. Stage 2: A 45-minute Google Meet video deep dive call with the Hiring Manager
3. Stage 3: A 60-minute live working session with our Marketing Team
4. Stage 4: A 45-minute Google Meet video call with a member of our leadership team

Our Compensation Approach

We believe Relayers should feel rewarded for the impact they have on our mission and growth. Compensation follows impact. As impact increases, compensation grows, and we do not limit compensation changes to a once-a-year review cycle.

The annual salary range for this role is $139,500 CAD to $170,500 CAD.

For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is $155,000 CAD. Offers below this point reflect candidates we believe can grow into the full scope of the role with support and development. Offers above this point reflect impact that meaningfully exceeds the role's defined expectations or an expanded scope from day one.

We encourage you to have a conversation with your recruiter and ask questions about compensation throughout the hiring process. For more information on our compensation philosophy and perks and benefits, visit our Candidate Hub .

Why Relay Might Be the Perfect Fit For You

• You push relentlessly for reinvention: You're always asking "how can this be better?" -- in your work, in your craft, in yourself. Comfort is a signal to push harder, not coast. You'd rather build something better than defend something familiar.
• You crave autonomy: We trust our team with big challenges and the freedom to solve them. If you're someone who takes initiative, is comfortable taking risks, and seeks input when needed, you'll find the freedom here empowering.
• You own your work: You take pride in your work, follow through on commitments, and feel a deep sense of responsibility for outcomes