Demand Generation Marketing Manager

Get roles like this by email

New Marketing roles in Waterloo Region, mailed the morning after they appear, and The Weekly each Monday.

Change or stop it from any email.

<h1><strong><span style="color:rgb(31,111,84);">About Expiration Reminder</span></strong></h1><div>Expiration Reminder is the app teams use to never miss an expiration date again. Over 1,000 organizations in 50+ countries — healthcare clinics, construction firms, logistics companies, universities — use us to track employee certifications, licenses, contracts, and compliance documents, and to prove compliance to auditors. We are SOC 2 Type II and HIPAA compliant.</div><div>We are bootstrapped and profitable. No investors, no burn-rate drama — a 10-person team that has built a product customers love and keeps for years. We just simplified our pricing to a single variable and rebuilt our app on modern .NET/Blazor, and trial conversion nearly tripled this year. The product converts. Now we need someone to fill the funnel.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">The role</span></strong></h1><div>You will own self-serve demand generation end to end: paid acquisition, lifecycle email, SEO/content, and the analytics that tie them to revenue. You report directly to the CEO, you own a revenue number (website-sourced new MRR), and you inherit proven channels that have been deliberately underfunded — with an approved budget to change that from week one.</div><div>This is a hands-on senior role, not a management role and not a brand role. You will build campaigns yourself, write sequences yourself, and read your own funnel data. You will be the entire marketing function, with contractor budget for design and content support — you manage those contractors so the machine never silently breaks.</div><div>You are the kind of person who looks at a channel and asks "what would make this work harder?" — and then finds out with a test and a spreadsheet rather than an opinion. You can launch a campaign, rewrite a nurture sequence, update a landing page, and have the report showing what happened ready the same week.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">What you will do in the first 90 days</span></strong></h1><div>• Relaunch our paid acquisition with a defined budget and a hard CAC ceiling, reviewed weekly.</div><div>• Reposition the website and every campaign around our new one-variable pricing — a genuinely differentiated message we have barely begun to use.</div><div>• Build lifecycle email programs against two known, measured funnel leaks in trial onboarding.</div><div>• Stand up channel-level attribution (trial source → activation → paid) and deliver a channel P&amp;L that becomes your 2027 budget.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">Ongoing responsibilities</span></strong></h1><div>• Own monthly targets for trials, demo requests, and sourced new MRR — with quality guardrails (conversion rate, CAC, payback), not vanity volume.</div><div>• Manage paid search and paid social budgets with weekly kill/scale decisions.</div><div>• Build and optimize HubSpot email nurtures, trial onboarding sequences, and lead-magnet funnels.</div><div>• Grow our SEO and content </div><div>• Launch and run webinars and virtual roundtables on healthcare compliance topics as a demo-generation channel, tracked back to pipeline like every other channel.</div><div>• Partner weekly with Sales and Customer Success in a shared revenue review.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">How you work with AI</span></strong></h1><div>We build AI into our product and we expect it in your workflow. You use AI tools daily — ad variations, audience hypotheses, sequence drafts, campaign analysis, reporting acceleration — and you can tell practical application from hype. One person plus serious AI leverage is our model for this function; if your instinct when facing repetitive marketing work is to automate it, you will fit here.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">You have</span></strong></h1><div>• 4–8 years in B2B SaaS demand generation, with at least 2 years owning a pipeline or revenue number yourself.</div><div>• Hands-on Google Ads experience — you have personally built, optimized, and killed campaigns with real budgets.</div><div>• Lifecycle/email marketing chops, ideally in HubSpot, in a product-led or self-serve trial funnel.</div><div>• Working SEO knowledge: keyword strategy, content briefs, and what makes a page rank (we use Ahrefs).</div><div>• Real analytical fluency: CAC, payback, cohort conversion, attribution. You would rather show a spreadsheet than an opinion.</div><div>• Demonstrated use of AI tools in real marketing workflows — creative, copy, analysis, or automation.</div><div>• Comfort being the whole team: senior judgment, hands-on execution, no one to delegate to.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">Nice to have</span></strong></h1><div>• Experience marketing to compliance, HR, or healthcare buyers.</div><div>• PLG/self-serve SaaS background with trial-activation work.</div><div>• Familiarity with PostHog or similar product analytics; GA4/GTM comfort.</div><div>• Webinar or virtual-event production experience.</div><div><br></div><h1><strong><span style="color:rgb(31,111,84);">What success looks like</span></strong></h1><div><br></div><div><strong>First 90 days:</strong></div><div><strong>• Paid acquisition relaunched and running against a CAC ceiling, reviewed weekly.</strong></div><div><strong>• The website and all campaigns repositioned on our new pricing message.</strong></div><div><strong>• Lifecycle sequences live against our two measured onboarding leaks.</strong></div><div><strong>• Channel-level attribution reporting exists and is reviewed weekly — trial source → activation → paid.</strong></div><div><strong>• Monthly trial volume up meaningfully from the September baseline, with conversion quality held.</strong></div><div><br></div><div><strong>First 12 months:</strong></div><div><strong>• Trial volume roughly tripled from where you s…