Demand Generation Manager

Relay is a digital banking platform that gives self-made business owners the tools and know-how to be great with money—bringing clarity, confidence, and control to every dollar earned, so they can turn hard work into lasting success. We do this by replacing financial guesswork with real visibility, transforming cash flow from a constant source of stress into a clear signal owners can use to run stronger, more resilient businesses.

As Relay expands our Demand Generation strategy in 2026, we're investing in more targeted, coordinated ways to create and capture demand across our owned surfaces. We're looking for a Demand Generation Manager to own that work end to end.

This role sits within Demand Generation, and works alongside our broader marketing team. You'll own Relay's global lead engine from strategy through execution and results: the capture experiences across our site and content, the webinar and gated-content programming that earns attention, and the demo/chat experiences that turn interest into intent. You'll be the DRI for our lead number and how it converts. This is ideal for someone who spikes like a growth marketer rather than a channel specialist, defines success by quality rather than volume, and is energized by writing a playbook rather than following one.

What You'll Be Doing

• Own our global lead number end to end — set the strategy for how Relay captures demand across owned surfaces, and be accountable for how that demand progresses to demos and approvals

• Build and run the lead programming calendar — the 12-month view and the quarterly plan, and run or coordinate each activation (webinars, gated ebooks and guides, partner programs, content offers)

• Own the capture layer with our Web, CRO and MarOps teams — forms, enrichment, routing and testing — so lead quality holds as volume scales

• Run our interactive demo and chatbot experiences — the "see Relay" layer for buyers who want to explore before they talk to anyone

• Design and run experiments across the funnel — real hypotheses, holdout groups and kill criteria, then pull in the right teams to make winners bigger

• Partner with Lifecycle to turn captured leads into demos, approvals and sales conversations, and own the feedback loop on lead quality

• Turn what works into a repeatable motion and help shape how the broader marketing org treats leads as a first-class number

Who You Are

• You have 3–6 years of experience in B2B demand generation or integrated campaign management, and you've owned campaigns end to end — not just contributed to them

• You're a quarterback, not a single-channel specialist. You know how to translate strategy into a coordinated plan and hold the line across many teams

• You think in quality, not just volume. You're comfortable working to a baseline you have to beat, and you can defend the trade-offs

• You're a strong cross-functional partner across brand, performance, product marketing, sales, and RevOps, and you make those relationships productive rather than transactional

• You have a strong, detail-oriented mindset that can hold many parallel work streams

• You're comfortable building from scratch and don't need an existing playbook to be effective

• You use data to shape programs, not just report on them

• You're a clear communicator who can run a brief and a retro and keep a multi-team campaign on track

• You're able to join us in our Toronto office (3 days a week)

The Interview Process

• Stage 1: A 30-minute Google Meet video intro call with the Talent team

• Stage 2: A 45-minute Google Meet video deep dive call with the Hiring Manager

• Stage 3: A 60-minute live working session with our Marketing Team

• Stage 4: A 45-minute Google Meet video call with a member of our leadership team

Our Compensation Approach

We believe Relayers should feel rewarded for the impact they have on our mission and growth. Compensation follows impact. As impact increases, compensation grows, and we do not limit compensation changes to a once-a-year review cycle.

The annual salary range for this role is $117,000 CAD to $143,000 CAD.

For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is $130,000 CAD. Offers below this point reflect candidates we believe can grow into the full scope of the role with support and development. Offers above this point reflect impact that meaningfully exceeds the role’s defined expectations or an expanded scope from day one.

We encourage you to have a conversation with your recruiter and ask questions about compensation throughout the hiring process. For more information on our compensation philosophy and perks and benefits, visit our Candidate Hub.

Why Relay Might Be the Perfect Fit For You

• You push relentlessly for reinvention: You're always asking "how can this be better?" -- in your work, in your craft, in yourself. Comfort is a signal to push harder, not coast. You'd rather build something better than defend something familiar.

• You crave autonomy: We trust our team with big challenges and the freedom to solve them. If you’re someone who takes initiative, is comfortable taking risks, and seeks input when needed, you’ll find the freedom here empowering.

• You own your work: You take pride in your work, follow through on commitments, and feel a deep sense of responsibility for outcomes, not just tasks.

• You build with AI, not just use it: You're actively embedding AI into how you work, pushing what's possible, and bringing your team along with you.

• You care about impact, not noise: You care deeply about the substance of your work. You measure success by results, not recognition, and you let your work speak for itself. 

• You’re energized by complexity and ambiguity: You enjoy tackling problems that don’t come with a playbook. You’re comfortable building from scratch, iterating as you go, and collaborating to shape the best path forward.

• You seek out feedback: You see directness as respect, not criticism. You actively seek input, sit with hard truths, and use feedback as fuel for improvement.

• Small businesses are why we're here: Relay exists to help them thrive -- and that mission has to resonate with you.

Join Us

We're looking for people who are relentless, curious, and care deeply about the work. You're encouraged to apply even if your experience doesn't perfectly match the job description -- your perspective and drive matter more. We welcome diverse backgrounds and people who think critically, challenge the status quo, and want to help small businesses thrive.

If you require accommodations at any stage of the hiring process, please reach out to your Talent Partner.

Disclaimer: For compliance reasons, all offers of employment at Relay are conditional upon a successful background check and employment verification through Certn.

Important Notice: Relay’s recruitment team only contacts candidates and corresponds from official corporate email addresses ending in @relayfi.com. We will never ask for sensitive personal data (such as bank account details, credit card numbers, or social security/insurance numbers) during the initial application or interview stages.