Hybrid Director, Demand Generation

at Relay

• Job title: Director, Demand Generation
• Job type: Full Time
• Experience level: Lead
• Salary: Not specified
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, Toronto, Canada

About the role

• Director of Demand Generation driving strategies for acquiring high-quality leads at Relay. Leading a team to engage and convert leads in a fast-growing fintech company.

Responsibilities

• Own the Demand Generation strategy, setting the vision and executing plans to acquire and convert qualified leads across multiple channels and industry segments.
• Collaborate with marketing and GTM teams to drive alignment and deliver on performance goals.
• Model lead generation and conversion plans in collaboration with Sales, RevOps, Data, and Finance.
• Hire, mentor, and develop a high-performing Demand Generation team, fostering growth and professional development.
• Lead the team to create memorable, educational programming that engages and inspires a repeat audience.
• Drive leads, pipeline, and revenue growth using multi-channel strategies, including paid, partnerships, email, content, events, webinars, and ABM.
• Own KPIs such as MQLs and pipeline, monitoring and optimizing campaigns via Salesforce, Marketo/Hubspot, Metabase, Google Analytics, and other tools.
• Champion customer empathy and deep understanding of user workflows to inform messaging and campaigns.
• Identify and nurture co-marketing partnerships that drive long-term funnel growth.

Requirements

• You have 10+ years of marketing experience, including 6+ years in Demand Generation.
• You have owned end-to-end Demand Generation strategy: setting strategy, building lead models, managing teams, establishing handoffs, executing programs, and reporting performance.
• You have a proven track record of driving meaningful B2B lead-generation growth, implementing programs that multiply pipeline and market engagement.
• You have deep experience collaborating cross-functionally with Sales, Data, RevOps, and Partnerships, building strong relationships to achieve go-to-market alignment.
• You have hands-on experience managing multi-channel marketing campaigns (online and offline) with a strong grasp of digital marketing strategies.
• You prioritize understanding customer needs deeply and instill this customer focus in your team.
• You are creative and a strong storyteller, generating campaign ideas that inspire the market.
• You are revenue-driven, adept at testing, analyzing, and optimizing campaigns to improve lead quality and efficiency.
• You leverage data to uncover insights that drive strategy and execution.
• You are proficient in marketing tech stacks, including Salesforce, Google Analytics, Adwords, Hubspot, CMS platforms, lead nurturing, and landing page software.

Benefits

• Competitive salary and meaningful equity: Relay employees are Relay owners, complete with equity and a competitive salary.
• Comprehensive health benefits: enjoy full health benefits from day one. We offer flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents.
• Flexible vacation and time off: every team member starts with 15 vacation days and 5 flex days to use as needed, plus an extra week of office closure during the end-of-year holidays so you can take time off to recharge and come back better for our customers.
• Parental leave with top-up: we offer 12 weeks off with a 100% salary top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive.
• Hybrid work environment: we value meaningful collaboration and connection at our Toronto office twice a week, with lunch, snacks, and beverages on us.
• Dog-friendly space: can dogs really make you happy and healthy? We don’t know for sure, but since we don’t want to chance it, our office is 100% floof-friendly.
• Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.
• Top-tier equipment: as a Mac-first company, our Toronto offices have everything you need to produce your best work comfortably, from multiple screens to ergonomic seating.
• Social connection: we believe in celebrating our wins with two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities.