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%, and 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 looking for a hands-on demand generation marketer who will own our pipeline number. You’ll report to our Head of Growth Marketing, working closely with our GTM engineer on data and automation, and with our Sales team on follow-up.

This role will have a major focus on partner-led demand. You’ll use account mapping to pick targets, turn our partner content into pipeline, and show up where partner customers gather. You’ll also keep our core engine strong: managing the website, search, paid, HubSpot, and reviews. We run lean, so you’ll test ideas before we commit real budget.

You'll be a great fit if enjoy you finding the white space: the channel nobody else is using, the audience competitors overlook, or the angles that stand out. You build the play, run it yourself, and measure it in pipeline. You test efficiently and know when to cut. And you use AI every day to get more done.

What You'll Own:

Partner-Led Demand

• Turn partner account overlap into target account lists.
• Test account-based ads and warm outbound.
• Put our partner content to work across social, ads, outbound, nurture, and the newsletter.
• Work with Sales so every warm account gets followed up.

Nurture and Re-engagement

• Build nurture tracks for accounts that are not ready to buy, tailored to the platforms they use.
• Re-engage closed-lost and stalled deals.
• Events, Communities, and Marketplaces
• Find where our buyers gather: partner conferences, user communities, and joint webinars.
• Build a repeatable playbook for showing up, capturing interest, and following up.
• Optimize our partner marketplace listings so they rank and convert.

Website and Search

• Own the website as a pipeline tool, owning conversion on key pages, forms and landing pages, with A/B tests.
• Own SEO and AI search optimization, ensuring Guusto shows up in Google and in AI answers like ChatGPT, Claude, Perplexity and Google AI Overviews.

Paid, Reviews, and HubSpot

• Run PPC across LinkedIn, G2, and Capterra, moving spend to what produces pipeline.
• Oversee review generation on G2, Capterra and other sites.
• Manage HubSpot: workflows, lead scoring, clean data, and enforcing our ICP definition.
• Own the quarterly customer newsletter and simple automated onboarding for new customers.

Pipeline Reporting

• Own the weekly pipeline scoreboard.
• Track partner-sourced and partner-influenced pipeline in HubSpot.
• Report which content drives pipeline.
• Ensure attribution numbers are accurate.

How We Measure Impact:

• Marketing-sourced pipeline in dollars per quarter, with partner-sourced and partner-influenced broken out.
• Share of pipeline from ICP accounts.
• Website conversion to meetings.
• Organic and AI search visibility.
• Win rate and average deal size on target-account opportunities.
• Cost per opportunity, by channel.

In Your First 90 Days, You'll:

• Audit HubSpot and attribution so marketing-sourced pipeline is a number everyone trusts. Recommend what’s needed to run lifecycle marketing.
• Take over review generation and PPC on G2 and Capterra, and the monthly customer newsletter.
• Audit our website and how we show up in Google and AI search.
• Build a target list from a partner’s account overlap and run a play end to end, including a small paid test with a set budget.

What You Bring:

• 5+ years in B2B demand generation, with a track record of owning a pipeline number.
• Experience with partner, channel, or ecosystem marketing that produced pipeline.
• Experience running account-based programs: target lists, account-based ads, and coordinated outreach.
• SEO and website conversion experience, including optimizing for AI search.
• Hands-on paid experience, especially LinkedIn targeting by company, job function, and account list.
• Advanced HubSpot skills: workflows, lead scoring, reporting and lifecycle programs.
• Comfort with data: funnel metrics, attribution, and spreadsheets.
• You use tools like Claude Cowork, Claude Code, or HubSpot’s AI features every day, and you can show us how to do more with AI.
• You’re a doer. When there’s no playbook, you write one.

Bonus Points if You Have:

• Experience in HR tech, marketing to HR, Talent, L&D, and Operations buyers.
• Experience with HCM or learning platform ecosystems.
• Experience with account mapping tools like Crossbeam.
• Webflow experience.
• Experience marketing to frontline-heavy industries.

Salary Range:

$90,000 - $110,000

A Note on AI:

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