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Salary: CAD 139,500 - 170,500 / annual
Relay is a digital banking platform designed for self-made business owners, providing tools and visibility to manage cash flow and financial clarity. You'll join the Demand Generation team to own the upmarket and established SMB segment—a critical acquisition motion for the company.
Your core responsibilities include owning the full-funnel demand strategy for the upmarket SMB segment, including channel mix, campaign architecture, nurtures, and conversion optimization. You'll forecast and project qualified leads (QLs), pipeline, and revenue contribution monthly, building accountability across cross-functional marketing efforts and your own campaigns. You'll design and execute trust-building, full-funnel campaigns including community activations, webinar programming, email series, and case studies that drive net-new capture and conversion.
You'll manage the direct SMB budget in partnership with the ABM manager and broader marketing team, and build a deep feedback loop with Sales and the BDR team to define lead quality and refine handoffs. A key part of your role is championing the upmarket SMB voice across Relay's existing marketing programs and filling gaps the broader team isn't covering. You'll also help raise the bar for how the demand generation function uses AI—from research and ideation to synthesis and reporting.
You bring 5+ years of demand generation experience in B2B SaaS, with a track record of owning programs and outcomes, not just contributing to them. You're fluent across the full funnel, understand the difference between quality and volume, and have had direct conversations with sales to shape lead quality definitions. You've gone deep on a specific segment or audience before, and your campaigns reflect that specificity. You've owned revenue-tied numbers and can articulate how you forecast, what moved the needle, and how you course-corrected when trajectory was off. You're comfortable building from scratch without an existing playbook, use data to shape strategy (not just report results), and ask questions of the funnel rather than passively reading dashboards. The role requires 3 days per week in the Toronto office.
