📌 Core Information
🔹 Job Title: Senior Demand Generation Manager
🔹 Company: Affinity
🔹 Location: Canada (Remote)
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: 2025-04-09
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Leading demand generation initiatives to accelerate pipeline growth and revenue within enterprise segments
- Developing and executing integrated marketing campaigns leveraging ABM strategies, segmentation, and personalized engagement
- Collaborating with cross-functional teams to ensure alignment on strategy execution and optimize demand generation efforts
- Analyzing campaign performance data to inform strategic decisions and improve future initiatives
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with various teams to drive demand generation success.
📋 Key Responsibilities
✅ Strategic Campaign Development: 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.
✅ Go-to-Market Execution: Shape and refine outbound go-to-market motions, working with the Senior Manager of Digital and the Account Based Marketing Manager to ensure alignment with overall business objectives and market dynamics.
✅ Cross-Functional Collaboration: Partner closely with Sales, Customer Success, and Marketing peers to ensure cohesive strategy execution and alignment on pipeline objectives.
✅ Budget Management: Oversee the demand generation budget, ensuring optimal allocation of resources to maximize return on investment.
✅ Innovation and Optimization: Continuously explore and implement innovative approaches to demand generation, ABM, and integration with brand marketing to enhance effectiveness and efficiency.
✅ Performance Analysis: Track, analyze, and report on campaign performance data, utilizing insights to inform strategic decisions and improve future initiatives.
ASSUMPTION: This role requires a high level of autonomy and the ability to manage multiple projects simultaneously while maintaining a strong attention to detail.
🎯 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:
- Industry knowledge: Familiarity with the specific challenges and opportunities associated with marketing to private and public capital
- Innovative mindset: A proactive approach to identifying and resolving challenges creatively, with a focus on continuous improvement and innovation in demand generation strategies
ASSUMPTION: Candidates with experience in a similar role within the B2B SaaS industry will have a strong advantage in this position.
💰 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 a senior demand generation role in Canada. Actual compensation may vary based on the factors mentioned above.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, specifically focused on Relationship Intelligence and deal management for private capital investors
Company Size: Medium (201-500 employees), offering a dynamic and growing environment for professional development
Founded: 2014, with a history of steady growth and success in the market
Company Description:
- Affinity helps private capital investors find, manage, and close more deals by leveraging patented technology to structure and analyze millions of data points across emails, calendars, and third-party sources
- Offers automated relationship insights, driving over 450,000 deals every month
- Backed by leading investors and recognized as a great place to work, with a focus on employee well-being and learning opportunities
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 the private capital investment space.
📊 Role Analysis
Career Level: Senior, offering the opportunity to lead demand generation efforts and make a significant impact on the company's success
Reporting Structure: Reports directly to the Director of Demand Generation, with the opportunity to collaborate with various teams across the organization
Work Arrangement: Remote OK, offering flexibility for candidates who prefer to work from home or a co-working space
Growth Opportunities:
- Potential to advance to a leadership or management role within the demand generation team
- Chance to expand skills and knowledge in areas such as ABM, digital marketing, and data analysis
- Opportunity to work on high-impact projects that directly contribute to the company's growth and success
ASSUMPTION: This role offers significant growth potential for candidates looking to advance their careers in demand generation and marketing.
🌍 Location & Work Environment
Office Type: Remote, with the option to work from home or a co-working space
Office Location(s): Canada (Remote)
Geographic Context:
- Canada offers a diverse and multicultural work environment, with a strong focus on work-life balance
- Remote work allows for flexibility and the ability to work from various locations within Canada
- Canada's tech industry is growing, with a strong demand for skilled professionals in various fields
Work Schedule: Full-time, typically 40 hours per week with flexibility for remote work
ASSUMPTION: The remote work arrangement offers candidates the opportunity to work from various locations within Canada, providing flexibility and a better work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the provided link
- Phone or video screening with the hiring manager
- In-depth interview with the demand generation team
- Final interview with the director or other senior stakeholders
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Analytical skills and data-driven decision-making
- Communication and collaboration skills
- Industry knowledge and understanding of enterprise demand generation
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of enterprise demand generation and ABM strategies in your application materials
- Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and strategic thinking
ATS Keywords: Demand Generation, ABM, Enterprise, Campaign Management, Digital Advertising, Webinars, Events, Performance Analysis, Collaboration, Budget Management, Innovation, Segmentation, Engagement
ASSUMPTION: Affinity's hiring process is designed to assess candidates' strategic thinking, analytical skills, and cultural fit within the organization.
