📌 Core Information
🔹 Job Title: Demand Generation Manager
🔹 Company: LumiQ
🔹 Location: Toronto, Ontario, Canada
🔹 Job Type: Full Time Permanent
🔹 Category: Marketing
🔹 Date Posted: June 3, 2025
🔹 Experience Level: 3-5 years
🔹 Remote Status: Hybrid (2 days in-office per week)
🚀 Job Overview
Key aspects of this role include:
- Developing and executing paid campaigns across social media and search engines.
- Partnering with Product & Content Marketing to ensure all content drives engagement and distribute content across various channels.
- Optimizing campaign performance, focusing on continuous testing, conversion optimization, and budget efficiency.
- Collaborating with internal stakeholders to improve website conversion rates and set up proper tracking, routing, and workflows.
- Defining the handoff to the sales team and working closely with them to drive qualified leads that convert to opportunities.
ASSUMPTION: This role requires a blend of creative campaign thinking and analytical execution to engage the right audiences, reduce acquisition costs, and improve lead quality. It's an excellent opportunity for a growth-minded marketing professional to own and scale lead/demand generation programs from the ground up.
📋 Key Responsibilities
✅ Develop and execute paid campaigns across social media and search engines.
✅ Partner with Product & Content Marketing to ensure all content drives engagement and distribute content across email, social, and grow inbound via SEO content.
✅ Own campaign-level metrics (MQLs, pipeline, ROI), focusing on continuous testing, conversion optimization, and budget efficiency.
✅ Work with key internal stakeholders to set up proper tracking, routing, and workflows, create personalized landing pages, follow SEO best practices, and run A/B tests to improve the website’s conversion rate.
✅ Define the handoff to the sales team and work closely with them to drive qualified leads that convert to opportunities.
ASSUMPTION: The ideal candidate will have experience in B2B marketing, preferably in a SaaS or EdTech environment, with a hybrid sales-led and inbound/product-led growth model. Early or growth stage startup experience is preferred.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field.
Experience: 3-5+ years of B2B marketing experience, with a focus on demand generation and growth marketing.
Required Skills:
- Proven experience in paid acquisition, email/lifecycle marketing, SEO, ABM/ABX, website management & conversion rate optimization.
- Channel management experience, with a strong track record of executing campaigns across multiple channels.
- Proficiency in modern marketing tools and AI.
- High-quality bar, with a customer-first mindset and a focus on hitting revenue goals.
- Experimentation mindset, with a strong understanding of testing and scaling what works.
- Strategic and scrappy, with the ability to set goals, prioritize initiatives, and report on key metrics to the entire company.
Preferred Skills:
- Industry experience and/or passion for LumiQ's mission of making professional education enjoyable for accounting & finance professionals.
ASSUMPTION: Candidates with relevant experience in B2B marketing, SaaS, or EdTech environments are strongly encouraged to apply. Those with a growth mindset and a passion for LumiQ's mission are particularly well-suited to this role.
💰 Compensation & Benefits
Salary Range: CAD 85,000 - CAD 120,000 per year (based on experience and industry standards for a Demand Generation Manager in Toronto)
Benefits:
- Health benefits available after 3 months, including a yearly health spending account and an Employee Assistance Program.
- Hybrid work style, with a downtown Toronto office offering snacks, events, and ping pong.
- Monthly team social events.
- Schedule flexibility, with the ability to run mid-day errands or pick up kids early from school.
- Nomad policy, allowing employees to work remotely for 4 weeks of the year from anywhere in the world.
- Endless learning opportunities through LumiQ's platform, with access to podcasts on soft skills, career development, leadership, and more.
- LumiQ Clubs, allowing employees to join existing clubs or start their own.
Working Hours: Full-time, with standard business hours (40 hours per week).
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Demand Generation Manager in Toronto. Actual compensation may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: E-Learning Providers, focusing on professional development for accounting and finance professionals through engaging podcasts.
Company Size: 51-200 employees, offering a dynamic and collaborative work environment with ample opportunities for growth and impact.
Founded: 2016, with a mission to make professional education enjoyable and accessible.
Company Description:
- LumiQ is a native podcast app that offers engaging conversations with business leaders, counting as verified CPD/CPE for CPAs.
- The company's platform provides a slick mobile app, automatic compliance tracking, and new episodes weekly, making professional education enjoyable and convenient.
- LumiQ has been recognized as a 2024 Deloitte Fast 50 winner and is certified as a Great Place to Work.
Company Specialties:
- Podcasts for CPD/CPE
- Professional development for CPAs
- Engaging business leader interviews
Company Website: http://www.lumiqlearn.com
ASSUMPTION: LumiQ's focus on making professional education enjoyable and accessible sets it apart in the e-learning industry. Its commitment to transparency, ownership, innovation, and empathy creates a positive work environment for employees.
📊 Role Analysis
Career Level: Mid-level, with opportunities for growth and impact in a rapidly expanding company.
Reporting Structure: The Demand Generation Manager will report directly to the Director of Growth Marketing and collaborate closely with various internal stakeholders, including Product, Content Marketing, and Sales teams.
Work Arrangement: Hybrid, with 2 days in the office per week, allowing for flexibility and a healthy work-life balance.
