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 2026, and we’re looking for a customer- and data-obsessed Director of Demand Generation to lead and grow our team. In this role, you’ll own the strategy and execution of demand generation efforts that attract, engage, and convert high-quality leads, while building a distinct marketing-to-sales motion beyond our self-serve registration funnel.You will partner closely with marketing (Product Marketing, Growth, Brand), Sales, RevOps, and Partnerships to align on go-to-market strategy, optimize lead conversion, and ensure your team’s programs drive measurable pipeline and revenue growth.
This is an opportunity to shape a critical function at a fast-growing startup and directly influence how Relay scales its business.If you're ready to lead and build a high-performing team, execute multi-channel strategies, and drive significant revenue growth, we want to hear from you!
What You’ll Be Doing
- Own the Demand Generation strategy, setting the vision and executing plans to acquire and convert qualified leads across multiple channels and industry segments
- Collaborate with marketing and GTM teams to drive alignment and deliver on performance goals
- Model lead generation and conversion plans in collaboration with Sales, RevOps, Data, and Finance
- Hire, mentor, and develop a high-performing Demand Generation team, fostering growth and professional development
- Lead the team to create memorable, educational programming that engages and inspires a repeat audience
- Drive leads, pipeline, and revenue growth using multi-channel strategies, including paid, partnerships, email, content, events, webinars, and ABM
- Own KPIs such as MQLs and pipeline, monitoring and optimizing campaigns via Salesforce, Marketo/Hubspot, Metabase, Google Analytics, and other tools
- Champion customer empathy and deep understanding of user workflows to inform messaging and campaigns
- Identify and nurture co-marketing partnerships that drive long-term funnel growth
Who You Are
- You have 10+ years of marketing experience, including 6+ years in Demand Generation
- You have owned end-to-end Demand Generation strategy: setting strategy, building lead models, managing teams, establishing handoffs, executing programs, and reporting performance
- You have a proven track record of driving meaningful B2B lead-generation growth, implementing programs that multiply pipeline and market engagement
- You have deep experience collaborating cross-functionally with Sales, Data, RevOps, and Partnerships, building strong relationships to achieve go-to-market alignment
- You have hands-on experience managing multi-channel marketing campaigns (online and offline) with a strong grasp of digital marketing strategies
- You prioritize understanding customer needs deeply and instill this customer focus in your team
- You are creative and a strong storyteller, generating campaign ideas that inspire the market
- You are revenue-driven, adept at testing, analyzing, and optimizing campaigns to improve lead quality and efficiency
- You leverage data to uncover insights that drive strategy and execution
- You are proficient in marketing tech stacks, including Salesforce, Google Analytics, Adwords, Hubspot, CMS platforms, lead nurturing, and landing page software
Bonus Points
- You have joined a company in its early stages and helped it scale
- You have experience working on a product with PLG/self-serve components of the funnel
- You are skilled in SMB marketing, with specific expertise in 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.
- Hybrid work environment: we value meaningful collaboration and connection at our Toronto office three days a week, with lunch, snacks, and beverages on us.
- Dog-friendly space: can dogs really make you happy and healthy? We don’t know for sure, but since we don’t want to chance it, our office is 100% floof-friendly.
- Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.
- Top-tier equipment: as a Mac-first company, our Toronto offices have everything you need to produce your best work comfortably, from multiple screens to ergonomic seating.
- 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 30-minute Google Meet intro call with the VP of Growth and Marketing
- Stage 2: A 45-minute Google Meet experience deep dive with the VP of Growth and Marketing
- Stage 3: A 60-minute in-person interview with a member of the Leadership team
- Stage 4: A take-home case study followed by a 60-minute Google Meet video call with 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.
