Senior Demand Generation Manager

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. You'll join Relay's Demand Generation team and own our upmarket and established SMB segment — one of the most important motions in our acquisition plan. The team's north star for this segment is total qualified leads (QLs), rolling up to sales-assisted pipeline and revenue contribution to the business. Your mission: own the demand motion for the Upmarket SMB segment end to end, write the playbook rather than follow one, and champion the voice of upmarket and established SMBs within Relay. This is a senior IC (P4) role — you won't manage people, you'll manage the work cross-functionally and represent the number for the segment.

Own full-funnel demand strategy for the upmarket SMB segment — channel mix, campaign architecture, nurtures, and conversion — with real accountability to the segment's QL, pipeline, and revenue targets Forecast, project, and call your number monthly across every layer that feeds it: cross-functional marketing efforts, DG team programs, and the campaigns you own — with a plan to grow the number without sacrificing demo and conversion rates Build and run trust-building, full-funnel campaigns for a considered audience: quarter-long community activations, webinar programming, email series, upmarket demos, and case studies that drive net-new capture and conversion Own the direct SMB budget and deploy it alongside the ABM manager and broader marketing team to most effectively get in front of the market Build a deep partnership and feedback loop with Sales and the BDR team — define lead quality, refine handoffs, and keep improving funnel efficiency from conversion data Champion the upmarket voice across Relay's existing marketing programs and channels, filling the gaps the rest of the team isn't covering Use AI fluidly across your programs — research, ideation, synthesis, and reporting — and help raise the bar for how DG uses it Who You Are 5+ years in demand generation in a B2B SaaS environment — you've owned programs and outcomes, not just contributed to them You're fluent across the full funnel: you know how to define quality, not just volume, and you've had the direct conversations with sales to shape that view over time You've gone deep on a specific segment or audience before, and your work shows it — your campaigns don't look like generic demand gen because they're not You've owned a revenue-tied number and can speak to how you forecast it, what moved it, and what you did when trajectory was off You're comfortable building from scratch and don't need an existing playbook or infrastructure to be effective You use data to shape strategy, not just report results — you ask questions of the funnel, not just read dashboards You're able to join us in our Toronto office (3 days a week. The Interview Process Stage 1: A 25-minute Google Meet video intro call with the Hiring Manager Stage 2: A 45-minute Google Meet video deep dive call with the Hiring Manager Stage 3: A 60-minute live working session with our Marketing Team Stage 4: A 45-minute Google Meet video call with a member of our 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 $139,500 CAD to $170,500 CAD. For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is