Senior Demand Generation Specialist

Relay is a digital banking platform that gives self-made business owners the tools and know-how to be great with money—bringing clarity, confidence, and control to every dollar earned, so they can turn hard work into lasting success. We do this by replacing financial guesswork with real visibility, transforming cash flow from a constant source of stress into a clear signal owners can use to run stronger, more resilient businesses. At Relay, we know that high-quality partners are a key driver of our growth and that targeted demand generation fuels pipeline and revenue. As the Senior Demand Generation Specialist, you’ll play a key role in shaping how we reach, engage and convert accounting and bookkeeping partners. You'll help shape programs and campaigns that build awareness, drive engagement, and generate qualified demand for one of Relay's primary growth engines. This is a highly hands-on, execution-focused role responsible for finding ways to drive net-new, sales-assisted pipeline through scalable programs. You’ll go deep on this audience by running webinars, writing nurture campaigns, testing paid acquisition and helping execute in-person events. This role sits within Demand Generation and is ideal for someone who thrives in ambiguity, enjoys building from scratch, and is energized by fast iteration and impact. What You'll Be Doing - Plan and execute multi-channel demand generation programs that feed Relay's sales-assisted & self-serve pipeline for accountants and bookkeepers - Work closely with key stakeholders across Marketing, Sales and RevOps to ensure programs and campaigns are executed cleanly, supported by the right tooling, and built to scale as the segment matures - Showcase Relay during our partner conference season through pre-event planning, running event programming and logistics, and post event retros/handoffs - Test new channels and programs for our accounting segment - doubling down on what works (and scrapping what doesn’t) - Collaborate with the broader Marketing team (Brand, PMM, Lifecycle) and Sales team to build awareness of Relay’s partner program through targeted campaigns - Build a deep understanding of the Relay product and connect your demand generation strategy to our product vision and ICP Who You Are - 2-4 years of demand generation experience in a B2B, sales-assisted environment - Energized by ambiguity and early-stage playbooks. You are ready to test, iterate, and sometimes pivot away from a channel that isn't working - Have independently run at least one digital demand gen program end-to-end (paid, organic, webinar, or content) and can speak in depth to the results and trade-offs - Genuinely excited by field marketing & event execution and comfortable with a cyclical calendar that includes periods of travel and hands-on logistics - Comfortable with core sales-assisted vocabulary and mechanics (MQLs, SQLs, and lead handoff to sales/BDRs) - Experience in a startup or scaling company environment is a plus Bonus Points - You have experience marketing to accountants, bookkeepers, or other professional services audiences - You have a background in fintech or financial services, or a demonstrated strong interest in the space - You’ve worked in a fast-growing company where processes and programs were still being defined The Interview Process - Stage 1: A 30-minute Google Meet video call with a member of the Talent team - Stage 2: A 45-minute Google Meet video call with the Manager, Demand Generation - Stage 3: A 60-minute live session with members of our Marketing team - Stage 4: A 45-minute in-person interview with a member of the Leadership team Our Compensation Approach We believe Relayers should feel rewarded for the impact they have on our mission and growth. Compensation follows impact. As impact increases, compensation grows, and we do not limit compensation changes to a once-a-year review cycle. The annual salary range for this role is $97,200 - 118,000,000 CAD. For candidates who demonstrat…