Senior Marketing Manager - Demand Generation


Team Canada
Job Function
Toronto | Marketing | Manager

As Senior Marketing Manager – Global Demand Generation, you will be part of the Growth team and will be responsible for building a demand generation engine to support global lead growth for customers and accountants, and for nurturing prospects. To build global demand generation, you will lead the implementation of technology, tools, and strategies to drive inbound leads and support Sales in their outbound efforts. To nurture prospects, you will coach a Marketing Manager on your team to build journeys that help to ensure the correct leads go to the correct channels.


In this role, you will partner closely with a number of teams: Sales, Market Growth Managers (who lead regional growth plans), Marketing and Sales Operations, Accountant Channel, and the Performance team. You will report to the Senior Director of Growth Marketing.


The ideal candidate for this role is eager to be in a player/coach role that enables them to strategically chart out a path and also get into the details and execute. We’re looking for someone with experience in lead generation and, specifically, someone who can drive lead generation for a high volume, fast sales cycle. More importantly, we’re looking for a problem solver who takes initiative, has a knack for influencing and driving alignment, and leverages analytics and data to make decisions. We’re also a company in hyper growth so adaptability is key – things change often when you’re growing quickly!


What you’ll do:


Drive global customer lead generation engine

– Develop a full-funnel lead generation engine, taking into account that our sales cycle moves quickly, and our lead generation requires high volume.

– You will own the building and implementation of direct demand sources and also work with a cross-functional team of subject matter experts to build a diversity of lead sources, including performance marketing, event marketing.

– Deploy lead generation marketing technology, building a stack that can scale to meet our growing business and that integrates with our current tech.

– Collaborate with Market Managers, Product Marketing, and the rest of the marketing organization to develop targeted campaigns for our key regions and verticals.

– Coach a team member through launching and maintaining lead nurturing programs to efficiently move prospects through the funnel.


Build accountant & bookkeeper lead generation engine

– Support our accounting partner program as we continue to build a community of accountants and bookkeepers that help their clients grow their businesses using FreshBooks. This will likely require some form of ABM program.

– Coach a team member through launching and maintaining lead nurturing programs to efficiently move prospects through the funnel.


Partner with sales and finance to drive scalable, predictable revenue

– Work closely with sales leadership to scale inbound lead generation and support outbound initiatives to ensure there are sufficient high-quality leads to delivery targets.

– In partnership with sales and finance, develop forecasts and contribution models to drive predictable revenue.

– Lead regular reporting on key metrics, such as lead volume, pipeline, revenue, velocity, conversion, etc.

– Regularly evaluates the sales funnel, understanding what campaigns are driving opportunities, how they are converting to closed deals and why.


Coach team members to drive purpose, learning, and autonomy

– Whether it’s a direct report (this role has one) or cross-functional partners, you will advise, teach, and mentor team members whom you work with closely so that they can manage their programs to deliver results.

– For the one direct report on the team, you will actively work with them to achieve joint business objectives while giving timely, actionable feedback on an ongoing basis.



What you have:


– 6+ year’s experience in lead generation; a bonus if it is in high-volume, high-velocity industries/companies.

– Proficiency working in marketing technology platforms such as Pardot and Salesforce.

– Understanding of best practices across demand generation programs, including inbound, outbound, and ABM.

– Track record of delivering results through partnering with cross-functional teams and external vendors.

– Experience with business casing, forecasting, and modeling.

– Excellent problem solving, quantitative and analytical abilities

– Excellent communication, collaboration and influencing skills

– Commitment to working in a diverse and inclusive organization

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