Demand Generation Specialist

Position Summary:

We’re hiring a Demand Generation Specialist to join our Marketing Team and drive the execution of integrated, multi-channel demand generation programs. You will be the hands-on executor of full-funnel campaigns – translating strategy into targeted outreach, digital programs, and pipeline-driving plays. You’ll partner closely with Demand Gen, Campaigns, Product Marketing, Sales, and Marketing Ops to design and run campaigns that generate awareness, engagement, and pipeline for strategic payer accounts.

What you'll do: 

• Execute integrated demand generation programs across the full buyer journey (awareness → engagement → opportunity → expansion).
• Run multi-channel campaigns: email (Pardot), Demandbase programmatic, LinkedIn, digital ads, personalized landing pages/microsites, webinars/events and Qualified chat.
• Develop and implement targeted nurture programs aligned to buyer personas and funnel stages, including dynamic content and segment-specific messaging.
• Own the creative brief process: translate campaign goals into clear briefs for the creative team, managing feedback rounds and ensuring final assets are on-brand, on-message, and delivered on time.
• Measure & optimize: own campaign KPIs, engagement metrics, multi-touch and last-touch attribution, and ROI; iterate through structured testing and analysis.
• Support the execution of virtual events and webinars to drive awareness and engagement across key segments.
• Ensure compliance & governance: follow Legal/Privacy guidelines for U.S. healthcare data and consent (HIPAA awareness preferred).
• Operate with an Agile mindset: we work in two-week sprints to learn from results and iterate quickly.
• Security-related responsibilities: 
  • Compliance with Information Security Policies
  • Compliance with League’s secure coding practice
  • Responsibility and accountability for executing League's policies and procedures
  • Notification of HR, Legal, Compliance & Security of any incidents, breaches or policy violation

What we're looking for:

• 2 - 4+ years in B2B marketing in ideally in Demand Generation roles
• You love living in the tools!  Hands-on experience with Demandbase, LinkedIn Ad Manager, Pardot (Salesforce Account Engagement) and Salesforce (SFDC); experience with Webinar Hosting Platforms (Goldcast) and Qualified is a strong plus.
• Familiarity with account-based tactics.
• Solid grasp of full-funnel demand generation tactics: paid media, email nurture, content syndication, events, and webinars.
• Strong analytical skills – comfortable tracking campaign KPIs, building attribution reports, and making data-driven decisions.
• Strong project management, written communication and collaboration skills.
• Comfortable driving execution while liaising with the Campaign Owner and Sales.
• Comfortable working in Toronto in-office four days per week; occasional U.S. travel may be required.
• Comfortable with using AI tools like Claude, Chat GPT, Otter.ai, and Notebook LLM to support analysis, writing and daily workflow optimization. 

Nice-to-haves

• LinkedIn Ad-Manager / Pardot / Demandbase / Other ABM certifications
• Experience with paid media platforms, including LinkedIn Ad Manager and programmatic advertising tools (e.g., Demandbase, 6sense, or similar).
• Knowledge of the Healthcare and U.S. payer landscape — buyer roles, procurement cycles and regulatory considerations.