📌 Core Information
🔹 Job Title: Marketing Manager, Demand Generation
🔹 Company: Plooto
🔹 Location: Remote, Canada
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: May 12, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Developing and leading integrated demand generation strategies across multiple channels
- Optimizing campaign performance and reducing acquisition costs
- Collaborating cross-functionally to drive measurable subscriber growth
- Designing and implementing programs that address each stage of the funnel
- Building a test-and-learn culture to drive incremental gains
ASSUMPTION: This role requires a strong blend of creative campaign thinking and analytical execution to engage the right audiences and improve lead quality.
📋 Key Responsibilities
✅ Own and scale Plooto’s demand generation programs to fuel customer acquisition
✅ Develop and lead integrated demand generation strategies across paid media, social, email, website, and partner co-marketing
✅ Own campaign-level metrics (MQLs, pipeline, CAC, ROI) and focus on continuous testing, conversion optimization, and budget efficiency
✅ Design and implement programs that address each stage of the funnel - from awareness and acquisition through to nurture, activation, and sales handoff
✅ Collaborate with Sales, Product Marketing, Content, and RevOps to align campaigns with personas, positioning, and pipeline targets
✅ Define KPIs, build dashboards, and deliver regular reporting that informs channel investment decisions and campaign strategy
✅ Build a test-and-learn culture, running A/B tests on ads, landing pages, CTAs, offers, and messaging to drive incremental gains
✅ Leverage marketing automation and CRM platforms to build, track, and scale programs effectively
ASSUMPTION: This role involves a high level of cross-functional collaboration and requires strong communication skills to work effectively with various teams.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of experience in B2B demand generation or growth marketing, ideally within SaaS or fintech
Required Skills:
- Proven success building and scaling full-funnel campaigns that drive qualified leads and revenue growth
- Deep understanding of performance marketing, lead nurturing, and marketing analytics
- Experience working with cross-functional teams, especially Sales and Product Marketing, to drive outcomes
- Strong analytical and data literacy - comfortable building dashboards, pulling reports, and surfacing insights to drive decisions
- Operational excellence with marketing tech tools (e.g., HubSpot, Salesforce, Google Ads, LinkedIn Ads, etc.)
- Strategic thinker with strong executional chops - equally confident in campaign design and hands-on delivery
- Excellent written and verbal communication skills with a bias for clarity and results
Preferred Skills:
- Experience marketing to SMB audiences or accounting professionals
- Familiarity with account-based marketing (ABM) tactics and tools
- Previous experience working in a high-growth startup environment
ASSUMPTION: While a Bachelor's degree is preferred, relevant experience may be considered equivalent. Candidates with a strong portfolio and proven track record may also be considered.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 CAD per year (Based on industry standards for a Marketing Manager, Demand Generation role in Canada with 5-10 years of experience)
Benefits:
- Health, dental, and vision insurance
- Retirement savings plan with company match
- Flexible work arrangements
- Professional development opportunities
Working Hours: Full-time (40 hours/week) with flexible scheduling
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services, specifically Fintech and Payment Processing
Company Size: 51-200 employees - Large enough to offer stability and resources, yet small enough for individuals to make a significant impact
Founded: 2015 - Plooto has a solid track record and is well-established in the market
Company Description:
- Plooto is a fintech company on a mission to empower small and mid-sized businesses to run their cash flow confidently
- Their all-in-one payment automation platform securely automates all payable and receivable workflows, offers extensive payment capabilities, and seamless integration with accounting software to automatically reconcile invoices
- Plooto serves over 10,000 North American businesses and integrates with top accounting software platforms Quickbooks, Xero, and NetSuite
Company Specialties:
- Payments
- B2B
- Accounts Payable
- Accounts Receivable
- Cloud Payment Processing
- International Payments
- Accounting Software Integration
- E-Payment
- Pre-Authorized Debit
- Cross-Border Payment
- CRA Remittances
Company Website: https://www.plooto.com/
ASSUMPTION: Plooto's focus on small and mid-sized businesses presents an opportunity for applicants to work on impactful projects that directly benefit these companies.
📊 Role Analysis
Career Level: Mid-level to senior - This role offers significant responsibility and the opportunity to make a substantial impact on Plooto's growth
Reporting Structure: Reports directly to the VP of Marketing, with cross-functional collaboration with Sales, Product Marketing, Content, and RevOps teams
Work Arrangement: Remote OK - This role can be performed remotely, offering flexibility for work-life balance
Growth Opportunities:
- As Plooto continues to grow, there will be opportunities for the Marketing Manager, Demand Generation to take on additional responsibilities or move into a leadership role
- The company's focus on innovation and continuous improvement creates an environment where employees can learn and develop new skills
- Plooto's strong product-market fit and massive opportunity ahead present exciting career growth prospects
ASSUMPTION: The Marketing Manager, Demand Generation role is well-positioned for career growth as Plooto expands and gains market share.
