About Acorn

Acorn is the skills and development platform that closes the gap between what your people need to be able to do and what they can do today - then shows you what's actually working to close it. We map skills to roles and learning content, make development visible, and capture evidence of what's genuinely building workforce readiness. Over 3 million learners use Acorn globally. We're established in ANZ and building our North American from our Vancouver HQ.

Role Overview

This is an in-office role. The Demand Generation Manager reports to the VP, Marketing and owns named account programs and multi-channel campaigns. You're a campaign creator at heart: you build narratives that move buyers and know how to turn market insight into pipeline.

This is a hub role: you'll work alongside a cross-functional marketing team covering brand and content, design, web, and video, plus a BD team focused on named account outreach.

5 Key Skills for This Role The best part... we use our own Acorn software at Acorn. We believe in Managers and Staff being aligned on the key skills each role needs, and the level we expect. The 4 levels comprise Foundational, Developing, Proficient and Advanced.

1. Named Account ABX Strategy

Plan and execute account-based programs across a tiered named account model: prioritization, sequencing logic, messaging by tier, and activation plays built with sales. Level: Proficient: you've run ABX before, you have a point of view on tiering and activation, and you work independently within a defined strategy.

2. Demand Campaign Strategy

Build multi-channel campaigns anchored to research and market insight, not product features, and make sure everything that goes to market has a clear point of view. Level: Proficient: you can take a market narrative and translate it into a sequenced, multi-channel program, and you bring ideas others haven't had.

3. Event Campaign Strategy

Run events as pipeline campaigns rather than booth bookings: pre-event named account targeting, on-site activation with sales, structured follow-up. Level: Proficient: you've owned an annual calendar and can point to the pipeline it produced.

4. Commercial and Pipeline Acumen

Understand and communicate the commercial impact of marketing activity.



Level: Proficient: you know what a qualified meeting is worth, you can read funnel conversion, and you're comfortable being measured on pipeline.

5. Domain Learning and Market Intelligence

Build working knowledge of the performance learning and skills development space and use it to make campaigns sharper and outreach more relevant. Level: Developing: you don't need HR tech depth today, but you need genuine curiosity and the ability to turn new knowledge into better marketing fast.

Key Responsibilities:

Named Account Programs

- Build and deliver differentiated, multi-channel ABX programs across a tiered named account model covering North America and ANZ, in close partnership with the BD and Sales team
- Develop and manage email nurture strategy across key audience segments, ensuring the right message reaches the right buyer at the right stage

Events:

- Own event campaign planning across the annual calendar: pre-event named account targeting, on-site activation alignment with sales, and post-event pipeline follow-up
- Coordinate with external event partners and industry associations on co-branded presence and shared audience activation where relevant

Business Development & Partners

- Ensure business development outreach is sequenced and aligned to GTM goals
- Coordinate co-marketing activations with technology and channel partners, and identify new co-marketing opportunities that can accelerate pipeline in target segments

Reporting & attribution

- Work with Revenue Operations on campaign tracking, attribution, and pipeline reporting
- Be able to clearly communicate the commercial impact of your programs to leadership

Required Experience

- 3+ in B2B demand generation, with demonstrated experience owning programs
- Hands-on experience running multi-channel named account programs




- Comfortable being measured against pipeline and working toward shared revenue targets with Sales
- Experience marketing to HR, L&D;, or enterprise operations buyers is a plus

AI Fluency

At Acorn, we use AI across everything we do, and are actively building our AI fluency across the business. We are genuinely excited about what AI makes possible in demand generation, and we want someone who feels the same way.

In this role, that looks like:

- Using AI to accelerate account research, build personalised outreach at scale, and sharpen campaign messaging
- Leveraging AI forward tools like and AI-assisted sequencing to improve outbound efficiency without sacrificing quality
- Using AI to synthesise market intelligence, competitor activity, and buyer intent signals into sharper campaign hypotheses

Why Join Acorn?

- Help shape how we scale our North American presence alongside an established ANZ business, with real scope and visibility in this role
- Work directly with senior leaders to influence culture, capability, and organisational performance
- Lead impactful initiatives that connect learning, performance, and business outcomes
- Be part of a values-driven company building a product we genuinely use ourselves

Location This role is open in Vancouver, BC. Acorn is an office-first company, meaning we work from our local offices the majority of the time. We want to create excellent work with great people, and we know from experience that is best done through the daily moments: the coffee run, the quick huddle, the walk to grab lunch. Being able to capitalise on this is a large part of the reason we can work at the pace we do.

Candidates based in Canada will need eligibility to work in British Columbia. We are unable to provide visa sponsorship at this time.

Our Recruitment Process

Acorn is committed to fostering a diverse and inclusive workplace where everyone feels valued and respected. We are an equal opportunities employer and welcome applications from all qualified candidates. We aim to ensure our recruitment process is fair and accessible to everyone, and we encourage candidates to request any accommodations needed during the application or interview stages.

📌 Demand Generation Manager (Vancouver)
🏢 Acorn
📍 Vancouver