Demand Generation Manager
Reports To: Director of Marketing and Business Development
Location: South Vancouver, BC
Work Arrangement: On-site
Employment Type: Full-time, Permanent
Salary: CAD $100,000–$115,000, based on experience
ABOUT EXCELSENSE TECHNOLOGIES
ExcelSense Technologies is a Vancouver-based industrial technology company that designs and manufactures patented self-cleaning camera and optical sensor systems for harsh operating environments.
Our technology is used internationally across mining, heavy equipment, autonomous systems, defence, and other industrial applications. As ExcelSense continues to grow globally, we are strengthening our in-house marketing capabilities to support our next stage of growth.
THE OPPORTUNITY
We are looking for a results-driven Demand Generation Manager to help execute and scale ExcelSense's demand generation program globally.
You will develop integrated campaigns that engage priority accounts, generate qualified opportunities, and move buying groups through long, complex B2B sales cycles.
This hands-on generalist role focuses on demand generation strategy and execution, account-based marketing (ABM), paid acquisition, HubSpot lifecycle optimization, and pipeline performance.
You will develop campaign content and support the commercial direction of organic growth, collaborating as needed with our existing search engine optimization (SEO) and answer engine optimization (AEO) contractor and specialist design and web resources.
You will work closely with Sales, Engineering, and leadership to translate technical expertise and market opportunities into effective marketing programs.
Success is measured by pipeline generated, opportunities influenced, and engagement from target accounts, not activity volume.
KEY RESPONSIBILITIES
The responsibilities outlined below represent the key areas of focus for this role and are not exhaustive. Responsibilities will be introduced in phases, with priorities established in collaboration with the Director of Marketing and Business Development based on ExcelSense’s business needs, available resources, and growth objectives. As ExcelSense continues to grow, priorities and responsibilities may evolve based on business needs, market opportunities, and team requirements.
Integrated Demand Generation & Account-Based Marketing
- Develop and execute integrated demand generation campaigns aligned with revenue goals, priority industries, products, and markets.
- Own paid acquisition across Google Ads, LinkedIn Ads, and retargeting; manage budgets and optimize campaigns for qualified opportunities and pipeline efficiency.
- Test and optimize messaging, audiences, offers, and conversion paths to improve performance and pipeline contribution.
Content Writing & Campaign Messaging
- Write campaign copy, landing-page messaging, nurture content, technical articles, case studies, product materials, and other marketing content, with input from subject-matter experts as needed.
- Set campaign content priorities, briefs, and messaging aligned with target accounts, buying groups, and the buyer journey.
- Partner with Engineering, Sales, customers, and subject-matter experts to ensure technical accuracy and translate product capabilities into clear commercial value.
- Support the commercial direction of organic growth, collaborating with the existing SEO/AEO contractor as needed for specialist strategic input and execution.
- Support external communications and public relations strategies, including press releases, news announcements, industry award entries, and executive thought leadership programs as needed.
Email Marketing and Marketing Automation
- Manage and optimize HubSpot to support demand generation, lifecycle management, and conversion performance.
- Design and optimize segmentation, nurture sequences, workflows, forms, landing pages, lifecycle stages, and lead routing.
- Develop email marketing programs that support lead nurturing, product campaigns, webinars, events, and long B2B sales cycles.
- Define tracking, attribution, routing, and CRM data-quality requirements so campaign and account engagement can be connected to the pipeline.
- Work with Sales to improve lead qualification, handoff, follow-up, and lifecycle conversion.
Event & Webinar Demand Generation
- Own the demand generation strategy for trade shows, conferences, and webinars, prioritizing target-account engagement and pipeline across a planned calendar.
- Initially lead trade show operations and logistics with support from ExcelSense’s operations and logistics team. As the marketing team expands, these responsibilities will transition to future hires, allowing greater focus on strategic event demand generation.
- Partner with Sales to generate meetings and engagement with priority accounts before and during events.
- Lead webinar setup, promotion, invitations, pre-event outreach, and post-event nurture.
- Work with subject-matter experts to develop relevant webinar topics and content.
- Track meetings, qualified leads, opportunities, pipeline contribution, and return on investment (ROI).
Marketing Operations & Reporting
- Execute campaigns and track engagement using HubSpot.
- Maintain campaign and event data accuracy in HubSpot.
- Monitor campaign performance and report on marketing-qualified leads (MQLs), sales-qualified leads (SQLs), opportunities, and pipeline generated or influenced.
- Analyze program performance and identify opportunities to improve engagement, meetings, and pipeline generation.
KEY PERFORMANCE METRICS
Success in this role will be measured by:
- Qualified opportunity and pipeline targets aligned with revenue goals, with lead quality prioritized over lead volume or website traffic alone
- Lead qualification and opportunity conversion rates, and pipeline generated through marketing programs
- Sales meetings generated from events, webinars, and campaigns
- Marketing-sourced and marketing-influenced pipeline
- Conversion rates across key lifecycle stages: Lead → MQL → SQL → Opportunity
- Event and webinar ROI and pipeline contribution
REQUIRED SKILLS & EXPERIENCE
- 5+ years of B2B marketing experience, including direct responsibility for demand generation, growth, or pipeline creation.
- Experience navigating long, complex B2B sales cycles and multiple buying stakeholders, with strong commercial acumen; industrial-sector experience is an asset, not a requirement.
- A proven track record of integrated demand generation and paid acquisition with a lean team and budget, including ideal customer profile (ICP) development, account segmentation, ABM, and close Sales alignment.
- Hands-on experience in paid media, email, nurture, marketing automation, and event/webinar demand generation, plus the ability to direct SEO/AEO specialists toward commercial outcomes.
- Strong practical understanding of marketing technology, including hands-on experience with HubSpot.
- Demonstrable, practical use of artificial intelligence (AI) for research, account intelligence, content development, personalization, campaign execution, automation, and analysis, with sound judgment and quality control.
- Excellent written and verbal communication skills, including the ability to write compelling campaign copy and clear content briefs, and to collaborate with executives, Sales, Engineering, and specialist content contributors.
- Adaptable and agile mindset, with a strong commitment to learning, navigating evolving priorities, and contributing constructively to a collaborative, high-performing team environment.
- Willingness to travel periodically for industry events and trade shows.
NICE TO HAVE
- Experience in industrial technology, mining, heavy equipment, machine vision, manufacturing, robotics, autonomous systems, defence, or another technical B2B market.
WHAT WE OFFER
- Competitive base salary of CAD $100,000–$115,000, based on experience
- Extended health, dental, and vision benefits following probation
- Opportunity to build and shape ExcelSense's demand generation and pipeline function, with specialist support for organic growth and design/web needs
- Opportunity to grow with a fast-paced, high-growth technology company with a strong, collaborative, and positive work culture
- Close collaboration across Sales, Engineering, Product, and leadership
DIVERSITY & INCLUSION
At ExcelSense Technologies, we believe diverse perspectives strengthen our team and help us build better solutions. We are committed to creating a respectful and inclusive workplace where people from different backgrounds, experiences, and perspectives can contribute and grow.
We welcome applications from qualified candidates of all backgrounds.
If you're excited about this role but your experience doesn't align perfectly with every qualification listed, we still encourage you to apply. You may be the right candidate for ExcelSense.
HOW TO APPLY
Interested candidates are invited to submit a resume and cover letter outlining their relevant experience and measurable pipeline results.
