Manager, B2B Marketing

Medcan•Toronto, ON

4d•CA$85,122 - CA$117,043

About The Position

Medcan is seeking a passionate and dynamic Manager, B2B Marketing to lead the annual planning and day-to-day implementation of their B2B marketing efforts across Direct (New Logo), Indirect (resellers/partners), and Account Management channels. This role is crucial for developing a scalable, full-funnel demand and conversion engine to drive consistent new client growth, reach the end client/consumer, and support long-term account value. The successful candidate will partner closely with the B2B Growth and Account Management teams to deliver an integrated marketing approach, leveraging expertise in digital and traditional media strategies, account-based marketing (ABM), lead generation through various channels, experiential marketing, and CRM nurture. This role also involves managing a Marketing Specialist, fostering their development through performance management and coaching.

Requirements

5+ years of progressive experience in B2B marketing, with demonstrated leadership in demand generation and pipeline growth.
Proven track record building full-funnel marketing programs (demand, nurture, conversion) in complex, high-consideration sales environments.
Experience supporting both direct sales teams and partner/reseller ecosystems.
Strong understanding of account-based marketing (ABM) and lifecycle marketing strategies.
Experience working closely with Sales and RevOps to implement pipeline management frameworks and CRM systems (e.g., Salesforce).
Strategic thinker with operational rigor—able to translate high-level strategy into execution frameworks.
Deep understanding of B2B funnel economics (CAC, LTV, CPL, conversion rates, pipeline velocity).
Strong analytical and data-driven mindset, with ability to diagnose performance gaps and drive improvement.
Expertise in marketing automation, lead management, and segmentation strategies.
Exceptional stakeholder management and ability to influence cross-functional teams.

Responsibilities

Manage and implement the end-to-end B2B annual marketing plan across Direct, Indirect, and Account Management channels, supporting strategic alignment against revenue and new client acquisition goals.
Partner with cross-functional teams to develop a full-funnel demand model (awareness, consideration, conversion) tailored to B2B buying cycles and premium healthcare decision-making.
Develop, own, and manage strategies to engage with and convert the end client (B2B2C marketing), with a goal to establish an 80/20 split for standardized practices vs. customized programs for key accounts and partnerships.
Leverage existing segment strategies and support refinement of target micro segments, personas, and value propositions to clearly articulate Medcan’s role as a strategic workforce health partner.
Align marketing plans with business priorities including new logo acquisition, renewals, and partner growth.
Actively monitor the B2B industry landscape to inform ongoing planning, including competitive reviews, thought leadership themes, and marketing trends.
Develop and execute a repeatable B2B demand engine, including account-based marketing (ABM), outbound, thought leadership, events, and partner activation.
Build and operationalize B2B nurture strategies in partnership with Growth, including early-stage lead engagement, opportunity acceleration, win-back campaigns, partner and reseller communications and thought-leadership to engage existing accounts.
Develop multi-touch, multi-channel journeys that educate, build trust, and reinforce Medcan’s premium value for B2B buyers.
Enable segmentation and personalization based on industry, persona, and stage.
Partner with sales and account management teams to work with key accounts, resellers, and partners to develop and implement marketing activations and engagement tactics tailored to their members / advisors / clients / employees.
Partner with Sales to create high-impact enablement tools, including value narratives and ROI messaging, persona-based content, collateral and presentations, objection handling and competitive differentiation materials.
Develop a Partner Toolkit and Playbook for the Indirect Channel enabling resellers and partners to act as an extension of Medcan’s Growth team by promoting customizable assets and campaigns that engage a B2B2C segment.
Develop and maintain partner-specific templated landing pages using our website CMS that allow Partners and Resellers to collect leads from their memberships and client base, driving bookings and adoption of Medcan services.
Identify and address conversion bottlenecks across Direct, Indirect, and renewal channels.
Leverage thought-leadership and existing marketing assets for Account Managers to share with Plan Sponsors that demonstrate Medcan’s leadership position, commitment to innovation and evidence-based practices to deepen relationships.
Assess and manage product marketing requirements specific to the B2B channel, including sell sheets, competitor reviews, translation requests, and product-specific B2B value propositions.
Lead the development of B2B custom marketing materials as needed, developing clear briefs for in-house or agency creative teams.
Lead marketing strategy and execution for the Indirect channel, including partner onboarding, engagement and activation, leveraging CRM insights and tactics to standardize partner engagement / nurture.
Build structured partner marketing programs and co-marketing initiatives.
Elevate Indirect from relationship-based growth to a disciplined GTM channel.