🌍 Location & Work Environment
Office Type: Remote - This role does not require regular on-site presence, allowing for greater flexibility and work-life balance
Office Location(s): Toronto, Ontario (Headquarters) - While this role is remote, the company's headquarters is based in Toronto
Geographic Context:
- Canada - This role is based in Canada and may require some overlap with Eastern Standard Time (EST) for collaboration with the Toronto-based team
- Remote Work - The remote nature of this role allows for greater flexibility in work arrangements and the ability to work from various locations
- Time Zone - The primary time zone for this role is Eastern Standard Time (EST), with some flexibility for candidates in other time zones
Work Schedule: Full-time (40 hours/week) with flexible scheduling - This role offers a flexible work schedule, allowing employees to balance their personal and professional lives
ASSUMPTION: The remote nature of this role may require some overlap with the Toronto-based team's working hours for effective collaboration and communication.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen with the HR team to assess cultural fit and basic qualifications
- In-depth interview with the VP of Marketing to discuss the role, responsibilities, and expectations
- Case study or project presentation to demonstrate strategic thinking and campaign planning skills
- Final interview with key stakeholders to assess cultural fit and alignment with Plooto's mission and values
Key Assessment Areas:
- Campaign strategy and execution - Applicants should be prepared to discuss their approach to demand generation and provide examples of successful campaigns they have led
- Performance optimization - Applicants should demonstrate a strong understanding of campaign metrics and a data-driven approach to improving lead quality and reducing acquisition costs
- Cross-functional collaboration - Applicants should showcase their ability to work effectively with various teams, including Sales, Product Marketing, Content, and RevOps
Application Tips:
- Tailor your resume and cover letter to highlight your demand generation experience and achievements
- Include specific examples of successful campaigns you have led and the results you achieved
- Demonstrate your understanding of Plooto's mission and how your skills and experience align with the company's goals
ATS Keywords: Demand Generation, Campaign Strategy, Performance Optimization, Lead Nurturing, Marketing Analytics, Cross-Functional Collaboration, Data Literacy, Marketing Tech Tools, Strategic Thinking, Execution Skills, Communication Skills, A/B Testing, CRM Platforms, Email Marketing, Social Media Marketing, Paid Media
ASSUMPTION: Plooto's interview process is designed to assess both technical skills and cultural fit, with a focus on finding candidates who align with the company's mission and values.
🛠️ Tools & Technologies
- HubSpot
- Salesforce
- Google Ads
- LinkedIn Ads
- Marketo (or similar marketing automation platform)
- CRM platform (e.g., Salesforce, HubSpot CRM)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The specific tools and technologies used may vary depending on the candidate's background and Plooto's current tech stack.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric - Plooto prioritizes the needs and success of its customers above all else
- Innovation - Plooto fosters a culture of continuous learning and improvement
- Collaboration - Plooto values open communication and cross-functional teamwork
Work Style:
- Data-driven - Plooto makes decisions based on data and analytics
- Results-oriented - Plooto focuses on achieving measurable outcomes and driving business impact
- Adaptable - Plooto embraces change and encourages employees to be flexible and responsive to new challenges
Self-Assessment Questions:
- Do you have a proven track record of driving measurable results through demand generation campaigns?
- Are you comfortable working in a fast-paced, dynamic environment and adapting to change?
- Do you thrive in a collaborative, cross-functional team setting and enjoy working with various stakeholders to drive outcomes?
ASSUMPTION: Plooto's culture values innovation, collaboration, and a data-driven approach to decision-making, with a strong focus on achieving measurable results.
⚠️ Potential Challenges
- Managing multiple campaigns and priorities simultaneously may require strong organizational skills and time management
- Collaborating effectively with cross-functional teams may require strong communication and interpersonal skills
- Working remotely may present unique challenges, such as maintaining work-life balance and staying connected with the team
- Plooto's rapid growth may require employees to adapt to change and take on new responsibilities as the company evolves
ASSUMPTION: The Marketing Manager, Demand Generation role presents both exciting opportunities and unique challenges, requiring a strong and adaptable candidate to succeed.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses heavily on demand generation and performance optimization, requiring a strong analytical background and data-driven approach
- Compared to other marketing roles in the fintech industry, this position offers a unique opportunity to work on impactful projects that directly benefit small and mid-sized businesses
- Career progression in this role may involve moving into a leadership position or taking on additional responsibilities as Plooto continues to grow
ASSUMPTION: The Marketing Manager, Demand Generation role at Plooto is distinct from other marketing roles in the industry, offering a unique blend of strategic thinking and analytical execution.
📝 Sample Projects
- Developing and executing a multi-channel campaign to drive qualified leads and reduce acquisition costs for Plooto's accounting software integration services
- Collaborating with the Product Marketing team to create targeted content and messaging that resonates with SMB audiences and drives engagement
- Implementing A/B tests on ads, landing pages, CTAs, offers, and messaging to optimize campaign performance and improve lead quality
ASSUMPTION: The Marketing Manager, Demand Generation role at Plooto involves a wide range of projects, from strategic campaign planning to hands-on execution and optimization.
❓ Key Questions to Ask During Interview
- Can you describe the current demand generation strategy and how this role fits into the broader marketing plan?
- How does Plooto support the growth and development of its marketing team members?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Plooto measure the success of its demand generation campaigns, and what KPIs are most important for this role?
- What is the team structure and dynamic like, and how does this role collaborate with other teams within Plooto?
ASSUMPTION: Asking thoughtful questions during the interview process demonstrates a candidate's interest in the role and commitment to understanding Plooto's mission and culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your demand generation experience and achievements
- Prepare a case study or project presentation to demonstrate your strategic thinking and campaign planning skills
- Follow up with the Plooto HR team one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
