Demand Generation Manager
Location: Guelph, Ontario
The Opportunity
OpTalent is partnering with a growing technology-focused
organization to recruit a Demand Generation Manager who will play a key
role in driving brand awareness, generating qualified leads, and accelerating
sales pipeline growth.
This is an opportunity for a commercially minded, hands-on marketer who understands how to turn digital marketing activity into measurable business results. You will take ownership of demand generation from strategy and campaign development through execution, analysis, and optimization, working closely with Sales and business leadership to build a consistent, scalable source of qualified opportunities.
The ideal candidate combines strong digital marketing expertise with analytical thinking, creativity, and a clear understanding of the B2B sales funnel. You are comfortable managing multiple channels, interpreting performance data, and making informed decisions that improve lead quality, conversion rates, and return on marketing investment.
Key Responsibilities
Demand Generation & Campaign Management
- Develop
and execute integrated B2B demand generation campaigns across Google Ads,
LinkedIn Ads, paid social, email marketing, display advertising, and other
relevant digital channels.
- Own
the full campaign lifecycle, including strategy, audience targeting,
messaging, budget management, execution, performance tracking, and
optimization.
- Build
and manage campaign calendars aligned with business priorities, sales
objectives, and target customer segments.
- Develop
and optimize landing pages, calls to action, forms, and conversion paths
to increase lead capture and campaign effectiveness.
- Coordinate
with internal stakeholders and external partners to develop compelling
campaign content, creative assets, and marketing materials.
- Conduct
ongoing A/B testing across creative, messaging, targeting, and landing
pages to improve campaign performance and conversion rates.
- Identify
new channels, tactics, and opportunities to expand reach and generate
demand within target markets.
Lead Generation & Sales Pipeline Development
- Build
and optimize demand generation programs that consistently deliver
qualified leads and sales opportunities.
- Partner
closely with Sales to define ideal customer profiles, target audiences,
lead qualification criteria, and follow-up processes.
- Develop
lead scoring, segmentation, and nurturing strategies that move prospects
through the buyer journey.
- Design
targeted campaigns to re-engage dormant leads, nurture existing prospects,
and improve conversion from initial engagement to sales opportunity.
- Monitor
lead quality and collaborate with Sales to identify gaps in the funnel and
improve lead-to-opportunity conversion.
- Establish
clear processes for tracking marketing-generated leads, sales
opportunities, and marketing-sourced pipeline.
- Align
marketing activities with commercial objectives to ensure campaigns
contribute directly to business growth.
Website, SEO & Digital Performance
- Manage
and optimize website content, landing pages, calls to action, and
conversion journeys to improve engagement and lead generation.
- Develop
and implement SEO strategies that increase organic visibility, attract
relevant traffic, and generate qualified inbound leads.
- Monitor
website analytics, traffic sources, user behavior, and conversion
performance to identify opportunities for improvement.
- Identify
content and keyword opportunities that support customer acquisition and
strengthen digital visibility.
- Work
with internal stakeholders and external partners to improve the overall
digital experience and effectiveness of the company's online presence.
Analytics, Reporting & Optimization
- Establish
and monitor key performance indicators to evaluate the effectiveness of
demand generation programs.
- Track
and report on metrics including:
- Marketing-qualified
leads (MQLs) and sales-qualified leads (SQLs)
- Lead-to-opportunity
and MQL-to-SQL conversion rates
- Cost
per lead (CPL) and cost per acquisition (CPA)
- Campaign
conversion rates and channel performance
- Marketing-sourced
pipeline and revenue contribution
- Campaign
ROI and return on marketing investment
- Translate
campaign data into clear insights, recommendations, and actionable
optimization plans.
- Provide
regular performance reporting to business leadership and Sales,
highlighting results, challenges, and opportunities.
- Evaluate
channel effectiveness and allocate budgets toward the campaigns and
tactics delivering the strongest results.
- Continuously
refine marketing processes, reporting, and campaign strategies to improve
efficiency, predictability, and overall performance.
Qualifications & Experience
- 4–6
years of experience in B2B marketing, with a strong focus on demand
generation, digital marketing, and lead generation.
- Demonstrated
success planning, executing, and optimizing multi-channel digital
marketing campaigns.
- Hands-on
experience with platforms such as Google Ads, LinkedIn Ads, paid social,
email marketing, and display advertising.
- Experience
with CRM, marketing automation, and lead management platforms such as
HubSpot, Salesforce, Pardot, Mailchimp, or comparable tools.
- Strong
understanding of B2B marketing funnels, lead qualification, conversion
optimization, and sales pipeline development.
- Proven
ability to analyze campaign performance, interpret marketing data, and
translate insights into measurable improvements.
- Experience
managing marketing budgets and campaigns against defined performance
targets.
- Excellent
organizational and project management skills, with the ability to manage
multiple initiatives and competing priorities.
- Strong
communication skills and the ability to collaborate effectively with
Sales, leadership, and external partners.
- A
proactive, results-oriented mindset with the ability to work
independently, take ownership, and make data-driven decisions.
Assets:
- Experience
in technology, SaaS, fleet management, telematics, transportation, or
other technology-driven B2B environments.
- Familiarity
with attribution models, marketing analytics, conversion rate
optimization, and revenue attribution.
- Experience
building or scaling demand generation programs within a growing
organization.
What Success Looks Like
Success in this role means building a measurable, increasingly predictable demand generation engine that supports the organization's commercial growth.
Key performance indicators will include:
- Increased
volume and quality of marketing-generated leads.
- Improved
conversion rates throughout the marketing and sales funnel.
- Consistent
contribution to qualified sales pipeline and revenue opportunities.
- Efficient
cost per lead and customer acquisition costs.
- Stronger
website conversion rates and organic lead generation.
- Improved
engagement and conversion through lead nurturing and re-engagement
campaigns.
- Effective
alignment between Marketing and Sales on lead quality, qualification, and
follow-up.
- Clear
reporting on campaign performance and demonstrable return on marketing
investment.
What the Opportunity Offers
- Competitive
base salary of $95,000–$105,000 CAD, plus a performance-based bonus of up
to 20%.
- A
full-time, permanent opportunity with meaningful ownership of demand
generation strategy and execution.
- Direct
collaboration with Sales and business leadership.
- The
opportunity to influence marketing strategy, improve existing processes,
and build scalable campaigns.
- A
results-oriented environment where marketing performance is measured by
its contribution to business growth.
- A
comprehensive benefits package, including health and dental coverage,
vision care, life and disability insurance, an employee assistance
program, and additional employee benefits.
- Opportunities
for professional development and increased responsibility as the business
grows.
