Demand Generation Manager, Tree Care

Granum•Toronto, ON

About The Position

Granum is seeking a Demand Generation Manager to own the new-logo pipeline for its tree care segment. This role involves setting strategy, building quarterly campaign plans, analyzing market signals, and making data-driven decisions. The tree care market is distinct, requiring a dedicated program managed by someone who can deeply understand the segment and take end-to-end ownership of the numbers. This is an individual contributor role within a fast-moving demand generation team, with full revenue accountability for the tree care new-logo pipeline. Collaboration with various teams, including Brand & Events, Partnerships, Digital, Content, Product Marketing, and Market Engagement, is crucial for campaign execution. The ideal candidate is data-fluent, proactive, and prefers to own one segment deeply rather than many segments superficially.

Requirements

5+ years in demand generation or related growth marketing, ideally in B2B SaaS
Experience marketing a vertical-specific product, or marketing to SMB or mid-market buyers
Track record of owning a pipeline number and achieving it
Fluency with campaign performance data, including funnel metrics and identifying problem areas
Comfort owning email marketing end-to-end: strategy, copy, send, and measurement
Demonstrated track record of successful cross-functional collaboration
Actively used AI tools in day-to-day marketing work
Genuinely open to the shift towards AI in marketing and willing to be a thoughtful partner in developing AI tooling
Comfortable with the idea that AI will progressively change how work gets done
HubSpot, Salesforce (or equivalent CRM), Zoom Webinars
Hands-on experience with one or more AI tools (Claude, ChatGPT with custom workflows, Zapier AI, Clay, etc.)

Nice To Haves

Tree care or green-industry experience
Experience building a custom GPT or Claude project
Experience prototyping a Zapier or Clay automation
A strong point of view on AI's role in marketing
Built an AI-powered workflow that meaningfully changed how you operated
Led a vertical-specific demand program at a SaaS company

Responsibilities

Pipeline accountability for tree care new-logo
Achieve sales accepted targets for tree care new-logo each quarter
Develop campaign strategy that aligns with pipeline numbers
Designate tier (Tier 1 flagship / Tier 2 supported / Tier 3 self-serve) for every campaign
Make decisions to pivot, kill, or double-down on live campaigns based on data analysis
Develop campaign strategy and execution plans
Create campaign briefs including offer, audience, messaging direction, target SAL volume, and key dates
Own email marketing, landing page builds, and webinar execution for the tree care segment
Provide outreach strategy briefs to Market Engagement before every launch
Analyze live campaign performance, including demo held rate, conversion patterns, channel mix, and lead quality
Stay informed about sales call themes and prospect feedback
Monitor pipeline shape and pacing against quarterly targets
Translate market signals into actionable campaign decisions
Develop and maintain a deep understanding of the tree care operator
Partner with Product Marketing to facilitate a feedback loop and share market signals
Ensure all campaigns are tailored for the tree care segment

Benefits

Comprehensive medical, dental, and vision coverage with multiple plan options (U.S.)
HSA/FSA accounts (U.S.)
Disability and life insurance (U.S.)
Employer-funded HSA-based benefits plan with drug, dental, and mental health coverage (Canada)
401(k) matching (U.S. employees)
RRSP matching (Canada)
Tailored career development conversations
Support for tools, courses, and resources for growth
Unlimited Paid Time Off
Paid company holidays
Company-wide winter break from December 24 to January 1