About This Role
This role is for a strategic and performance-driven Demand Generation Manager to join Westland's Digital Marketing team. You will lead demand generation efforts across the company's brands, product lines, and provincial markets. The position suits an expert who can connect campaigns, content, and digital experiences to measurable business outcomes.
Responsibilities
- Lead demand generation planning across Westland's brands, products, and provincial markets, adapting approaches to regional nuances and regulatory differences
- Build and optimize automated workflows across HubSpot, Salesforce, and Pathway, partnering with Digital Sales to nurture prospects, re-engage cold leads, and support onboarding, retention, and client satisfaction
- Partner with the Content Manager on blogs, commercial white papers, and product pages to align content with SEO, AEO, and demand generation objectives and generate qualified organic demand
- Lead paid media strategy and performance across Google Ads, LinkedIn Ads, Meta Ads, and emerging channels, monitoring day-to-day results while identifying opportunities for strategic improvement
- Allocate and pace budgets based on performance, identifying where incremental investment can generate qualified leads across national, provincial, and regional markets
- Monitor and improve conversion performance using behavioural data and structured testing to identify conversion leaks and optimize landing pages, calls to action, copy, and key funnel stages
- Support commercial insurance through account-based marketing, prospect identification, and enrichment using tools such as Clay, in collaboration with the Marketing Operations Manager
- Deliver monthly and ad hoc reporting that puts performance into business context, providing clear analysis and actionable recommendations to marketing leadership and commercial stakeholders
Requirements
- 5+ years of progressive experience in demand generation or performance marketing, spanning marketing automation, organic and paid channels, and conversion optimization
- Exceptional hands-on knowledge of Google Ads, including Search, Display, YouTube, Performance Max, and Demand Gen, along with strong hands-on capability in LinkedIn Ads and Meta Ads
- Proven experience building automated workflows in marketing automation and CRM environments such as HubSpot and Salesforce, including nurture, re-engagement, and lifecycle journeys
- Strong experience using GA4, Google Search Console, SEMrush, VWO or Optimizely, and Data Studio to analyze performance and guide demand generation decisions
- Strong understanding of conversion optimization, SEO, AEO, and structured experimentation, with experience improving landing pages, CTAs, copy, and digital journeys
- Proven ability to manage and optimize budgets across multiple brands, campaigns, products, and markets
