📌 Core Information
🔹 Job Title: Senior Demand Generation Manager
🔹 Company: Affinity.co
🔹 Location: Canada (Remote)
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: 2025-04-28
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Developing and executing integrated marketing campaigns to drive enterprise pipeline growth and revenue
- Leveraging advanced Account-Based Marketing (ABM) strategies for precise segmentation and personalized engagement
- Collaborating with cross-functional teams, including Sales and Customer Success, to align on pipeline objectives
- Analyzing campaign performance data to inform strategic decisions and optimize future initiatives
ASSUMPTION: This role requires a strategic mindset, strong communication skills, and a deep understanding of enterprise customer journeys to succeed in driving demand and aligning with sales objectives.
📋 Key Responsibilities
✅ Design and implement comprehensive demand generation strategies tailored to enterprise accounts, using a mix of digital advertising, webinars, ABM, and events to drive engagement and conversion
✅ Shape and refine outbound go-to-market motions, working with cross-functional teams to ensure alignment with overall business objectives and market dynamics
✅ Partner closely with Sales and Customer Success teams to ensure cohesive strategy execution and alignment on pipeline objectives
✅ Oversee the demand generation budget, ensuring optimal allocation of resources to maximize return on investment
✅ Continuously explore and implement innovative approaches to demand generation, ABM, and integration with brand marketing to enhance effectiveness and efficiency
✅ Track, analyze, and report on campaign performance data, utilizing insights to inform strategic decisions and improve future initiatives
ASSUMPTION: This role involves a high degree of autonomy and requires strong project management skills to balance multiple campaigns and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: A minimum of 5 years in enterprise-focused demand generation and campaign management, preferably within a B2B SaaS technology company
Required Skills:
- Proven experience in implementing ABM strategies to effectively engage enterprise audiences
- Strong familiarity with marketing tools and platforms such as Notion, Salesforce, Pardot, and Looker
- Demonstrated understanding of modern marketing techniques, including persona-based marketing, digital engagement, acquisition tactics, and conversion rate optimization
- Proven ability to work seamlessly with other go-to-market teams, fostering a collaborative and results-oriented environment
- Excellent written and verbal communication abilities, with experience effectively engaging with business leaders and C-suite executives
- Strong organizational skills and attention to detail, with a track record of successfully planning and implementing marketing campaigns
- Ability to analyze complex data sets to derive actionable insights and inform strategic decisions
- Deep understanding of the customer journey within enterprise segments, enabling the development of targeted and effective marketing strategies
- Experience in driving alignment of objectives and key results across marketing, sales, customer success, and product teams
Preferred Skills:
- Familiarity with the specific challenges and opportunities associated with marketing to private and public capital
- Innovative mindset with a proactive approach to identifying and resolving challenges creatively, with a focus on continuous improvement and innovation in demand generation strategies
ASSUMPTION: While a Bachelor's degree is preferred, relevant experience and a strong portfolio may be considered equivalent. Candidates with experience in B2B SaaS technology companies are strongly encouraged to apply.
💰 Compensation & Benefits
Salary Range: $72,000 to $108,000 CAD per year. Individual pay depends on various factors including geographical location and review of experience, knowledge, skills, and abilities of the applicant.
Benefits:
- Health Care coverage and flexible personal & sick days
- Annual budget for education and comprehensive L&D program
- Reimbursement for transportation, home internet, meals, and wellness memberships/equipment
- Virtual team building and socials
Working Hours: Full-time, typically 40 hours per week, with flexibility for remote work
ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in Canada. Actual compensation may vary based on the factors mentioned above.
📌 Applicant Insights
🔍 Company Context
Industry: Affinity operates in the Software Development industry, focusing on Relationship Intelligence, CRM, and deal management solutions for private capital investors
Company Size: Affinity has 201-500 employees, providing a mid-sized company environment with ample opportunities for growth and collaboration
Founded: Affinity was founded in 2014, with a mission to empower dealmakers to find, manage, and close more deals by leveraging relationship intelligence
Company Description:
- Affinity helps private capital investors find, manage, and close more deals by providing automated relationship insights that drive over 450,000 deals every month
- The company's patented technology structures and analyzes millions of data points across emails, calendars, and third-party sources to offer users the tools they need to automatically manage their most valuable relationships, prioritize important connections, and discover untapped opportunities for investment
- Affinity is backed by leading investors, including Menlo Ventures, Advance Venture Partners, 8VC, and MassMutual Ventures, and has raised $120M to date
Company Specialties:
- CRM
- Relationship Intelligence
- Pipeline Management
- Contact Management
- Lead Generation
- Business Development
- Deal Management
Company Website: affinity.co
ASSUMPTION: Affinity's focus on relationship intelligence and deal management makes it an attractive option for candidates interested in working for a tech company that caters to the unique needs of private capital investors.