🛠️ Tools & Technologies
- Notion
- Salesforce
- Pardot
- Looker
ASSUMPTION: Familiarity with these tools and platforms is essential for success in this role, as they are used to manage campaigns, analyze data, and collaborate with cross-functional teams.
👔 Cultural Fit Considerations
Company Values:
- Playmakers: Obsessed with learning and taking pride in everything we do
- Radically open-minded: Collaborative and inclusive, valuing diverse perspectives
- Care personally: Prioritizing employee well-being and work-life balance
Work Style:
- Dynamic and fast-paced, with a focus on continuous learning and improvement
- Collaborative and inclusive, with a strong emphasis on cross-functional teamwork
- Results-driven, with a focus on achieving objectives and driving business growth
Self-Assessment Questions:
- Do you thrive in a dynamic and fast-paced work environment, with a focus on continuous learning and improvement?
- Are you comfortable working collaboratively with cross-functional teams, prioritizing open communication and inclusivity?
- Do you have a proven track record of driving results and achieving objectives in a demand generation role?
ASSUMPTION: Affinity's company culture values playmakers who are obsessed with learning, radically open-minded, and care personally about their colleagues and clients. Candidates who align with these values will be a strong fit for the organization.
⚠️ Potential Challenges
- Managing multiple projects simultaneously, requiring strong organizational skills and attention to detail
- Working with complex data sets, necessitating strong analytical skills and the ability to derive actionable insights
- Collaborating effectively with cross-functional teams, requiring strong communication and collaboration skills
- Keeping up with industry trends and best practices in demand generation and ABM, necessitating a proactive approach to learning and development
ASSUMPTION: These challenges are inherent in a senior demand generation role and require a proactive, strategic, and collaborative approach to overcome.
📈 Similar Roles Comparison
- Compared to other senior demand generation roles, this position offers a unique focus on enterprise accounts and ABM strategies
- Industry-specific context: Affinity's focus on relationship intelligence and deal management for private capital investors sets it apart from other software development companies
- Career path comparison: This role offers significant growth potential, with the opportunity to advance to a leadership or management position within the demand generation team
ASSUMPTION: Candidates interested in the private capital investment space and looking to advance their careers in demand generation and marketing should consider this role as a strong fit for their long-term goals.
📝 Sample Projects
- Developing and executing an integrated marketing campaign to drive engagement and conversion among enterprise accounts
- Analyzing campaign performance data to inform strategic decisions and improve future initiatives
- Collaborating with cross-functional teams to ensure cohesive strategy execution and alignment on pipeline objectives
ASSUMPTION: These sample projects provide a snapshot of the types of initiatives a senior demand generation manager might undertake in this role.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the demand generation team and across the organization?
- How does Affinity support the professional development and growth of its employees, particularly in the demand generation and marketing fields?
- What are the key priorities for this role in the first 90 days, and how will my success be measured?
- How does Affinity approach innovation and continuous improvement in its demand generation strategies?
- What are the key challenges facing the demand generation team in the current market landscape, and how can this role help address them?
ASSUMPTION: These questions are designed to provide insight into the role's day-to-day responsibilities, team dynamics, and the company's approach to professional development and growth.
📌 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, with a focus on enterprise demand generation and ABM strategies
- Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and strategic thinking
- If selected for an interview, be prepared to discuss your approach to demand generation, ABM, and data-driven decision-making
- Follow up with the hiring manager one week after submitting your application to confirm receipt and express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
