Senior Demand Generation Manager

Meet Benevity

Benevity is the way the world does good, providing companies (and their employees) with technology to take social action on the issues they care about. Through giving, volunteering, grantmaking, employee resource groups and micro-actions, we help most of the Fortune 100 brands build better cultures and use their power for good. We’re also one of the first B Corporations in Canada, meaning we’re as committed to purpose as we are to profits. We have people working all over the world, including Canada, Spain, Switzerland, the United Kingdom, the United States and more!

The Senior Demand Generation Manager plays a pivotal role in driving strategic marketing initiatives to support Benevity’s global Enterprise go-to-market (GTM) efforts. This leader is responsible for creating high-impact, high-converting pipelines through expertise in Enterprise Account-Based Marketing (ABM) and collaboration across teams to meet shared revenue objectives.

Overseeing a specific portfolio, the Senior Demand Generation Manager will design and execute comprehensive, full-funnel demand generation strategies to engage target audiences, drive conversions, and grow pipeline. Success in this role requires managing multiple campaigns simultaneously with precision and aligning GTM and ABM strategies to broader organizational goals in close partnership with senior leadership.

The Senior Demand Generation Manager ensures all demand generation and ABM efforts contribute to new client acquisition while fostering growth within existing accounts, creating a meaningful impact across the business.

What you’ll do:

Strategic Enterprise Marketing

• Develop and execute advanced demand generation strategies with a strong ABM focus to drive full-funnel pipeline growth
• Align GTM and ABM initiatives with company-wide goals, prioritizing revenue growth and pipeline generation
• Collaborate with senior leadership to refine demand generation and ABM approaches, adjusting for optimal impact
• Develop and manage campaigns, targeting various parts of the funnel. Campaigns should be outcome-focused, netting positive client experiences and growth for the business

Collaboration with Product Marketing (PMK) and Channel Owners

• Leverage foundational GTM components (e.g., messaging, positioning, TAM) provided by PMK
• Partner with PMK to create high-impact, ABM-informed strategies that meet revenue and pipeline targets
• Collaborate with channel partners to identify the most optimal channel mix for the audience, managing holistic efficiency and growth metrics 

Ownership of Targets

• Own pipeline target and campaign-related metrics, including ABM-specific KPIs.
• Responsible for generating quality pipeline that converts into revenue 
• Monitor and report on progress regularly, using insights to make strategic adjustments for target achievement

Leadership in Core Meetings

• Lead GTM meetings with a focus on ABM integration, collaborating with marketing, content, events, and paid media teams
• Ensure cross-functional alignment, driving strategic decisions that leverage both demand generation and ABM insights

GTM with Cross-Departments

• Drive collaboration across Sales, Marketing, Enablement, and Product teams, infusing ABM strategies into GTM efforts
• Provide a comprehensive view of top-of-funnel activities and how they support bottom-of-funnel (BOFU) outcomes

Driving Collaboration and Accountability

• Foster strong interdepartmental relationships to ensure seamless GTM and ABM execution
• Serve as a central point for all GTM and ABM activities, ensuring strategic coherence and consistent messaging

Data-Driven Decision Making

• Use performance metrics to evaluate and optimize both demand generation and ABM activities
• Share actionable insights with senior leadership, continually enhancing strategies based on data-driven results

What you’ll bring:

• 6+ years of experience in demand generation or related roles, with specific ABM expertise; 4 years with Enterprise SaaS space 
• Proven success in GTM strategy execution and revenue growth
• In-depth knowledge of demand generation, ABM principles, marketing automation, and CRM platforms
• Strong analytical skills to drive data-informed decision-making and ABM optimizations
• Strategic thinker with a focus on results and an ability to prioritize ABM within broader GTM strategies
• Excellent communication and interpersonal skills, able to foster a collaborative, data-driven culture