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About the Role

You'll join Relay's Demand Generation team and own our upmarket and established SMB segment, a critical part of our acquisition plan. Your mission is to own the demand motion for this segment end-to-end, develop the strategy, and represent the voice of upmarket and established SMBs within Relay. This is a senior individual contributor role focused on managing work cross-functionally and achieving segment targets.

Responsibilities

Own full-funnel demand strategy for the upmarket SMB segment, including channel mix, campaign architecture, nurtures, and conversion, with accountability to QL, pipeline, and revenue targets.
Forecast, project, and report on monthly segment numbers, including cross-functional marketing efforts, DG team programs, and owned campaigns, with a plan for growth.
Build and execute trust-building, full-funnel campaigns for a considered audience, such as community activations, webinar programming, email series, upmarket demos, and case studies.
Manage the direct SMB budget and collaborate with the ABM manager and broader marketing team for effective market outreach.
Develop a strong partnership and feedback loop with Sales and the BDR team to define lead quality, refine handoffs, and improve funnel efficiency.
Champion the upmarket voice across Relay's marketing programs and channels, identifying and filling coverage gaps.
Utilize AI fluidly across programs for research, ideation, synthesis, and reporting, and help elevate the team's AI usage.

Requirements

5+ years in demand generation within a B2B SaaS environment, with experience owning programs and outcomes.
Fluency across the full funnel, including defining quality over volume and shaping lead quality views in collaboration with sales.
Demonstrated experience in deeply focusing on a specific segment or audience with tailored campaigns.
Experience owning a revenue-tied number, including forecasting, identifying growth drivers, and managing trajectory deviations.
Comfortable building strategies and programs from scratch without existing playbooks or infrastructure.
Ability to use data to shape strategy, ask critical questions of the funnel, and go beyond just reporting results.
Ability to join the Toronto office 3 days a week.

Skills

Demand Generation
B2B SaaS
Full-funnel strategy
Campaign management
Forecasting
Budget management
Sales collaboration
AI utilization
Data analysis
Community activation
Webinar programming
Email marketing
Case studies
ABM

Location

Toronto

Work Type

Hybrid

Experience Level

Senior IC (P4)
5+ years

Salary/Compensations

$139,500 CAD to $170,500 CAD
Typical starting salary: $155,000 CAD

Benefits

Compensation follows impact, with opportunities for growth outside of annual reviews.
Perks and benefits available (details on Candidate Hub).

About the Company

Relay is a digital banking platform empowering self-made business owners with financial tools and knowledge to achieve lasting success.
We transform cash flow from a stressor into a clear signal for stronger, more resilient businesses.
We are looking for people who are relentless, curious, and care deeply about the work.
We welcome diverse backgrounds and people who think critically, challenge the status quo, and want to help small businesses thrive.

Equal Opportunity

If you require accommodations at any stage of the hiring process, please reach out to your Talent Partner.
For compliance reasons, all offers of employment at Relay are conditional upon a successful background check and employment verification through Certn.