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 generation 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.
Remote work environment: this is a primarily remote role with occasional visits to the Toronto office for collaboration and team connection. Travel and accommodations are fully covered.
Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.
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.
The Interview Process:
Stage 1: A 45-minute Google Meets video call with a member of the Talent Team
Stage 2: A 45-minute Google Meets video call with the VP of Growth
Stage 3: A 45-min Google Meets video call with a member of Relay’s Leadership team
Stage 4: A take-home case study followed by a 1-hour presentation of your solution to our Marketing team
Why Relay Might Be the Perfect Fit For You
You push relentlessly for reinvention: You’re built to constantly ask, “How can this be better?” Change excites you and you drive it.
You crave autonomy: We trust our team with big challenges and the freedom to solve them. If you’re someone who takes initiative, is comfortable taking risks, and seeks input when needed, you’ll find the freedom here empowering.
You own your work: You take pride in your work, follow through on commitments, and feel a deep sense of responsibility for outcomes, not just tasks.
You treat comfort as a red flag: You seek growth. When things feel too comfortable, you lean into change. You’re excited about stepping into the unknown and navigating new terrain to create something better alongside your team.
You care about impact, not noise: You care deeply about the substance of your work. You measure success by results, not recognition and you let your work speak for itself.
You’re energized by complexity and ambiguity: You enjoy tackling problems that don’t come with a playbook. You’re comfortable building from scratch, iterating as you go, and collaborating to shape the best path forward.
You seek out feedback: We value directness, clarity, and respect. We believe honesty fuels great work and career growth. You see feedback as a tool for learning and improvement, and you know that open, honest dialogue is key to achieving the best results — together.
You’re here for more than a job: At Relay, everything we do is in service of our mission to help small businesses thrive. To drive impact and have purpose here, that mission must matter to you too.
Our Promise
We’re driving real change for small business owners, powered by truly remarkable people. At Relay, you’ll find the confidence to take chances, 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.
What’s Important to Us:
Research shows that women-identifying and other marginalized individuals often apply only if they meet 100% of the qualifications. But no one is a perfect match on paper. If this role excites you, we’d love to hear from you and figure out together if it’s a great fit.
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 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 Talent Partner, and we will work with you to meet your needs.
