Demand Generation Manager

Demand Generation Manager

Location: Hybrid- 3 days office (Yorkville, Toronto) and 2 days from home.

Citation Canada is built on the belief that HR and Health & Safety are essential to the growth of any organization. Starting our journey as HRdownloads in 2008, we’ve since helped thousands of businesses across Canada make these matters clearer, faster and painless. We’re dedicated to being the most complete and connected HR and Safety solution in Canada, with award-winning technology, world-class support and industry-specific HR and Health & Safety content. We are your trusted HR and Safety partner, for all Canadian companies.

Citation Canada forms part of Citation Group - a collective of businesses dedicated to supporting small and medium-sized enterprises across a range of essential services. We know that running a business means juggling a lot. Our mission is to ease these pressures by providing expertise, guidance, and solutions that enable business leaders to focus on what they do best. From HR and Health & Safety to Cybersecurity, E-Learning, and ISO compliance, we’ve got you covered.

Citation has achieved strong growth through a combination of organic expansion and strategic acquisitions, continually broadening our expertise, services, and reach to create a one-stop shop that supports businesses across the UK, Canada and Australia.

The role

We have an exciting opportunity within our Marketing team for a hands-on Demand Generation specialist who’s passionate about creating impactful campaigns, driving qualified pipeline and turning marketing activity into measurable revenue growth. If you thrive on testing new ideas, using data to drive decisions and seeing your work make a real commercial impact, we’d love to hear from you!

Campaign Strategy & Planning

• Designs comprehensive demand generation campaigns with clear objectives, defined target audiences and compelling messaging aligned to pipeline goals.

• Develops detailed campaign briefs and execution plans, incorporating strategic input and securing final approval from marketing leadership.

• Partners with Sales to align campaigns with pipeline goals, lead definitions and follow-up requirements, incorporating feedback to improve campaign effectiveness.

Multi-Channel Campaign Execution

• Manages campaigns end to end across multiple channels, including email, events, webinars and content syndication.

• Coordinates with content, creative and design teams to ensure campaigns are delivered on time and consistently reflect brand guidelines.

• Partners with Digital Marketing on paid acquisition and landing page optimisation to maximise campaign reach and conversion.

• Collaborates with Customer and Partner Marketing teams to coordinate campaign messaging, timing and execution across audiences and channels.

Marketing Operations & HubSpot Ownership

• Owns HubSpot as the marketing system of record, managing campaign builds, email marketing, automation workflows, lead scoring, lifecycle stages, lead routing and data hygiene.

Performance Measurement & Optimisation

• Tracks campaign performance against pipeline contribution, conversion rates and ROI.

• Uses performance data, insights and feedback to continuously optimise campaigns and improve results.

• Shares campaign insights, performance learnings and best practices with the broader Marketing team to inform future strategies and improve overall effectiveness.

AI, Automation & Continuous Improvement

• Integrates AI and automation into daily workflows, including content development, campaign execution, research and reporting.

• Continuously identifies opportunities to improve efficiency, effectiveness and ways of working through experimentation, automation and data-led decision-making.

Market & Buyer Insights

• Maintains awareness of market trends, buyer behaviour and competitive activity to inform campaign strategy, messaging and execution.

Brand Alignment

• Partners with the Brand team to brief content and creative requirements, ensuring campaign assets support strategic objectives and maintain brand consistency.

• Builds strong relationships across Sales, Customer Marketing, Partner Marketing, Digital Marketing and Brand to ensure campaigns are aligned, coordinated and deliver against shared business goals.

• Promotes collaboration across the broader Marketing team by sharing insights, learnings and best practices that strengthen campaign planning and execution.

About you

• End-to-End Campaign Delivery: Hands-on experience planning, building, launching and reporting on B2B demand generation campaigns across email, events, webinars and content.

• Commercial Mindset: A track record of delivering against lead and pipeline targets, using conversion, channel performance, cost per lead and ROI to guide decisions.

• Test, Learn & Optimise: A bias for action, testing ideas quickly, learning from results and scaling what works rather than investing in assumptions.

• Curiosity & Experimentation: An appetite for exploring new channels, formats and tools, with the judgement to double down on what delivers and stop what doesn’t.

• AI & Automation: Practical use of AI and automation to improve content production, campaign execution, audience research and reporting, without compromising quality.

• Revenue Focus: A focus on commercial outcomes over lead volume, with the ability to connect campaign performance to Sales conversion, closed deals and revenue.

• HubSpot Expertise: Confidence building campaigns, workflows, lead scoring, lifecycle stages and segmentation, with strong data hygiene and reliable revenue attribution.

• Messaging & Positioning: The ability to translate positioning into compelling campaigns that resonate with SMB audiences, working closely with content, creative and digital teams.

• Sales Partnership: Close collaboration with Sales to align on lead quality, follow-up expectations and feedback, ensuring campaigns reflect how deals are won.

• Ownership & Agility: A resourceful, hands-on approach, with the ability to prioritise competing demands, move quickly and take ownership of outcomes in a lean, fast-paced environment.

Why choose us?

Compensation is one part of our broader Total Rewards package that supports wellbeing, balance, and growth. Today, this includes:

Time Off & Flexibility

• 3 weeks of vacation

• Your birthday off

• 2 paid volunteer days

• Office closure between Christmas and New Year’s

Health & Wellbeing

• Comprehensive group benefits, including health, dental, insurance coverage, and an Employee Assistance Program.

• 10 paid personal time-off (PTO) days for appointments, illness, or well-being needs.

Work Environment

• A hybrid work environment built on trust and accountability.

• A standard 7.5-hour workday.

• Support for professional development and continuous learning.

Base Salary: The expected base salary range being offered to candidates for this role is $100,000 – $115,000. Positioning within this range will be determined based on a variety of factors such as location, skills, and experience. Note: This role is based out of our office on 2 Bloor Street W, Toronto, Ontario.

In addition to base salary, this role is eligible for participation in bonus plan.

Additional Information:

Use of Artificial Intelligence (AI) - As part of our hiring process, Citation Canada uses artificial intelligence enabled tools to support the screening, assessment, and selection of applicants. These tools assist our teams but do not replace human decision making. All employment-related decisions are made by our team.

If you require accommodation at any stage of the recruitment process, please let the recruitment team know.