Director, Demand Generation
Relay
Paid Media Manager
Affinity.co
full-time
Posted on:
Location Type: Hybrid
Location: Toronto • 🇨🇦 Canada
Visit company websiteSalary
💰 CA$79,100 - CA$105,480 per year
Job Level
Mid-LevelSenior
Tech Stack
iOS
About the role
- Develop and execute comprehensive paid media strategies across the full funnel from awareness to conversion
- Own multi-channel campaign planning, budget allocation, and performance optimization across search, social, display, and emerging channels
- Lead quarterly and annual media planning aligned with revenue goals and pipeline targets
- Drive account-based marketing (ABM) campaigns targeting high-value private equity and venture capital prospects
- Manage and optimize campaigns across Google Ads, LinkedIn Ads, Meta, Reddit, Connected TV, Display/Programmatic, and emerging B2B channels
- Continuously test new channels and ad formats to expand reach within private capital markets
- Implement advanced targeting strategies including account-based targeting, lookalike audiences, and intent-based targeting
- Execute sophisticated bid management and budget optimization strategies to maximize ROAS
- Leverage AI tools daily for audience research, creative optimization, bid management, and performance analysis
- Implement AI-driven creative testing frameworks for ad copy, headlines, and visual assets
- Use machine learning tools for predictive audience modeling and campaign optimization
- Design and execute rigorous A/B and multivariate testing programs across all channels
- Test new ad formats, bidding strategies, audience segments, and creative approaches
- Implement incrementality testing and attribution modeling to measure true campaign impact
- Pioneer testing in emerging channels and platforms relevant to B2B audiences
- Own paid media KPIs including CAC, ROAS, pipeline contribution, and channel efficiency metrics
- Build comprehensive reporting dashboards and provide actionable insights to leadership
- Conduct deep-dive analysis on campaign performance, audience behavior, and competitive positioning.
Requirements
- 5-7 years of B2B paid media experience, preferably in SaaS, fintech, or high-ACV software environments
- Proven track record managing annual paid media budgets of $2M+ with demonstrated ROI improvement
- Platform expertise across Google Ads, LinkedIn Ads, Meta Business Manager, Reddit Ads, Connected TV platforms, and programmatic platforms
- Advanced analytics skills with proficiency in Google Analytics, attribution platforms, and data visualization tools
- Daily AI tool usage for campaign optimization, creative testing, and audience research
- Advanced Excel/Google Sheets skills for budget management and performance analysis
- Understanding of B2B marketing metrics including pipeline attribution, CAC payback, and lifetime value
- Full-funnel mindset with ability to connect top-funnel activities to bottom-line revenue impact
- Testing methodology expertise including statistical significance, incrementality testing, and experiment design
- Competitive analysis skills with ability to monitor and respond to competitor media strategies
- Budget optimization experience with ability to allocate spend across channels for maximum efficiency
- Understanding of B2B buying cycles and account-based marketing principles
- Familiarity with private capital markets preferred but not required
- Knowledge of privacy regulations and their impact on digital advertising (GDPR, CCPA, iOS changes)
- Awareness of emerging channels and willingness to test new opportunities.
Benefits
- Health Benefits: We cover both you and your dependents' extended health benefit premiums and offer flexible personal & sick days to support your well-being.
- Retirement Planning: We offer an RRSP plan to help you plan for your future.
- Learning & Development: We provide an annual education budget and a comprehensive L&D program.
- Wellness Support: We reimburse monthly for things like home internet, meals, and wellness memberships/equipment to support your overall health and happiness.
- Team Connection: Virtual team-building activities and socials to keep our team connected, because building strong relationships is key to success.
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard skills
paid media strategiescampaign planningperformance optimizationaccount-based marketingbid managementbudget optimizationA/B testingmultivariate testingattribution modelingdata analysis
Soft skills
leadershipanalytical skillscommunicationcompetitive analysisstrategic thinkingproblem-solvingcollaborationinsight generationadaptabilitycreativity
