Senior Manager, Demand Generation

About the role

In this pivotal role, you will spearhead and enhance the B2B demand generation initiatives for Wealthsimple Business. Your primary objective will be to cultivate high-quality leads, optimize conversion rates throughout the sales funnel, and work in tandem with teams across growth, sales, product marketing, and commercial operations to boost pipeline and revenue generation.

Key facts

What you'll do

• Design and execute comprehensive demand generation strategies that encompass paid advertising, organic outreach, email marketing, and referral initiatives, with a strong emphasis on lead quality and its impact on the sales pipeline.
• Implement targeted Account-Based Marketing (ABM) strategies for key business segments, collaborating with the sales team to pinpoint target accounts, craft customized campaigns, and assess their contribution to the overall pipeline.
• Work closely with sales and commercial operations to ensure alignment on ideal customer profiles, lead qualification standards, scoring systems, lead distribution processes, and feedback loops. Participate in pipeline reviews to refine targeting and elevate lead quality.
• Develop and maintain transparent reporting on funnel performance from the initial point of contact through to Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and finalized deals. Analyze performance trends, derive insights, and offer actionable recommendations for optimization.
• Incorporate AI tools into demand generation processes, enhancing workflows related to content creation, audience research, data enrichment, and campaign testing.
• Oversee and mentor one direct report, establishing clear objectives and nurturing a high-performance environment.
• Collaborate with cross-functional teams to ensure cohesive messaging and campaign execution, particularly with product marketing for campaign briefs and sales for lead definitions.
• Regularly analyze funnel challenges to identify opportunities for improvement and make data-driven recommendations for strategic adjustments.
• Stay updated on industry trends and best practices in demand generation and B2B marketing to continuously refine strategies.
• Foster a culture of innovation within the team by encouraging the exploration of new tools and methodologies to enhance demand generation efforts.

Requirements

• Proven track record in generating high-quality B2B leads through diverse channels, including paid media, lifecycle marketing, and outbound strategies, with experience in scaling initiatives across various small and medium-sized business segments.
• Extensive hands-on experience managing paid media campaigns, including budget oversight and campaign optimization on platforms such as Google, Meta, and LinkedIn, focusing on lead quality.
• Demonstrated expertise in designing and executing Account-Based Marketing (ABM) initiatives, collaborating with sales teams to define and prioritize target accounts, and measuring their influence on the pipeline.
• Strong collaborative skills to effectively partner with cross-functional teams, particularly sales for pipeline reviews and product marketing for campaign messaging.
• A consistent practice of leveraging AI to enhance productivity, such as developing lead enrichment processes, generating and testing creative content, or quickly deriving insights from data.
• An analytical mindset for diagnosing funnel challenges, identifying opportunities, and making informed, data-driven recommendations for strategic adjustments.
• Prior experience in B2B fintech, business banking, spend management, or neobanking is essential.
• Experience in managing people, with a history of setting clear objectives and fostering the growth of direct reports.

Nice to have

• Familiarity with emerging trends in demand generation and marketing technology.
• Experience in a fast-paced startup environment.
• Knowledge of additional marketing automation tools and CRM systems.

Skills & tools

• Proficiency in Paid Media (Google, Meta, LinkedIn)
• Expertise in Account-Based Marketing (ABM)
• Familiarity with AI tools for marketing applications
• Strong data analysis and reporting skills
• Background in B2B Fintech

Practical notes

Wealthsimple offers a comprehensive benefits package that includes health coverage and life insurance. Employees can participate in a long-term group savings plan with employer matching through Wealthsimple for Business. The company provides generous paid time off, including 20 vacation days, 4 wellness days, and unlimited sick and mental health days each year. Employees also have the flexibility to work remotely from outside Canada for up to 90 days annually. Additionally, Wealthsimple supports various employee resource groups, such as Rainbow (2SLGBTQ), Women of WS, and Black at WS. It is important to note that Wealthsimple may utilize AI tools in the hiring process, including application reviews, though all final hiring decisions are made by human reviewers. Candidates with questions regarding data usage are encouraged to reach out for clarification.