Demand Generation Manager

About Us:

Guusto helps companies build cultures where people feel appreciated, from head office to the frontline. We partner with HR leaders at frontline-heavy organizations in healthcare, retail, manufacturing and hospitality. Our recognition and rewards programs reach every employee, including the ones who never sit at a desk. Since 2020, we have grown over 400 percent. We're the number one rated recognition and rewards solution on G2 and Capterra, with more than 10,000 five star reviews. Our customers include Canada Life, Levi's, Maple Leaf Foods, and thousands more.:

The Role:

We're hiring a hands-on demand-generation marketer to be the right hand to our Director of Growth Marketing. You'll own marketing-sourced pipeline and run our growth engine day-to-day across demand generation, paid, lifecycle, email, marketing operations, and online reputation management.

This is a senior individual contributor role. Our Director of Growth Marketing will lead strategy and our rapidly-growing partner channel. You’ll keep the core engine running and improving, so the whole team can move faster.

You’ll be the right fit for this role if you love both building programs as well as shipping them. You're as comfortable designing a nurture strategy as you are building the workflow in HubSpot and reporting on the results, and you love using AI every day to get more done.

What You’ll Own:

Demand Generation and Pipeline

• Manage marketing-sourced pipeline targets and report on progress.
• Plan, launch, and optimize campaigns that generate qualified leads and opportunities.
• Oversee the inbound funnel day-to-day, ensuring the lead flow matches our ICP.
• Partner with Sales on lead handoff, MQL and SQL definitions, and follow-up SLAs.
• Spot pipeline gaps early and build programs to close them.

Paid and Digital

• Run paid media across Google Ads, LinkedIn, Capterra and G2 PPC, owning budgets, bidding, and creative testing.
• Improve conversion on landing pages and forms through A/B testing.
• Track channel performance, CAC and ROI, and move spend to what works.

Lifecycle and Email

• Map the customer lifecycle from first touch to renewal, and build programs for each stage.
• Run nurture, onboarding, adoption, expansion, and re-engagement campaigns for our existing customers.
• Partner with Account Management on upsell, cross-sell, and retention opportunities.
• Own email end to end: planning, segmentation, copy, build, QA, and send. This includes our monthly newsletter.
• Test subject lines, content, and timing to drive click and conversion rates.

Marketing Operations and HubSpot

• Run HubSpot: workflows, lead scoring, lists, and clean data.
• Build and run the weekly marketing scoreboard, sharing key insights with the team and leadership.
• Maintain attribution reporting and UTM standards.
• Use AI and automation to scale the engine, working with our GTM engineer to build workflows that save the team time.
• Own the content calendar and schedule LinkedIn posts.

Reputation Management

• Manage our presence on G2, Capterra, and other review sites.
• Run review generation programs to grow volume, ratings, and category badges.
• Put reviews and customer proof to work in campaigns, sales enablement, and the website.

What You’ll Support:

Partner Campaigns

• Assist the Director of Growth Marketing with co-marketing, referral campaigns, and partner lead tracking.

Product Launches

• Launch emails and campaign messaging for new features alongside the Product and Customer Experience teams.

What You Bring:

• 5+ years in B2B growth, demand generation, or lifecycle marketing, with a track record of owning a pipeline number.
• Comfortable working with data like funnel metrics, attribution, and spreadsheets, and love turning numbers into action.
• Experience managing paid budgets and optimizing for pipeline, not just clicks.
• Advanced, hands-on HubSpot skills: workflows, lead scoring, reporting, and campaign builds.
• You use AI every day to do more with less. You've used tools like Claude Co-Work or Claude Code, or HubSpot's AI features to draft content, analyze data or automate workflows, and you can show us how.
• Excellent writing for email, ads, and landing pages.
• You're a scrappy, resourceful doer who's happy rolling up your sleeves as a senior individual contributor. When something's broken, you fix it. When there's no playbook, you write one. You find a way to get it done, even with a small team and budget.

What Will Make You Stand Out:

• Experience in B2B SaaS or HR tech, specifically marketing to HR buyers.
• Experience with partner or channel ecosystems.

Salary Range:

$90,000 - $110,000

A Note on AI

We use AI to assist with initial resume screening, but all hiring decisions are made by real people.