Growth Opportunities:
- As LumiQ continues to grow, there will be ample opportunities for the Demand Generation Manager to take on more responsibilities and advance their career within the company.
- The role offers the chance to own and scale lead/demand generation programs from the ground up, providing a unique opportunity for professional growth and impact.
ASSUMPTION: The Demand Generation Manager role at LumiQ presents an excellent opportunity for a growth-minded marketing professional to make a significant impact on the company's success and grow their career in a dynamic and supportive environment.
🌍 Location & Work Environment
Office Type: Downtown Toronto office, offering snacks, events, and ping pong.
Office Location(s): 325 Front Street West, 4th Floor, Toronto, ON M5V 2Y1, CA
Geographic Context:
- Toronto is a multicultural city with a vibrant business scene, offering numerous opportunities for networking and professional growth.
- The downtown core is home to many tech and startup companies, providing a dynamic and collaborative work environment.
- LumiQ's office is conveniently located in the heart of downtown Toronto, with easy access to public transportation and amenities.
Work Schedule: Standard business hours, with the flexibility to run mid-day errands or pick up kids early from school.
ASSUMPTION: LumiQ's hybrid work arrangement and flexible work schedule cater to employees' personal needs while maintaining a productive and collaborative work environment.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the Hiring Manager
- In-depth interview with the Hiring Manager and key stakeholders
- Final interview with the CEO
- Job offer and onboarding
Key Assessment Areas:
- Marketing strategy and campaign execution
- Analytical skills and data-driven decision-making
- Collaboration and communication skills
- Alignment with LumiQ's mission and values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Be prepared to discuss your experience with paid acquisition, email marketing, SEO, and ABM/ABX.
- Demonstrate your understanding of LumiQ's mission and how your skills and experience align with the company's goals.
ATS Keywords: Paid acquisition, email marketing, SEO, ABM, ABX, campaign execution, lead generation, growth marketing, B2B marketing, SaaS, EdTech
ASSUMPTION: LumiQ's interview process is designed to assess candidates' skills, experience, and cultural fit, ensuring they are well-suited to the role and the company's mission.
🛠️ Tools & Technologies
- Modern marketing tools and AI
- CRM software (e.g., HubSpot, Salesforce, or similar)
- Marketing automation tools (e.g., Marketo, Pardot, or similar)
- SEO tools (e.g., SEMrush, Ahrefs, or similar)
ASSUMPTION: The Demand Generation Manager will be expected to have proficiency in modern marketing tools and AI, as well as experience with relevant CRM, marketing automation, and SEO tools.
👔 Cultural Fit Considerations
Company Values:
- Transparency
- Ownership
- Innovation
- Empathy
Work Style:
- Collaborative and supportive team environment
- Focus on continuous learning and improvement
- Data-driven decision-making and experimentation
Self-Assessment Questions:
- How do you embody LumiQ's values in your daily work?
- Can you describe a time when you had to adapt your work style to fit a new environment or team?
- How do you approach testing and scaling new marketing strategies or tactics?
ASSUMPTION: LumiQ's company culture emphasizes transparency, ownership, innovation, and empathy, creating a positive and supportive work environment for employees.
⚠️ Potential Challenges
- Managing multiple marketing channels and campaigns simultaneously
- Optimizing campaign performance and reducing acquisition costs
- Collaborating effectively with internal stakeholders and the sales team
- Adapting to a rapidly growing and evolving company
ASSUMPTION: The Demand Generation Manager role at LumiQ presents unique challenges and opportunities for growth and impact in a dynamic and supportive work environment.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses heavily on demand generation and growth marketing, requiring a strong blend of creative campaign thinking and analytical execution.
- LumiQ's focus on making professional education enjoyable sets it apart from other e-learning providers, offering a unique opportunity for candidates passionate about the company's mission.
- As a mid-level role in a rapidly expanding company, this position offers ample opportunities for professional growth and career advancement.
ASSUMPTION: The Demand Generation Manager role at LumiQ is unique in its focus on demand generation and growth marketing, offering candidates the opportunity to make a significant impact on the company's success and grow their careers in a dynamic and supportive environment.
📝 Sample Projects
- Developing and executing a paid social media campaign to drive lead generation and reduce acquisition costs
- Optimizing website conversion rates through A/B testing and personalization
- Collaborating with the sales team to define and implement a marketing-to-sales handoff process
ASSUMPTION: The Demand Generation Manager role at LumiQ offers a wide range of projects and initiatives, allowing candidates to leverage their skills and experience to drive meaningful impact on the company's growth and success.
❓ Key Questions to Ask During Interview
- Can you describe the current state of LumiQ's demand generation efforts and where this role fits into the company's growth strategy?
- How does LumiQ approach collaboration and communication between marketing, sales, and other internal teams?
- What are the most significant challenges facing LumiQ's demand generation efforts, and how can this role address them?
- How does LumiQ support the professional development and growth of its employees?
- What is the company's long-term vision for its demand generation function, and how does this role contribute to that vision?
ASSUMPTION: Asking thoughtful and insightful questions during the interview process demonstrates a candidate's interest in the role and their commitment to LumiQ's success.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your passion for LumiQ's mission.
- Prepare for your interview by researching LumiQ's company culture, values, and recent achievements.
- Follow up with the hiring manager within one week of submitting your application to express your interest and reiterate your qualifications for the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
