Demand Generation Manager

Job summary

The role focuses on owning the 'Capture' motion by converting in-market intent into revenue through high-intent search, retargeting, and bottom-funnel campaigns. Key duties include managing budgets, optimizing trial-to-paid conversion rates, and collaborating with the 'Create' lead to align growth strategies.

Job details

We are seeking a Senior Manager, Demand Generation (Capture) to join our client's high-growth team. In this role, demand generation is viewed as a single, connected motion: Create builds demand, and Capture converts it into paying customers. As the senior operator in the Capture seat, you will turn in-market intent into revenue, control the budget behind it, and build the engine that drives scalable growth. You will set the capture strategy, manage spend, and remain fully hands-on: building campaigns, running experiments, and executing the trial-conversion program yourself. You will work closely with your Create counterpart to ensure both halves of the growth engine operate in sync. If you are a strategic thinker who thrives on owning outcomes and building programs from the ground up, this is the role for you. This is a hybrid role requiring the talent to work in the client's office in downtown Toronto 1-2 days per week. Responsibilities Own the Capture Motion: Drive strategy and execution for competitor and high-intent search, review sites, retargeting, bottom-funnel paid campaigns, and the trial-conversion program. Budget & Strategy Management: Manage channel budgets, test into new acquisition channels early, and dynamically reallocate spend based on real-time performance. Funnel & Economic Optimization: Own CAC, payback periods, and trial-to-paid conversion rates, utilizing these metrics to scale winning initiatives and cut underperforming ones. Competitive Strategy: Analyze buyer comparison behaviors and market dynamics to ensure Capture strategies win against key competitors. Cross-Functional Alignment: Partner seamlessly with the Create lead to feed conversion insights back into top-of-funnel demand generation. Trial-Conversion Ownership: Design and optimize the trial-to-paid user journey—including lifecycle email, content, and in-product prompts—in collaboration with Web Strategy, Product Marketing, and Marketing Operations. Requirements 7+ years of experience in B2B SaaS demand generation, with a balance of high-level strategy and hands-on execution. Adaptability: High degree of comfort navigating change, ambiguity, and evolving priorities in a fast-paced environment. Deep experience managing Capture channels, including high-intent search, review sites, retargeting, bottom-funnel paid media, and lifecycle conversion programs. Proven track record of building and scaling trial-conversion or product activation programs (via email, in-product prompts, or both) that measurably impact core metrics. Strong data fluency across key revenue metrics (funnel conversion, CAC, payback, and attribution) to drive strategy. Demonstrated experience with competitive analysis and understanding B2B buyer evaluation processes. Strong budget judgment with a track record of allocating for high ROI. Technical proficiency with HubSpot, Claude, and the Adobe Performance Tools / Martech Stack. Accountability to business outcomes (trial signups and trial-to-paid conversions) rather than channel-level vanity metrics. Ready to take ownership and build a high-performing demand motion? Apply today to take the next step in your career! Note: This posting is for existing and upcoming vacancies. Cella by Randstad Digital uses artificial intelligence to help our recruiters screen, assess and select qualified talent for this role and others within our database. Although Cella by Randstad Digital uses A.I. as a tool, candidate selection and hiring decisions are made by our employees.

What you’ll do

The role focuses on owning the 'Capture' motion by converting in-market intent into revenue through high-intent search, retargeting, and bottom-funnel campaigns. Key duties include managing budgets, optimizing trial-to-paid conversion rates, and collaborating with the 'Create' lead to align growth strategies.

Requirements

Candidates need over 7 years of B2B SaaS demand generation experience with a strong track record of scaling trial-conversion programs. Proficiency in HubSpot, Adobe Performance Tools, and a deep understanding of revenue metrics like CAC and payback periods are required.

Listed skills

• Control · Preferred
• Budget · Preferred
• Adobe · Preferred
• Technical · Preferred
• analysis · Preferred
• adaptability · Preferred
• Collaboration · Preferred
• Client · Preferred
• Execution · Preferred
• management · Preferred
• Claude · Preferred
• email · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Demand Generation
• B2B SaaS Marketing
• Paid Media Management
• Trial-to-Paid Conversion
• CAC Optimization
• Competitive Analysis
• Budget Management
• Lifecycle Email Marketing
• HubSpot
• Adobe Performance Tools
• Data Fluency
• Retargeting
• High-Intent Search
• Product Activation
• Martech Stack
• Funnel Optimization

Job areas

• Marketing
• Management & Leadership
• Software
• Data & Analytics
• Sales