📊 Role Analysis
Career Level: This role is at the senior level, requiring a high degree of expertise and strategic thinking to drive demand generation efforts and align with sales objectives
Reporting Structure: The Senior Demand Generation Manager reports directly to the Director of Demand Generation and collaborates closely with Sales, Customer Success, and other marketing teams
Work Arrangement: This role is remote-friendly, offering flexibility for candidates who prefer to work from home or a co-working space
Growth Opportunities:
- As Affinity continues to grow, there may be opportunities for the Senior Demand Generation Manager to take on additional responsibilities or move into a leadership role
- Candidates with strong performance in this role may have the opportunity to work on special projects or initiatives that drive company-wide impact
- Affinity's commitment to learning and development provides ample opportunities for professional growth and skill-building
ASSUMPTION: The Senior Demand Generation Manager role offers a unique opportunity for a seasoned marketing professional to make a significant impact within a dynamic and growing organization, driving demand generation efforts that directly contribute to the enterprise segment's success.
🌍 Location & Work Environment
Office Type: Affinity has a remote-friendly work environment, with employees working from various locations across Canada
Office Location(s): Affinity's headquarters is in San Francisco, California, but employees are not required to be based in the office
Geographic Context:
- Canada offers a diverse and multicultural work environment, with a strong focus on work-life balance and employee well-being
- The remote-friendly work arrangement allows for greater flexibility and a better work-life balance for employees
- Affinity's commitment to diversity, equity, and inclusion ensures a welcoming and supportive work environment for all employees
Work Schedule: Full-time, typically 40 hours per week, with flexibility for remote work
ASSUMPTION: The remote-friendly work environment at Affinity offers candidates the opportunity to work from the comfort of their own home or a co-working space, with the added benefit of a flexible work schedule.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the provided link
- Phone or video screening with the HR team to assess cultural fit and basic qualifications
- In-depth phone or video interview with the hiring manager to discuss the role, responsibilities, and expectations
- Final interview with key stakeholders, including the Director of Demand Generation and other senior team members
- Background check and reference check, followed by an offer of employment
Key Assessment Areas:
- Strategic thinking and problem-solving skills, with a focus on driving demand and aligning with sales objectives
- Strong communication and collaboration skills, with the ability to work effectively with cross-functional teams
- Proven experience in implementing ABM strategies and driving demand generation efforts within enterprise segments
- Analytical skills and data-driven decision-making, with the ability to derive insights from complex data sets
- Cultural fit and alignment with Affinity's core values, including being playmakers, obsessed with learning, radically open-minded, and taking pride in everything they do
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on enterprise-focused demand generation and ABM strategies
- Prepare for behavioral interview questions that assess your problem-solving skills, strategic thinking, and ability to work collaboratively with cross-functional teams
- Research Affinity's company culture and values to demonstrate your fit and enthusiasm for the role and organization
ATS Keywords: Demand Generation, ABM, Enterprise, Pipeline Growth, Revenue, Marketing Campaigns, Collaboration, Sales Alignment, Performance Analysis, Project Management, Customer Journey, Salesforce, Pardot, Looker
ASSUMPTION: Affinity's interview process is designed to assess candidates' strategic thinking, problem-solving skills, and cultural fit, with a focus on driving demand and aligning with sales objectives within the enterprise segment.
🛠️ Tools & Technologies
- Notion
- Salesforce
- Pardot
- Looker
ASSUMPTION: Familiarity with these tools and platforms is essential for success in the Senior Demand Generation Manager role, as they are used to manage campaigns, track performance, and derive insights from data.
