Principal Demand Generation Manager, Product-Led Growth

Jobber•Toronto, ON

15d•Hybrid

About The Position

This role is focused on incubating net-new Product-Led Growth (PLG) initiatives within Jobber's demand generation efforts. It's a senior individual contributor position aimed at experimentation and developing new PLG strategies. Jobber provides technology solutions for small home service businesses to manage quoting, scheduling, invoicing, and payments, aiming to transform service delivery through technology. The company culture emphasizes transparency, inclusivity, collaboration, and innovation, recognized by various awards. The Demand Generation team drives leads for both self-serve and sales-assisted funnels, and this role operates at the intersection of Marketing and Product, reporting to the Senior Director of Demand Generation.

Requirements

Extensive experience in demand generation, growth marketing, or growth strategy in a B2B SaaS environment, with a track record of operating at Director-adjacent seniority as an individual contributor
Deep experience partnering directly with product leadership – comfortable holding your own in a room with senior product leaders and representing the full marketing picture
Proven track record of designing experiments that produced real signal — not just ideas in a doc, but tests that shipped, generated baseline data, and informed what came next
Strong funnel analysis and opportunity sizing skills; comfortable pulling your own data, building your own models, and defending your assumptions
Experience designing minimum viable tests in coordination with channel and performance marketing teams, with an instinct for what size of test produces credible signal without disrupting in-flight acquisition programs
Clear, senior-level written and verbal communicator; able to translate marketing insight into product opportunities and carry consolidated recommendations to executive stakeholders
Comfort using AI tools to prototype, mock up, and accelerate concept development – you ship artifacts, not just decks
Working fluency in SEO, generative/AI-driven discovery, and how shifting buyer behavior is changing the acquisition landscape
Strong bias for action, ownership, and proactive collaboration – you don’t wait to be told what matters

Nice To Haves

Exposure to PLG, freemium, and experimentation-led growth motions is a strong plus

Responsibilities

Incubate net-new PLG initiatives with Product
Act as the primary demand-gen partner to the product manager, leading net-new PLG initiatives, bringing proactive hypotheses, market context, and experiment ideas into roadmap discussions
Own opportunity sizing, demand research, and funnel context for priority bets
Prepare decision-ready materials — funnel views, benchmarks, revenue modeling, and business cases — before product leadership is asked to commit engineering resources
Define what each experiment is intended to learn, and ensure results are reviewed on a weekly cadence
Design minimum viable tests to de-risk early-stage MVPs
Coordinate closely with performance marketing managers inside Demand Gen to design and run minimum viable tests — sizing audiences, selecting channels, and setting measurement boundaries
Work with the broader Product Growth team on strategy and cross-surface coordination, making sure new PLG bets connect cleanly into adjacent product experimentation
Carry a consolidated marketing-side point of view into senior product leadership discussions
Represent Demand Gen in prioritization, sequencing, and stop/scale decisions across the PLG portfolio
Own the marketing-side strategy and roadmap for web-hosted tools, content-led experiences, and campaign tests that validate product ideas before (or in parallel with) in-product builds
Pull signal from Demand Gen’s channel and performance functions to inform prioritization, while respecting their operating load and engaging their leaders and individual contributors at escalation and launch-gate moments
Help keep new acquisition surfaces tightly integrated with existing SEO and content strategies
Use AI tools to prototype new concepts and create tangible artifacts (mockups, working demos) that make ideas easier for product partners to evaluate
Accelerate ideation, experiment design, and supporting materials
Stay current on how AI-mediated discovery is changing service-pro behavior, and translate those shifts into testable moves for the roadmap
Be the person product leaders can rely on for a clear recommendation backed by data
Help kill or pivot low-signal ideas early, and make the case for scaling the ones that work
Hold the agreed prioritization framework and operating cadence — weekly experiment reviews, stop/scale decisions against pre-agreed time-to-signal targets