Manager, Demand Generation

This is a fully remote position, open to applicants in Canada.

📋 Description

• Execute and enhance Copper’s paid acquisition initiatives, which include campaign structure, bidding strategies, audience targeting, budget management, pacing, and performance optimization.

• Take ownership of performance across Google Ads and LinkedIn while exploring additional acquisition channels.

• Assess performance through metrics such as ICP fit, lead quality, demos, trials, pipeline, conversion rates, attribution, and revenue contribution.

• Monitor and diagnose fluctuations in volume, quality, conversion rates, spending, and channel performance.

• Create a roadmap for experimentation across various channels, audiences, targeting strategies, offers, creative elements, messaging, and landing pages.

• Investigate and test new acquisition channels and strategies.

• Manage budget pacing and allocate resources across channels effectively.

• Develop forecasts for channels and suggest investment reallocations.

• Enhance measurement and attribution using GA4/GTM, conversion tracking, offline conversions, UTMs, CRM feedback loops, and attribution methods.

• Link marketing initiatives to lead quality, ICP alignment, pipeline progression, and conversion rates.

• Collaborate with Creative and Content teams on messaging, offers, formats, and creative work.

• Optimize landing pages, offers, and conversion pathways.

• Partner on optimizing the pre-purchase funnel, lead scoring, routing, and nurturing processes.

• Measure spending, CAC, conversion rates, pipeline contributions, revenue, and ROI.

• Provide regular, actionable updates on performance.

• Coordinate with agencies and specialized partners, including Webflow, Creative, and SEO/AEO resources.

• Stay updated on paid platforms, B2B acquisition strategies, measurement methodologies, and emerging technologies.

⛳️ Requirements

• Over 5 years of experience in B2B SaaS performance marketing, demand generation, or paid acquisition.

• Proven track record of generating substantial lead and pipeline volume at scale.

• Extensive hands-on experience with Google Ads and LinkedIn, encompassing campaign structure, bidding, targeting, audience development, budget management, and optimization.

• Experience with additional acquisition channels such as Meta, Reddit, Quora, programmatic advertising, sponsorships, paid partnerships, listicles, or other emerging platforms.

• A strong experimental mindset with the capability to research unfamiliar channels, formulate testing strategies, analyze results, and decide on scaling methods.

• Comprehensive understanding of B2B SaaS acquisition and conversion funnels, including ICP fit, demos, trials, pipeline, revenue, and customer acquisition economics.

• Strong analytical skills with the ability to identify performance shifts, diagnose underlying causes, and recommend actionable solutions.

• Experience in designing and evaluating experiments across various audiences, offers, creative elements, messaging, channels, and landing pages.

• Solid understanding of measurement and attribution concepts, including GA4, Google Tag Manager, conversion tracking, offline conversions, UTMs, CRM feedback loops, and ROI analysis.

• Experience managing substantial paid acquisition budgets, including pacing, forecasting, and resource allocation.

• Profound understanding of CPL, CAC, CVR, pipeline contributions, revenue attribution, and ROI metrics.

• Experience collaborating cross-functionally with Sales, Creative/Content, RevOps, Data, Product, and Operations teams.

• Ability to translate performance data into clear recommendations and effectively communicate investment priorities.

• Strong attention to detail with the ability to understand broader funnel and business impacts.

• Capability to function effectively in ambiguous situations and adapt swiftly.

• Self-motivated and proactive attitude.

🏝️ Benefits

• Competitive salary.

• Comprehensive benefits and time-off/leave policies.

• Unlimited vacation.

• Flexible fully remote work hours.

• Generous stock options.

• Maternity/paternity top-up.

• Monthly internet and cell phone allowance.

• Learning & Development program.