Senior Demand Generation Specialist at relayfi About the role Relay is an innovative digital banking platform designed specifically for business owners. In the position of Senior Demand Generation Specialist, you will play a pivotal role in defining how Relay attracts and converts partners in the accounting and bookkeeping sectors. This position emphasizes the development of programs and campaigns that enhance brand visibility and generate high-quality leads, which are crucial for a significant growth area within the company.
Key facts Location: Toronto, ON Engagement: Full-time, Hybrid Compensation: $97,200 - $118,000 CAD annually. Typical starting salary is $108,000 CAD. Team: Marketing
What you’ll do Design and implement comprehensive multi-channel demand generation initiatives aimed at boosting both sales-assisted and self-service pipelines specifically targeting accountants and bookkeepers.
Collaborate closely with teams across Marketing, Sales, and Revenue Operations to ensure seamless execution of programs, supported by the right tools and scalable processes.
Oversee Relay's participation at partner conferences, managing all aspects from pre-event planning to logistics during the event and conducting post-event evaluations.
Test and explore new channels and strategies tailored for the accounting segment, focusing on scaling successful efforts while discontinuing those that do not yield results.
Partner with the broader Marketing team, including Brand, Product Marketing Management, and Lifecycle, as well as Sales, to enhance awareness of Relay's partner program through targeted marketing campaigns.
Cultivate a thorough understanding of the Relay product, ensuring that demand generation strategies align with the product vision and the profile of the ideal customer.
Analyze market trends and customer feedback to refine demand generation tactics and improve overall effectiveness.
Utilize data-driven insights to measure the success of campaigns and make informed decisions on future initiatives.




Requirements A minimum of 2-4 years of experience in demand generation within a B2B, sales-assisted context.
Ability to navigate ambiguity and create new playbooks from the ground up, demonstrating readiness to test, iterate, and adapt strategies as necessary.
Proven experience managing at least one digital demand generation program independently, whether it be through paid advertising, organic outreach, webinars, or content marketing, with a clear understanding of results and trade-offs.
A strong passion for field marketing and event execution, with comfort in managing a cyclical calendar that involves travel and hands-on logistics.
Familiarity with essential sales-assisted terminology and processes, including Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and the lead handoff process to sales or Business Development Representatives (BDRs).
Excellent communication skills, both written and verbal, to effectively convey ideas and collaborate with various stakeholders.
Nice to have Experience in marketing to accountants, bookkeepers, or other skilled service sectors would be advantageous.
A background in fintech or financial services, or a keen interest in these industries, is a plus.
Previous experience in a rapidly growing company where processes and programs were still being developed can be beneficial.
Skills & tools Expertise in demand generation strategies
Proficiency in multi-channel marketing techniques
Strong event management capabilities
Lead generation proficiency
B2B marketing acumen
Knowledge of sales-assisted pipeline management
Practical notes The interview process for this position consists of several stages, including:
30-minute video call with a member of the Talent team
45-minute video call with the Demand Generation Manager
60-minute live session with the Marketing team
45-minute in-person interview with a member of the Leadership team
Compensation is linked to the impact of your contributions and has the potential to exceed annual review cycles.
All job offers are contingent upon the successful completion of a background check and employment verification.

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📌 Senior Demand Generation Specialist (Ontario)
🏢 Relayfi
📍 Ontario