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 hiring a hands-on Demand Generation Manager to improve conversion at every stage of our marketing and sales pipeline. You'll dig into the data, find where prospects stall, and run the programs that move them forward: nurture tracks, email campaigns and direct outreach to target accounts. You'll report to our Head of Growth Marketing and work closely with our Sales and Partner teams.

Most of your time will be in marketing, but you'll also support our partner function. You'll help us understand how partnerships drive pipeline today and help build that program out. Partner marketing experience is a strong asset.

We run lean, so you'll test ideas before we commit real budget. You'll be a great fit if you like to build the play, run it yourself, and measure it in pipeline. You’re naturally curious and look for new ways to challenge the status quo and drive pipeline. You use AI every day to get more done.

What You'll Own:

Pipeline Analytics and Conversion

• Own the weekly pipeline scoreboard and report on performance at every funnel stage.
• Analyze stage-to-stage conversion rates to find where prospects drop off, recommend fixes, and identify opportunities to tap into and build or re-engage pipeline.
• Launch programs to lift conversion, such as nurture tracks, email campaigns and identifying lists for direct outreach to accounts.
• Manage HubSpot: build and improve workflows, lead scoring, lifecycle stages and data quality.
• Work with Sales so every warm account gets timely follow-up.

Partner Marketing

• Drive partner-led demand and help build our partner marketing program.
• Turn partner account overlap into target account lists.
• Test account-based ads and warm outbound to partner-sourced accounts.
• Put partner content to work across social, ads, email and the newsletter.
• Track partner-sourced and partner-influenced pipeline in HubSpot.

Content and Campaign Programs

• Run the quarterly customer newsletter end to end.
• Post and schedule social content, primarily on LinkedIn.
• Coordinate our podcast and webinar program: guests, scheduling, and promotion.
• Develop and refresh our seasonal email campaigns to prospects and customers.

Paid and Review Channels

• Manage and optimize paid campaigns on LinkedIn, G2 and Capterra.
• Oversee review generation on G2, Capterra and other sites.
• Shift budget across channels to whatever produces the best pipeline results.

How We Measure Impact:

• Conversion rates at each pipeline stage, and how they improve over time
• Marketing-sourced pipeline in dollars per quarter, with partner-sourced and partner-influenced broken out
• Share of pipeline from ICP accounts
• Win rate and average deal size on target-account opportunities
• Cost per opportunity, by channel
• On-time, consistent delivery of the newsletter, social, podcast and quarterly email programs

What You Bring:

• 5+ years in B2B demand generation, with a track record of owning a pipeline number
• Strong analytical skills: funnel metrics, conversion analysis, attribution and spreadsheets
• HubSpot expertise: workflows, lead scoring, reporting and lifecycle programs
• Experience building nurture programs and email campaigns that move prospects through the funnel
• Hands-on paid experience, especially LinkedIn targeting by company, job function and account list
• Experience running account-based programs would be an asset
• Comfort running content programs: newsletters, social scheduling and podcast coordination
• You use tools like Claude, Claude Code or HubSpot's AI features every day, and 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:

• Partner, channel or ecosystem marketing experience that produced pipeline
• Experience in HR tech or marketing to HR buyers
• Experience with account mapping tools like Crossbeam

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.