Senior 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.

You'll join Relay's Demand Generation team and own our upmarket and established SMB segment — one of the most important motions in our acquisition plan. The team's north star for this segment is total qualified leads (QLs), rolling up to sales-assisted pipeline and revenue contribution to the business.

Your mission: own the demand motion for the Upmarket SMB segment end to end, write the playbook rather than follow one, and champion the voice of upmarket and established SMBs within Relay. This is a senior IC (P4) role — you won't manage people, you'll manage the work cross-functionally and represent the number for the segment.

What You'll Be Doing

• Own full-funnel demand strategy for the upmarket SMB segment — channel mix, campaign architecture, nurtures, and conversion — with real accountability to the segment's QL, pipeline, and revenue targets
• Forecast, project, and call your number monthly across every layer that feeds it: cross-functional marketing efforts, DG team programs, and the campaigns you own — with a plan to grow the number without sacrificing demo and conversion rates
• Build and run trust-building, full-funnel campaigns for a considered audience: quarter-long community activations, webinar programming, email series, upmarket demos, and case studies that drive net-new capture and conversion
• Own the direct SMB budget and deploy it alongside the ABM manager and broader marketing team to most effectively get in front of the market
• Build a deep partnership and feedback loop with Sales and the BDR team — define lead quality, refine handoffs, and keep improving funnel efficiency from conversion data
• Champion the upmarket voice across Relay's existing marketing programs and channels, filling the gaps the rest of the team isn't covering
• Use AI fluidly across your programs — research, ideation, synthesis, and reporting — and help raise the bar for how DG uses it

Who You Are

• 5+ years in demand generation in a B2B SaaS environment — you've owned programs and outcomes, not just contributed to them
• You're fluent across the full funnel: you know how to define quality, not just volume, and you've had the direct conversations with sales to shape that view over time
• You've gone deep on a specific segment or audience before, and your work shows it — your campaigns don't look like generic demand gen because they're not
• You've owned a revenue-tied number and can speak to how you forecast it, what moved it, and what you did when trajectory was off
• You're comfortable building from scratch and don't need an existing playbook or infrastructure to be effective
• You use data to shape strategy, not just report results — you ask questions of the funnel, not just read dashboards
• You're able to join us in our Toronto office (3 days a week.

The Interview Process

• Stage 1: A 25-minute Google Meet video intro call with the Hiring Manager
• 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 $139,500 CAD to $170,500 CAD.

For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is $155,000 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.