Senior Manager, Demand Generation

About the role

This position will lead and expand B2B demand generation efforts for Wealthsimple Business. The focus is on generating high-quality leads, improving conversion rates throughout the funnel, and collaborating with growth, sales, product marketing, and commercial operations teams to drive pipeline and revenue.

Key facts

What you'll do

Develop and implement comprehensive demand generation strategies across paid advertising, organic channels, email marketing, and referral programs, prioritizing lead quality and downstream pipeline impact.

Execute targeted Account-Based Marketing (ABM) programs for key business segments, working with sales to identify target accounts, create tailored campaigns, and measure their contribution to pipeline.

Collaborate closely with sales and commercial operations to align on ideal customer profiles, lead qualification criteria, scoring mechanisms, lead distribution, and feedback processes. Participate in pipeline reviews to refine targeting and enhance lead quality.

Establish and maintain clear reporting on funnel performance from initial contact through to Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and closed deals. Analyze trends, extract insights, and provide actionable recommendations for optimization.

Integrate AI tools into demand generation workflows, including content creation, audience research, data enrichment, and campaign testing.

Manage and mentor one direct report, setting clear objectives and fostering an environment for high performance.

Requirements

Demonstrated success in generating high-quality B2B leads through various channels such as paid media, lifecycle marketing, and outbound efforts, with experience scaling programs across different small and medium-sized business segments. Experience in environments with both self-serve and sales-assisted sales models is essential.

Extensive hands-on experience with paid media, including managing budgets and campaigns on platforms like Google, Meta, and LinkedIn, with a focus on optimizing for lead quality.

Proven experience in designing and executing Account-Based Marketing (ABM) programs, collaborating with sales to define and prioritize target accounts, and measuring pipeline influence.

Strong ability to partner effectively with cross-functional teams, particularly sales (for pipeline reviews, lead definitions, and feedback) and product marketing (for messaging and campaign briefs).

A consistent practice of using AI to accelerate work, such as building lead enrichment processes, generating and testing creative content, or deriving insights from data more rapidly.

An analytical approach to diagnosing funnel challenges, identifying opportunities, and making data-driven recommendations for strategic adjustments.

Prior experience in B2B fintech, business banking, spend management, or neobanking.

Experience in people management, with a history of setting clear goals and developing direct reports.

Nice to have

None specified.

Skills & tools

Paid Media (Google, Meta, LinkedIn)

Account-Based Marketing (ABM)

AI tools for marketing

Data analysis and reporting

B2B Fintech

Practical notes

Employees receive comprehensive health benefits and life insurance.

Access to a long-term group savings plan with employer matching through Wealthsimple for Business.

Generous paid time off includes 20 vacation days, 4 wellness days, and unlimited sick and mental health days annually.

Opportunity to work remotely from outside Canada for up to 90 days per year.

Access to employee resource groups, including Rainbow (2SLGBTQ), Women of WS, and Black at WS.

Wealthsimple may utilize AI tools to assist in the hiring process, such as application review. All final hiring decisions are made by human reviewers. Candidates with questions about data usage are encouraged to inquire.