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Robotiq is a robotics and automation company on a mission to free human hands from repetitive tasks. The company provides intelligent robotic components and ready-to-use work cells that deliver measurable results on manufacturing floors, serving tens of thousands of companies worldwide.
As Demand Generation Manager within the Revenue team, you will transform Robotiq's revenue and pipeline objectives into high-performing demand generation initiatives. This is a high-influence individual contributor role (not a people management position) that combines strategic planning with hands-on execution.
You will own end-to-end funnel performance, including targeting and segmentation, lead management and nurturing, website conversion optimization, prospecting activation, and pipeline contribution. Working closely with Marketing, Sales, and Business Development teams, you will continuously improve the creation and conversion of qualified opportunities.
Key responsibilities include:
**Demand Generation Planning & Performance**
- Transform revenue and pipeline targets into demand generation priorities and initiatives
- Track funnel and pipeline performance by region, segment, and source
- Identify performance gaps and recommend corrective actions
- Prioritize initiatives by expected business impact
- Establish continuous experimentation, learning, improvement, and scaling approaches
**Lead Lifecycle Management & Conversion Optimization**
- Optimize lead management and conversion from key sources (contact requests, quote requests, Fit Check, campaigns, events, high-intent entry points)
- Define and implement lead segmentation, prioritization, nurturing, and recycling strategies
- Identify conversion gaps in the funnel and implement improvements with Sales and CRM teams
- Ensure high-intent leads are adequately tracked and converted
**Website Performance & Conversion Optimization**
- Own website conversion performance
- Identify and prioritize opportunities to improve key conversion paths
- Develop hypotheses and tests to increase high-intent leads from the website
**Prospecting & Business Development Demand Generation**
- Define targeting and segmentation strategies for prospecting
- Create prospecting guides and sequences (scripts, emails) for Business Development and Sales teams
- Track lead performance and continuously optimize targeting and follow-up
- Lead weekly lead management performance reviews
**Revenue Team Alignment & Campaign Alignment**
- Transform business priorities into demand generation programs
- Align initiatives across Marketing, Sales, and Business Development
- Measure campaign impact on funnel and pipeline performance
- Adjust priorities based on regional results, team feedback, and available capacity
- Maintain regular feedback loops with Sales and Business Development teams
Success will be measured by pipeline and closed-won revenue growth from Robotiq sources, improved lead-to-qualified-opportunity conversion rates, increased high-intent demand from the website, improved marketing ROI, clear funnel and pipeline performance tracking, and continuous experimentation and optimization.
Robotiq offers a team-focused culture with transparent communication, expert sharing, and strong collaboration. Benefits include flexible work schedules, individual development plans, telemedicine, worker-owner cooperative structure, modern workspace, and recreational activities.
**Requirements:**
- Minimum 5 years of relevant B2B marketing experience, with at least 3 years in demand generation, growth marketing, or similar performance-focused role
- Bachelor's degree in Marketing, Business Administration, or related field (Master's is a plus)
- Strong B2B demand generation experience with funnel and pipeline performance, lead management, prospecting, CRM, and marketing automation
- Solid experience with CRM and marketing automation platforms; HubSpot knowledge strongly desired
- Fluency in French and English, both written and spoken
- Mobilizing leadership and ability to influence cross-functional teams
- Strong business acumen and results orientation
- Strong analytical capabilities and ability to interpret funnel and pipeline performance
- Accountability, autonomy, responsibility, and prioritization skills
- Continuous improvement mindset
- Excellent cross-functional collaboration skills
- Knowledge of lead enrichment tools (ZoomInfo, Lusha, Sales Navigator)
- Experience with website conversion optimization and campaign performance measurement
**Preferred qualifications:**
- Experience in technology or industrial environments
- Experience with complex B2B sales cycles
- Experience with partner ecosystems or distribution channels
- Experience in account-based marketing, paid digital advertising, SEO, or website conversion
- Proficiency in another language relevant to Robotiq's markets
Role location: Ideally based in Quebec City region; otherwise Quebec province with minimum 1x monthly travel.
