Demand Generation Manager

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.