Senior Manager, Content Marketing (Demand Generation)

Viral Nation; Toronto; On-site; CAD 100,000 - 125,000; Full time

Job summary

Viral Nation is seeking a Senior Manager, Content Marketing to own editorial strategy and drive demand-gen initiatives across B2B and B2C audiences. You will lead a content team, shape distribution across owned, earned, and paid channels, and optimize content for measurable pipeline impact.

You will build repeatable systems, define KPIs, and partner with product, sales, and demand gen to align content with launches and buyer journeys.

Qualifications

• 5–7 years in content marketing, digital marketing, or communications, including experience owning content as a lead-generation channel; agency, B2B/B2C, or high-growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: results in traffic-to-lead conversion, MQL/SQL growth, and content-influenced revenue and ROI.
• People-leadership and project-management experience building and mentoring content teams (writers, designers, specialists) and managing freelance/agency resources.
• Strong understanding of marketing automation/CRM (e.g., HubSpot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the influencer and social-first marketing landscape.
• Data-driven, funnel-minded, and comfortable being accountable to revenue-adjacent metrics.

Responsibilities

• Own the content strategy and editorial calendar, tied to demand-gen and pipeline goals across the full funnel (awareness, consideration, conversion, retention), and mapped with stakeholders to campaigns, launches, and industry moments with clear funnel-stage intent for every asset.
• Design content-to-conversion pathways including gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with demand gen.
• Manage and mentor the content team (writers, specialists, owned social) plus a scalable freelance/agency bench, and ensure owned social content ladder up to the overall strategy.
• Build repeatable systems, workflows, and AI-assisted processes that deliver quality content at the speed and volume a social-first agency demands.
• Create, manage, launch and optimize our content engine ensuring all content being created will attract ICP clientele and increase MQLs.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic-to-lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost-per-lead, engagement-to-conversion, and content-assisted revenue and ROI.
• Build the tracking and attribution framework (UTMs, conversion events, multi-touch) with marketing ops/RevOps, making content performance visible in the CRM and automation stack (e.g., HubSpot).
• Run a continuous test-and-optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Partner cross-functionally across product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Enforce editorial standards and keep messaging consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and insights to senior marketing leadership to guide investment and prioritization.

Skills

Content marketing

Digital marketing

Communications

People leadership

Project management

HubSpot

Marketing automation

Influencer marketing

Tools

HubSpot

Job description

At Viral Nation, we specialize in building social-first ecosystems for brands to connect with the modern consumer journey. Our integrated solutions align strategy, talent, media, and technology with culturally relevant creativity to scale the world’s fastest-growing digital brands. Viral Nation offers a fluid, creative, and growth-oriented environment that will support your ambitions to apply your talents in an open, collaborative, and fast-paced culture. Our ability to stay at the forefront of the industry has fuelled our success and will guide us in paving the path forward. We’re driven to push boundaries and think beyond today to deliver strategies, and we’re just getting started.

While we continuously exceed our goals, we need your help – our success is only as great as our people. Strong performance leads to high expectations, and we must keep raising the bar!

The Senior Manager, Content Marketing drives the strategy and hands-on execution of Viral Nation's content, operating the function as an engine for demand and lead generation. Reporting to the VP, Demand Generation, you'll own content end-to-end editorial vision, distribution, brand governance, and performance reporting, converting content into measurable pipeline across B2B and B2C audiences. Success is defined not by output volume but by contribution to the funnel: MQLs, SQLs, pipeline influence, and cost-per-lead efficiency. As a social-first influencer marketing agency, we move at the speed of culture, you'll build repeatable systems that produce high-quality content at scale and capitalize on cultural moments in real time. This role is equal parts editorial strategist, performance marketer, and hands-on team lead.

Responsibilities:

• Own the content strategy and editorial calendar, tied to demand-gen and pipeline goals across the full funnel (awareness, consideration, conversion, retention), and mapped with stakeholders to campaigns, launches, and industry moments with clear funnel-stage intent for every asset.
• Design content-to-conversion pathways including gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with demand gen.
• Manage and mentor the content team (writers, specialists, owned social) plus a scalable freelance/agency bench, and ensure owned social content ladder up to the overall strategy.
• Build repeatable systems, workflows, and AI-assisted processes that deliver quality content at the speed and volume a social-first agency demands.
• Create, manage, launch and optimize our content engine ensuring all content being created will attract ICP clientele and increase MQLs.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic-to-lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost-per-lead, engagement-to-conversion, and content-assisted revenue and ROI.
• Build the tracking and attribution framework (UTMs, conversion events, multi-touch) with marketing ops/RevOps, making content performance visible in the CRM and automation stack (e.g., HubSpot).
• Run a continuous test-and-optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Partner cross-functionally across product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Enforce editorial standards and keep messaging consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and insights to senior marketing leadership to guide investment and prioritization.

