Senior Manager of Demand Generation & Growth Marketing

EF Education First; Toronto; Hybrid; CAD 85,000 - 110,000; Full time

Job summary

A leading educational travel company in Toronto is seeking a Senior Manager of Demand Generation & Growth Marketing. This hybrid role focuses on executing and optimizing digital growth campaigns while balancing acquisition and operational efficiency. Ideal candidates will have strong B2B marketing experience, a proactive mindset, and a passion for driving customer engagement. Excellent benefits include work flexibility, travel opportunities, and professional growth initiatives.

Benefits

Four weeks paid vacation

20% company match on RRSP contributions

Free travel opportunities with customers

Excellent health, dental, and vision coverage

Annual $500 healthy lifestyle reimbursement

Qualifications

• 5–7 years of experience in B2B growth marketing.
• 4+ years hands-on experience in media planning and paid media optimization.
• 1–2 years' experience managing or mentoring junior team members.

Responsibilities

• Increase volume and quality of leads across paid, organic, and owned channels.
• Optimize budget allocation and channel mix.
• Collaborate with cross-functional marketing teams.

Skills

B2B growth marketing

Performance marketing

Media planning

Paid media optimization

Website optimization

Analytical skills

Tools

Google Ads

Meta

Salesforce Marketing Cloud

Zapier

Job description

Senior Manager of Demand Generation & Growth Marketing

EF Educational Tours

Full Time

Start Date : August / September 2025

Location : Toronto, ON - Hybrid (4 days on-site, 1 day WFH. Opportunity to work from home on Fridays.)

EF Educational Tours helps teachers change their students’ lives through educational travel. And frankly, EF does student travel better than anyone else. EF itineraries are more than just places to go and things to see. Experiential learning has been at the heart of our programs since the company started, which allows us to spark connections and inspire curiosity, confidence, and self-awareness in teachers and students from across Canada. Our mission is to open the world through education – by helping people see new places, experience new cultures, and learn new things about the world and about themselves.

EF is currently seeking a hands-on, data-curious marketer to execute and optimize our digital growth campaigns for EF Educational Tours Canada, balancing acquisition scale with operational efficiency. The Senior Manager of Growth Marketing & Demand Generation will oversee paid media, website performance, and conversion optimization, delivering a high-quality pipeline that fuels revenue growth.

This role is pivotal in aligning demand generation with brand, content, and retention marketing efforts, ensuring a seamless, engaging customer journey from first touch to long-term loyalty. The ideal candidate is an innovative thinker with a test-and-learn mindset, capable of collaborating cross-functionally to drive performance while enhancing the customer experience.

What You’ll Do :

• Increase volume and quality of leads, driving sustainable pipeline growth across paid, organic, and owned channels
• Optimize budget allocation and channel mix, balancing volume, conversion rates, and cost efficiency
• Strong collaboration with cross-functional marketing teams (Brand, Content, Email, and Web) to align messaging, creative assets, and storytelling
• Contribution to campaign experimentation, leveraging AI, analytics, and insights to scale what works
• Analytical acumen that drives smart media decisions and helps shape team planning
• Develop and execute a comprehensive paid media and growth strategy, including acquisition, retargeting, and full-funnel campaigns
• Design a budget allocation model based on channel performance, cost efficiency, and conversion impact, in collaboration with Senior Director and Finance partners
• Expand beyond traditional digital (Google, Meta) into new growth channels (programmatic, direct mail, YouTube, offline channels, etc.)
• Lead AI experimentation to help scale inefficiencies within your team (reporting, ad scaling, conversion optimization)
• Collaborate with web and creative team to ensure campaign landing pages and conversion is optimized for funnel velocity and impact
• Partner with the Brand and Content director to scale high impact content that drives organic growth and awareness
• Lead strategic ownership of the website as a primary conversion engine, partnering with the Web Content Specialist to continuously optimize user flows, content, and design to drive qualified lead generation and pipeline growth
• In partnership with the Web Content Specialist and the Creative Director, optimize UX and content strategy to improve conversion rates and align with full-funnel marketing efforts
• Implement A / B testing frameworks (copy, UX, CTAs, forms) to improve conversion rates and user experience
• Champion a performance-first mindset across website initiatives, leveraging insights, experimentation, and CRO best practices
• Partner closely with Brand & Content, Retention and Creative to align messaging and creative assets across paid and organic channels
• Leverage organic content (blogs, social) to amplify paid media and inform campaign planning
• Share audience insights and performance data to refine storytelling, content strategy, and engagement
• Support alignment between demand generation and lifecycle teams to ensure a consistent, high-quality customer journey
• Co-create integrated campaign plans that leverage both paid amplification and organic distribution
• Partner with analysts to define KPIs and ensure dashboards (GA4 + BI) are tracking channel performance and pipeline impact
• Interpret GA4 and cross-channel data to extract actionable insights and prioritize opportunities
• Deliver monthly performance reporting, spotlighting wins, gaps, and trends to inform planning
• Identify cost efficiencies and reinvestment opportunities to maximize ROI and accelerate qualified lead flow
• Mentor and support development of the Web Content Specialist and Growth Coordinator, fostering a culture of experimentation and excellence
• Deliver performance insights that inform marketing and sales initiatives
• Support a collaborative and execution-focused culture across the team

Who You Are :

5–7 years of experience in B2B growth marketing, demand generation, or performance marketing

4+ years hands-on experience in media planning and paid media optimization (e.g., Google Ads, Meta, programmatic)

2–4 years' experience in website optimization, including UX / CRO, landing page strategy, and SEO / SEM best practices

Demonstrated ability to collaborate cross-functionally with brand, content, sales, and finance teams

1–2 years' experience managing or mentoring junior team members

Strong analytical and communication skills, with a proactive, test-and-learn mindset

Familiarity with Salesforce Marketing Cloud or other automation platforms

Experience collaborating with data scientists or external partners on attribution modeling

Exposure to offline and omnichannel growth strategies (e.g., direct mail, partnerships, events)

Comfort using AI tools for campaign testing, creative variation, or personalization

Experience using Zapier and other tools to automate workflows, streamline lead capture and integrate into marketing systems

Why You’ll Love Working Here :

Work in our light-filled, conveniently located downtown office where you’ll be part of a fun, fast-paced and collaborative team, working together to make an impact. Did we mention we were voted one of Greater Toronto’s Top Places to Work 3 years in a row ? Plus, enjoy free coffee and snacks!

The opportunity to travel with your customers for FREE at least once a year! Experience the product you’ll be selling first-hand by embarking on one of our unique travel itineraries alongside one of our student tour groups

Take advantage of our professional growth and learning opportunities, including monthly trainings, workshops, and inspiring talks with global leaders and experts

Participate in social networking opportunities by joining one of our many employee-run social groups, like book club or movie club, or any of our “EFinity” resource groups.

Enjoy four weeks paid vacation, to rest, relax or adventure - plus 11 paid holidays

Grow your savings with a 20% company match on your RRSP contributions (25% after 5-years!)

Excellent health, dental, and vision coverage, along with life and disability insurance

Wellness benefits, including an annual $500 healthy lifestyle reimbursement

EF program discounts including travel, language schools, childcare, and more

Discounts at local venues and businesses

Eligibility for our Workplace Flexibility Program : WFH on Fridays