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.

At Relay, we know that high-quality partners are a key driver of our growth and that targeted demand generation fuels pipeline and revenue. As the Sr. Demand Generation Manager, you’ll play a key role in shaping how we reach, engage, and convert accounting and bookkeeping partners.

You’ll design and execute full-funnel programs that build awareness, drive engagement, and generate qualified demand—owning outcomes from first touch through to revenue contribution. You’ll go deep on this audience, developing targeted strategies and building the playbooks needed to effectively reach and convert them.

You’ll partner closely with Sales, RevOps, Events, and cross-functional teams to turn strategy into measurable impact. This is a high-impact role for someone passionate about demand generation, experimentation, and building scalable, segment-specific growth engines in a fast-paced, high-growth fintech environment.

What You’ll Be Doing

• Own full-funnel strategy, channel mix, nurtures, and conversion for our partner channel acquisition strategy. Go deep on the accounting and bookkeeping segment to deliver highly resonant programming to a specific, high-value audience

• Work cross-functionally to plan, launch, and optimize lead acquisition campaigns across email, events, webinars, paid social, and ABM activations

• Build a deep understanding of the Relay product and connect your demand generation strategy to our product vision and ICP

• Partner with the Sales and RevOps teams to build a lead handoff process that works—and keep refining it based on conversion data and feedback to drive funnel efficiency and revenue growth

• Partner with the Events and Community team to build awareness of Relay's partner program and amplify existing partner materials and benefits across the segment

• Define MQL, SQL, and key funnel targets; own performance of the sales-assisted channel and keep the team informed on what's working

Who You Are

• You have 5+ years of experience in demand generation in a B2B environment, and 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 have experience working cross-functionally with Sales, RevOps, and Data, and you know how to make those relationships productive rather than transactional

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

• You use data to shape strategy, not just report on results—you're asking questions of the funnel, not just reading dashboards

• You're a clear communicator and strong cross-functional partner who can collaborate effectively across marketing, sales, and operations

Bonus Points

• You have experience marketing to accountants, bookkeepers, or other professional services audiences

• You have a background in fintech or financial services, or a demonstrated strong interest in the space

• You've worked with ABM tooling and strategy as part of a broader demand gen mix

• You have experience working with or marketing to SMBs

The Interview Process

• Stage 1: A 30-minute Google Meets video call with a member of our Talent team

• Stage 2: A 45-minute Google Meets video call with two members of our Director of Demand Generation

• Stage 3: A 45-minute in person meeting with a member of our leadership team

• Stage 4: A take-home case study followed by a 60-minute presentation to members of our Marketing 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 - $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 built to constantly ask, “How can this be better?” Change excites you and you drive it. 

• 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 treat comfort as a red flag: You seek growth. When things feel too comfortable, you lean into change. You’re excited about  stepping into the unknown and navigating new terrain to create something better alongside your team. 

• 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: We value directness, clarity, and respect. We believe honesty fuels great work and career growth. You see feedback as a tool for learning and improvement, and you know that open, honest dialogue is key to achieving the best results — together.

• You’re here for more than a job: At Relay, everything we do is in service of our mission to help small businesses thrive. To drive impact and have purpose here, that mission must matter to you too.

What’s Important to Us

Research shows that women-identifying and other marginalized individuals often apply only if they meet 100% of the qualifications. But no one is a perfect match on paper. If this role excites you, we’d love to hear from you and figure out together if it’s a great fit.

At Relay, we believe that diversity is key to building high-performing teams, and creating an inclusive work environment is our priority. We are an equal opportunity employer and welcome people of diverse backgrounds, perspectives, and skills.

We will work with applicants to provide accommodations at any stage of the hiring process. If you require accommodations during the interview process, please email your Talent Partner, and we will work with you to meet your needs.
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