Qualifications and Skills:

• 5–7 years in content marketing, digital marketing, or communications, including experience owning content as a lead-generation channel; agency, B2B/B2C, or high-growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: results in traffic-to-lead conversion, MQL/SQL growth, and content-influenced revenue and ROI.
• People-leadership and project-management experience building and mentoring content teams (writers, designers, specialists) and managing freelance/agency resources.
• Strong understanding of marketing automation/CRM (e.g., HubSpot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the influencer and social-first marketing landscape.
• Data-driven, funnel-minded, and comfortable being accountable to revenue-adjacent metrics.

At Viral Nation, we specialize in building social-first ecosystems for brands to connect with the modern consumer journey. Our integrated solutions align strategy, talent, media, and technology with culturally relevant creativity to scale the world’s fastest-growing digital brands. Viral Nation offers a fluid, creative, and growth-oriented environment that will support your ambitions to apply your talents in an open, collaborative, and fast-paced culture. Our ability to stay at the forefront of the industry has fuelled our success and will guide us in paving the path forward. We’re driven to push boundaries and think beyond today to deliver strategies, and we’re just getting started.

While we continuously exceed our goals, we need your help – our success is only as great as our people. Strong performance leads to high expectations, and we must keep raising the bar!

The Senior Manager, Content Marketing drives the strategy and hands-on execution of Viral Nation's content, operating the function as an engine for demand and lead generation. Reporting to the VP, Demand Generation, you'll own content end-to-end editorial vision, distribution, brand governance, and performance reporting, converting content into measurable pipeline across B2B and B2C audiences. Success is defined not by output volume but by contribution to the funnel: MQLs, SQLs, pipeline influence, and cost-per-lead efficiency. As a social-first influencer marketing agency, we move at the speed of culture, you'll build repeatable systems that produce high-quality content at scale and capitalize on cultural moments in real time. This role is equal parts editorial strategist, performance marketer, and hands-on team lead.

Responsibilities:

• Own the content strategy and editorial calendar, tied to demand-gen and pipeline goals across the full funnel (awareness, consideration, conversion, retention), and mapped with stakeholders to campaigns, launches, and industry moments with clear funnel-stage intent for every asset.
• Design content-to-conversion pathways including gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with demand gen.
• Manage and mentor the content team (writers, specialists, owned social) plus a scalable freelance/agency bench, and ensure owned social content ladder up to the overall strategy.
• Build repeatable systems, workflows, and AI-assisted processes that deliver quality content at the speed and volume a social-first agency demands.
• Create, manage, launch and optimize our content engine ensuring all content being created will attract ICP clientele and increase MQLs.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic-to-lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost-per-lead, engagement-to-conversion, and content-assisted revenue and ROI.
• Build the tracking and attribution framework (UTMs, conversion events, multi-touch) with marketing ops/RevOps, making content performance visible in the CRM and automation stack (e.g., HubSpot).
• Run a continuous test-and-optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Partner cross-functionally across product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Lead integrated content distribution across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Enforce editorial standards and keep messaging consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and insights to senior marketing leadership to guide investment and prioritization.

Qualifications and Skills:

• 5–7 years in content marketing, digital marketing, or communications, including experience owning content as a lead-generation channel; agency, B2B/B2C, or high-growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: results in traffic-to-lead conversion, MQL/SQL growth, and content-influenced revenue and ROI.
• People-leadership and project-management experience building and mentoring content teams (writers, designers, specialists) and managing freelance/agency resources.
• Strong understanding of marketing automation/CRM (e.g., HubSpot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the influencer and social-first marketing landscape.
• Data-driven, funnel-minded, and comfortable being accountable to revenue-adjacent metrics.

This role has an annual salary range of $100,00 to $125,000. This range reflects the full scope and progression of the role, from building capability to operating with sustained impact at a higher level. In addition to base salary, we offer a comprehensive benefits and total rewards package designed to support our team as they grow with us.

Where an offer falls within this range is determined through the interview process. Candidates are benchmarked by the hiring team based on role scope, relevant experience, skill alignment, and expected impact, using consistent and objective criteria.

Compensation Philosophy:

At Viral Nation, compensation is structured, performance-led, and market-aligned. Pay decisions are intentional, based on role requirements, performance, and market alignment by country, and are set to maintain internal pay equity across comparable roles and levels.

Compensation progression is tied to demonstrated performance, expanded scope, and sustained contribution over time, not tenure alone. Employee compensation is reviewed regularly through formal performance reviews and check-ins to ensure alignment with role expectations and impact.

AI in Recruitment:

Viral Nation does not use AI-enabled tools to screen, assess, rank, or select candidates – our hiring teams make all hiring decisions. AI note-taking tools may be used during interviews.

DEI Commitment:

Viral Nation is committed to diversity, equity and inclusion in our agency. Viral Nation welcomes applications from people with visible and non-visible disabilities. Accommodations are available on request for candidates taking part in all aspects of the recruiting and selection process.