Senior Demand Generation Specialist

Relay Fi; Toronto; On-site; CAD 97,200 - 118,000; Full time

Job summary

Relay is seeking a Senior Demand Generation Specialist to own multi-channel programs that feed Relay's sales-assisted and self-serve pipeline for accountants and bookkeepers. You will partner with Marketing, Sales and RevOps to ensure programs are scalable and well-supported by the right tooling.

You’ll run webinars, nurture campaigns, paid tests, and in-person events, thriving in ambiguity and fast iteration to drive net-new pipeline.

Qualifications

• 2-4 years of demand generation experience in a B2B, sales-assisted environment.
• Ability to test, iterate, and pivot channels as needed.
• Experience running at least one end-to-end digital demand gen program with measurable results.
• Comfort with field marketing and event execution, including travel and logistics.

Responsibilities

• Plan and execute multi-channel demand generation programs feeding sales-assisted and self-serve pipeline.
• Collaborate with Marketing, Sales and RevOps to scale programs with proper tooling.
• Showcase Relay at partner conferences with pre-event planning and post-event handoffs.
• Test new channels for the accounting segment and optimize based on results.
• Collaborate to raise awareness of Relay’s partner program through targeted campaigns.
• Align demand generation strategy with product vision and ICP.

Skills

Demand generation

Campaign management

Analytics

B2B marketing

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.

At Relay, we know that high-quality partners are a key driver of our growth and that targeted demand generation fuels pipeline and revenue. As the Senior Demand Generation Specialist, you’ll play a key role in shaping how we reach, engage and convert accounting and bookkeeping partners.

You’ll help shape programs and campaigns that build awareness, drive engagement, and generate qualified demand for one of Relay's primary growth engines. This is a highly hands-on, execution-focused role responsible for finding ways to drive net-new, sales-assisted pipeline through scalable programs.

You’ll go deep on this audience by running webinars, writing nurture campaigns, testing paid acquisition and helping execute in-person events. This role sits within Demand Generation and is ideal for someone who thrives in ambiguity, enjoys building from scratch, and is energized by fast iteration and impact.

What You'll Be Doing

• Plan and execute multi-channel demand generation programs that feed Relay's sales-assisted & self-serve pipeline for accountants and bookkeepers
• Work closely with key stakeholders across Marketing, Sales and RevOps to ensure programs and campaigns are executed cleanly, supported by the right tooling, and built to scale as the segment matures
• Showcase Relay during our partner conference season through pre-event planning, running event programming and logistics, and post event retros/handoffs
• Test new channels and programs for our accounting segment - doubling down on what works (and scrapping what doesn’t)
• Collaborate with the broader Marketing team (Brand, PMM, Lifecycle) and Sales team to build awareness of Relay’s partner program through targeted campaigns
• Build a deep understanding of the Relay product and connect your demand generation strategy to our product vision and ICP

Who You Are

• 2-4 years of demand generation experience in a B2B, sales-assisted environment
• Energized by ambiguity and early-stage playbooks. You are ready to test, iterate, and sometimes pivot away from a channel that isn't working
• Have independently run at least one digital demand gen program end-to-end (paid, organic, webinar, or content) and can speak in depth to the results and trade-offs
• Genuinely excited by field marketing & event execution and comfortable with a cyclical calendar that includes periods of travel and hands-on logistics
• Comfortable with core sales-assisted vocabulary and mechanics (MQLs, SQLs, and lead handoff to sales/BDRs)
• Experience in a startup or scaling company environment is a plus

Bonus Points

• You have experience marketing to accountants, bookkeepers, or other professional services audiences
• You have a background in fintech or financial services, or a demonstrated strong interest in the space
• You’ve worked in a fast-growing company where processes and programs were still being defined

The Interview Process

• Stage 1: A 30-minute Google Meet video call with a member of the Talent team
• Stage 2: A 45-minute Google Meet video call with the Manager, Demand Generation
• Stage 3: A 60-minute live session with members of our Marketing team
• Stage 4: A 45-minute in-person interview with a member of the 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 $97,200 - 118,000,000 CAD.

For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is $108,000 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, not just tasks.
• You build with AI, not just use it: You're actively embedding AI into how you work, pushing what's possible, and bringing your team along with you.
• You care about impact, not noise: You care deeply about the substance of your work. You measure success by results, not recognition, and you let your work speak for itself.
• You’re energized by complexity and ambiguity: You enjoy tackling problems that don’t come with a playbook. You’re comfortable building from scratch, iterating as you go, and collaborating to shape the best path forward.
• You seek out feedback: You see directness as respect, not criticism. You actively seek input, sit with hard truths, and use feedback as fuel for improvement.
• Small businesses are why we're here: Relay exists to help them thrive -- and that mission has to resonate with you.

Join Us

We're looking for people who are relentless, curious, and care deeply about the work. You're encouraged to apply even if your experience doesn't perfectly match the job description -- your perspective and drive matter more. We welcome diverse backgrounds and people who think critically, challenge the status quo, and want to help small businesses thrive.

If you require accommodations at any stage of the hiring process, please reach out to your Talent Partner.

Disclaimer: For compliance reasons, all offers of employment at Relay are conditional upon a successful background check and employment verification through Certn.