Director of Demand Generation

Director of Demand Generation

Our mission is to increase the success rate of small businesses. Traditional banking has been a growth limiter rather than a growth enabler for business owners, and we’re changing that. Relay is the all-in-one, collaborative money management platform. We’re building for employer SMBs and their finance function, internal and external, and are focused on delivering a human-centric customer experience. Ultimately, we help SMBs be ‘on the money'.

Relay is expanding our Demand Generation strategy as we head into a big 2025. To help meet our ambitious goals, we’re looking for a customer-and-data-obsessed Demand Generation leader to grow our team and take our demand gen strategy into scale.





This is an opportunity to have a major impact on a new prong of our overall go-to-market: attracting and nurturing high-quality leads and helping build a distinct marketing/sales motion outside our self-serve registration funnel. If you are looking to contribute your experience and skills in a fast-growing startup — driving major revenue growth along the way — we want to hear from you!

What You'll Be Doing

- Own strategy for Demand Generation at Relay, setting the vision and plan to acquire and convert qualified leads across multiple channels and industry segments.
- Partner closely with other marketing functions (PMM, Growth, Brand), as well as with Sales, RevOps and Partnerships to support overall go-to-market strategy and performance against targets
- Model lead generation and conversion plans in close partnership with Sales, RevOps, Data and Finance
- Hire, train, and develop a high-performing Demand Generation team; support team members’ growth and professional development






- Lead your team to implement memorable and genuinely useful educational programming that inspires and engages a repeat audience
- Leverage a variety of channels (paid, partnerships, email, etc.) and strategic approaches (content, events, webinars, ABM, etc.) to drive lead, pipeline and revenue growth
- Own Demand Generation KPIs such as MQLs generated and pipeline created
- Monitor, analyze and communicate campaign performance using tools like Salesforce, Marketo/Hubspot, Metabase, Google Analytics, and others. Play a key role setting strategy for the evolution of the Demand Generation and RevOps tech stack.
- Champion customer empathy and a deep understanding of user workflows.





Stay consistently close to the customer/market to help inform and direct effective customer messaging within our marketing and sales pipelines.
- Identify and nurture long-term co-marketing partnerships that drive funnel growth.
- Communicate Demand Generation progress, blockers and results throughout the organization. Serve as the key advocate for Demand Generation at Relay

Who You Are

- You have 10+ years of experience in marketing with 6+ years working in Demand Generation
- You have owned Demand Generation strategy end-to-end: setting strategy, determining programming cadence, building lead models, managing the team to execute, establishing handoff practices, reporting on performance, etc
- You have a proven track record driving meaningful growth in lead-generation in a B2B context.





You have championed and implemented strategies and programs that have been significant multipliers for pipeline growth and market enthusiasm.
- You have deep experience collaborating cross-functionally with other go-to-market teams such as Sales, Data, RevOps and Partnerships. You have a proven track record of building strong relationships with other go-to-market teams
- You are an experienced people-leader who knows how to hire, motivate and manage performance across a variety of seniority levels.
- You have hands-on experience managing various online and offline marketing channels to attract and engage leads. You have a strong grasp of current digital marketing strategies with direct experience designing and executing multi-channel marketing campaigns






- You care deeply about the customer and understanding their problems in-depth. You prioritize customer understanding and bring that customer focus to your team.
- You are creative — you naturally come up with new campaign ideas and angles to inspire the market. You have a strong storytelling muscle.
- You are revenue-driven and know how to test, analyze and optimize campaigns with the goal of improving lead quality and efficiency. You’re proficient in working with data to derive insights that shape strategy and tactics
- You have experience with marketing technology stacks like Salesforce, Google Analytics, Adwords, Hubspot, along with varied CMS, lead nurturing and landing page softwares

Bonus Points

- You’ve joined a company at its early stages and have seen it through scale






- You have experience working on a product with PLG/self-serve components of the funnel
- You have experience in SMB marketing and/or fintech

Our Commitment to You

- Competitive salary and meaningful equity: Relay employees are Relay owners, complete with equity and a competitive salary.
- Comprehensive health benefits: enjoy full health benefits from day one. We offer flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents
- Flexible vacation and time off: every team member starts with 15 vacation days and 5 flex days to use as needed, plus an extra week of office closure during the end-of-year holidays so you can take time off to recharge and come back better for our customers






- Parental leave with top-up: we offer 12 weeks off with a 100% salary top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive
- Hybrid work environment: we value meaningful collaboration and connection at our Toronto office twice a week, with lunch, snacks, and beverages on us
- Dog-friendly space: can dogs really make you happy and healthy? We don’t know for sure, but since we don’t want to chance it, our office is 100% floof-friendly
- Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.
- Top-tier equipment: as a Mac-first company,





our Toronto offices have everything you need to produce your best work comfortably, from multiple screens to ergonomic seating
- Social connection: we believe in celebrating our wins with two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders
- We’re driving real change for small business owners, powered by truly remarkable people. At Relay, you’ll find the confidence to take changes, trust to take initiative, and the support you need to build a career you love. Here, we make sure every team member feels empowered to make big decisions, encourage to ask tough questions, and challenged to take risks that result in work we’re all proud of. We give you the baton–you run the Relay.

The Interview Process:

- Stage 1: A 30-minute Google Meets video call with a member of the People Team
- Stage 2: A 45-minute Google Meets video call with the Director of Brand
- Stage 3: A take-home writing sample + case study followed by a 1-hour presentation of your solution to our Marketing team
- Stage 4: A 45-min Google Meets video call with a member of Relay’s Leadership team

What’s Important to Us:

At Relay, we believe that diversity is key to building high-performing teams, and creating an inclusive work environment is our priority. We are an equal-opportunity employer and we welcome people of diverse backgrounds, perspectives, and skills.

We will work with applicants to provide accommodations at any stage of the hiring process. If you require accommodations during the interview process, please email your People Team contact, and we will work with you to meet your needs.

▶️ Director of Demand Generation
🖊️ Global Relay
📍 Toronto