👔 Cultural Fit Considerations
Company Values:
- Playmakers: Affinity encourages employees to take ownership of their roles and make a significant impact on the organization's success
- Obsessed with Learning: The company fosters a culture of continuous learning and improvement, with an annual education budget and comprehensive L&D program
- Radically Open-Minded: Affinity values diverse perspectives and encourages employees to challenge the status quo and think creatively about solving problems
- Take Pride in Everything We Do: The company expects employees to hold themselves to high standards and take pride in their work
Work Style:
- Collaborative: Affinity emphasizes teamwork and cross-functional collaboration to drive success
- Data-Driven: The company uses data to inform strategic decisions and optimize performance
- Innovative: Affinity encourages employees to think creatively and explore new approaches to problem-solving
- Results-Oriented: The company focuses on achieving measurable outcomes and driving business impact
Self-Assessment Questions:
- Do you align with Affinity's core values, and how have you demonstrated these qualities in your previous roles?
- How do you approach working collaboratively with cross-functional teams, and can you provide an example of a successful cross-functional project you've led or contributed to?
- Describe your approach to continuous learning and professional development, and how have you applied this mindset in your previous roles?
ASSUMPTION: Affinity's cultural fit considerations focus on identifying candidates who align with the company's core values and work style, with a strong emphasis on collaboration, data-driven decision-making, and continuous learning.
⚠️ Potential Challenges
- The Senior Demand Generation Manager role requires a high degree of autonomy and strategic thinking, which may present challenges for candidates who prefer a more structured work environment
- Affinity's focus on driving demand and aligning with sales objectives within the enterprise segment may require candidates to adapt their strategies and tactics to meet the unique needs of this market
- The remote-friendly work environment may present challenges for candidates who prefer an in-office work setting or struggle with remote work distractions
- The fast-paced and dynamic nature of Affinity's work environment may require candidates to be comfortable with change and able to adapt quickly to new priorities and projects
ASSUMPTION: The Senior Demand Generation Manager role presents unique challenges and opportunities for candidates, requiring a high degree of strategic thinking, autonomy, and adaptability to succeed in driving demand and aligning with sales objectives within the enterprise segment.
📈 Similar Roles Comparison
- Compared to other demand generation roles, this position places a greater emphasis on ABM strategies and enterprise-focused marketing campaigns, requiring candidates to have a deep understanding of the enterprise customer journey and the unique challenges and opportunities associated with marketing to private and public capital
- Affinity's focus on relationship intelligence and deal management sets it apart from other tech companies, offering candidates the opportunity to work in a niche industry with a strong focus on driving demand and closing deals
- Career progression in this role may involve moving into a leadership position or taking on additional responsibilities as Affinity continues to grow and expand its enterprise segment
ASSUMPTION: The Senior Demand Generation Manager role at Affinity offers unique opportunities and challenges compared to similar roles in the industry, requiring candidates to have a deep understanding of enterprise-focused demand generation and ABM strategies to succeed.
📝 Sample Projects
- Developing and executing a comprehensive ABM campaign to target a specific list of enterprise accounts, utilizing personalized messaging and engagement tactics to drive conversion and pipeline growth
- Collaborating with the Senior Manager of Digital and the Account Based Marketing Manager to refine outbound go-to-market motions, ensuring alignment with overall business objectives and market dynamics
- Analyzing campaign performance data to identify trends and insights, and using these findings to inform strategic decisions and optimize future initiatives
ASSUMPTION: These sample projects illustrate the strategic and data-driven nature of the Senior Demand Generation Manager role, requiring candidates to have a strong understanding of ABM strategies, campaign management, and performance analysis.
❓ Key Questions to Ask During Interview
- Can you describe the most significant demand generation campaign you've led, and what were the key challenges and successes associated with that project?
- How do you approach collaborating with cross-functional teams, and can you provide an example of a successful cross-functional project you've led or contributed to?
- What strategies do you use to stay up-to-date with industry trends and best practices in demand generation and ABM?
- How do you approach aligning demand generation objectives with sales and customer success teams, and can you provide an example of a successful alignment strategy you've implemented in a previous role?
- What metrics do you use to track and analyze campaign performance, and how do you use these insights to inform strategic decisions and optimize future initiatives?
ASSUMPTION: These key questions help candidates assess their fit for the Senior Demand Generation Manager role and gain insights into Affinity's work environment, company culture, and expectations for success.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the provided link
- Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on enterprise-focused demand generation and ABM strategies
- Prepare for behavioral interview questions that assess your problem-solving skills, strategic thinking, and ability to work collaboratively with cross-functional teams
- Research Affinity's company culture and values to demonstrate your fit and enthusiasm for the role and organization
- Follow up with the hiring manager one week after submitting your application to inquire about the status of your application and express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
